Measurements

Jaremilleta M. ArawiranJanuary 22, 2010

Library Multifunction Room

Flow of PresentationO Review of the research

processO MeasurementO Levels of measurementO Criteria of Good

MeasurementO Attitude Measurement

The Research Process

Measurement

the process of describing some property of a phenomenon of interest, usually by assigning numbers in a reliable and valid way

ExamplesO What is the color of your hair? O How old are you? O What is the temperature? O What is your monthly income? O Which mode of transportation do you

prefer? O Rank the following according to preference:

O Attend this activityO Be homeO Malling

Phenomenon of interest

O Concept

O Variable

O Construct

Phenomenon of interest

O ConceptO a generalized idea that represents

something of meaningO Variable

O a characteristic that varies from one individual to another

O Construct O concepts that are measured with

multiple variables

Examples O Experience is positively related to job

performance

O Identify the conceptsO Identify a constructO Identify variables

Levels of MeasurementO Nominal

O Ordinal

O Interval

O Ratio

Levels of MeasurementO NominalCategorie

sO OrdinalRank O IntervalDistance O RatioMultiples

ExamplesO Nominal

O A root beer company experiments with different types of sweeteners: cane sugar, corn syrup, fruit extract

O OrdinalO A customer is asked to arrange the

following products according to taste: Coke, Nestea, C2, Tropicana

ExamplesO Interval

O The scores of students in a marketing test.

O RatioO The price of food in the canteen

Puto P 5.00Binignit 7.00Sandwich 10.00

Why identify the levels?O To help the researcher choose

appropriate statistical procedures

Good MeasurementO Reliable

O Valid

O Sensitive

Good MeasurementO Reliability

O A measure is reliable when different attempts at measuring something converge on the same result

O ValidityO the extent to which a score truthfully

represents a conceptO Sensitivity

O ability to accurately measure variability in a concept

Reliability and Validity

AttitudeO an enduring disposition to respond

consistently in a given manner to various aspects of the world, including persons, events, and objects.

O Three components: affective, cognitive, and behavioral

Components of AttitudeO Affective

O General feelings or emotions toward an object

O CognitiveO Beliefs or knowledge about the object

O BehaviorO reflects a predisposition to action by

reflecting a consumer’s buying or purchase intentions.

Example

Identify the different components of the attitude of Maria Paz towards ICM.

“Maria Paz loves shopping at ICM. She believes the store is clean and conveniently located and that it has the lowest prices. She intends to shop there every Sunday.”

Techniques for Measuring Attitudes

O RatingO RankingO SortingO Choice

Attitude Rating ScalesO Simple Attitude scales -

dichotomousO Category scales – extension of the

simple attitude scale

O Likert scale – strength of agreement or disagreement

O Semantic Differential

Attitude Rating Scales

O Constant-Sum Scale

Attitude Rating Scales

O Graphic Rating Scale

Attitude Rating Scales

O Behavioral Intention scale

Attitude Rating Scales

RankingO Consumers can be asked to rank

their preferencesO Paired comparisons

SortingO Sorting tasks requires that

respondents indicate their attitudes or beliefs by arranging items on the basis of perceived similarity or some other attribute.

Sorting

Randomized Response Questions

Some Practical DecisionsO Is a ranking, sorting, rating, or choice technique

best?O Should a monadic or a comparative scale be

used?O What type of category labels, if any, will be used

for the rating scale?O How many scale categories or response positions

are needed to accurately measure an attitude?O Should a balanced or unbalanced rating scale be

chosen?O Should a scale that forces a choice among

predetermined options be used?O Should a single measure or an index measure be

used?

SummaryO Review of the research

processO MeasurementO Levels of measurementO Criteria of Good MeasurementO Attitude Measurement

O Reference: Zikmud, W. & Babin, B. (2007).

Exploring Marketing Research, 9th Ed.Ohio, USA: Thomson South-Western

Thank you!