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Measurement Using Measurement Using Scales Scales
MKTG 3342MKTG 3342
Fall 2008Fall 2008
Professor Edward FoxProfessor Edward Fox
Scales in Marketing ResearchScales in Marketing Research
Definition – Procedures for attempting to determine quantitative measures of subjective and sometimes abstract concepts
Scaling is a measurement toolAssigns numbers or symbols to properties of
an object
May be either unidimensionalunidimensional or multidimensionalmultidimensional
Important Scales in Marketing Important Scales in Marketing ResearchResearch
Graphic Rating ScalesGraphic Rating Scales (uncommon): Respondents select a point on a graphic continuum anchored at the extremes
Itemized Rating ScalesItemized Rating Scales (common): Similar to graphic rating scales, except that respondents must select from a limited number of ordered categories rather than placing a check mark on a continuous scale
Semantic Differential ScaleSemantic Differential Scale
Begins by determining the concept to be rated.
Then select dichotomous pairs of words or phrases that could be used to describe the concept
Respondents then rate the concept on a scale
Finally, compute the mean of these responses for each pair of adjectives and plotted as a “profile” or image
Semantic Differential Scale - Semantic Differential Scale - ExampleExample
Service is discourteous 1…2…3…4…5…6…7 Service is courteousService is discourteous 1…2…3…4…5…6…7 Service is courteous
Location is convenientLocation is convenient 1…2…3…4…5…6…7 Location is 1…2…3…4…5…6…7 Location is inconvenientinconvenient
Hours are inconvenient Hours are inconvenient 1…2…3…4…5…6…7 Hours are convenient 1…2…3…4…5…6…7 Hours are convenient
Loan interest ratesLoan interest rates 1…2…3…4…5…6…7 Loan interest rates1…2…3…4…5…6…7 Loan interest rates
are highare high are low are low
Profile Analysis (Snake Diagram) Profile Analysis (Snake Diagram) - Example- Example
Service is discourteous 1…2…3…4…5…6…7 Service is courteousService is discourteous 1…2…3…4…5…6…7 Service is courteous
Location is convenientLocation is convenient 1…2…3…4…5…6…7 Location is 1…2…3…4…5…6…7 Location is inconvenientinconvenient
Hours are inconvenient Hours are inconvenient 1…2…3…4…5…6…7 Hours are convenient 1…2…3…4…5…6…7 Hours are convenient
Loan interest ratesLoan interest rates 1…2…3…4…5…6…7 Loan interest rates1…2…3…4…5…6…7 Loan interest rates
are highare high are low are low
Bank A
Bank B
Rank-Order ScaleRank-Order ScaleDescription - respondent is asked to
judge one item against another.
Example - Rank the following brands Example - Rank the following brands of cereal according to your of cereal according to your preference (1=most preferred).preference (1=most preferred).
__ Kellogg’s Corn Flakes__ Kellogg’s Corn Flakes
__ Rice Krispies__ Rice Krispies
__ Wheaties__ Wheaties
__ Kellogg’s Raisin Bran ...__ Kellogg’s Raisin Bran ...
Paired ComparisonsPaired Comparisons
Description - Paired comparison scales ask a respondent to pick one of two objects from a set based upon a given criterion
Example - Which brand do you prefer? ___ Coca-Cola ___ Pepsi ___ Dr. Pepper ___ Pepsi___ Coca-Cola ___ Seven-Up___ Dr. Pepper ___ Seven-Up
Constant Sum ScalesConstant Sum Scales
This technique requires the respondent to divide a given number of points, typically 100, among two or more attributes based on their importance
Constant sum scales are used more often than paired comparisons because the long list of paired items is avoided
Purchase or Behavioral Intent Purchase or Behavioral Intent ScalesScales
Scale designed to measure the likelihood that a potential customer will purchase a product or service or behave in a certain way.
