Data Collection-Measurement and Scaling Techniques
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Transcript of Data Collection-Measurement and Scaling Techniques
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DATA COLLECTION;DATA COLLECTION;
MEASUREMENT & SCALINGMEASUREMENT & SCALING
TECHNIQUESTECHNIQUES
MODULE 4
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DATA COLLECTIONDATA COLLECTION
DATA Means Facts, information or premises,
systematically collected and formally
presented for the purpose of drawing
inferences
Collection : data collection is the process of
obtaining valuable and reliable information
for purpose of research
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Primary Data:
The data directly collected by the researcher,
with respect to the problem under study , isknown as primary data. Primary data is alsothe first-hand data collected by theresearcher for the immediate purpose of the
studySecondary data
Secondary data are statistics that already exit ,They have been gathered not for immediate
use. This may be described as those datathat have been compiled by some agencyother than the user.
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Internal sources of secondaryInternal sources of secondary
datadata
Secondary data can be obtainedSecondary data can be obtained
internally i e within the firminternally i e within the firm
InternalInternal
sourcessources
ofof
secondarysecondarydatadata
AccountingAccounting
RecordsRecords
SalesSales
forceforce
reportsreports
MisceMisce
reportsreportsInternal Experts
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External sources of secondary Data
1.Govt Publication
Central statistical organization (CSO)
National Accounting Statistic
Basic Statistics Relating to the Indian
Economy
Reserve Bank of India Bulletin
Currency and Finance Report
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2.Books and Periodicals
3.Non-govt Associations
Indian cotton mills Federation
publisher statistics on thecotton textile industry
The American Statistics Index etc
4. DirectoriesYellow pages
5. Industry Experts
7. Special collection
8. Internet9.Database format
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SYNDICATED DATA
Syndicated services are provided by certain
organizations, which collect and tabulatemarketing information on a continuing basis.Reports abased on the marketing informationcollected by such organizations are sent
periodically ( weekly, monthly, or quarterly) toclients who are subscribers.
syndicated services may be regarded as an
intermediate source falling between theprimary and secondary sources
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Syndicated data can be collectedusing the following
Surveys:Periodic surveys
Panel surveys
Shared survey
Periodic surveys:
theses are surveys that are conducted at regularintervals- weekly, monthly, quarterly, or annually
Panel surveys
those surveys that are conducted among a group ofrespondents who have agreed to respond to a numberof mail, telephone and personal interviews over aperiod of time
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Shared surveysShared surveys
Shared surveys conducted by a researchfirm use questionnaires that contain apool of questions which are of interest to
different clients. Hence, these are knownas multi-clients surveys ands aresometimes called omnibus surveys.
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Advantages of secondaryAdvantages of secondary
datadata Secondary data is used by managers as it is cheaper,
and takes less time to gather, thus saving them lot ofmoney and time
Secondary data can help identify , clarity and redefinethe research problem
secondary data might also hold a solution to theproblem
Secondary data may provide alternatives methods thatcan be used for primary research
Secondary data generates requisite information forbetter creativity
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Disadvantages ofDisadvantages of
secondary datasecondary data
Lack of availability
Lack of relevance
Inaccurate data
Insufficient data
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Modes of data collectionModes of data collection
1.Observation :
Information is collected by observing theprocess at work
Difficulties in observationInadequacies of our sense organs
Interdependence of observation andinference
Effects of interaction between theobserver and the observed
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Characteristics ofobservations
It is a physical and mental activity
It is selective. The research selects the range of
things to be observed on the basis of nature,
scope and objectives of the studyObservation is always purposeful
It captures the natural social context in which
persons behavior occurs
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Methods of observationMethods of observation
Structured unstructured observation Structured observation is used when the
research problem has been formulated
precisely and the observers have been toldspecifically what is to be observed. They may
be given a simple form to record their
observations
Unstructured observation : observers are free to
observe whatever they think is relevant and
important
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Disguised- undisguised observation
In disguised observation, the respondents do notknow that they are being observed
In non-disguised observation, the respondents arewell aware that they are being observed
Ex; observers often pose as shoppers
Direct- Indirect observation
In direct observation, the event or the behaviour of aperson is observed as it occurs.
