Data

Collection and
Measurement
scales
TYPES OF SECONDARY DATA

Examples
•Sales invoice
Internal
•Salesperson’s call reports
•Salesperson’s expense account
•Credit memos
•Warranty cards
Secondary
General works
Data
•Directories
Published •Periodicals
•Statistical sources
•Financial records
External
•Geodemographic data
Commercial •Diary panel data
•Store audit data
•Scanner data
•Advertising exposure data
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Choices when Collecting Primary Data

Degree of Structured
Structure Unstructured

Communication Degree of Disguised

Disguise Undisguised
Personal Interview
Method of
Telephone Interview
Administration
Mail Questionnaire
Degree of Structured
Structure Unstructured

Degree of Disguised
Observation Disguise Undisguised

Natural
Setting
Contrived

Method of Human
Administration Mechanical
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 Structure and Disguise in Communication Methods

Structured Unstructured

Undisguised Typical Questionnaire Interviews

Open-Ended
(very frequently used)
Questions

Motivation Research
Disguised Word Association
least used
Sentence Completion
Story Telling

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Primary Data: Overview

• Types of Primary Data:

• Demographic / Socioeconomic Characteristics
• Psychological / Lifestyle Characteristics
• Attitudes / Opinions
• Awareness / Knowledge
• Intentions
• Motivation
• Behavior

• Two Classes of Primary Data

• Observation
• Communication

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Behavior Checklist

Purchase Use
Behavior Behavior

What

How Much

How

Where

When

Who

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Perceptions and Selective Exposure
• Definition of Perception: based on prior attitudes, beliefs, needs,
stimulus factors, and situational determinants [i.e. factors specific to the
situation], individuals perceive objects, events, or people in the world
about them. Perception is the cognitive impression that is formed of
‘reality’ which in turn influences the individual's actions and behaviour
toward that object.

• The process of screening meaningful information from the

non-meaningful is known as selective exposure (Dubois, 2000). Our
minds would become overloaded with information otherwise, e.g. young
people are not usually interested in advertising messages for financial
service products such as pensions.

• We avoid exposure to certain messages and actively seek out others,

e.g. particular newspapers, magazines, internet websites, or terrestrial,
cable, satellite or internet TV.
The Process of Perception

• It is a unique interpretation of the situation…yields an unique picture of

the world
• Multiplicity of views
• People interpret same situation differently
CAN YOU
SEE THE
KISSING
COUPLE?
What are attitudes

• Attitude represents a predisposition to an object.

• Attitude is persistent over time
• Attitude is a latent variable that produces consistency in verbal and
physical behavior
• Attitude has a directional quality (positive/negative/neutral)

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 Attitude Models
• Basic Fishbein Multi-Attribute Model
AO= Σ bi(ei)
• Where:
– AO = Attitude toward an object O
– bi = belief about an object O regarding
attribute i (a “salient” attribute)
– ei = evaluation of the importance of
attribute i
 Attitude Models (Cont’d)
• Basic Fishbein Multi-Attribute Model
– Example: Taste Low Calories
Ice cream 1 8 5
Ice cream 2 6 7
Evaluation of
Importance 0.8 0.2
• Calculate Attitude score for the two Ice Cream Brands
• If another customer gives an importance rating of 0.4 to Taste
and 0.6 to Low calories which one she is likely to buy
 Model of Buying Intention Formation
Perception

Attitudes

Buying Intention

Purchase

Satisfaction/Dissatisfaction
Scales of Measurement

Basic Typical Measures of

Scale Comparisons Examples Average
Nominal Identity Male-female Mode
User-nonuser
Occupations
Uniform numbers

Ordinal Order Preference for brands Median

Social class
Hardness of minerals
Graded quality of lumber

Interval Comparison Temperature scale Mean

of intervals Grade point average
Attitude toward brands
Awareness of advertising

Ratio Comparison Units sold Geometric

of absolute Number of purchasers mean
magnitudes Probability of purchase Harmonic
Weight mean

