CHAPTER 4: THE CONCEPT OF MEASUREMENT IN THE MARKETING RESEARCH docx

Measure scale kinds There’re 4 kinds of basic measure scalesRatio Interval... For that ordinal scale, center tendency can consider using the median point ; value Mode; and dispersion is

CHAPTER 4

THE CONCEPT OF MEASUREMENT

IN THE MARKETING RESEARCH

H CHÍ MINH CITY UNIVERSITY OF INDUSTRY Ồ CHÍ MINH CITY UNIVERSITY OF INDUSTRY

FACULTY OF BUSINESS ADMINISTRATION

MARKETING RESEARCH

The concept of measurement;

1 What is measured?;

2 The benefits of the measurement;

3 The laws (rules) of measurement;

For the reflection or describing, with accuracy, an appearance (substance, quantity); material or psychological status of the research

subject, are needed to measure them as

definite standards

The measurement is not only the definite size

of physical dimension but also whatever concepts, which can be compared each other

The measurement is an indispensable tool to

marketing research.

THE CONCEPT OF MEASUREMENT

In the range of the subject (Marketing research) is the measurement objects that we care essentially as: Social – economic phenomenon and human psychological status.

1 WHAT IS MEASURED?

Measurement

of physical phenomenon

Measurement of human psychological

status.

Measurement of

Social – economic

phenomenon

2 The benefit of the measurement

1 Defining accuracy and quantity or level of physical;

economic; human society; or psychology

2 Comparing difference between things, human, or

attitude

3 Easily to subgroup, classify, arrange, statistic, calculate

of rate

3 The laws (rules) of measurement

Example 2:

That amount loyal to brands with scores from 1 to 7 7 points is always only buy goods with trademark use (if this store will not have to go find somewhere else to buy

or when to buy new) Point 1 is the ever-changing brand

In addition to the points 2,3,4,5,6 are instructions for

Example 1:

Measuring the time “go to shopping” has to stipulate that is

the time from going into the supermarket to paying and

leaving.

4 Measure scale kinds There’re 4 kinds of basic measure scales

Ratio

Interval

4.1 The Nominal scale

Nominal Scale is most simple Scale to distinguish things or this phenomenon from its something else, much

of them, when they take digits to encode or point (nominal) is a matter, in addition there isn't another what idea

Usable statistics operations with nominal scale are:

 Count;

 Frequency Counting (of 1 event);

 Define mode value;

 To execute verification;

4.1 The Nominal scale

Some examples of nominal scale:

EX 1 :

Among the nominals: Male / Female; like / dislike completely unrelated things at all levels

4.1 The Nominal scale

Some examples of nominal scale:

EX 2: Ask “Please indicate the presently status of your marriage?”

Single 1Get married 2Widowerhood 3Divorce 4

These numbers are nominal identifier because clearly you can not the plus or to measure the average of

“marriage status”

4.2 The Ordinal scale

Used to rank the objects or phenomenons in a certain order to compare to that of the first level or less than, but not for quantitative data, we do not know the distance between them

So, the ordinal scale is the nominal scale, but not any nominal scales are also ordinal scale

For that ordinal scale, center tendency can consider using the median point ; value Mode; and dispersion is only measured by interval and interquartile range but use less

4.2 The Ordinal scale

Example of the ordinal scale :

Rating TOPTEN Consumer Vietnam according to the number of mail clients vote more or less from first class to class 10 (not the class is how many messages) Or preferred level of customers in 3 levels:

4.3 The Interval scale

is a kind of scale to provide quantum about order relations between things and phenomenons;

is a special kind of the ordinal scale;

In measuring attitudes or opinions, the interval scale provides more information than ordinal scale

4.3 The Interval scale

Example of the interval scale :

Ex 1: Stating your taste about a color or style of product

by marking in the interval scale:

Dislike - Very like

By then, they define their attitude correctly get into which mark

4.3 The Interval scale

Example of the interval scale :

Ex 2: Answer the question: “You are willing to pay more how many % to buy a new product in comparing with the current sale price of old product ”

Interviewee will answer : 5%; 10%; or 20%;

The level of rates show that the distance between different answers are wrong how many %

The interval scale provides more information than ordinal scale.

4.3 The Interval scale

The statistics operations can be used to extra of this scale (compare with two above scales) as:

 To calculate the variability;

 Average value;

 Deviation standard

Noting: The Interval scale does not have absolute 0

point itself, so you can only do addition or subtraction (+/-),

if using division (/), the results will be meanless

4.4 The Ratio scale

The Ratio scale has all of particularity of the interval scale Moreover, the 0 point in the ratio scale is a value

"true“ So we can use division to calculate the rate for the purpose of comparison It mean that comparing this value with the other one

Ex 1 :My watching video time is 2 times (by 200%) than time TV viewing

Ex 2: The level of expenditure of funds for the children’s school fee makes up 30% of my income.

