1. Measurement and Scaling
Chapter 7
Measurement and Scaling
McGraw-Hill/Irwin
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Learning Objectives
Understand the role of measurement in marketing research
Explain the four basic levels of scales
Describe scale development and its importance in gathering primary data
Discuss comparative and noncomparative scales

3. Value of Measurement in Information Research
Precise physical measurement is critical
Essential to effective decision making

4. Overview of the Measurement Process
Measurement: An integrative process of determining the intensity (or amount) of information about constructs, concepts, or objects
Consists of two tasks:
Construct selection/development
Scale measurement

5. What Is a Construct?
An abstract idea or concept formed in a person’s mind
A combination of a number of similar characteristics of the construct

6. Construct Development
Construct: A hypothetical variable made up of a set of component responses or behaviors that are thought to be related
Construct development: An integrative process in which researchers determine what specific data should be collected for solving the defined research problem

7. Exhibit 7.1 - Examples of Concrete Features and Abstract Constructs of Objects

8. Exhibit 7.1 - Examples of Concrete Features and Abstract Constructs of Objects

9. Scale Measurement
The process of assigning descriptors to represent the range of possible responses to a question about a particular object or construct
Scale points: Designated degrees of intensity assigned to the responses in a given questioning or observation method

10. Four Basic Scale Levels
Nominal Scale
The type of scale in which the questions require respondents to provide only some type of descriptor as the raw response
Ordinal Scale
A scale that allows a respondent to express relative magnitude between the answers to a question
Interval Scale
A scale that demonstrates absolute differences between each scale point
Ratio Scale
A scale that allows the researcher not only to identify the absolute differences between each scale point but also to make comparisons between the responses

11. Exhibit 7.2 - Examples of Nominal Scales

12. Exhibit 7.3 - Examples of Ordinal Scales

13. Exhibit 7.4 - Examples of Interval Scales

14. Exhibit 7.5 - Examples of Ratio Scales

15. Evaluating Measurement Scales
Scale reliability - Refers to the extent to which a scale can reproduce the same or similar measurement results in repeated trials
Techniques that help scale reliability:
Test-retest
Equivalent form

16. Evaluating Measurement Scales
Scale validity - Assesses whether a scale measures what it is supposed to measure
Face validity
Content validity
Convergent validity
Discriminant validity

17. Criteria for Scale Development
Understanding of the questions
Discriminatory power of scale descriptors
Discriminatory power: The scale's ability to discriminate between the categorical scale responses (points)
Balanced versus unbalanced scales
Forced or nonforced choice scales
Negatively worded statements
Desired measure of central tendency and dispersion

18. Exhibit 7.7 - Relationships between Scale Levels and Measures of Central Tendency and Dispersion

19. Scales to Measure Attitudes and Behaviors
Likert scale: An ordinal scale format that asks respondents to indicate the extent to which they agree or disagree with a series of mental belief or behavioral belief statements about a given object

20. Scales to Measure Attitudes and Behaviors
Semantic differential scale: A unique bipolar ordinal scale format that captures a person's attitudes or feelings about a given object
Credibility construct consisting of three dimensions is used:
Expertise
Trustworthiness
Attractiveness

21. Scales to Measure Attitudes and Behaviors
Behavioral intention scale: A special type of rating scale designed to capture the likelihood that people will demonstrate some type of predictable behavior intent toward purchasing an object or service in a future time frame

22. Exhibit 7.8 - Construct/Scale Development Process

23. Other Rating Scales
Noncomparative rating scales: A scale format that requires a judgment without reference to another object, person, or concept
Comparative rating scales: A scale format that requires a judgment comparing one object, person, or concept against another on the scale

24. Other Rating Scales
Graphic rating scales: A scale measure that uses a scale point format that presents the respondent with some type of graphic continuum as the set of possible raw responses to a given question
Rank-order scales: These allow respondents to compare their own responses by indicating their first, second, third, and fourth preferences, and so forth

25. Other Rating Scales
Constant-sum scales: Require the respondent to allocate a given number of points, usually 100, among each separate attribute or feature relative to all the other listed ones

26. Other Scale Measurement Issues
Single-item scale: A scale format that collects data about only one attribute of an object or construct
Multiple-item scale: A scale format that simultaneously collects data on several attributes of an object or construct
Clear wording

27. Marketing Research in Action: What Can You Learn from a Customer Loyalty Index?
What level of scale design would be most appropriate in creating necessary scale measurements for collecting primary data on each construct?
For each construct, design an example of the actual scale measurement that could be used to collect the data.

28. What weaknesses exist in how Burke assesses its Secure Customer Index?
Marketing Research in Action: What Can You Learn from a Customer Loyalty Index?
What weaknesses exist in how Burke assesses its Secure Customer Index?
Make sure to clearly identify each weakness and explain why it is a weakness.
What types of scale measurement would you have used to collect the needed data for calculating SCI®?
Why? Write some scale measurements you would use.

29. Marketing Research in Action: What Can You Learn from a Customer Loyalty Index?
What level of scale design would be the most appropriate in creating the necessary scale measurements for collecting primary data on each construct?
For each construct, design an example of the actual scale measurement that could be used by Burke, Inc., to collect the data.

30. Write some scale measurements you would use.
Marketing Research in Action: What Can You Learn from a Customer Loyalty Index?
If you were the lead researcher, what types of scale measurement would you have used to collect the needed data for calculating SCI®?
Why?
Write some scale measurements you would use.