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MEASUREMENT: Part I Marketing Research

MEASUREMENT: Part I Marketing Research. MEASUREMENT. We are measuring properties, sometimes called attributes or qualities of an object. Measurement is determining whether an object possesses a property or how much of a property is possessed by an object. Properties Objective Subjective.

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MEASUREMENT: Part I Marketing Research

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  1. MEASUREMENT: Part I Marketing Research

  2. MEASUREMENT We are measuring properties, sometimes called attributes or qualities of an object. Measurement is determining whether an object possesses a property or how much of a property is possessed by an object. • Properties • Objective • Subjective

  3. Different Scales Have Different Characteristics: 1 2 3 4 5 6

  4. Different Scales Have Different Characteristics: • Description - label

  5. Different Scales Have Different Characteristics: • Order - relative size

  6. Different Scales Have Different Characteristics: • Distance - absolute differences

  7. Different Scales Have Different Characteristics: • Origin - natural zero point

  8. The Characteristic of the Scale Determines the Scale’s Level of Measurement: Nominal Scales - Description Ratio Scales Nonmetric Ordinal Scales - Description,order Interval Scales - Description,order,distance Metric Ratio Scale - Description,order,distance,origin

  9. Why is the Measurement Level of a Scale Important? • It determines what you can and what you cannot say about an object. It dictates what statistical analyses you can perform. • Greater than, twice as much Level Central Tendency Nominal - mode Ordinal - median Interval - mean Ratio - mean

  10. What Scales of Measurement are the following? Q. Can you please tell me your age? _____ Q. Can you please tell me within what range your age falls a. Under 20 b. 20-29 c. 30-39 d. 40-49 e. 50-59 f. 60-69 g. 70 or older

  11. MEASUREMENT: Part II Marketing Research

  12. The Goal of MeasurementTrue Score vs. Observed Score Theoretical/conceptual world (True unobservable score) Mental picture of an object Empirical world (observed score) Your pen and paper rendering of the object

  13. True Score vs. Observed Score: The Goal of Measurement Product A Completely Satisfied Completely Dissatisfied 1 2 3 4 5 6 7 8 9 10 Product B Completely Satisfied Completely Dissatisfied 1 2 3 4 5 6 7 8 9 10

  14. True Score vs. Observed Score Your Satisfaction with a product True Score Your Response on a Survey Observed score

  15. How Do we know if the Observed Score Equals the True Score? Where, Xt = True Score Xo = Observed Score Es = Systematic Error Er = Random Error Es + Er = Total Error Xt = Xo + Es + Er When a measure is valid, Es + Er = 0 Thus, Xt = Xo When a measure is reliable, Er = 0 Thus, Xt = Xo + Es Reliability is a necessary but not sufficient condition for validity.

  16. Random Vs. Systematic Error New Rifle, Sighted Accurately New Rifle, Sighted poorly Old Rifle

  17. Means of Testing for Reliability Split-half Test-Retest Equivalent Forms Coef. Alpha

  18. Means of Testing for Validity Convergent Validity Content or Face Validity Pragmatic Validity

  19. Content/Face Validity Trying to measure satisfaction with your Marketing Research textbook • Q. To what extent is the material in class presented clearly? • 1 2 3 4 5 6 7 • Q. Are you satisfied with your marketing research textbook? • Yes • No

  20. Suggested Procedure for Developing Measures Specify Domain of the Construct Generate Sample of Items Collect Data Purify Measure Assess Validity

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