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Chapter. 10. Measurement in Marketing Research. Basic Question-Response Formats. Open-ended Close-ended Scaled-response. Basic Question-Response Formats Open-Ended Unprobed. Open-ended question: presents no response options to the respondent

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  1. Chapter 10 Measurement in Marketing Research

  2. Basic Question-Response Formats • Open-ended • Close-ended • Scaled-response

  3. Basic Question-Response Formats Open-Ended Unprobed • Open-ended question:presents no response options to the respondent • Unprobed format:seeks no additional information • Advantages: • Respondent frame of reference; allows respondent to use his or her own words • Disadvantages: • Difficult to code and interpret • Respondents may not give complete answers

  4. Basic Question-Response Formats Open-Ended Probed • Open-ended question:presents no response options to the respondent • Probed format:includes a response probe instructing the interviewer to ask for additional information or answer clarification • Advantages: • Elicits more-complete answers • Respondent frame of reference • Disadvantages: • Difficult to code, analyze, and interpret

  5. Basic Question-Response Formats Close-Ended Dichotomous • Close-ended question: provides a set of answers from amongst which the respondent must choose • Dichotomous:has only two response options, such as “yes” - “no”; “have” – “have not”; “male” – “female” • Advantages: • Simple to administer, code, analyze • Disadvantages: • May oversimplify response options • May be in researcher frame of reference

  6. Basic Question-Response Formats Close-Ended Multiple Category • Close-ended question: provides a set of answers from amongst which the respondent must choose • Multiple response:has more than two answer choices; must have “mutually exclusive” and “collectively exhaustive” answer set • Advantages: • Allows for broad range of possible responses • Simple to administer, code, and analyze • Disadvantages: • May be in researcher frame of reference • May not have all appropriate respondent answer options

  7. Basic Question-Response Formats Scaled-Response Unlabeled • Scaled-response question: uses a scale (parts:a statement, instructions, a response format) to measure respondent feeling, judgment, perception … • Unlabeled:uses a scale that may be purely numerical (no words/phrases) or only the endpoints of the scale are identified • Advantages: • Allows for degree of intensity to be expressed without researcher options • Simple to administer, code, and analyze • Disadvantage: • Scale may not reflect respondents’ view

  8. Basic Question-Response Formats Scaled-Response Labeled • Scaled-response question: uses a scale (parts: a statement, instructions, a response format) to measure respondent feeling, judgment, perception … • Labeled:a scale where all choices/positions are identified with some descriptive word/phrase • Advantages: • Allows for degree of intensity to be more clearly expressed • Simple to administer, code, and analyze • More consistency in responses • Disadvantage: • Scale choices more limited or too detailed

  9. Considerations in Choosing a Question-Response Format • The nature of the property being measured • Gender=dichotomous; liking for chocolate=scale • Previous research studies • Use format of previous study if comparing • The data collection mode • Cannot use some scales on the phone • The ability of the respondent • Kids can only relate to certain types of visual scales • The level of analysis points to scale type needed

  10. Basic Concepts in Measurement • Measurement: determining how much of a property is possessed; numbers or labels are then assigned to reflect the measure • Properties: specific features or characteristics of objects, persons, or events that can be used to distinguish them from others • Objective properties are physically observable or verifiable • Subjective properties are • mental constructs

  11. Nominal data: The use of a descriptor, name, or label, to stand for each “unit” on the scale: “yes” “no”, “male” “female”,etc. Ordinal data: Objects, persons, events are placed in rank order on some characteristic in a specific direction. Zero and distance have no meaning; rank 1, 2, 3, etc. Interval data: Units of distance have meaning. There is an arbitrary zero point. Examples are temperatures in degrees Fahrenheit or Celsius; map distance Chicago to ? Ratio data:Multiples have meaning. There is an absolute or natural zero point. Examples: the Kelvin temperature scale, sales/costs in $, market share in % Scale Characteristics Determine the Level of Measurement (Level of Data)

  12. Common Scales Used in Marketing Research • The Likert-Type Scale • The Graphic Rating Scale • The Semantic Differential Scale • The Staple Scale

  13. Reliability and Validity • Reliability: person responds in the same or a similar manner to an identical or nearly identical measure (repeatability) • Validity: the ability of the measure being used to actually measure what it is supposed to measure • Validity types: face, construct, concurrent, discriminant, predictive

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