1. 5/15/2015Marketing Research1 MEASUREMENT  An attempt to provide an objective estimate of a natural phenomenon ◦ e.g. measuring height ◦ or weight

2. 5/15/2015Marketing Research2 Measurement scales  Nominal Scales ◦ Categories -- mutually exclusive and collectively exclusive.  Ordinal Scales ◦ Rank order – e.g. most important to least important.  Interval Scales ◦ Ordinal + the intervals between data points are equal.  Ratio Scales ◦ Above + a meaningful absolute zero or origin.

3. 5/15/2015Marketing Research3 Measurement scales: Example  How could you measure height using the following levels of measurement? ◦ Nominal Scales ◦ Ordinal Scales ◦ Interval Scales ◦ Ratio Scales

4. 5/15/2015Marketing Research4 Measurement error Evaluate my bathroom scale: Is it ACCURATE?

5. 5/15/2015Marketing Research5 Reliability  Consistent results over time.  Measures are free from random error. Test-Retest Reliability: Obtained by repeating the measurement using the same instrument under as nearly the same conditions as possible.

6. 5/15/2015Marketing Research6 Validity Addresses the issue of whether what we tried to measure was actually measured. How do I know if my bathroom scale is valid? That is, does 160 really MEAN anything? How could I know this with my bathroom scale? 1.JUST using the same scale 2.Using ANOTHER scale.

7. 5/15/2015Marketing Research7 Types of Validity Face validity Content validity Criterion-Related Validity Predictive Validity Concurrent Validity Construct Validity Convergent Validity Discriminant Validity All types of validity are related.

8. 5/15/2015Marketing Research8 Reliability and Validity Illustrated Situation 1:  A lack of reliability my scale varies a lot (150, 160, 170) Situation 2:  High reliability, but lacks validity My scale always shows 160, but other scales are different Situation 3:  Reliable, consistent, and valid ALL scales show a consistent 160

9. 5/15/2015Marketing Research9 Scaling Scaling Defined In order to decrease noise: you measure something several times Unidimensional scaling Multidimensional scaling  Graphic Rating Scales Present to respondents with a graphic continuum typically anchored by two extremes

10. 5/15/2015 Marketing Research 10