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Basic Question-Response FormatsOpen-Ended response options to the respondent... Basic Question-Response FormatsClosed-Ended: Dichotomous options, such as “yes” or “no”... Basic Question-

Measurement in Marketing Research

Basic Question-Response Formats

• Open-ended

• Closed-ended

• Scaled-response

Basic Question-Response Formats

Open-Ended

response options to the respondent

Basic Question-Response Formats

• Difficult to code and interpret

• Respondents may not give complete answers

Basic Question-Response Formats

Open-Ended: Probed

probe instructing the interviewer to

ask for additional information

– Advantage:

• Elicits complete answers

– Disadvantage:

Basic Question-Response Formats

options on the questionnaire that can

be answered quickly and easily

Basic Question-Response Formats

Closed-Ended: Dichotomous

options, such as “yes” or “no”

Basic Question-Response Formats

Closed-Ended: Multiple Category

• Multiple response has more than two

options for the response

– Advantages:

• Allows for broad range of possible responses

• Simple to administer and code – Disadvantages:

• Must distinguish “pick one” from “pick all that apply”

• May alert respondents to response options of which they were unaware

Basic Question-Response Formats

Scaled-Response

scale developed by the researcher to measure the attributes of some

construct under study

Basic Question-Response Formats

Scaled-Response: Unlabeled

• Unlabeled uses a scale that may be purely

numerical or only the endpoints of the

scale are identified

Basic Question-Response Formats

Scaled-Response: Labeled

• Labeled uses a scale in which all of the 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

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

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

Basic Concepts in

Measurement

• Measurement : determining how much of a property is possessed by an object

• Properties : specific features or

characteristics of an object that can be

used to distinguish it from another object – Objective properties are physically

verifiable

– Subjective properties are mental

constructs

Scale Characteristics Determine

the Level of Measurement

• Description: the use of a descriptor, or

label, to stand for each “unit” on the

scale; “yes,” “no,” “male,” “female,” etc – All levels of measurement have

description.

• Order: the relative sizes of the

descriptors are known allowing us to say

Scale Characteristics Determine

the Level of Measurement

the 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

Levels of Measurement Scales

• Nominal scales: those that use only labels

• Ordinal scales: those with which the

researcher can rank-order the

respondents or responses

• Interval scales: those in which the

distance between each descriptor is equal

• Ratio scales: ones in which a true zero

Levels of Measurement Scales

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 of Scaling

Assumptions

Measuring Objective Properties

• Physically verifiable characteristics such as age, gender, number of

bottles purchased, etc

Measuring Subjective

Properties

• Cannot be directly observed because they are mental constructs such as a person’s attitudes, opinions, or

intentions

• For subjective properties,

researchers must translate mental

constructs onto an intensity

continuum

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

Reliability and Validity

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

measure

– Face validity