These types of measurement scales assess and compare the physical phenomenon absolutely (the amount - quality), provide quantitative information as fully and applied most widely Many Ratio scales , the meaning is deeper than three Ratio scales before

4.4 The Ratio scale

In general the variables used interval scale and ratio scale, we can determine the value of central tendency, such as: average; frequency; Trends also distributed as: Deviation standard, the variance is little used to So, in SPSS added up common 2 types (interval scale and ratio scale) is one (Measure scale)

In fact, to have a comprehensive vision, each question usually applies a measure scale for these answers, or a total measure scale for that all

5.1 Reliability

The measurement can repeat many times and for the same results or consistent, stable in the identical conditions We must try to eliminate the exotic factors change the measurement conditions

In fact, to ensure reliability before the "official research", who usually conduct "preliminary research" on

a limited form, results from "preliminary research“ are tested ( called tested measure scale) Cronbach Alpha tool

in SPSS is a good example in this case With the value of the tested measure scale is greater 0.65 is the measure scale can be used (ensures reliability) Conversely, it must

be adjusted them

Ex 2: Ask: “What brand car would you buy if you won in the lottery ?” This question isn’t valid because the interviewee has rather won in the lottery Instead they have just learnt about people who bought car or asset or real account.

5.3 Sensitivity

The sensitivity is specially important in the psychological measurement when it has a precise change in the different psychology status

Ex: Ask “ do you agree or not ?”, The interviewee can be

Researchers can use machines to psychology measure through reactions of skin, blood pressure, heart rate, and pupil of the eyes, the senses of man However,

in the interview we usually apply the attitude scales

6 Psychological measure

6.1 The normal psychological measure

In the psychological measure status, can use some kinds of scales (developed from 4 basic scales) as:

Article Scale

Format with multiple levels with the distinguishable entry file sorted column.

Ex 1:

-Satisfaction - frequency using - Quantity using

Satisfied slightly Sometimes Many slightly

And we can arrange in row:

Ex 2: frequency using

Likert scale

Formats using a single word (not using a pair opposition word like in the binary scale)

Ex: Evaluating the situation according to 5 levels

The interviewee mark into suitable cells himself, or interviewer mark into suitable cells according to the answers of interviewee.

Answer

Question contents

Completely Agree [1]

Agree

[2]

A part agree [3]

Disagree

[4]

Completely disagree [5]

- Cheap price

- Convenient product

- Good advertisement

Toshiba

Interviewee will write the order number before or after the trademark To avoid the partial way, people often order ABC

Mark Scale

Format by using opposite adjective pair in 2 poles,

on that records clearly points to the number to interviewee marks appropriate score on the axis

Example:

Completely 1 2 3 4 5 6 7 Completely

satisfied - Dissatisfied

Stapel Scale

Whenever can not find an opposite pair to the level

of description, the nature of the physical phenomenon, an attitude, or an assessment paradoxical We use a single word with two-way (+/-) for the level of agreement of the interviewee about questions

cream

Points unchanged total scale

Format with points unchanged total This allows comparison of events quite abstract with each other when they have different standards

Ex: Total is 100 points for the delivery and service factors

as follows:

1- Delivery on time _ points 2- Price down _ points 3- Custumer care _ points

Total: 100 points.

If you get 100 total is the same as ratio scale, but if

you get any points as the total is 5, 10, 20, The same as

interval scale

Unlimited scale

Format by according to (comparison) a standard form and point for the other product type (or brand)

Ex 1:

Evaluating the quality of Honda vehicles Dream II

is 10 points (at first assumed as a maximum) but then for

DD is 8 points, the Spacy is 12 points (extra scale)

Ex 2:

The examination point (get into university) maximum is 40 points but has reached to 42 points because points are added to the priority or special praise

by the judges

The picture scale

Format by giving all kinds of different pictures to indicate the level of different attitudes

Ex: Question: “How do you like that spot adverting film ?”

Note: The number of items selected to Evaluate (the answer)

Choose even number:

Interviewee must evaluate to hate or like, yes or no, can not show indifference attitude This even number scale called “forced choice scale”

The picture scale

Choose odd number:

Ex:

yes indifferent no Very like Like indiferrent Hate slightly very hate

In fact the human psychology is very complex, may have at once “yes” and “no” in the time (the fact is "Yes" in this conditions and "no" in the other conditions) They can avoid to show their opinion like dualistic kind or sensitive than the "dislike" is not necessarily "hate slightly”

In Summary

To achieve high efficiency in the measurement in

marketing research, people often apply some measure

scales are not too complex, especially in case the

customers automatically enter their answers in the question table, combining the choice of a suitable measure scale to evaluate accuracy, classification accuracy of the answers will be expected.

The review question:

(look at the student book, page 36-37)

Thank for listening!