ESSENTIALS OF MARKETING RESEARCH

Hair/Wolfinbarger/Ortinau/Bush

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

Measurement is the process of assigning numbers or labels to objects, persons, states, or events in accordance with specific rules to represent quantities or qualities of attributes. We do not measure specific objects, persons, etc., we measure attributes or features that define them. Ex., What defines the person Brent Wren? What is a students level of education? How customer oriented is our company? Overriding Goal: To provide a valid and reliable description or enumeration of the person, objects, issue, etc.

Why do scores on a measurement scale differ? A true difference in the characteristic being measured. Short-term personal factors (e.g., moods, time constraints) Situational factors (e.g., surroundings) Variations in method of administering survey. Sampling of items included in the questionnaire. Lack of clarity in the measurement instrument. Mechanical or instrument factors causing completion errors.

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Define concepts to be measured Define attributes of the concepts Select scale of measurement (data type) Generate Items/Questions
Wording Response format

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Layout and design questionnaire Pretest and refine

Concept or Construct

Attribute

A generalized idea about a class of objects, attributes, occurrences, or processes Concrete demographics, traffic patterns, purchase quantity Abstract loyalty, personality, satisfaction, leadership A single characteristic or fundamental feature of an object, person, situation, or issue Often measure multiple attributes

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3. 4.

Define concepts to be measured Define attributes of the concepts Select scale of measurement (data type) Generate Items/Questions
Wording Response format

5. 6.

Layout and design questionnaire Pretest and refine

Nominal Scales

Ordinal Scales

Interval Scales

Ratio Scales

Nominal scales focus on only requiring a respondent to provide some type of descriptor as the raw response
Example.

Please indicate your current martial status.

__Married __ Single __ Single, never married __ Widowed

Ordinal scales allow the respondent to express relative magnitude between the raw responses to a question
Example. Which one statement best describes your opinion of an Intel PC processor? __ Higher than AMDs PC processor __ About the same as AMDs PC processor __ Lower than AMDs PC processor

Interval scales demonstrate the absolute differences between each scale point
Example. How likely are you to recommend the Santa Fe Grill to a friend? Definitely will not 1 2 3 4 Definitely will 5 6 7

Ratio scales allow for the identification of absolute differences between each scale point, and absolute comparisons between raw responses
Example 1. Please circle the number of children under 18 years of age currently living in your household.

0 1 2 3 4 5 6

7 (if more than 7, please specify ___.)

Understanding of the questions Discriminatory power of scale descriptors Balanced versus unbalanced scales Forced or nonforced choice scales Desired measure of central tendency and dispersion

Central Tendency Mode Median Mean

Dispersion Frequency distribution Range Standard deviations

If a nominal scale is used, analysis of raw data can only be done using modes and frequency distributions If ordinal scales are used, analysis of raw data can be done using medians and ranges (plus modes and frequency distributions) If interval or ratio scales are used, analysis of raw data can be done through the use of sample means and estimated standard deviations as the sample statistic (plus the above)

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3. 4.

Define concepts to be measured Define attributes of the concepts Select scale of measurement (data type) Generate Items/Questions
Wording Response format

5. 6.

Layout and design questionnaire Pretest and refine

Items are basically questions Need to ensure that enough questions are asked to generate information necessary to address research problems. Likely will have a mix of question types and scales of measurement Multi-item, Composite or Index Measures
A measurement scale containing multiple questions addressing same construct or attribute

Likert Scale Likert-Type Scale Semantic Differential Scale Behavioral Intention Scale Noncomparative Scales Comparative Scales

A likert scale is an ordinal scale format that asks respondents to indicate the extent to which they agree or disagree with a series of mental or behavioral belief statements about a given object

A semantic differential scale is unique bipolar ordinal scale format that captures a persons attitudes and/or feelings about a given object

A behavioral intention scale is 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

Noncomparative Rating Scales

format that requires a judgment without reference to another object, person, or concept

Comparative Rating Scales

format that requires a judgment comparing one object, person, or concept against another on the scale

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2.
3. 4.

Define concepts to be measured Define attributes of the concepts Select scale of measurement (data type) Generate Items/Questions
Wording Response format

5. 6.

Layout and design questionnaire Pretest and refine

Major Issues
What should be included?
Comes from objectives, construct definitions, and associated attributes

How should questions be phrased? In what sequence should questions be arranged? What layout will best serve the research objectives?

Open-ended vs. Closed-ended Simple dichotomous vs. Multi-choice

A place for every respondent but only one place (Exhaustive and Mutually Exclusive) Range of choices needs to be consistent with the sample (ex. income categories for students vs. professionals)

How to handle no opinion or not applicable respondents? Do you need odd or even number of choices?

Use simple language that is consistent with your population Be as specific as possible Avoid leading and loaded questions Avoid double-barreled questions
Ex. How would you rate our companys service, selection of products, and prices?

Avoid questions that are too difficult to answer

Always begin with simple, non-offensive questions and get more complex as you move along. Pay attention to whether certain questions are relevant for every respondent or only some Give clear instructions for completing questionnaire Use appropriate fonts and white space to avoid crowding
Use branching or filter questions appropriately Funneling technique

The following links will provide you copies of questionnaires that have been developed and used in this class before. Madison Resident Survey University Fitness Center
http://cas.uah.edu/wrenb/mkt343/ufc.doc

http://cas.uah.edu/wrenb/mkt343/madison.final.doc

Graduating Students Survey

Panoply

http://cas.uah.edu/wrenb/mkt343/graduating student survey.doc http://cas.uah.edu/wrenb/mkt343/panoply.doc http://cas.uah.edu/wrenb/mkt343/landtrust.ques.doc

Huntsville Land Trust