Indirect observation implies that some record ofpast behaviour is observed
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Observation under natural setting-laboratory setting
Observation in a laboratory setting, on theother hand , enables the observer tocontrol extraneous variables which
influence the behaviour of people.
Advantages of observationAdvantages of observation
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Advantages of observationAdvantages of observation
methodmethodThe original data can be collected at the time
of occurrence of the eventObservation is done in natural surroundings.
Sometimes, the respondents may not like topart with some of the information, such
information can be obtained by the researcherthrough observation ex ;- small children
it is easier to conduct disguised observationstudies than disguised questioning
There is no element of artificialness inobservational studies, especially when theobserved person are unaware of their behaviorbeing observed
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Disadvantages ofDisadvantages of
observationobservation
The observer might wait for longer periodat the point of observation
extensive training of observers is
required This is an expensive method
It is very difficult to gather information on
(1) opinions (2) intentions
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DESIGNING
THE
QUESTIONNAIRE
Questionnaire
is a tool used to
collect the data
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Questionnaire ObjectivesQuestionnaire Objectives
It must translate the information neededinto a set of specific questions that therespondents can and will answer.
A questionnaire must uplift, motivate, andencourage the respondent to becomeinvolved in the interview, to cooperate, andto complete the interview.
A questionnaire should minimize responseerror.
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Question contentQuestion contentResearcher has to find answers to 5major questions while deciding the
question content they are1. what is the utility of the datacollected?2. How effective is a question in
producing the required data?3. Can the respondent answer thequestion accurately?4 what is the chance of the responses
being influenced by externalevents?5. Is the respondent willing to answerthe question accurately?
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Characteristics ofCharacteristics of
questionnairequestionnaire It must be simple, the respondents should be
able to understand the questions
It must generate relies that can be easily berecorded by the interviewer
It should be specific , so as to allow theinterviewer to keep the interview to the point
It should be well arranged, to facilitate analysis
and interpretation It must keep the respondent interested
throughout
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a) The utility of data
b) Effectiveness in producing data
c) The participants Ability to Answer
Accurately
d) The Respondents willingness to answer
accurately
e) Effect of external events
Principles for preparing a
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Principles for preparing aquestionnaire
A short letter is enclosed
Enclose a self addressed stamped envelop for therespondents convenience in returning the questionnaire
Assure the respondent that his answers will be kept inconfidence
promise the respondent that he will not be solicitedafter he fills up the questionnaire
if possible, offer special inducements ( free gifts) toreturn the questionnaire
If the respondent is interested , promise a copy of theresults of the survey to him
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Types of questions
1. open-ended questions;Participants to respond in his /her own
words without being restricted to pre-definedresponse choices is known as an open-ended
question
What do you think of the performance of theIndian hockey team in the recent Olympics?
Which brand of soft drink do you like ? Coke orPepsi?
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1) OPEN-ENDED QUESTIONS: Respondents aregiven complete freedom to answer in their ownwords.
Advantage a) eliminates "forced choice"biasb) unlimited response varieties
Disadvantage a) promotes investigator biasb) responses difficult to code
and analyzeBest Use a) small scale exploration
b) establishing rapportc) as final question
d) to collect facts: e.g., age
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Close-ended questionsClose-ended questions
1.Binary
These are also known as dichotomousquestions as they permit only two possibleanswers. The respondent has to choose oneof the two permissible answers .
These questions have the response options
yes or No or True or False Agree orDisagree
CLOSED ENDED QUESTIONS:
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CLOSED-ENDED QUESTIONS:
A) Yes No Questions: Respondents are limitedto a positive or negative position.
Advantage a) minimizes investigator biasb) responses obtained quickly
c) coding is simple andinexpensive
Disadvantage a) simplistic / limits range ofcommitment
b) wording can cause biases
Best Use a) telephone interview
b) self-administeredquestionnaire when topic permits
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Ranking questions
These questions require the participant to rank the responseoptions listed on a continuum basis in order of preference
Ranking questions are used to get information that revealsparticipants attitudes and opinions
The factors that influence your decision to buy from aparticular supermarket are listed below please rankthem from the most important (1) to the leastimportant ( 7)
Conveniently located .. Helpful sales staff ..
Recommended by a friends or relative ..
Regular discounts offered ..
Instant home delivery ..
Availability of everything I need.
