1. Chapter Nine
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2. Key Terms & Definitions
Measurement Process
Measurement:
The process of assigning numbers or labels to persons, objects, or events in accordance with specific rules for representing quantities or qualities or attributes.
Rule:
The guide, method, or command that tells a researcher what to do.
The professor should give some concrete examples of each of these definitions and point out the differences among them.
Constructs:
Specific types of concepts that exist at higher levels of abstraction.
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3. The Measurement Process
The professor could add definitions or examples to any of these steps.
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4. The Measurement Process
Step One: Identify the Concept of Interest
The abstract idea generalized from particular facts.
i.e., Perceptions about a product
Step Two: Develop a Construct
Specific concepts inferred from research.
i.e., Brand loyalty, social class, personality
Purchasing power
The professor could add definitions or examples to any of these steps.
Step Three: Define the Concept
Define the research. i.e. Examining the purchases
of teens age via school events.
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5. The Measurement Process
Step Four: Define the Concept Operationally
The professor could add definitions or examples to any of these steps.
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6. The Measurement Process
Step Five: Develop a Measurement Scale
The professor could add definitions or examples to any of these steps.
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7. Key Terms & Definitions
Levels of Measurement
Nominal:
Scales that partition data into mutually exclusive and collectively exhaustive categories.
Ordinal:
Scales that maintain the labeling characteristics of nominal scales and have the ability to order data.
Interval:
Scales that have the characteristics of ordinal scales, plus equal intervals between points to show relative amounts; they may include an arbitrary zero point.
Ratio:
Scales that have the characteristics of interval scales, plus a meaningful zero point so that magnitudes can be compared arithmetically.
Many good examples of each of these along with questions on a questionnaire that illustrate each one are helpful.
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8. Key Terms & Definitions
Examples
Nominal:
Gender: (1)Male (2) Female
Geographic Area: (1) Urban (2) Rural (3) Suburban
Ordinal:
A controversial (and common) use of ordinal scales is to rate various characteristics. (1) Very Certain, (2) Certain, (3) Neutral, (4) Uncertain, (5) Very certain
Interval:
Commonly used temperature scales are based on equal intervals and an arbitrary zero.
Ratio:
The actual weight of a hamburger or serving of fries is measured in ratio and is meaningful to the research.
Many good examples of each of these along with questions on a questionnaire that illustrate each one are helpful.
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9. Key Terms & Definitions
Levels of Measurement
If the professor can show questionnaires that actually measure lifestyle, it is helpful for beginning students to understand this measurement. The National Consumer Survey from Simmons is a good example of lifestyle research in actual practice.
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10. Key Terms & Definitions
Nominal Data
Scales that partition data into mutually exclusive and collectively exhaustive categories.
Classification Type Data:
Yes or no questions
Nouns in general
Gender
Race/Ethnicity
Occupation
Text open-ended questions
Analysis Approach:
Cross tabulations/Percentages
Sums and frequency counts
One can’t tell the relative value of responses
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11. Key Terms & Definitions
Ordinal Data
Scales that maintain the labeling characteristics of nominal scales and have the ability to order data.
Ranking Type Data:
Best-liked/Worst-liked
Win, place, or show
First, second, and third
Small, medium, and large
Comparisons rankings -
“rank these movies from best to worst”
Analysis Approach:
Cross tabulations, sums, and frequency counts
Percentages, mode, mean for some types
One can tell the relative order of responses
but not the distance between responses
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12. Key Terms & Definitions
Interval Data
Scales that have the characteristics of ordinal scales, plus equal intervals between points.
Comparison Type Data:
One a “1 to 10” scale
Age, income, etc. as ranges
Red, blue, green
- if each rated from 1 to X
Analysis Approach:
Standard deviation, variance, kurtosis
Descriptive statistics--mean, median, mode
Sums and ranged frequency counts
Correlation
Can tell the relative value of responses and
can tell the distance between responses
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13. Key Terms & Definitions
Ratio Data
Scales that have the characteristics of interval, plus a meaningful zero point.
Flat Numeric Type Data:
Age = 50 (not an age range)
Income = $25,000 (not an income range)
Number of children: ________
Analysis Approach:
Standard deviation, variance, kurtosis
Descriptive statistics - mean, median, mode
Sums and ranged frequency counts
Pearson correlation, regression
Can tell the relative value of responses and
can tell the distance between responses and
how they relate to zero
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14. Reliability and Validity
Degree to which measures are free from random error and, therefore, provide consistent data. The extent to which the survey responses are internally consistent.
Validity:
Degree to which what the researcher was trying to measure was actually measured.
Good examples are needed for each of these terms in slides
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Key Terms & Definitions

15. Reliability and Validity
Two scores on a measurement scale can differ for a number of reasons. McDonald’s may score higher on one person’s survey than on another’s because of genuine differences in perceptions of the service or for a variety of random or systematic errors.
