Mesurement and Scaling in Marketing Research

7/26/2019 Mesurement and Scaling in Marketing Research

1/17

MEASUREMENT AND

SCALING

Prof M. R. Suresh


2/17

Measurement: dened as astandardied !ro"ess of assi#nin#

num$ers or other s%m$o&s to "ertain"hara"teristi"s of o$'e"ts of interesta""ordin# to !res!e"ied ru&es.

im!ortant as statisti"a& ana&%ses "an $edone

on a!!ro!riate s"a&es

t(o "hara"teristi"s:

one)to)one "orres!onden"e $et(een the

s%m$o& and the "hara"teristi" *in theo$'e"t+

$ein# measured


3/17

S"a&in# is a !ro"ess of "reatin# a"ontinuum on (hi"h o$'e"ts are &o"ated

a""ordin# to the amount of measured"hara"teristi" the% !ossess

T%!e of S"a&e Statisti"a& Tests

Nomina& Per"enta#e- mode- "hi)suare

/rdina& Per"enti&e- median Ran0)/rderCorre&ation 1riedman2s

AN/3A

Inter,a& Mean- - t)test- AN/3A-

Re#ression ana&%sis

"orre&ation


4/17

Nomina& S"a&e

o$'e"ts are assi#ned to mutua&&%

e6"&usi,e- &a$e&ed "ate#oriesE.#. Ma&e- fema&e-Geo#ra!hi"a& area

if one entit% is assi#ned the same num$eras another- the% are identi"a& (ithres!e"t to a nomina& ,aria$&e

/rdina& S"a&e

o$tained $% ran0in# o$'e"ts or arran#in#

them in order (ith res!e"t to some"ommon ,aria$&e

E.#. Ran0s of students- seniors- 'uniors ina "o&&e#e


5/17

Inter,a& S"a&ein this the num$ers used to ran0 the o$'e"ts

re!resent eua& in"rements of attri$ute$ein#

measured

di7eren"es "an $e "om!ared

di7eren"e $et(een 8 9 same as ; 9 . ?a&an"in#


7/17

Sin#&e Item S"a&es

on&% one item to measure a "onstru"t

@. Itemied "ate#or% s"a&e

Satisfa"tion (ith !resent hea&thinsuran"e !&an

) ,er% satised

) uite satised

) some(hat satised

) not at a&& satised

3er% satised 3er%dissatised

8 @ B )@ )8


8/17

8. Com!arati,e s"a&es

E.g.

Ran0)/rder S"a&es

reuire res!ondents to arran#e aset of o$'e"ts (ith res!e"t to

"ommon "riterionT(o !ro$&ems = for"ed to ma0e a"hoi"e- undi7erentiated midd&e

Constant sum s"a&eLimitation = on&% a fe( "ate#ories

= sort s"a&in#

Paired = "om!arison


9/17

Mu&ti!&e Item S"a&es

/$'e"ts ha,e man% fa"ets

Likert scale a&so 0no(n as summateds"a&e de#ree of a#reementdisa#reementon a ,ariet% of statements

t(o !arts : item !art- e,a&uati,e !art

im!ortant assum!tion: sin#&e "ommonfa"tor

Thurstone scale a&so "a&&ed eua&

a!!earin# inter,a&s #rou! of 'ud#es are#i,en to @BB items de#ree offa,oura$&eness *@@ "ate#or% $i!o&ar+

s"a&e ,a&ue of ea"h items is the median

,a&ue assi#ned $% 'ud#es "om!&i"ated


10/17

Semantic Diferential widely used

e.#. ima#es of "om!etin# $rands !referen"e of

$i!o&ar s"a&es !airs of o$'e"ts!hrases"orres!ond to !rodu"tser,i"e attri$utes ),e orunfa,ora$&e !o&e rotated treated as inter,a&s"a&es- #rou! mean ,a&ues "a&"u&ated

s!e"i" information "an $e &ost

Prole analysis a ,ariation

Stapel scales

Uni!o&ar 8 @

Tan#% )@ )@ )@

Associative scaling

A!!ro!riate for "hoi"e situation in aseuentia& de"ision !ro"ess trade = o7s not"a!tured redu"ed ,a&idit%