Competitive pricing.......................
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Excellent VeryGood
Average Fair Poor
5 4 3 2 1
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Multiple-choice question
These questions cover all significant degrees of response, the
respondent has to select an option that best describes their feelings.These are mostly a variation of binary questionsMultiple Choice Questions: Respondents are limited to choice ofmore than two positions.
Advantage a) minimizes investigator biasb) responses obtained quickly
c) coding is simple and inexpensived) permits greater range of commitment than yes-no questions
Disadvantage a) good questions are difficult to write
b) wording can cause biasesBest Use a) personal interview
b) self-administered questionnairec) telephone interview if item is not
too complicated
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Checklist questionsThese are questions where the participant has
the freedom to choose one or more of theresponse options available
Q. Which premium brand of shirts do youpossess? ( tick as many of the following asapply)
Allen SollyLouise Phillippe
Van HeusenColor PlusZodiac
P t ti fProcess construction of
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Process construction ofProcess construction of
questionnairequestionnaire
Information sought
Type of questionnaire to be used
Writing a first draft
Re-examining and revising questions
Pre-testing and editing the questionnaire
Specifying procedure for its use
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Questionnaire DesignPreliminary ConcernsConsider the data collection method.
Consider the measurement scale and statisticalanalysis to be used.WordingUse correct grammar and sentence structure. Avoidslang and colloquialisms.
Wording should be as simple as possible without beingcondescending to respondent.Use a conversational tone. Wording should be asclosely as possible to the manner in which peoplewould talk to each other.Wording should be neutral and clearly communicate
the intent of question.
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Types of Interview
Interview Structured/ formal interview
Unstructured interview
Stress interview Group interview method
Panel interview
In- depth interview
Decision- Making interview
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Merits of interviewMerits of interview
The interview method of data collection is often
fast and cheap
This method brings the respondent who supplies
information and client who use it, closer.This method is quite flexible, because different
questions are asked according to the respondents
attitude and participation
The findings emerge in a form which is fullyunderstandable to the clients
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Demerits of interview
It does not indicate how extensive theattitudes expressed by the participantsare:
The data is not at all projectable This method of data collection cannot
cover large areas
Mush of the results depend on themoderator
Scales of measurementScales of measurement
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Scales of measurementScales of measurement
Criteria for good measurementCriteria for good measurement:
1.ReliabilityReliable measuring scales provide
stable measures at different timesunder different conditions.
Ex; coffees vending machine givesthe same quality of coffee every timethen it can be concluded that the
measurement of the coffee vendingmachine is reliable .
2.Validity
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2.Validity
The ability of a scale or a measuringinstrument to measure what it is intended
to measure can be termed as the validityof the measurement .
3. Objectivity
4. Simplicity
5. Accuracy
6. Economy
Measurement and Scaling
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Measurement and Scaling
Measurement means assigning numbers orother symbols to characteristics of objects
according to certain pre-specified rules.
One-to-one correspondence between the numbers andthe characteristics being measured.
The rules for assigning numbers should be standardized
and applied uniformly.
Rules must not change over objects or time.
Scale Characteristics
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Scale Characteristics
DescriptionBy description, we mean the unique labels ordescriptors that are used to designate eachvalue of the scale. All scales possess
description.
OrderBy order, we mean the relative sizes or
positions of the descriptors. Order is denotedby descriptors such as greater than, less than,and equal to.
Scale Characteristics
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Scale Characteristics
Distance
The characteristic of distance means thatabsolute differences between the scaledescriptors are known and may be expressedin units.
OriginThe origin characteristic means that the scalehas a unique or fixed beginning or true zeropoint.
Measurement and Scaling
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Measurement and Scaling
Scaling involves creating a continuum uponwhich measured objects are located.
Consider an attitude scale from 1 to 100. Each
respondent is assigned a number from 1 to
100, with 1 = Extremely Unfavorable, and 100
= Extremely Favorable. Measurement is the
actual assignment of a number from 1 to 100 toeach respondent. Scaling is the process of
placing the respondents on a continuum with
respect to their attitude toward department
stores.
