Which Scale should this be measured with?

What type of workhorse scale is this? (Likert or Semantic) Put an "X" in the space that best describes your agreement with the following statement "Religion is an important part of my life" Definitely disagree ____ _____ _____ _____ _____ _____ Definitely agree

Likert Scale- asked to rate how strongly they agree or disagree with statements

What type of workhorse scale is this? (Likert or Semantic) In buying food for my family, price is no object. Strongly disagree (1) Disagree (2) Uncertain (3) Agree (4) Strongly agree (5)

Likert scale

Is this Nominal, Ordinal, Interval, or Ratio? Open or close ended? Dichotomous, Multiple, or scaled response. "Which of these types of rock climbing do you participate in?" Rapelling ______ Type 2 ________ Type 3 _______ Type 4 ________

Nominal Close-ended multiple response

Have you used coupons within the last 30 days? Yes_____ No_____

Nominal dichotomous

is this a nominal, ordinal, interval or ratio measure? •people may live in.... •"urban" •"suburban" •"rural"

Nominal measure

Can calculate average from these data: a)Nominal b) Ordinal c) Interval d) Ratio e) Nominal & Ordinal f) Interval & Ratio

f) Interval & Ratio

refers to a group of items that measure the same construct on a survey

scale

Balanced/unbalanced scales

Balanced scale: has the same number of positive response choices as negative choices Unbalanced scale: response categories are weighted toward one of the anchors, either positive or negative

Of the four colas - Diet Pepsi, Diet Dr. Pepper, Diet Coke, and Diet Check Cola - which one do you prefer most? Close or open-ended? Dichotomous, multiple, or scaled response?

Close-ended, Multiple response.

Is this an open response or closed response & is it dichotomous, multiple response, or scaled response? Do you usually buy liquid laundry detergent? (circle one) Yes No

Closed-ended, dichotomous

Do you prefer Diet Pepsi or Diet Dr. Pepper? Close or open-ended? Dichotomous, multiple, or scaled response?

Closed-ended, dichotomous.

Is this an open response or closed response & is it dichotomous, multiple response, or scaled response? "Which party do you think would do a better job of protecting Social Security, the Democrats or Republicans?"

Closed-ended, dichotomous.

Is this an open response or closed response & is it dichotomous, multiple response, or scaled response? Which of these best represents your political beliefs? Very liberal _____ Liberal ______ Neutral ______ Conservative ______ very conservative ________ Independent/none of these _______

Closed-ended, multiple response

Stapel scale or Constant sum scale? Listed below are the restaurants located in the Oakview mall area. Please allocate 100 points among the seven restaurants based on your overall preference for each restaurant. The more points you assign to a restaurant, the higher the overall preference. The lower the points, the lower the overall preference. A restaurant that is preferred twice as much as another restaurant should have twice as many points. It is possible to assign zero points to a restaurant if it is not at all preferred. The total number of points should add to 100. Chili's ______ Jade Garden ______ Longhorn Steakhouse ______ O'Charleys ______ Olive Garden ______ Pueblo Viejo ______ Red Lobster ______ Total number of points 100

Constant Sum Scale- ratio level data, used to assess brand preference or importance of attributes, benefits, or other characteristics. Relative distance between ratings can be assessed.

Which scale is this? respondents allocate points among various alternatives so the total sums to a specified amount designated by the researcher

Constant sum scale

Is this face, predictive, content, or construct validity? most difficult to achieve and exists more in theory than it does in actual practice with marketing research companies. _______ validity assesses how well the measurement captures the construct or concept under consideration and how well it logically connects to underlying theories

Construct validity

Is this face, predictive, content, or construct validity? Literature review Panel of Experts Pre-test with open-ended questions Scale reduction through data analysis

Content Validity

Reverse the positive and negative (right and left) swapped to catch user tendencies (being lazy and always answering on the positive and/or negative side)

