1. Measurement in Marketing Research
Chapter 10
Measurement in Marketing Research

2. Basic Question-Response Formats
Open-ended
Close-ended
Scaled-response

3. Basic Question-Response Formats
Open-Ended
Unprobed
Open-ended question: presents no response options to the respondent
Unprobed format: seeks no additional information
Advantages:
Respondent frame of reference; allows respondent to use his or her own words
Disadvantages:
Difficult to code and interpret
Respondents may not give complete answers

4. Basic Question-Response Formats
Open-Ended
Probed
Open-ended question: presents no response options to the respondent
Probed format: includes a response probe instructing the interviewer to ask for additional information or answer clarification
Advantages:
Elicits more-complete answers
Respondent frame of reference
Disadvantages:
Difficult to code, analyze, and interpret

5. Basic Question-Response Formats
Close-Ended
Dichotomous
Close-ended question: provides a set of answers from amongst which the respondent must choose
Dichotomous: has only two response options, such as “yes” - “no”; “have” – “have not”; “male” – “female”
Advantages:
Simple to administer, code, analyze
Disadvantages:
May oversimplify response options
May be in researcher frame of reference

6. Basic Question-Response Formats
Close-Ended
Multiple Category
Close-ended question: provides a set of answers from amongst which the respondent must choose
Multiple response: has more than two answer choices; must have “mutually exclusive” and “collectively exhaustive” answer set
Advantages:
Allows for broad range of possible responses
Simple to administer, code, and analyze
Disadvantages:
May be in researcher frame of reference
May not have all appropriate respondent answer options

7. Basic Question-Response Formats
Scaled-Response
Unlabeled
Scaled-response question: uses a scale (parts:a statement, instructions, a response format) to measure respondent feeling, judgment, perception …
Unlabeled: uses a scale that may be purely numerical (no words/phrases) or only the endpoints of the scale are identified
Advantages:
Allows for degree of intensity to be expressed without researcher options
Simple to administer, code, and analyze
Disadvantage:
Scale may not reflect respondents’ view

8. Basic Question-Response Formats
Scaled-Response
Labeled
Scaled-response question: uses a scale (parts: a statement, instructions, a response format) to measure respondent feeling, judgment, perception …
Labeled: a scale where all choices/positions are identified with some descriptive word/phrase
Advantages:
Allows for degree of intensity to be more clearly expressed
Simple to administer, code, and analyze
More consistency in responses
Disadvantage:
Scale choices more limited or too detailed

9. Considerations in Choosing a Question-Response Format
The nature of the property being measured
Gender=dichotomous; liking for chocolate=scale
Previous research studies
Use format of previous study if comparing
The data collection mode
Cannot use some scales on the phone
The ability of the respondent
Kids can only relate to certain types of visual scales
The level of analysis points to scale type needed

10. Basic Concepts in Measurement
Measurement: determining how much of a property is possessed; numbers or labels are then assigned to reflect the measure
Properties: specific features or characteristics of objects, persons, or events that can be used to distinguish them from others
Objective properties are physically observable or verifiable
Subjective properties are
mental constructs

11. Scale Characteristics Determine the Level of Measurement (Level of Data)
Nominal data: The use of a descriptor, name, or label, to stand for each “unit” on the scale: “yes” “no”, “male” “female”,etc.
Ordinal data: Objects, persons, events are placed in rank order on some characteristic in a specific direction. Zero and distance have no meaning; rank 1, 2, 3, etc.
Interval data: Units of distance have meaning. There is an arbitrary zero point. Examples are temperatures in degrees Fahrenheit or Celsius; map distance Chicago to ?
Ratio data:Multiples have meaning. There is an absolute or natural zero point. Examples: the Kelvin temperature scale, sales/costs in $, market share in %

12. Common Scales Used in Marketing Research
The Likert-Type Scale
The Graphic Rating Scale
The Semantic Differential Scale
The Staple Scale

13. Reliability and Validity
Reliability: person responds in the same or a similar manner to an identical or nearly identical measure (repeatability)
Validity: the ability of the measure being used to actually measure what it is supposed to measure
Validity types: face, construct, concurrent, discriminant, predictive