Measurement

To collect data, you need to have something to measure

Measurement is the process of assigning numbers or scores to characteristics or attributes of the objects or people of interest

Variables
When we measure the attributes of an object, we obtain a value that varies between objects. For example consider the people in this class as objects and their height as the attribute The attribute height varies between objects, hence attributes are more collectively known as variables Variables can be measured on four different scales

Attitudes
Expressions of inner feelings that reflect whether a person is favorably or unfavorably predisposed to some object -- a brand, a brand name, a service, a service provider, a retail store, a company, an advertisement, in essence, any marketing stimuli. Opinions A large amount of questions in marketing research are designed to measure attitudes Marketing managers want to understand consumers attitudes in order to influence their behavior

Three Components of Attitudes

The ABCs of attitudes:
The Affective Component (based on feelings or

overall evaluation) Feelings of like or dislike

The Behavioral Component (likely action toward object; e.g. from a consumer behavior point of view, the consumers intention to buy a product) Intentions to behave The Cognitive Component (based on beliefs; what you think about a marketing stimulus)

Information possessed

Nominal Scale
Classifies data according to a category only. E.g., which color people select. Colors differ qualitatively not quantitatively. A number could be assigned to each color, but it would not have any value. The number serves only to identify the color. No assumptions are made that any color has more or less value than any other color.

Nominal Scale
Assign subjects to groups or categories
Mutually exclusive Collectively exhaustive

No order or distance relationship No arithmetic origin Only count numbers in categories Only present percentages of categories Chi-square most often used test of statistical significance

Other Examples
Sex Marital status Geographic location Ethnic Group Brand choice Social status Days of the week (months) Seasons Types of restaurants Religion

Job Type: Executive, Technical, Clerical

Coded as 1

Coded as 2

Nominal Scale
Which of the following media influences your purchasing decisions the most? 1 Television 2 Radio

3 Newspapers
4 Magazines

Ordinal Scale
Classifies data according to some order or rank E.g. names ordered alphabetically

With ordinal data, it is fair to say that one response is greater or less than another.
E.g. if people were asked to rate the hotness of 3 chili peppers, a scale of "hot", "hotter" and "hottest" could be used. Values of "1" for "hot", "2" for "hotter" and "3" for "hottest" could be assigned.

The gap between the items is unspecified.

Ordinal Scale
Can include opinion and preference scales Median but not mean No unique, arithmetic origin items cannot be added In marketing research practice, ordinal scale variables are often treated as interval scale variables

PGA Player of the year standings

Rank 1 2 3 4 Player Points Padraig Harrington 116 Tiger Woods Vijay Singh Phil Mickelson 78 62 54

Ordinal Scale Examples

GPA Small medium large Quality Likert scales, rank on a scale of 1.5 your degree of satisfaction

5
6 7 8 9 10

Sergio Garcia
Anthony Kim Kenny Perry Camilo Villegas Trevor Immelman Stewart Cink

54
46 42 42 30

Womens dress sizes

14 As at Oct 2008

Please rank the news programs offered in the following four networks based on your preference.(1 for most preferred, 4 for least preferred). _____ CTV _____ Global _____ CITY TV _____ CBC

Interval Scale
assumes that the measurements are made in equal units.
i.e. gaps between whole numbers on the scale are equal. e.g. Fahrenheit and Celsius temperature scales an interval scale does not have to have a true zero. e.g. A temperature of "zero" does not mean that there is no temperature...it is just an arbitrary zero point. Cant perform full range of arithmetic equations. 40 degrees is not twice as hot as 20 degrees Permissible statistics: count/frequencies, mode, median, mean, standard deviation

Interval Scale
How likely are you going to buy a new automobile within the next six months? (Please check the most appropriate category) Definitely will not buy Probably will not buy May or may not buy Probably will buy Definitely will buy ___ ___ ___ ___ ___ 1 2 3 4 5

Ratio Scale
similar to interval scales except that the ratio scale has a true zero value.

e.g. the time something takes

allows you to compare differences between numbers. Permits full arithmetic operation. If a train journey takes 2 hr and 35 min, then this is half as long as a journey which takes 5 hr and 10 min.