11/17

Guide&ines for de,e&o!in# mu&ti)items"a&e

@. Determine (hat %ou (ant tomeasure

8. Generate as man% items as !ossi$&e

. E6!erts e,a&uation of initia& !oo& ofitems

. Determine t%!e of attitudina& s"a&eto $e

used

>. In"&ude ,a&idation items

;. Administer items to an initia&

sam!&e


12/17

Choi"e of an attitudina&s"a&e

s!e"i" info reuired tosatisf% resear"h o$'e"ti,es

ada!ta$i&it% of s"a&e to data"o&&e"tion method- $ud#et

"om!ati$i&it% to res!ondent


13/17

A""ura"% of attitude

measurementsTrue S"ore Mode&

/ H T S *a7e"ts in a "onstant

(a%+ R *transient fa"torsituationa&J+

3a&idit%

Contentfa"e ,a&idit%: su$'e"ti,e$ut s%stemati" e,a&uation of ho((e&& the "ontent of a s"a&ere!resents the measurement tas0


14/17

Different types of validity

Content validity: Also called face validity. Measures all the relevant

dimensions

Criterion validity: examines whether measurement scale performs as

expected in relation to other variables selected as meaningful criteria

Predicted and actual behaviour should be same

Concurrent validity is a measure of how well a particular test correlates with a

previously validated measure.

This is the degree to which a test corresponds to an external criterion that is known

concurrently (i.e. occurring at the same time). If the new test is validated by a

comparison with a currently existing criterion (benchmark test), we have

concurrent validity. Very often, a new ! or personality test might be compared

with an older but similar test "nown to have good validity already.

Predictive validity: Pertains to #$ow best a researcher can guess the future

performance from the "nowledge of the attitude measurement score% An example

say there is a &uestionnaire that measures demand for a product. 'irst measure the

attitude to purchase a product and then predict future behaviour. (his is followed by

measurement of future behaviour at an appropriate time. )ompare the two results

*past and future+. f the two scores are closely associated then the scale is supposed

to have predictive validity.


15/17

Validity contd..

Construct validity: A sales manager believes that there is clear relationbetween -ob satisfaction for a person and the degree to which a person is an

extrovert and the wor" performance *of his sales force+. (herefore those who

en-oy high -ob satisfaction and have extrovert personalities should exhibit high

performance. f they do not then we can &uestion the construct validity of the

measure

Convergent validity: xtent to which scale correlates positively with other

measures of the same construct.For e.g to show the convergent validity of a

test of arithmetic skills, we might correlate the scores on our test with scores

on other tests that purport to measure basic maths ability, where high

correlations would be evidence of convergent validity. )oncurrent validity

differs from convergent validity in that it focuses on the power of the focal test

to predict outcomes on another test or some outcome variable.


16/17

Discriminant validity: xtent to which a measure does not correlate with

other constructs from which it is supposed to differ. 'or example, an

operationalisation of anxiety should be able to distinguish between people

who are anxious and those who are depressed or suicidal

Nomological validity: xtent to which scale correlates in theoretically

predicted ways with measures of different but related constructs. type of

validity in which a measure correlates positively in the theoretically predicted

way with measures of different but related constructs.

'or example, the tendency to purchase prestige brands should show a

high correlation with a person!s need for status and materialism and anegative correlation with price sensitivity


17/17

Re&ia$i&it%

test = retests!&it ha&f

Sensiti,it%: a$i&it% to

dis"riminate amon# meanin#fu&di7eren"es in attitudes

Genera&isa$i&it%

Re&e,an"%Re&e,an"e H re&ia$i&it%

,a&idit%

Internationa& MR

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Mesurement and Scaling in Marketing Research