GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 10 pps

Measurement in Marketing Research Ch 10 2 Basic Question-Response Formats • Open-ended • Closed-ended • Scaled-response Ch 10 3 Basic Question-Response Formats Open-Ended • Open-ended question presents no response options to the respondent. Ch 10 4 Basic Question-Response Formats Open-Ended: Unprobed • Unprobed format seeks no additional information – Advantage: • Allows respondent to use his or her own words – Disadvantages: • Difficult to code and interpret • Respondents may not give complete answers Ch 10 5 Basic Question-Response Formats Open-Ended: Probed • Probed format includes a response probe instructing the interviewer to ask for additional information – Advantage: • Elicits complete answers – Disadvantage: • Difficult to code and interpret. Ch 10 6 Basic Question-Response Formats Closed-Ended • Closed-ended question provides options on the questionnaire that can be answered quickly and easily. Ch 10 7 Basic Question-Response Formats Closed-Ended: Dichotomous • Dichotomous has only two response options, such as “yes” or “no” – Advantage: • Simple to administer and code – Disadvantage: • May oversimplify response options Ch 10 8 Basic Question-Response Formats Closed-Ended: Multiple Category • Multiple response has more than two options for the response – Advantages: • Allows for broad range of possible responses • Simple to administer and code – Disadvantages: • Must distinguish “pick one” from “pick all that apply” • May alert respondents to response options of which they were unaware Ch 10 9 Basic Question-Response Formats Scaled-Response • Scaled-response question utilizes a scale developed by the researcher to measure the attributes of some construct under study. Ch 10 10 Basic Question-Response Formats Scaled-Response: Unlabeled • Unlabeled uses a scale that may be purely numerical or only the endpoints of the scale are identified – Advantages: • Allows for degree of intensity/feelings to be expressed • Simple to administer and code – Disadvantage: • Respondents may not relate well to the scale [...]... Scales Used in Marketing Research • The Modified Likert Scale • The Life-Style Inventory • The Semantic Differential Scale – Halo effect • Other Scaled-Response Question Formats Ch 10 23 Reliability and Validity • Reliability: respondent responds in the same or a similar manner to an identical or nearly identical measure • Validity: accuracy of responses to a measure – Face validity Ch 10 24 ... known: there is a $1 difference between $4 and $5 There is a 10 degree difference between 90 and 100 degrees • Origin: there is a true, natural zero: there is a zero level of dollars, market share, sales Ch 10 16 Levels of Measurement Scales • Nominal scales: those that use only labels • Ordinal scales: those with which the researcher can rank-order the respondents or responses • Interval scales: those...Basic Question-Response Formats Scaled-Response: Labeled • Labeled uses a scale in which all of the scale positions are identified with some description – Advantages: • Allows for degree of intensity/feelings to be expressed • Simple to administer and code • Respondents can relate to scale – Disadvantage: • Scale may be “forced” or overly detailed Ch 10 11 Considerations in Choosing a Question-Response... exists Ch 10 17 Levels of Measurement Scales Ch 10 18 Why the Level of a Measurement Scale is Important • The scale affects what may or may not be said about the property being measured – Examples: • If you wish to calculate an average, you must use an interval or ratio scale • If you have a nominal or ordinal scale, you must summarize the results with a percentage or frequency distribution Ch 10 19 Examples... Ch 10 20 Measuring Objective Properties • Physically verifiable characteristics such as age, gender, number of bottles purchased, etc Ch 10 21 Measuring Subjective Properties • Cannot be directly observed because they are mental constructs such as a person’s attitudes, opinions, or intentions • For subjective properties, researchers must translate mental constructs onto an intensity continuum Ch 10. .. chocolate=scale • Previous research studies – Use format in previous study if desire to compare Ch 10 12 Considerations in Choosing a Question-Response Format • The data collection mode – Cannot use some scales on the phone • The ability of the respondent – Kids can’t relate to scaled response • The scale level desired Ch 10 13 Basic Concepts in Measurement • Measurement: determining how much of a property is... properties are mental constructs Ch 10 14 Scale Characteristics Determine the Level of Measurement • Description: the use of a descriptor, or label, to stand for each “unit” on the scale; “yes,” “no,” “male,” “female,” etc – All levels of measurement have description • Order: the relative sizes of the descriptors are known allowing us to say one is “greater/less than” the other Ch 10 15 Scale Characteristics . Measurement in Marketing Research Ch 10 2 Basic Question-Response Formats • Open-ended • Closed-ended • Scaled-response Ch 10 3 Basic Question-Response Formats Open-Ended • Open-ended question. interpret. Ch 10 6 Basic Question-Response Formats Closed-Ended • Closed-ended question provides options on the questionnaire that can be answered quickly and easily. Ch 10 7 Basic Question-Response. Ch 10 9 Basic Question-Response Formats Scaled-Response • Scaled-response question utilizes a scale developed by the researcher to measure the attributes of some construct under study. Ch 10