Good examples are needed for each of these terms in slides
Andre Jenny Stock Connection WorldwideNewsCom
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16. Key Terms & Definitions
Testing Reliability
Test and Retest:
The ability of the same instrument to produce consistent results when used a second time under conditions as similar as possible to the original conditions.
Stability:
Lack of change in results from test to test.
Equivalent Form:
Ability of two very similar forms of an instrument to produce closely correlated results.
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17. Key Terms & Definitions
Testing Reliability
Internal Consistency:
The ability of an instrument to produce similar results when used on different samples during the same time period to measure a phenomenon.
Spilt Half Technique:
A method of assessing the reliability of a scale by dividing the total set of measurement items in half and correlating the results.
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18. Key Terms & Definitions
Testing Validity
Face:
The degree to which a measurement seems to measure what it is supposed to measure.
Content:
The representativeness, or sampling adequacy, of the content of the measurement instrument.
Andre Jenny Stock Connection WorldwideNewsCom
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19. Key Terms & Definitions
Testing Validity
Criterion Related:
The degree to which a measurement instrument can predict a variable that is designated a criterion.
Construct:
The degree to which a measurement instrument represents and logically connects--via the underlying theory--the observed phenomenon to the construct.
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20. Key Terms & Definitions
Testing Validity
Predictive:
The degree to which a future level of a criterion can be forecast by a current measurement scale.
Concurrent:
The degree to which another variable, measured at the same point in time as the variable of interest can be predicted by the measurement instrument.
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21. Key Terms & Definitions
Testing Validity
Convergent:
The degree of correlation among different measures that purport to measure the same construct.
Discriminate:
The measure of the lack of association among constructs that are supposed to be different.
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22. Reliability and Validity
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23. Key Terms & Definitions
What are Scales For?
Procedures for assigning numbers (or other symbols) to properties of an object in order to impart some numerical characteristics to the properties in question.
Scaling
Defined:
Unidimensional:
Measures only one attribute of a concept, respondent, or object.
Multidimensional:
Measures several dimensions of a concept, respondent, or object.
Scaling
Approaches:
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24. Types of Measurement Scales
Non-Comparative Scale:
Scales in which judgment is made without reference to another object, concept, or person.
Comparative Scale:
Scales in which one object, concept, or person is compared with another on a scale.
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25. Key Terms & Definitions
Graphic Rating Scales
Measurement scales that include a graphic continuum, anchored by two extremes.
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26. Key Terms & Definitions
Graphic Rating Scales
These scales are often used when interviewing children.
How do you feel when coming to marketing research class?
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27. Itemized Rating Scales
The respondent selects an answer from a limited number of ordered categories.
Important Not Important
Important Not Important
Odd Scale
Even Scale
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28. One-Stage vs. Two-Stage Format
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29. Key Terms & Definitions
Rank Order Scale
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30. Key Terms & Definitions
Paired Comparison
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31. Key Terms & Definitions
Constant Sum Scale
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32. Semantic Differential Scale
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33. Key Terms & Definitions
Stapel Scale
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34. Key Terms & Definitions
Likert Scale
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35. Purchase Intent Scales
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36. Key Terms & Definitions
How to Select a Scale
Things to Consider
1. The Nature of the Construct Being Measured
2. Type of Scale and Number of Scale Categories
3. Balanced vs. Non-balanced
Balanced:
Scales with equal numbers of positive and negative categories.
Non-balanced:
Scales weighted towards one end or the other of the scale.
4. Forced vs. Non-forced
Having an odd vs. even number of response choices.
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37. Key Terms & Definitions
In Practice
Past research indicated that the YMCA has an overall positive image. This means that a nonbalanced scale with more positive gradients than negative can be used in future research about the YMCA.
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38. Key Terms & Definitions
Practice
Develop a Likert scale to evaluate you as a student in Marketing Research Essentials
Develop a purchase intent scale for students taking further classes.
Develop a rank-order scale for coffee preferences among college students
Have students choose one of the following to do,
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39. Key Terms & Definitions
Measurement
Rule
The Measurement Process
Constructs
Constitutive Function
Operational Definition
Measurement Scale
Types of Scale – an Overview
Nominal Scales
Ordinal Scales
Interval Scales
Ratio Scales
Reliability
Test-Retest Reliability
Stability
Equivalent Form Reliability
Internal Consistency Reliability
Split-half Technique
Validity
Face Validity
Content Validity
Criterion Related Validity
Predictive Validity
Concurrent Validity
Construct Validity
Convergent Validity
Discriminant Validity
Comparing Reliability vs. Validity
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Key Terms & Definitions
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40. Key Terms & Definitions
Scaling
Unidimensional Scales
Multidimensional Scales
Graphic Rating Scales
Itemized Rating Scales
Noncomparative Scales
Rank-order Scales
Comparative Scales
Paired Comparison Scales
Constant Sum Scales
Semantic Differential Scales
Stapel Scales
Likert Scales
Purchase Intent Scales
Non Promoter Score (NPS)
Balanced Scales
Nonbalanced Scales
Determinant Attitudes
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Key Terms & Definitions
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