Primary Scales of
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y
Measurement
7 38
Scale
Nominal Numbers
Assignedto Runners
Ordinal Rank Order
of Winners
Interval PerformanceRating on a
0 to 10 Scale
Ratio Time to Finishin Seconds
Third
place
Second
place
First
place
Finish
Finish
8.2 9.1 9.6
15.2 14.1 13.4
Primary Scales of
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Primary Scales of
Measurement
Scale
Nominal Percentages, mode
Ordinal Percentile, median
Interval
Ratio Length, weight
BasicCharacteristics
CommonExamples
MarketingExamples
Permissible StatisticsDescriptive Inferential
Numbers identify &classify objects
Social Security nos.,numbering of footballplayers
Brand nos., storetypes
Chi-square,binomial test
Nos. indicate therelative positions ofobjects but not themagnitude ofdifferencesbetween them
Quality rankings,rankings of teams in atournament
Preferencerankings, marketposition, socialclass
Rank-ordercorrelation,Friedman ANOVA
Differencesbetween objectscan be compared,zero point isarbitrary
Temperature(Fahrenheit) Celsius)
Att itudes, opinions,index nos.
Range, mean,standard deviation
Product-momentcorrelation, t tests ,regression
Zero point is fixed,ratios of scalevalues can becompared
Age, sales,income, costs
Geometric mean,harmonic mean
Coefficient ofvariation
A Classification of Scaling Techniques
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LikertSemantic
DifferentialStapel
Scaling Techniques
Noncomparative
ScalesComparative
Scales
Paired
Comparison
Rank
Order
Constant
Sum
Q-Sort and
Other
Procedures
Continuous Rating
ScalesItemized Rating
Scales
A Comparison of Scaling
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Co pa so o Sca g
Techniques
Comparative scales involve the directcomparison of stimulus objects. Comparative
scale data must be interpreted in relative
terms and have only ordinal or rank orderproperties.
In noncomparative scales, each object is
scaled independently of the others in thestimulus set. The resulting data are generally
assumed to be interval or ratio scaled.
Relative Advantages of
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g
Comparative Scales
Small differences between stimulus
objects can be detected.
Same known reference points for all
respondents.
Easily understood and can be applied.
Involve fewer theoretical assumptions.
Tend to reduce halo or carryover effects
from one judgment to another.
Obtaining Shampoo PreferencesUsing Paired Comparisons
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Using Paired ComparisonsInstructions:We are going to present you with ten pairs of shampoo brands.For each pair, please indicate which one of the two brands of shampoo you wouldprefer for personal use.
Recording Form: Jhirmack Finesse
VidalSassoo
n
Head &Shoulders
Pert
Jhirmack 0 0 1 0
Finesse 1a 0 1 0
Vidal Sassoon 1 1 1 1
Head &Shoulders
0 0 0 0
Pert 1 1 0 1
aA 1 in a particular box means that the brand in that column was preferred over thebrand in the corresponding row. A 0 means that the row brand was preferred over the
column brand. bThe number of times a brand was preferred is obtained by summing
the 1s in each column.
Paired Comparison Selling
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The most common method of taste testing is paired comparison. Theconsumer is asked to sample two different products and select the one with
the most appealing taste. The test is done in private and a minimum of1,000 responses is considered an adequate sample. A blind taste test for asoft drink, where imagery, self-perception and brand reputation are veryimportant factors in the consumers purchasing decision, may not be agood indicator of performance in the marketplace. The introduction of NewCoke illustrates this point. New Coke was heavily favored in blind paired
comparison taste tests, but its introduction was less than successful,because image plays a major role in the purchase of Coke.
A paired comparison tastetest
Comparative Scaling Techniques
R k O d S li
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Rank Order Scaling
Respondents are presented with severalobjects simultaneously and asked to order or
rank them according to some criterion.
It is possible that the respondent may dislikethe brand ranked 1 in an absolute sense.
Furthermore, rank order scaling also results
in ordinal data. Only (n - 1) scaling decisions need be made
in rank order scaling.
Preference for Toothpaste Brands
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Using Rank Order Scaling
Instructions:Rank the various brands of toothpaste in order of
preference. Begin by picking out the one brand that you like most
and assign it a number 1. Then find the second most preferred
brand and assign it a number 2. Continue this procedure until you
have ranked all the brands of toothpaste in order of preference.
The least preferred brand should be assigned a rank of 10.
No two brands should receive the same rank number.
