CHAP 8.

Understanding Measurement, Developing Questions, and Designing the

Questionnaire (Quantitative)
Costco case :
Problem Statement (Related to business [management,..] – Action, Decision) -> R. Objectives
(awareness, image perception, brand evaluation – identify key information) -> R. Questions ->
Questionaire Design
Questionnaire (Quantitative) Structured with Close Ended Questions & Predeterminded Answers ( also
questions are fixed orders, almost close-ended question- provide respondence with answer to select)
Guidelines (Qualitative) Unstructured with Open Ended Questions (flexible in making question, orders,
almost open-ended – freely to answer question)
1. Basic Concepts in Measurement:
Measurement: determining a description or amount of some property of an object that is of interest
2. Types of Measures:
• Nominal scales label objects
• Ordinal scales indicate only relative size differences between objects.
• Scale measures: those in which the distance between each level is known
– Interval scales are used to measure unobservable constructs.
– Ratio scales have a true zero point.
a) Nominal scales questions:
Top Of Mind_ When talk about brands of Hypermarket, which come to your mind first? (SA)
Spontaneous_ Which brands of hypermarket do you aware of
Brand list - Walmart, Costco, Basket Market …
Results: Walmart (60%), Costco (80%), Basket Market (30%)
 Ask demo, behave, awareness
b) Ordinal scales questions:
Ask to rank, most important to least important attributes
c) Interval Scale Questions:
 Q1 is not easy to
understand -> Wrong
answer

Q2 has more data

Middle Points

Attribute for statements

(based on Quali Research)
 Opinions attitudes

Semantic

 Image Perception, Brand Evaluation can be done by this.

 Intend to check the logic answer -> Eliminate not quality data
 This better to measure satisfaction levels, like abibily.
d) Ratio Scales Questions:
Ratio Scales is more complicated but more specific >< Nominal scales.
e) Likert scales:
An interval scale commonly used by marketing researchers is the Likert scale, in which respondents are
asked to indicate their degree of agreement or disagreement on a symmetric agree–disagree scale for each
of a series of statements. The Likert scale format measures intensity of agreement or disagreement.

 Ask question in indirect way : based on answer -> identify attributes

Statements/ Brand attributes (ave. 10, but max 15 attributes)
• General beliefs of customers
• Past studied/ understood attitudes of customers
• Wish to convey positioning to customers
• Brand performance evaluation
3. Designing A Questionnaire:
A questionnaire is the vehicle used to present the questions the researcher desires respondents to answer.

Problem statement => Research Objectives => Research Questions => Form a qnaire

Action => Information => Questions - Different Types (Reliability & Validity)