Ratio Scale
Indicates actual amount of variable
Shows magnitude of differences between points on scale Shows proportions of differences

All statistical techniques useable Most powerful with most meaningful answers Allows comparisons of absolute magnitudes

Examples
height, weight, age, Length

time
Income
7

Market share 1.What is your annual income before taxes? $ _______ 2. How far is your workplace from home? kilometres _______

6
5 4

3
2 1

Primary Scales of Measurement

Nominal Numbers Assigned to Runners
4 81

Ordinal

Rank Order of Winners

Third Place

Second Place

First Place

Interval

Performance Rating on a 0 to 10 Scale

Time to Finish in Seconds

8.2

9.1

9.6

Ratio

15.2

14.1

13.4

Comparison of Measurement Scales

Label Order Distance Origin Nominal scale Ordinal scale Interval scale Ratio scale Yes Yes Yes Yes No Yes Yes Yes No No Yes Yes No No No Yes

Use of Measurement Scales

Nominal
Used to categorize objects

Ordinal
Used to define ordered relationships

Interval
Used to rank objects such that the magnitude of the difference between two objects can be determined

Ratio
Same as interval scale but has an absolute zero point

Always use the most powerful scale possible

Adding Sophistication To Scales
Concept: Desire to watch Star Wars movies
If a Star Wars movie is on television will you watch it? Yes _____ No _____ How likely are you to watch a Star Wars movie shown on television? Very Likely ____ Likely ____ Indifferent ___ Unlikely _____ Very Unlikely _____

Another way to describe variables

Qualitative variables: have a nominal scale of measurement. Categorical variables: have a nominal or ordinal scale of measurement. Quantitative variables: have an interval scale of measurement. Continuous variables: have an Ordinal, interval, or ratio variables scale of measurement.

Practice describing variables

Q: What kind of variable is educational attainment, and what scale is it measured in?

A: Education is measured in number of years of schooling, and is therefore a discrete quantitative variable measured on an interval scale. (Or is it?)
How could education be measure using
A nominal scale An ordinal scale

A Classification of Scaling Techniques

SCALING TECHNIQUES

Comparative Scales

Non-Comparative Scales

Paired Comparison

Rank Order

Constant Sum

Others

Continuous Rating Scales

Itemized Rating Scales

Likert

Semantic Differential

Stapel

Types of Scaling Techniques

COMPARATIVE

SCALES

Involve the respondent directly comparing stimulus objects.

e.g. How does Pepsi compare with Coke on sweetness

NON-COMPARATIVE

SCALES

Respondent scales each stimulus object independently of other objects

e.g. How would you rate the sweetness of Pepsi on a scale of 1 to 10

Comparative Scales: Paired Comparison Items

If we have brands A, B, C and D, we would have respondents compare A and B A and C A and D B and C B and D C and D
Usually limited to N < 15

Comparative Scales: Paired Comparison Items

Please indicate which of the following airlines you prefer by circling your more preferred airline in each pair:
Air Canada Air Transat Horizon Air WestJet Air Canada Horizon Air WestJet Air Canada WestJet Air Transat Horizon Air Air Transat

Paired Comparison Selling

The most common method of taste testing is paired comparison. The consumer is asked to sample two different products and select the one with the most appealing taste. The test is done in private and a minimum of 1,000 responses is considered an adequate sample. A blind taste test for a soft drink, where imagery, self-perception and brand reputation are very important factors in the consumers purchasing decision, may not be a good indicator of performance in the marketplace. The introduction of New Coke illustrates this point. New Coke was heavily favored in blind paired comparison taste tests, but its introduction was less than successful, because image plays a major role in the purchase of Coke. A paired comparison taste test

Comparative Scales: Constant Sum Scales

Allocate a total of 100 points among the following softdrinks depending on how favorable you feel toward each; the more highly you think of each soft-drink, the more points you should allocate to it. (Please check that the allocated points add to 100.) Coca-Cola 7-Up Dr. Pepper Tab _____ _____ _____ _____ points points points points