The criterion of preference is entirely up to you. There is no right
or wrong answer. Just try to be consistent.
Preference for Toothpaste Brands
U i R k O d S li
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Using Rank Order Scaling
Brand Rank Order
1. Crest _________
2. Colgate _________
3. Aim _________
4. Gleem _________
5. Sensodyne _________
6. Ultra Brite _________
7. Close Up _________8. Pepsodent _________
9. Plus White _________
10. Stripe _________
Form
Comparative Scaling TechniquesConstant Sum Scaling
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Constant Sum Scaling
Respondents allocate a constant sum of units,such as 100 points to attributes of a product to
reflect their importance.
If an attribute is unimportant, the respondentassigns it zero points.
If an attribute is twice as important as some
other attribute, it receives twice as manypoints.
The sum of all the points is 100. Hence, the
name of the scale
Importance of Bathing Soap Attributes
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Importance of Bathing Soap Attributes
Using a Constant Sum Scale
Instructions
On the next slide, there are eight attributes of bathing
soaps. Please allocate 100 points among the
attributes so that your allocation reflects the relativeimportance you attach to each attribute. The more
points an attribute receives, the more important the
attribute is. If an attribute is not at all important, assign
it zero points. If an attribute is twice as important as
some other attribute, it should receive twice as manypoints.
Importance of Bathing Soap AttributesUsing a Constant Sum Scale
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Form
Average Responses of Three SegmentsAttribute Segment I Segment II Segment III
1. Mildness
2. Lather
3. Shrinkage4. Price
5. Fragrance
6. Packaging
7. Moisturizing
8. Cleaning Power
Sum
8 2 4
2 4 17
3 9 7 53
17
9
9
0
19
7
5
9
5
3
20
13 60 15
100
100
100
Non comparative Scaling
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Techniques
Respondents evaluate only one object at a
time, and for this reason non-comparative
scales are often referred to as monadicscales.
Non-comparative techniques consist of
continuous and itemized rating scales.
Continuous Rating Scale
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Respondents rate the objects by placing a mark at the appropriateposition on a line that runs from one extreme of the criterion
variable to the other.The form of the continuous scale may vary considerably.
How would you rate Sears as a department store?
Version 1
Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - Probably the best
Version 2
Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - --Probably the best
0 10 20 30 40 50 60 70 80 90 100
Version 3
Very bad Neither good Very good
nor bad
Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - ---Probably the best
0 10 20 30 40 50 60 70 80 90 100
Perception Analyzer
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A relatively new research tool, the perception analyzer, provides continuous measurement
of gut reaction. A group of up to 400 respondents is presented with TV or radio spots or
advertising copy. The measuring device consists of a dial that contains a 100-point range.
Each participant is given a dial and instructed to continuously record his or her reaction to
the material being tested.
As the respondents turn the dials, the information is
fed to a computer, which tabulates second-by-secondresponse profiles. As the results are recorded by the
computer, they are superimposed on a video screen,
enabling the researcher to view the respondents'
scores immediately. The responses are also stored in
a permanent data file for use in further analysis. The
response scores can be broken down by categories,such as age, income, sex, or product usage.
Itemized Rating Scales
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The respondents are provided with a scale thathas a number or brief description associated with
each category.
The categories are ordered in terms of scaleposition, and the respondents are required to
select the specified category that best describes
the object being rated.
The commonly used itemized rating scales are
the Likert, semantic differential, and Stapel
scales.
Likert Scale
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The Likert scalerequires the respondents to indicate a degree of agreement or
disagreement with each of a series of statements about the stimulus objects.Strongly Disagree Neither Agree Strongly
disagree agree nor agree
disagree
1. Big-Bazzar sells high-quality merchandise. 1 2X 3 4 5
2. Big-Bazzar has poor in-store service. 1 2X 3 4 5
3. I like to shop at Big-Bazzar 1 2 3X 4 5
The analysis can be conducted on an item-by-item basis (profile analysis), or a
total (summated) score can be calculated.
When arriving at a total score, the categories assigned to the negative
statements by the respondents should be scored by reversing the scale.