Example: If a season ticket were offered for the Dallas Stars (hockey) games for $240, how likely are you to buy it?__ Definitely will buy__ Probably will buy__ Probably will not buy__ Definitely will not buy
Multiple Item ScalesMultiple Item Scales Measurement of several aspects of an individual’s Measurement of several aspects of an individual’s
attitude towards an objectattitude towards an object Two or more single-item rating scales combined in Two or more single-item rating scales combined in
specific waysspecific ways
Using aUsing a Likert (Summated) Scale Likert (Summated) Scale (very common) (very common) Allows the respondent to express intensity of feelingAllows the respondent to express intensity of feeling Construction: Subjects are asked to indicate their Construction: Subjects are asked to indicate their
degree of agreement or disagreement with each degree of agreement or disagreement with each and every statement in a series by checking the and every statement in a series by checking the appropriate cellappropriate cell
Use: Sum the scores across items -- an indicator of Use: Sum the scores across items -- an indicator of overall attitudeoverall attitude
Likert Scale (Multi Item) - ExampleLikert Scale (Multi Item) - Example
1.1. Nordstrom’s is an attractive store.Nordstrom’s is an attractive store. NeitherNeither
StronglyStrongly Agree Nor Agree Nor Strongly StronglyAgreeAgree Agree Agree Disagree Disagree DisagreeDisagree
DisagreeDisagree
1 2 3 4 51 2 3 4 5
2.2. The service at Nordstrom’s is slow.The service at Nordstrom’s is slow. NeitherNeither
StronglyStrongly Agree Nor Agree Nor Strongly StronglyAgreeAgree Agree Agree Disagree Disagree DisagreeDisagree
DisagreeDisagree
1 2 3 4 51 2 3 4 5
3.3. Nordstrom’s has attractive prices. Nordstrom’s has attractive prices. NeitherNeither
StronglyStrongly Agree Nor Agree Nor Strongly StronglyAgreeAgree Agree Agree Disagree Disagree DisagreeDisagree
DisagreeDisagree
1 2 3 4 51 2 3 4 5
Considerations When Considerations When Constructing Itemized Rating Constructing Itemized Rating
ScalesScalesNature of Verbal Description
Balanced Versus Nonbalanced Alternatives
Number of Categories Odd or Even Number of Scale Categories
Forced Versus Non-Forced Choice
Examples Of Category (Itemized) Examples Of Category (Itemized) Rating ScalesRating Scales
1.1. Balanced, forced-choice, odd-interval scale focusing on an Balanced, forced-choice, odd-interval scale focusing on an attitude toward a specific attributeattitude toward a specific attribute
(1) How do you like the taste of Classic Coke?(1) How do you like the taste of Classic Coke?
______ ______ ___ ___ ___ ___ ______Like ItLike It Like itLike it Neither Like Dislike ItNeither Like Dislike It Strongly Strongly
Very MuchVery Much Nor Dislike ItNor Dislike It Dislike It Dislike It
2.2. Balanced, forced-choice, even-interval scale focusing on an Balanced, forced-choice, even-interval scale focusing on an overall attitudeoverall attitude
(2) Overall, how would you rate Ultra Brite Toothpaste?(2) Overall, how would you rate Ultra Brite Toothpaste?
______ ___ ______ ___ ___ ___ ___ ___ ___ ___ExtremelyExtremely Very Somewhat Somewhat Very ExtremelyVery Somewhat Somewhat Very Extremely
Good Good Good Bad Bad BadGood Good Good Bad Bad Bad
3.3. Unbalanced, forced-choice, odd-interval scale focusing on Unbalanced, forced-choice, odd-interval scale focusing on
an overall attitudean overall attitude
(3) What is your reaction to this advertisement?(3) What is your reaction to this advertisement?
______ ___ ___ ___ ___ ___ ___ ___ ___Enthusiastic Very Favorable Favorable Neutral UnfavorableEnthusiastic Very Favorable Favorable Neutral Unfavorable
4.4. Balanced, non-forced, odd-interval scale focusing on a Balanced, non-forced, odd-interval scale focusing on a specific attributespecific attribute
(4) How would you rate the friendliness of the sales (4) How would you rate the friendliness of the sales personnel at Sears’ downtown store?personnel at Sears’ downtown store?
__ __ __ __ __ __ __ ____ __ __ __ __ __ __ __Very Moderately Slightly Neither Slightly Moderately Very Don’tVery Moderately Slightly Neither Slightly Moderately Very Don’t
Friendly Friendly Friendly Friendly Unfriendly Unfriendly Unfriendly KnowFriendly Friendly Friendly Friendly Unfriendly Unfriendly Unfriendly Know
Nor Un- Nor Un-
FriendlyFriendly
Examples Of Category (Itemized) Examples Of Category (Itemized) Rating ScalesRating Scales
Other ScalesOther Scales
There are numerous other scales. Examples:Stapel ScaleQ-Sort ScaleThermometer ScaleHappy Face ScaleFishbein weighted sum scale
Choosing an Attitude ScaleChoosing an Attitude Scale
Choice is complicated by two Choice is complicated by two problems: problems: Many scales, each with its own Many scales, each with its own
advantages/ disadvantagesadvantages/ disadvantagesVirtually any technique can be adapted Virtually any technique can be adapted
to the measurement of attitude.to the measurement of attitude.Ultimately choice is shaped by: Ultimately choice is shaped by:
Specific information requiredSpecific information requiredAdaptability of scale to method of Adaptability of scale to method of
administrationadministrationCompatibility of scale with the structure Compatibility of scale with the structure
of the respondent’s attitudeof the respondent’s attitude