Slide 1Slide 2The Value of MeasurementConcrete Features & Abstract ConstructsSlide 5Operationalizing A ConstructTypes of Data Collected in ResearchProperties of Scale MeasurementsProperties of ScalingLevels of ScalesScales & Scaling Properties: RelationshipsNominal Scales: ExamplesOrdinal Scales: ExamplesInterval Scales: ExamplesFigure 10.5 Rating Scale Configuration ContinuedRatio Scales: ExamplesOrdinally Interval Scales: ExamplesThe Likert ScaleThe Semantic Differential ScaleThe Behavior Intention ScaleOther Types of Rating Scales to ConsiderSlide 22Key Measurement Design Issues to ConsiderRules of Thumb for Scale DevelopmentFigure 10.6 Scale EvaluationTable 10.2 Summary of Itemized Scale DecisionsTable 10.2 Summary of Itemized Scale Decisions (Cont.)Figure 10.4 Balanced and Unbalanced ScalesSlide 29Measures of Central TendencyMeasures of DispersionScale Levels and Additional RelationshipsSlide 33Summary of Learning Objectives1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved.1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. CCHHAAPPTTEERR1234 0001 897251 000001212Overview of Overview of Measurement: Construct Measurement: Construct Development and Scale Development and Scale MeasurementMeasurement12-212-21995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. The Value of MeasurementMeasurement, like sampling, is an integral part of what it means to be “human”.Measurement, when applied in marketing research (like sampling) is more complex, and consistently strives to approximate the values of the scientific method.In the marketing arena, concepts such as “satisfaction” and “preference” are difficult to measure; hence the need for a research team to approach the task of construct development with an appreciation for its importance.Consumer attitudes, beliefs, and behaviors remain fascinating subjects of study; hence the need for researchers to approach the task of construct measurement with precision.12-312-31995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Concrete Features & Abstract Constructs12-4a12-4aAirplane Concrete properties: number engines, height, weight, length, seating capacity, physical characteristics of seats, type of airplane, etc.Abstract constructs: quality of in-flight cabin service, comfortability of seating, smoothness of takeoff and landing, etc.Consumer Concrete properties: age, sex, marital status, income, brand last purchased, dollar amount of purchase, types of products purchased, color of eyes and hair, etc.Abstract properties: attitudes toward a product, brand loyalty, high-involvement purchases, emotions (love, fear, anxiety), intelligence, personality, risk taker, etc.1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Concrete Features & Abstract Constructs12-4b12-4bOrganization Concrete properties: name of company, number of employees, number of locations, total assets, Fortune 500 rating, computer capacity, types and numbers of products and service offerings, type of industry membership, etc.Abstract constructs: competence of employees, quality control, channel power, competitive advantages, company image, consumer-oriented practices, etc.1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Operationalizing A ConstructWhen a research team operationalizes a construct they go through a process of “breaking-it-down”. Here’s some examples: Brand loyalty. Customer satisfaction. Quality. Consumer emotions. Consumer preferences.12-512-51995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Types of Data Collected in ResearchThere are four principal types of data of interest to a research team: State-of-Being Data:Demographic characteristics State-of Mind Data:Personality or state of mind State-of-Behavior Data:Past and present behaviors State-of-Intention Data:Future intentions of purchase12-612-61995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Properties of Scale Measurements12-7a12-7aScaling Properties Description and ExamplesAssignment property The employment of unique descriptors to identify an object in a set.Some examples: the use of numbers (10, 38, 44, 18, 23, etc.); the use of colors (red, blue, green, pink, etc.); yes and no responses to questions that identify objects into mutually exclusive groups.Order property Establishes “relative magnitudes” between the descriptors, creating hierarchical rank-order relationships among objects.Some examples: 1st place is better than a 4th-place finish; a 5-foot person is shorter than a 7-foot person; a regular customer purchases more often than a rare customer.1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Properties of Scaling12-7b12-7bScaling Properties Description and ExamplesDistance property Allows the researcher and respondent to identify, understand, and accurately express absolute differences between objects.Some examples: family A with six children living at home, compared to family B with three children athome, has three more children than family B;differences in income ranges or age categoriesOrigin property A unique scale descriptor that is designated as being a “true natural zero” or “true state of nothing.” Some examples: asking a respondent his or her weightor current age; the number of times one shops at a supermarket; or the market share of a specific brandof hand soap.1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Levels of ScalesThere are four levels of scales of interest to a research team: Nominal:Identification object to be measured. Ordinal :Rank order of the object to be measured. Interval:Scale responses and absolute differences between each scale. Ratio:Absolute differences between each scale points.12-812-81995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Scales & Scaling Properties: Relationships12-912-9Scaling PropertiesLevel of ScaleAssignment Order Distance OriginNominal