Pepsi-Cola

_____
100 points

points

Comparative Scales: Constant Sum Scales

Please divide 100 points among the following characteristics so the division reflects the relative importance of each characteristic to you in the selection of a bank Hours of service Friendliness Distance from home Investment vehicles Parking facilities ________________ _______________ ________________ ________________ __________________

Comparative Scales: Rank Order Scales

Rank the following soft-drinks from 1 (best) to 5 (worst) according to your taste preference: Coca-Cola 7-Up Dr. Pepper Pepsi-Cola Mountain Dew _____ _____ _____ _____ _____

Top and bottom rank choices are easy

Middle ranks are usually most difficult

Comparative Scales: Rank Order Scales

Indicate your preferred type of music with a 1, your second favorite with a 2, and so on for each type of music:
____ ____ ____ ____ ____ Heavy Metal Rock Rapp Classical Country

Instructions Rank the various brands of toothpaste in order of preference. Begin by picking out the one brand that you like most and assign it a number 1. Then find the second most preferred- brand and assign it a number 2. Continue this procedure until you have ranked all the brands of toothpaste in order of preference. The least preferred brand should be assigned a rank of 10. No two brands should receive the same rank number. The criterion of preference is entirely up to you. There is no right or wrong answer. Just try to be consistent. Brand Rank Order 1. Crest 2. Colgate 3. Aim 4. Mentadent 5. Macleans 6. Ultra Brite 7. Close Up 8. Pepsodent 9. Plus White 10. Arm and Hammer

COMPARATIVE SCALES
Compared to Chevrolet, Ford is:
less innovative about the same more innovative

Non comparative scale

Continuous scale
How would you rate Marketing Research to other courses this term
The worst

The Best

10 20 30 40 50 60 70 80 90 100

Itemized Rating Scales

Semantic Differential Scale
The Likert scale Staple scale

Non-Comparative Scales

Semantic Differential Scale

Here are a number of statements that could be used to describe WalMart. For each statement tick ( ) the box that best

describes your feelings about WalMart.

Modern Store Low prices Unfriendly staff Old- fashioned store High prices Friendly staff

Narrow product range

Sophisticated customers

Wide product range

Unsophisticated customers

Likert scale
Strongly disagree agree Neither agree nor disagree agree Strongl y agree

Cost is the most important consideratio n when buying a new car

The Likert scale

AGREEMENT

To what extent do you agree or disagree that Presidents Choice is a high quality brand?
Agree Strongly Agree Moderately Agree Slightly Disagree Slightly Disagree Moderately Disagree Strongly

Strongly Agree Agree Undecided Disagree

Strongly Disagree

Agree Disagree

Agree Undecided Disagree

Agree Very Strongly Agree Strongly Agree Disagree Disagree Strongly Disagree Very Strongly

Yes No

Completely Agree Mostly Agree Slightly Agree Slightly Disagree Mostly Disagree Completely Disagree

Disagree Strongly Disagree Tend to Disagree Tend to Agree Agree Agree Strongly

FREQUENCY
Very Frequently Frequently Occasionally Rarely Very Rarely Never A Great Deal Much Somewhat Little Never

How frequently do you go bowling?

Always Very Frequently Occasionally Rarely Very Rarely Never

Always Usually About Half the Time Seldom Never

Almost Always To a Considerable Degree Occasionally Seldom

Often Sometimes Seldom Never

Always Very Often Sometimes Rarely Never

IMPORTANCE

How important is price to you when purchasing jeans?

Very Important Important Moderately Important Of Little Importance Unimportant

Very Important Moderately Important Unimportant

QUALITY

How would you rate the quality of Toshiba laptops?

Extremely Poor Below Average Average Above Average Excellent

Very Good Good Barely Acceptable Poor Very Poor

Good Fair Poor

LIKELIHOOD

How likely will you be to purchase a car in the next 6 months?