Reverse scaled summated response

Is this face, predictive, content, or construct validity? weakest form of validity since it is the subjective opinion of the individual designing the instrument or of other experts in marketing research. "item "looks like" it is going to measure what it is supposed to measure" ex. Using the Happy Face Scale (literal happy face)---- (literal straight face) ------(sad face) 3 ------------------------------2-------------------------1 Very Good----------------------------------------- Very poor

Face Validity

In the last 30 days, how frequently did you use coupons? Not at all _____|_____|_____|_____|_____ very frequently

Interval

Rate your level of agreement. "I enjoy Rapelling" Strongly disagree.............Disagree.............Agree.............Strongly agree

Interval Labeled Scaled response

is this a nominal, ordinal, interval or ratio measure? "I know a lot about how to evaluate the quality of potatoes" Totally------------------------ Totally disagree ---------------------Agree 1.............2.............3 .............4.............5

Interval measure-because distance is equal in between each descriptor.

define clarity

It is advisable to use language that is used by respondents, but also important to ensure the scale items are clear and concise.

Define Jargon

It is easy to slip jargon or language into a question that the researcher understands, but the respondent does not. Marketing terms such as cognitive dissonance, attribute evaluation, evoked set, and information search are understood by marketing experts, but may not be understood by the individual who is taking the survey

define leading and double barreled question

Leading question: survey question that leads the respondent to the desired answer Double barreled: question that involves asking respondents two questions in one

Is this reliable or valid or both? I weigh 175 lbs. I step on a bathroom scale 10 times. If the scale consistently reads "150," then.....

Not valid, but still reliable. The measurement is consistent.

Considerations when choosing/creating scales:

Number of categories Balanced vs. Unbalanced scales No opinion & don't know options Forced vs. Non-forced choices Type of category description

Subjective or objective knowledge? what the consumer actually knows Ex. Potato survey Are the following statements about potatoes and vegetable farming true or false? 1) Fresh potatoes last longer (have a longer shelf life) than most other fresh vegetables. 2) Organically grown potatoes are more nutritious than conventionally grown potatoes. 3) Conventionally grown potatoes do not contain genes, but genetically modified potatoes do. 4) Genes can escape from genetically modified crops and jump to other plants. 5) People can eat potatoes and still lose weight. etc.

Objective knowledge

Is this subjective or objective measurements? age, height, eye color, gender, frequency of visits/purchases (Observable and tangible)

Objective measurement

What brands of cola would you consider buying? Are there any other brands you would consider? Close or open-ended? Unprobed or probed?

Open-ended, probed.

What brands of cola would you consider buying? Close or open-ended? Unprobed or probed?

Open-ended, unprobed.

In the last 30 days, how often have you used coupons? Not at all______ occasionally_____ sometimes _____frequently____

Ordinal

"Rank from 1 to 4 your favorite type of rock climbing." Rapelling ______Type 2 _______Type 3 _______Type 4 _________

Ordinal Close-ended multiple response

is this a nominal, ordinal, interval or ratio measure? "what is the most popular breed of dog in the U.S.?" (1- most popular, 4-least popular) Beagle _____ Golden Retriever _____ Labrador______ Corgi_______

Ordinal measure

Is this face, predictive, content, or construct validity? "whether a score on a scale predicts some other measure" ex. Do SAT scores predict college completion

Predictive Validity

Is this a probed or unprobed open-ended format? "Describe the most important features you look for when buying a car?" Probe: "What other features would you consider important?"

Probed open-ended format: includes a response probe for interviewer to ask for additional information

In the last 30 days, approximately how many coupons have you used? _______

Ratio

is this a nominal, ordinal, interval or ratio measure? •About how often per month do you buy laundry detergent? ________ •About how many loads of laundry do you do in a week? ________ •How many people are included in your household when you do laundry? ________

Ratio measure- true zero exists

I like the taste of Diet Dr. Pepper. .................................................Neither............................................................. ................................................Disagree............................................................. Strongly................................... nor ..................................................Strongly Agree ........Agree............... Agree.......... Disagree.............. Disagree _____................. _____.................... _____.................... _____ ........................._____ Is it Dichotomous, multiple, or scaled response? unlabeled or labeled?

