CHAPTER 4: THE CONCEPT OF MEASUREMENT IN THE MARKETING RESEARCH

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For the reflection or describing, with accuracy, an appearance (substance, quantity); material or psychological status of the research subject, are needed to measure them as definite standards. The measurement is not only the definite size of physical dimension but also whatever concepts, which can be compared each other.

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Nội dung Text: CHAPTER 4: THE CONCEPT OF MEASUREMENT IN THE MARKETING RESEARCH

HỒ CHÍ MINH CITY UNIVERSITY OF INDUSTRY FA C U LTY F SI ESS D M I I O BU N A N STR A TI N O M A R K ETI G N R ESEA R C H CHAPTER 4 THE CONCEPT OF MEASUREMENT IN THE MARKETING RESEARCH 1
CONTENTS The concept of measurement; 1. What is measured?; 2. The benefits of the measurement; 3. The laws (rules) of measurement; 4. Measure scales; 5. Three standards of a measurement; 6. Psychological measure; The review questions. 2
THE CONCEPT OF MEASUREMENT For the reflection or describing, with accuracy, an appearance (substance, quantity); material or psychological status of the research subject, are needed to measure them as definite standards. The measurement is not only the definite size of physical dimension but also whatever concepts, which can be compared each other. The measurement is an indispensable tool to marketing research. 3
1. WHAT IS MEASURED? Measurement of physical phenomenon Measurement of Measurement of human psychological Social – economic status. phenomenon In the range of the subject (Marketing research) is the measurement objects that we care essentially as: Social – economic phenomenon and human psychological status. 4
2. The benefit of the measurement 1. Defining accuracy and quantity or level of physical; economic; human society; or psychology 2. Comparing difference between things, human, or attitude 3. Easily to subgroup, classify, arrange, statistic, calculate of rate... 5
3. The laws (rules) of measurement Example 1: Measuring the time “go to shopping” has to stipulate that is the time from going into the supermarket to paying and leaving. Exam pl 2: e That amount loyal to brands with scores from 1 to 7. 7 points is always only buy goods with trademark use (if this store will not have to go find somewhere else to buy or when to buy new). Point 1 is the ever-changing brand. In addition to the points 2,3,4,5,6 are instructions for specific points . 6
Measure scale kinds 4. There’re 4 kinds of basic measure scales Ordinal Norminal Ratio Interval
4.1 The Nominal scale Nominal Scale is most simple Scale to distinguish things or this phenomenon from its something else, much of them, when they take digits to encode or point (nominal) is a matter, in addition there isn't another what idea. Usable statistics operations with nominal scale are:  Count;  Frequency ountng of event ; C i ( 1 )  Define mode value;  To execute verification; 8
4.1 The Nominal scale Some examples of nominal scale: EX 1 : - Customer: male female; - Object: Wholesalers Retailers Dislike - Attitude: Like A mong the nominals: Male / Female; like / dislike ... completely unrelated things at all levels. 9
4.1 The N om i cal nals e Some examples of nominal scale: EX 2: Ask “Please indicate the presently status of your marriage?” Single 1 Get married 2 Widowerhood 3 Divorce 4 These numbers are nominal identifier because clearly you can not the plus or to measure the average of “marriage status”. 10
4.2 The Ordinal scale Used to rank the objects or phenomenons in a certain order to compare to that of the first level or less than, but not for quantitative data, we do not know the distance between them. So, the ordinal scale is the nominal scale, but not any nominal scales are also ordinal scale. For that ordinal scale, center tendency can consider using the median point ; value Mode; and dispersion is only measured by interval and interquartile range but use less. 11
4.2 The rdi cal O nals e Example of the ordinal scale : Rating TOPTEN Consumer Vietnam according to the number of mail clients vote more or less from first class to class 10 (not the class is how many messages). Or preferred level of customers in 3 levels:  Dislike  L ike slightly  V ery like. Y ou know as "like slightly" more than “dislike" but does not measure the distance between the two levels is how many. 12
4.3 The Interval scale is a kind of scale to provide quantum The nt vals e about order relations between things and I er cal phenomenons; is a special kind of the ordinal scale; shows distance (quantification) between two ordinals. In measuring attitudes or opinions, the interval scale provides more information than ordinal scale.
4.3 The nt vals e I er cal E xam pl oft i ervals e e he nt cal : Ex 1: Stating your taste about a color or style of product by marking in the interval scale: 1 2 3 4 5 6 7 8 9 10 Dislike --------------------------------------------------------------- Very like By then, they define their attitude correctly get into which mark . 14
4.3 The nt vals e I er cal E xam pl oft i ervals e e he nt cal : Ex 2: Answer the question: “Y ou are willing to pay more how many % to buy a new product in comparing with the current sale price of old product ”. I nterviewee will answer : 5%; 10%; or 20%;... The level of rates show that the distance between different answers are wrong how many %. T he nt i ervals e cal provi ore nf des m i orm aton han it ordi cal nals e. 15
4.3 The nt valscal I er e The statistics operations can be used to extra of this scale (compare with two above scales) as:  To calculate the variability;  Average value;  Deviation standard. Noting: The Interval scale does not have absolute 0 point itself, so you can only do addition or subtraction (+/-), if using division (/), the results will be meanless. 16
4.4 The Ratio scale The Ratio scale has all of particularity of the interval scale. Moreover, the 0 point in the ratio scale is a value "true“. So we can use division to calculate the rate for the purpose of comparison. It mean that comparing this value with the other one. Ex 1:My watching video time i tm es ( 200% ) t s 2 i by han i e tm TV vi i . ew ng Ex 2: T he evelofexpendiure unds f t chidren’ choolf l t off or he l ss ee 30% y ncom e. m akesup ofm i These types of measurement scales assess and compare the physical phenomenon absolutely (the amount - quality), provide quantitative information as fully and applied most widely. Many Ratio scales , the meaning is deeper than three Ratio scales before . 17
4.4 The i scal Rato e In general the variables used interval scale and ratio scale, we can determine the value of central tendency, such as: average; frequency; ... Trends also distributed as: Deviation standard, the variance is little used to. So, in SPSS added up common 2 types (interval scale and ratio scale) is one (Measure scale). In fact, to have a comprehensive vision, each question usually applies a measure scale for these answers, or a total measure scale for that all . 18
5. T hree st andards ofa eas m urem ent Reliability Validity Sens tviy ii t 19
5.1 Reliability The measurement can repeat many times and for the same results or consistent, stable in the identical conditions. We must try to eliminate the exotic factors change the measurement conditions . I n fact, to ensure reliability before the "official research", who usually conduct "preliminary research" on a limited form, results from "preliminary research“ are tested ( called tested measure scale). Cronbach Alpha tool in SPSS is a good example in this case. With the value of the tested measure scale is greater 0.65 is the measure scale can be used (ensures reliability). Conversely, it must be adjusted them. 20