MARKETING RESEARCH PART 10 potx

Ch 10 3Basic Question-Response Formats Open-Ended response options to the respondent... Ch 10 6Basic Question-Response Formats Closed-Ended options on the questionnaire that can be ans

Measurement in Marketing Research

Ch 10 3

Basic Question-Response Formats

Open-Ended

response options to the respondent

• Difficult to code and interpret

• Respondents may not give complete answers

Ch 10 5

Basic Question-Response Formats

Open-Ended: Probed

probe instructing the interviewer to

ask for additional information

Ch 10 6

Basic Question-Response Formats

Closed-Ended

options on the questionnaire that can

be answered quickly and easily

Ch 10 7

Basic Question-Response Formats

Closed-Ended: Dichotomous

options, such as “yes” or “no”

Ch 10 8

Basic Question-Response Formats Closed-Ended: Multiple Category

options for the response

• May alert respondents to response options

of which they were unaware

Ch 10 9

Basic Question-Response Formats

Scaled-Response

scale developed by the researcher to

measure the attributes of some

construct under study

Ch 10 10

Basic Question-Response Formats

Scaled-Response: Unlabeled

purely numerical or only the

endpoints of the scale are identified

Ch 10 11

Basic Question-Response Formats

Scaled-Response: Labeled

scale positions are identified with some description

– Advantages:

• Allows for degree of intensity/feelings to

be expressed

• Simple to administer and code

• Respondents can relate to scale

– Disadvantage:

• Scale may be “forced” or overly detailed

Ch 10 12

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 in previous study if

desire to compare

Ch 10 13

Considerations in Choosing a Question-Response Format

• The data collection mode

– Cannot use some scales on the

phone

• The ability of the respondent

– Kids can’t relate to scaled

response

• The scale level desired

Ch 10 14

Basic Concepts in

Measurement

a property is possessed by an object

characteristics of an object that can be used to distinguish it from another

Ch 10 15

Scale Characteristics Determine

the Level of Measurement

or label, to stand for each “unit” on

the scale; “yes,” “no,” “male,”

“female,” etc

– All levels of measurement have

description

descriptors are known allowing us to say one is “greater/less than” the

other

Ch 10 16

Scale Characteristics Determine

the Level of Measurement

descriptors are known: there is a $1 difference between $4 and $5 There

is a 10 degree difference between 90 and 100 degrees

there is a zero level of dollars, market share, sales

Ch 10 17

Levels of Measurement Scales

labels

researcher can rank-order the

respondents or responses

distance between each descriptor is equal

zero exists

Ch 10 18

Levels of Measurement Scales

Ch 10 19

Why the Level of a Measurement

Scale is Important

• The scale affects what may or may

not be said about the property being

measured

– Examples:

• If you wish to calculate an average, you must use an interval or ratio scale.

• If you have a nominal or ordinal scale, you must summarize the results with a percentage or frequency

distribution.

Ch 10 20

Examples of Scaling

Assumptions

Ch 10 21

Measuring Objective Properties

• Physically verifiable characteristics

such as age, gender, number of

bottles purchased, etc

• For subjective properties,

researchers must translate mental

constructs onto an intensity

continuum

Ch 10 23

Workhorse Scales Used in

Marketing Research

• The Modified Likert Scale

• The Life-Style Inventory

• The Semantic Differential Scale

– Halo effect

• Other Scaled-Response Question

Formats

Ch 10 24

Reliability and Validity

the same or a similar manner to an identical or nearly identical measure

measure

– Face validity