Scaled-response, labeled

Is it dichotomous, multiple response, or scaled response; unlabeled or labeled? "How satisfied are you with your current laundry detergent?" (choose one) Dissatisfied, neither dissatisfied or satisfied, slightly satisfied, moderately satisfied, very satisfied, extremely satisfied.

Scaled-response, labeled.

Please rate the taste of Diet Dr. Pepper Very ---------------------------Very Unpleasant ___ ___ ___ ___ ___ Pleasant Is it Dichotomous, multiple, or scaled response? unlabeled or labeled?

Scaled-response, unlabeled.

Is it dichotomous, multiple response, or scaled response; unlabeled or labeled? Assuming you were going to buy a 5-pound bag of potatoes, how likely are you to purchase the product shown above (put an X in the space that indicates how likely)? Very unlikely______ _______ _____ _____ _____ ______ Very likely Not probable at all _____ _____ _____ _____ _____ _____ Very probable

Scaled-response, unlabeled. developed to measure the (subjective) attributes of a construct

What type of workhorse scale is this? (Likert or Semantic) Sears is: Powerful __ __ __ __ __ __ __ Weak Unreliable __ __ __ __ __ __ __ Reliable Modern __ __ __ __ __ __ __ Old fashioned

Semantic Differential scale

What type of workhorse scale is this? (Likert or Semantic) Put an "X" in the space that best describes your attitude. "My attitude toward on-premise signage is...." Good ___ ____ ____ ___ ____ ____ ____ Bad Pleasant ___ ____ ____ ___ ____ ____ ____ Unpleasant Unfavorable___ ____ ____ ___ ____ ____ ____ Favorable Positive___ ____ ____ ___ ____ ____ ____ negative Worthless ___ ____ ____ ___ ____ ____ ____Valuable Important___ ____ ____ ___ ____ ____ ____ Unimportant Necessary___ ____ ____ ___ ____ ____ ____ Useless

Semantic differential scale- 7 point rating uses bipolar adjectives to anchor the scale

Stapel scale or constant sum scale? Bloomingdale's +3 +2 +1 Wide Selection -1 -2 -3

Stapel scale - measures both the direction and intensity of an attitude.

Subjective or objective knowledge? what the consumer "thinks" they know Ex. Potato survey Just so we can measure what you believe to be your level of knowledge about potatoes, please indicate the degree to which you agree or disagree with the following statements by circling the appropriate number. Compared with an average person, I know a lot about how potatoes are grown Totally Totally disagree Agree 1 2 3 4 5 I know a lot about how to evaluate the quality of potatoes Totally Totally disagree Agree 1 2 3 4 5

Subjective knowledge; 2-item summated scale

Is this subjective or objective measurements? Scale to measure awareness, interest, attitudes, beliefs, intentions, evaluations, perceptions (Unobservable and not tangible)

Subjective measurement

Define ambiguity

The researcher knows what the question is asking, but sometimes it is not clear to the respondent. Words such as "often" "some" "occasionally" or "usually" are also ambiguous and likely to be interpreted differently among respondents

Forced vs. Non-Forced

To force individuals to take a stand on issues, such as fashions, researchers can use an even number of points such as the six-point scale that does not have a neutral point.

Is this a probed or unprobed open-ended format? "Describe the most important features you look for when buying a car?"

Unprobed open-ended format: seeks no additional information

Is this reliable or valid or both? I weigh 175 lbs. I step on a bathroom scale 10 times. If the scale varied a lot around 175 (180, 175, 170, 165, etc.), then the scale could be considered.....

Valid, but not reliable.

No Opinion & Don't Know Options

a "no opinion" or "don't know" option can be placed to the right of the scale. By placing it on the right side, respondents are first encouraged to express an opinion.

refers to one question on a survey

item

Psychometrics

study of psychological measurement In marketing we use psychometrics to identify and measure subjective properties: Personality traits, attitudes, intentions, etc. Rather than conceptualizing these as a single characteristic, the measures contain numerous scales in order to capture the complexity of the characteristic