Measurement

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Measurement Scaling
Dr. Surej P John
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Comparative Scaling
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Some Key Concepts

• Scale
• A quantifying measure a combination of items
  that is progressively arranged according to value
  or magnitude.
• Purpose is to quantitatively represent an items,
  persons, or events place in the scaling
  continuum.

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Figure 9.3 Primary Scales of Measurement
Primary Scales of Measurement
Primary Scales
Nominal Scale
Ratio Scale
Ordinal Scale
Interval Scale
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Primary Scales of Measurement

• Nominal
• A scale in which the numbers or letters assigned
  to objects serve as labels for identification or
  classification.
• Ordinal
• A scale that arranges objects or alternatives
  according to their magnitude in an ordered
  relationship.

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Primary Scales of Measurement

• Interval
• A scale that both arranges objects according to
  their magnitudes and
• Distinguishes the ordered arrangement in units of
  equal intervals
• I.e., indicate order and measure order (or
  distance) in units of equal intervals

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Primary Scales of Measurement

• Ratio
• A scale that has absolute rather than relative
  quantities and an absolute zero where a given
  attribute is absent.
• Money weight are good examples of attributes
  that possess absolute zeros and interval
  properties.

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Example
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Figure 9.4 Primary Scales of Measurement
Primary Scales of Measurement
Scale Nominal Numbers
Assigned 1
31 88
to Drivers/Cars
Ordinal Rank Order
Third Second First
of race finishers
Place Place Place

Interval Championship
Points earned
170 175 185
Ratio Time to Finish,
behind winner
5.1 2.3
0.0
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Classifying Scaling Techniques

• Comparative Scales
• Involve the direct comparison of two or more
  objects
• Noncomparative Scales
• Objects or stimuli are scaled independently of
  each other.

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Figure 9.5 A Classification of Scaling Techniques
Classifying Scaling Techniques
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Paired Comparison Scaling

• Respondent is presented with two objects at a
  time
• Then asked to select one object in the pair
  according to some criterion
• Data obtained are ordinal in nature
• Arranged or ranked in order of magnitude
• Easy to do if only a few items are compared.
• If number of comparisons is too large,
  respondents may become fatigued and no longer
  carefully discriminate among them.

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Paired Comparison Scaling Example
For each pair of professors, please indicate the
professor from whom you prefer to take classes
with Marketing Research
James John Jacob Jennifer
James 0 0 0
John 1 1 0
Jacob 1 0 0
Jennifer 1 1 1
of times preferred 3 1 2 0
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Rank Order Scaling

• Respondents are presented with several objects
  simultaneously
• Then asked to order or rank them according to
  some criterion.
• Data obtained are ordinal in nature
• Arranged or ranked in order of magnitude
• Commonly used to measure preferences among brands
  and brand attributes

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Rank Order Scaling
Please rank the instructors listed below in order
of preference. For the instructor you prefer the
most, assign a 1, assign a 2 to the
instructor you prefer the 2nd most, assign a 3
to the instructor that you prefer 3rd most, and
assign a 4 to the instructor that you prefer
the least.
Instructor Ranking
James 1
Jacob 2
John 3
Jennifer 4
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Constant Sum Scaling

• Respondents are asked to allocate a constant sum
  of units among a set of stimulus objects with
  respect to some criterion
• Units allocated represent the importance attached
  to the objects.
• Data obtained are interval in nature
• Allows for fine discrimination among alternatives

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Constant Sum Scaling
Listed below are 4 marketing professors, as well
as 3 aspects that students typically find
important. For each aspect, please assign a
number that reflects how well you believe each
instructor performs on the aspect. Higher
numbers represent higher scores. The total of
all the instructors scores on an aspect should
equal 100.
Instructor Availability Fairness Easy Tests
David 30 35 25
Diana 30 25 25
Parker 25 25 25
Alex 15 15 25
Sum Total 100 100 100
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Non-Comparative Scaling
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Figure 10. 3 A Classification of Non Comparative
Rating Scales
Classifying Noncomparative Scaling Techniques
Likert
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Continuous Rating Scale Example
Performance of your Mobile Phone is ________
Very Good
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Method of Summated Ratings The Likert Scale

• Extremely popular means for measuring attitudes.
• Respondents indicate their own attitudes by
  checking how strongly they agree/disagree with
  statements.
• Response alternatives
• strongly agree, agree, uncertain,
  disagree, and strongly disagree.
• Generally use either a 5- or 7-point scale

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Likert Scale
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Semantic Differential Scales

• A series of numbered (usually seven-point)
  bipolar rating scales.
• Bipolar adjectives (for example, good and
  bad), anchor both ends (or poles) of the scale.
• A weight is assigned to each position on the
  rating scale.
• Traditionally, scores are 7, 6, 5, 4, 3, 2, 1, or
  3, 2, 1, 0, -1, -2, -3.