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 Assessing a Respondent’s Liking of Soft Drinks
With Nominal, Ordinal, Interval, and Ratio Scales
Ordinal
Nominal Rank the soft drinks according to how much
Which of the soft drinks in the you
following list do you like? like each (most preferred drink = 1, and
(Check ALL that apply): least
___Coke preferred drink = 6):
___Dr. Pepper ___Coke
___Mountain Dew ___Dr. Pepper
___Pepsi ___Mountain Dew
___Seven Up ___Pepsi
___Sprite ___Seven Up
___Sprite
Ratio
Interval Please divide 100 points among these soft drinks
Please indicate how much you like each soft
To represent how much you like each:
drink by checking the appropriate position on the
scale: dislike like
a lot dislike like a lot ___Coke
Coke ____ ____ ____ ___ ___Dr. Pepper
Dr. Pepper ____ ____ ____ ___ ___Mountain Dew
Mountain Dew ____ ____ ____ ___ ___Pepsi
Pepsi ____ ____ ____ ___ ___Seven Up
Seven Up ____ ____ ____ ___ ___Sprite
Sprite ____ ____ ____ ___
100 16
 Figure 3: Example of Likert Summated Rating Form

neither
strongly agree nor strongly
disagree disagree disagree agree agree

1. The bank offers courteous service. ___ ___ ___ ___ ___

2. The bank has a convenient location. ___ ___ ___ ___ ___

3. The bank has convenient hours. ___ ___ ___ ___ ___

4. The bank offers low interest rate loans. ___ ___ ___ ___ ___

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 Figure 4: Example of Semantic Differential Scaling Form

Service is discourteous ___:___:___:___:___:___:___ Service is courteous

Location is convenient ___:___:___:___:___:___:___ Location is inconvenient
Hours are convenient ___:___:___:___:___:___:___ Hours are inconvenient
Loan interest rates are high ___:___:___:___:___:___:___ Loan interest rates are low

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 Figure 5: Contrasting Profiles of Banks A and B

Service is discourteous ___:___:___:___:___:___:___ Service is courteous

Location is convenient ___:___:___:___:___:___:___ Location is inconvenient

Hours are convenient ___:___:___:___:___:___:___ Hours are inconvenient

Loan interest rates are high ___:___:___:___:___:___:___ Loan interest rates are low

Bank A
Bank B

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Balanced and
Unbalanced Scales
Example of a Stapel Scale

-5 -4 -3 -2 -1 1 2 3 4 5
Service is courteous □□□□□□□□□□

Location is convenient □ □ □ □ □ □ □ □ □ □

Hours are convenient □□□□□□□□□□

Loan interest rates are high □□□□□□□□□□

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Graphic Rating Scale

Please evaluate each quality in terms of how important it is

to you personally by clicking the cursor at the position on the
horizontal line that most reflects your feelings:

not very
important important
Courteous service _______________________________________

Convenient location _______________________________________

Convenient hours _______________________________________

Low interest rate loans _______________________________________

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Comparative Rating Scale – Constant Sum Scale

Please divide 100 points among the following

bank
services in terms of relatively how important
each is to you:

___Courteous service
___Convenient hours
___Convenient location
___Low interest rates
100

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Rating Scale Configurations
Sad-to-Happy Faces that Work with Children (and Adults!)

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Some Unique Rating Scale
Configurations
Some Commonly Used Scales in Marketing

Construct Blank Blank Scale Descriptors Blank Blank

Attitude Very bad Bad Neither bad nor good Good Very good

Importance Not at all Not important Neutral Important Very important

important
Satisfaction Very Dissatisfied Neither dissatisfied Satisfied Very satisfied
dissatisfied nor satisfied
Purchase Definitely will Probably will Might or might not Probably Definitely will
Intent not buy not buy buy will buy buy
Purchase Never Rarely Sometimes Often Very often
Frequency