Example of Likert ScaleExample of Likert Scale
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Listed below are different opinion about Big-Bazzar .Pls indicate howstrong you agree or disagree with each by using the following scale:
1=strongly disagree;2=disagree;3=neither agree nor disagree;4=agree;5=strongly agree
Big bazzar Sells high quality merchandise (2)
Big bazzar has a poor instore service (2)
I like to shop at big bazzar (3)
Big bazzar do not offer a good mix of different brands within a productcategory(4)
The credit policies at big bazzar is terrible (3)
I do not like the advertising done by the big bazzar (3)
Big bazzar sells a wide variety of merchandise (4)
Big bazzar is the best place to shop (4)
Semantic Differential Scale
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The semantic differentialis a seven-point rating scale with end points
associated with bipolar labels that have semantic meaning.
Big-Bazzar is :
Powerful --:--:--:--:-X-:--:--: Weak
Unreliable --:--:--:--:--:-X-:--: Reliable
Modern --:--:--:--:--:--:-X-: Old-fashioned
The negative adjective or phrase sometimes appears at the left side of
the scale and sometimes at the right.
This controls the tendency of some respondents, particularly those with
very positive or very negative attitudes, to mark the right- or left-hand
sides without reading the labels. Individual items on a semantic differential scale may be scored on
either a -3 to +3 or a 1 to 7 scale.
A Semantic Differential Scale for Measuring Self-Concepts, Person Concepts, and Product Concepts
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1) Rugged :---:---:---:---:---:---:---: Delicate
2) Excitable :---:---:---:---:---:---:---: Calm
3) Uncomfortable :---:---:---:---:---:---:---: Comfortable
4) Dominating :---:---:---:---:---:---:---: Submissive
5) Thrifty :---:---:---:---:---:---:---: Indulgent
6) Pleasant :---:---:---:---:---:---:---: Unpleasant
7) Contemporary :---:---:---:---:---:---:---: Obsolete8) Organized :---:---:---:---:---:---:---: Unorganized
9) Rational :---:---:---:---:---:---:---: Emotional
10) Youthful :---:---:---:---:---:---:---: Mature
11) Formal :---:---:---:---:---:---:---: Informal
12) Orthodox :---:---:---:---:---:---:---: Liberal
13) Complex :---:---:---:---:---:---:---: Simple
14) Colorless :---:---:---:---:---:---:---: Colorful
15) Modest :---:---:---:---:---:---:---: Vain
Stapel Scale
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The Stapel scaleis a unipolar rating scale with ten categories
numbered from -5 to +5, without a neutral point (zero). This scale is usually
presented vertically.
SEARS
+5 +5
+4 +4
+3 +3
+2 +2X
+1 +1
HIGH QUALITY POOR SERVICE
-1 -1
-2 -2
-3 -3
-4X -4
-5 -5
The data obtained by using a Stapel scale can be analyzed in thesame way as semantic differential data.
Basic Noncomparative Scales
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Scale Basic
Characteristics
Examples Advantages Disadvantages
Continuous
Rating
Scale
Place a mark on a
continuous line
Reaction to
TV
commercials
Easy to construct Scoring can be
cumbersome
unless
computerized
Itemized Rating Scales
Likert Scale Degrees ofagreement on a 1
(strongly disagree)
to 5 (strongly agree)
scale
Measurementof attitudes
Easy to construct,administer, and
understand
Moretime - consuming
Semantic
Differential
Seven - point scale
with bipolar labels
Brand,
product, and
company
images
Versatile Controversy as
to whether the
data are interval
Stapel
Scale
Unipolar ten - point
scale, - 5 to +5,
without a neutral
point (zero)
Measurement
of attitudes
and images
Easy to construct,
administer over
telephone
Confusing and
difficult to apply
Summary of Itemized Scale
Decisions
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Decisions
1) Number of categories Although there is no single, optimal number,traditional guidelines suggest that thereshould be between five and nine categories
2) Balanced vs. unbalanced In general, the scale should be balanced toobtain objective data
3) Odd/even no. of categories If a neutral or indifferent scale response ispossible for at least some respondents,
an odd number of categories should be used
4) Forced vs. non-forced In situations where the respondents areexpected to have no opinion, the accuracy ofthe data may be improved by a non-forced scale
5) Verbal description An argument can be made for labeling all ormany scale categories. The category descriptions
should be located as close to the response categories aspossible
6)Physical form A number of options should be tried and thebest selected
Balanced and Unbalanced
Scales
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Jovan Musk for Men is: Jovan Musk for Men is:Extremely good Extremely good
Very good Very goodGood Good
Bad Somewhat good
Very bad Bad
Extremely bad Very bad
Scales
Rating Scale Configurations
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-3 -1 0 +1 +2-2 +3
Tide
Tide detergent is:Tide detergent is:1) Very harsh --- --- --- --- --- --- --- Very gentle
2) Very harsh 1 2 3 4 5 6 7 Very gentle
3) . Very harsh
.