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Semantic Differential Scales for Measuring
Attitudes Toward Tennis

• Exciting ___ ___ ___ ___ ___ ___
  ___ Calm
• Interesting ___ ___ ___ ___ ___ ___
  ___ Dull
• Simple ___ ___ ___ ___ ___ ___ ___
  Complex
• Passive ___ ___ ___ ___ ___ ___ ___
  Active

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Stapel Scales

• Modern versions of the Stapel scale place a
  single adjective as a substitute for the semantic
  differential when it is difficult to create pairs
  of bipolar adjectives.
• The advantage and disadvantages of a Stapel
  scale, as well as the results, are very similar
  to those for a semantic differential.
• However, the Stapel scale tends to be easier to
  conduct and administer.

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A Stapel Scale for Measuring a Stores Image

• Central Department Store
• 3
• 2
• 1
• Wide Selection
• -1
• -2
• -3

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Graphic Rating Scales

• A graphic rating scale presents respondents with
  a graphic continuum.

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Graphic Rating Scale Stressing Pictorial Visual
Communications
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Figure 10.4 Balanced and Unbalanced Scales
Balanced and Unbalanced Scales
Balanced Scale
Unbalanced Scale
Surfing the Internet is ____ Extremely Good ____
Very Good ____ Good ____ Bad ____ Very Bad ____
Extremely Bad
Surfing the Internet is ____ Extremely Good ____
Very Good ____ Good ____ Somewhat Good ____
Bad ____ Very Bad
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Questionnaire design
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Questionnaire

• A questionnaire is a formalized set of questions
  for obtaining information from respondents.
• A formal framework consisting of a set of
  questions and scales designed to generate primary
  raw data

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How to design a questionnaire?
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Step 1 Confirm Research Objectives

• Research objectives
• To collect data on selected demographic
  characteristics
• To collect data on selected lifestyle dimensions
• To identify preferred banking services, as well
  as attitudes and feelings toward those services
• To identify demographic and lifestyle
  characteristics of market segments

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Step 2 Select Appropriate Data Collection Method

• The data requirements and flow for a bank study
  are described below
• Section I Banking services
• Section II Banking relationships
• Section III Demographic characteristics

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Step 3 Develop Questions and Scaling

• Question format
• Unstructured questions Open-ended questions
  formatted to allow respondents to reply in their
  own words
• Structured questions Closed-ended questions that
  require the respondent to choose from a
  predetermined set of responses or scale points

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Step 3 Develop Questions and Scaling

• Wording
• Sensitive questions Include income, sexual
  beliefs or behaviors, medical conditions,
  financial difficulties, alcohol consumption, and
  so forth that respondents are likely to respond
  to incorrectly

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Step 3 Develop Questions and Scaling

• Questions and scaling
• Bad questions Any questions that prevent or
  distort the fundamental communication between
  the researcher and the respondents
• A question is bad when it is
• Unanswerable
• Leading (loaded)
• Double-barreled

Eg What was your Fathers yearly after tax
income last year? How much money you spent for
shopping last weekend?
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Step 3 Develop Questions and Scaling

• Skip questions Used if the next question (or set
  of questions) should be responded to only by
  respondents who meet a previous condition
• Eg If you answered YES to Qustion 5, skip to
  Question 9.

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Step 4 Determine Layout and Evaluate
Questionnaire

• Introductory section Gives the respondent an
  overview of the research
• Screening questions Identify qualified
  prospective respondents
• Prevent unqualified respondents from being
  included in the study
• Research questions section Second section of the
  questionnaire that focuses on the research
  questions
• Demographic Questions section

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Consumer Banking opinion survey
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(No Transcript)
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Step 5 Obtain Initial Client Approval

• Copies of the questionnaire should be given to
  all parties involved in the project
• Clients opportunity to provide suggestions of
  topics overlooked or to ask any questions

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Step 6 Pretest, Revise, and Finalize the
Questionnaire

• Final evaluation of the questionnaire is obtained
  from a pretest
• Helps the researcher determine
• How much time respondents will need to complete
  the survey
• Whether to add or revise instructions
• What to say in the cover letter

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Step 7 Implement the Survey

• Focus is on the process followed to collect the
  data using the agreed-upon questionnaire
• Process varies depending on whether the survey is
  self-administered or interviewer-completed