Measurement and

Scaling

Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

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Learning Objectives

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

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Burger King: Location and Loyalty

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Measurement is the process of assigning

intensity to the information about constructs,

concepts, and objects

Measurement is the process of assigning

intensity to the information about constructs,

concepts, and objects

Scale Measurement

Scale Measurement

ConstructDevelopment

ConstructDevelopment

Measurement

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Nominal ScalesNominal Scales

Ordinal ScalesOrdinal Scales

Interval ScalesInterval Scales

Ratio ScalesRatio Scales

Four Basic Scale Levels

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Properties of Scale Measurements

Assignment Order Distance Origin

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Nominal Scales

Nominal scales focus on only requiring arespondent to provide some type of

descriptor as the raw response

Nominal scales focus on only requiring arespondent to provide some type of

descriptor as the raw response

Example.

Please indicate your current martial status.

__Married __ Single __ Single, never married __ Widowed

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Ordinal Scales

Ordinal scales allow the respondent to express “relative magnitude” between the

raw responses to a question

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 AMD’s PC processor__ About the same as AMD’s PC processor __ Lower than AMD’s PC processor

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Interval Scales

Interval scales demonstrate the absolute differences between each scale point

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 Definitely will

1 2 3 4 5 6 7

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Ratio Scales

Ratio scales allow for the identification of absolute differences between each scale point,

and absolute comparisons between raw responses

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 17 years of age currently living in your household.

0 1 2 3 4 5 6 7 (if more than 7, please specify ___.)

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Criteria for Scale Development

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

dispersion

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Central Tendency and Dispersion

Central Tendency Mode Median Mean

Dispersion Frequency

distribution Range Standard deviations

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Central Tendency and Dispersion

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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Construct/Scale Development Process

1: Identify and define construct 2: Create initial pool of attribute statements 3: Assess and select reduced set of items 4: Design scales and pretest 5: Complete statistical analysis 6: Refine and purify scales 7: Complete final scale evaluation

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Likert Scale

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

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Exhibit 7.9 Likert Scale Example

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Semantic Differential Scale

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

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Example 7.10 Semantic Differential Scale Format

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Behavioral Intention Scale

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

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Exhibit 7.12 Shopping Intention Scale

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Other Rating Scales

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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Exhibit 7.13 Graphic Rating Scale

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Exhibit 7.14 Comparative Rating Scales

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Scale Measurement Issues

Single-item or multiple-item scales Clear wording Screening questions Skip questions

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Marketing Research in Action: Customer Loyalty Index_1

What level of scale design would be most appropriate in creating necessary scale measurements for collecting primary data on each construct?

Design an example of the actual scale measurement that could be used to collect the data

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Marketing Research in Action: Customer Loyalty Index_2

What weaknesses exist in how Burke assesses its Secure Customer Index?

What type of scale measurements would you use to collect the data for calculating SCI?

Do you agree with Burke’s interpretation of the value of its Customer Loyalty Index?