Lecture Marketing research - Chapter 8: The concept of measurement and attitude scales

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After studying this chapter you will be able to: Understand the concept of measurement, understand the four levels of scales and their typical usage, explore the concepts of reliability and validity, become familiar with the concept of scaling, learn about the various types of attitude scales,...

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Nội dung Text: Lecture Marketing research - Chapter 8: The concept of measurement and attitude scales

Learning Objectives CHAPTER Eight The Concept of Measurement and Attitude Scales Copyright © 2004 John Wiley and Sons, Inc.
Learning Objectives Learning Objectives 1. To understand the concept of measurement. 2. To understand the four levels of scales and their typical usage. 3. To explore the concepts of reliability and validity. 4. To become familiar with the concept of scaling. 5. To learn about the various types of attitude scales.
Learning Objectives 6. To examine some basic considerations in selecting a type of scale. 7. To realize the importance of attitude measurement scales in management decision making.
Learning Objectives The Concept of Measurement To understand the concept of and Measurement Scales measurement. Measurement The process of assigning numbers or labels to objects, persons, states, or events in accordance with specific rules. Rule A guide that tells the researcher what to do
Learning Objectives The Concept of Measurement To understand the four levels of and Measurement Scales scales and their typical usage. Nominal Scales • Partitions data into categories that are mutually exclusive and collectively exhaustive. Ordinal Scales • Used strictly to indicate rank order.
Learning Objectives The Concept of Measurement To understand the four levels of and Measurement Scales scales and their typical usage. Interval Scales • Contains all the features of ordinal scales • Added dimension that the intervals between the data points on the scale are equal. Ratio Scales • All powers of those mentioned as well as a meaningful absolute zero or origin.
Learning Objectives The Concept of Measurement To explore the concepts of reliability and Measurement Scales and validity. Evaluating the Reliability and Validity of Measurement Sources of Measurement Differences M=A+E where: M = measurement A = accuracy E = error: random or systematic 1. A true difference in the characteristic being measured. 2. Differences due to stable characteristics of individual respondents.
Learning Objectives Step Six: Evaluate the Reliability To explore the concepts of reliability and Validity of the Measurement and validity. 3. Differences due to short-term personal factors. 4. Differences caused by situational factors. 5. Differences resulting from variations in administering the survey. 6. Differences due to the sampling of items included in the questionnaire. 7. Differences due to a lack of clarity in the measurement instrument 8. Differences due to mechanical or instrument factors.
Learning Objectives Step Six: Evaluate the Reliability To explore the concepts of reliability and Validity of the Measurement and validity. Reliability • Consistent results over time. • Measures are free from random error. Test-Retest Reliability Obtained by repeating the measurement using the same instrument under as nearly the same conditions as possible. Stability: Few differences in scores are found between the first and second tests.
Learning Objectives Step Six: Evaluate the Reliability To explore the concepts of reliability and Validity of the Measurement and validity. Equivalent Form Reliability Avoids the test-retest by creating equivalent forms of measurement instrument. Determined by measuring the correlation of the scores on the two instruments. Internal Consistency Reliability Assesses the ability to produce the similar results using different samples to measure a phenomenon.
Learning Objectives Step Six: Evaluate the Reliability To explore the concepts of reliability and Validity of the Measurement and validity. Validity Addresses the issue of whether what we tried to measure was actually measured. • Face Validity • Content Validity • Criterion-Related Validity • Predictive Validity • Concurrent Validity
Learning Objectives Step Six: Evaluate the Reliability To explore the concepts of reliability and Validity of the Measurement and validity. • Construct Validity • Convergent Validity • Discriminate Validity Relating the Measures to Assess Validity All types of validity are interrelated in both theory and practice.
Learning Objectives Step Six: Evaluate the Reliability To explore the concepts of reliability and Validity of the Measurement and validity. Reliability and Validity --- A Concluding Comment See Figure 8.1 --- next slide Situation 1: The lack of consistency means there is no reliability Situation 2: High reliability, but lacks validity Situation 3: Reliable, consistent, and valid
Figure 8.1 Illustrations of Possible Reliability and Learning Objectives Validity Situations in Measurement Situation 1 Situation 2 Situation 3 Neither Reliable Highly Reliable Highly Reliable nor Valid nor Not Valid and Valid
Learning Objectives Attitude Measurement To become familiar with the concept of scaling. Scales Scaling Defined Procedures for attempting to determine quantitative measures of subjective and sometimes abstract concepts. • Unidimensional scaling: one attribute • Multidimensional scaling: several dimensions
Learning Objectives Attitudes, Behavior, and To understand the linkage among attitudes, behavior and marketing Marketing Effectiveness effectiveness. Attitude An enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of a person’s environment.
Learning Objectives Attitude Measurement To become familiar with the concept Scales of scaling. Graphic Rating Scales A graphic continuum typically anchored by two extremes Easily constructed and simple to use. Ability to discern fine distinctions Itemized Rating Scales Respondents must select from a limited number of ordered categories rather than placing a check mark on a continuous scale.
Learning Objectives Figure 8.2 Three Types of Rationing Scales Scale A Uncomfortable Comfortable Scale B 0 10 20 30 40 50 60 70 80 90 100 Uncomfortable Neutral Comfortable
Learning Objectives Figure 8.3 Three Types of Rationing Scales Scale C 1 2 3 4 5 6 7 8 9 10 Very Very very very Uncomfortable Comfortable
Learning Objectives Attitude Measurement To learn about various types of Scales attitude scales. Rank Order Scale Respondent judges one item against another. Q-Sorting A sophisticated form form of rank ordering. A set of objects is given to an individual to sort into piles to specified rating categories