To a Great Extent Somewhat Very Little Not at All
Almost Always True Usually True Often True Occasionally True Sometimes But Infrequently True Usually Not True Almost Never True

Like Me Unlike Me

True False

Definitely Very Probably Probably Possibly Probably Not Very Probably Not

True of Myself Mostly True of Myself About Halfway True of Myself Slightly True Of Myself Not at All True of Myself

Staple scale
+5 +4 +3 +2 +1 quality -1 -2 -3 -4 -5 +5 +4 +3 +2 +1 service -1 -2 -3 -4 -5

Rank Joey Tomatos on the quality of its food and service.

A Stapel Scale for Measuring a Stores Image

Select a plus number for words that you think describe the store accurately. The more accurately you think the work describes the store, the larger the plus number you should choose. Select a minus number for words you think do not describe the store accurately. The less accurately you think the word describes the store, the larger the minus number you should choose, therefore, you can select any number from +3 for words that you think are very accurate all the way to -3 for words that you think are very inaccurate. WalMart +5 +5 +5 +4 +4 +4 +3 +3 +3 +2 +2 +2 +1 +1 +1 High Poor Wide Quality Service Variety -1 -1 -1 -2 -2 -2 -3 -3 -3 -4 -4 -4 -5 -5 -5

Staple Scale
The following questions concern your ratings of several suppliers that provide products for use in your store.

XYZ
Poor Product Selection Costly Products Fast Service High Quality Products Innovative -5 -4 -3 -2 -1 1 2 3 4 5 -5 -5 -5 -4 -4 -4 -3 -3 -3 -2 -2 -2 -1 -1 -1 1 1 1 2 2 2 3 3 3 4 4 4 5 5 5

-5

-4

-3

-2

-1

Some Basic Considerations When Selecting a Scale

Selecting a Rating, Ranking, Sorting, or Purchase Intent Scale

Number of Categories

Odd or Even Number of Scale Categories

Forced Versus Non-forced Choice

Balanced Versus Nonbalanced Alternatives

Odd versus even

if neutral responses likely, use odd number

Odd
Strongly Agree Agree Neutral Disagree

Even _____ Strongly Agree_____ _____ Agree _____ Disagree _____

_____

_____ Strongly disagree___

Strongly disagree_____

Balanced vs. Unbalanced

Balanced

Unbalanced Excellent ______

Very good
Good

______
______

Very Good
Good

______
______

Fair
Poor

______
______

Fair
Poor

______
______

Very Poor

______

Balanced and Unbalanced Scales

Balanced Scale
JOVAN MUSK FOR MEN IS
Extremely good Very good Good Bad Very bad Extremely bad

Unbalanced Scale
JOVAN MUSK FOR MEN IS
Extremely good Very good Somewhat Good Good Bad Very bad

Forced vs. Unforced

Forced Extremely Reliable ___ Unforced Extremely Reliable ___

Very Reliable
Somewhat Reliable

___
___

Very Reliable
Somewhat Reliable

___
___

Somewhat Unreliable ___ Very Unreliable Extremely Unreliable ___ ___

Somewhat Unreliable ___ Very Unreliable Extremely Unreliable Dont know ___ ___ ___

Labeled vs. End Anchored

Labeled Excellent _____ End Anchored Excellent _____ _____ _____

Very Good
Fair

_____
_____

Poor
Very Poor

_____
_____ Poor

_____
_____

Intervals May Not Reflect the Semantic Meaning of the Adjectives

Excellent _____

Labeled
Excellent Very Good Fair Poor Very Poor _____ _____ _____ _____ _____ Fair Poor

Intervals Are Not Equal

Very Good _____ _____ _____

Intervals Are Not Equal

Very Poor _____

Number of Scale Points

5 Point

10 Point

Excellent

_____
_____

Excellent

_____________
_____________ _____________ _____________

_____
_____ Poor

_____________
_____________ _____________ _____________ _____________ _____________

Poor

_____

Choosing the Appropriate Scale

Attitude component Itemize d categor y
A A A B B B A B B A

Rank Constant Likert orde sum r

Semantic differenti al

Knowledge Awareness Attribute beliefs Attribute importance Affect or Liking Overall preferences Specific attributes A A B B A B B B B A

Action A = Very appropriate, B = Sometimes appropriate