.
. Neither harsh nor gentle
.
.
. Very gentle
4) ____ ____ ____ ____ ____ ____ ____
Very Harsh Somewhat Neither harsh Somewhat Gentle Very
harsh harsh nor gentle gentle gentle
5) Very Neither harsh Veryharsh nor gentle gentle
Thermometer Scale
Some Unique Rating Scale Configurations
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Thermometer Scale
Instructions: Please indicate how much you like McDonalds hamburgers by coloring in the
thermometer. Start at the bottom and color up to the temperature level that best indicates how
strong your preference is.
Smiling Face Scale
Instructions: Please point to the face that shows how much you like the Barbie Doll. If you do
not like the Barbie Doll at all, you would point to Face 1. If you liked it very much, you would
point to Face 5.
Like very
much
Dislike very
much
100
75
5025
0
Some Commonly Used Scales in Marketing
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CONSTRUCT SCALE DESCRIPTORS
Attitude
Importance
Satisfaction
PurchaseIntent
Purchase
Freq
Very Bad
Not at All
Important
Very Dissatisfied
Definitely will Not
Buy
Never
Bad
Not Important
Dissatisfied
Probably WillNot Buy
Rarely
Neither Bad Nor
Good
Neutral
Neither Dissat. Nor
Satisfied
Might or Might Not
Buy
Sometimes
Good
Important
Satisfied
ProbablyWill Buy
Often
Very Good
Very
Important
Very
Satisfied
Definitely
Will Buy
Very Often
Multidimensional Scaling (MDS)
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Multidimensional scaling (MDS) is a class of procedures forrepresenting perceptions and preferences of respondents spatiallyby means of a visual display.Perceived or psychological relationships among stimuli arerepresented as geometric relationships among points in a
multidimensional space.These geometric representations are often called spatial maps.The axes of the spatial map are assumed to denote thepsychological bases or underlying dimensions respondents use toform perceptions and preferences for stimuli.
Conducting Multidimensional Scaling
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Specify the purpose for which the MDS results would be used.Select the brands or other stimuli to be included in the analysis.The number of brands or stimuli selected normally variesbetween 8 and 25.The choice of the number and specific brands or stimuli to be
included should be based on the statement of the marketingresearch problem, theory, and the judgment of the researcher.
Input Data for Multidimensional Scaling
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Direct(SimilarityJudgments)
Derived(AttributeRatings)
MDS Input Data
Perceptions Preferences
Conducting Multidimensional ScalingObtain Input Data
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Perception Data: Direct Approaches. In direct approaches togathering perception data, the respondents are asked to judge how
similar or dissimilar the various brands or stimuli are, using their owncriteria. These data are referred to as similarity judgments.
Very Very
Dissimilar Similar
Crest vs. Colgate 1 2 3 4 5 6 7Aqua-Fresh vs. Crest 1 2 3 4 5 6 7
Crest vs. Aim 1 2 3 4 5 6 7
.
.
.
Colgate vs. Aqua-Fresh 1 2 3 4 5 6 7
The number of pairs to be evaluated is n (n -1)/2, where n is thenumber of stimuli.
Similarity Rating Of Toothpaste Brands
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Aqua-Fresh Crest Colgate Aim Gleem Macleans Ultra Brite Close-Up Pepsodent
Aqua-Fresh
Crest 5
Colgate 6 7
Aim 4 6 6
Gleem 2 3 4 5Macleans 3 3 4 4 5
Ultra Brite 2 2 2 3 5 5
Close-Up 2 2 2 2 6 5 6
Conducting Multidimensional ScalingObtain Input Data
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Perception Data: Derived Approaches. Derived
approachesto collecting perception data are attribute-based approachesrequiring the respondents to rate the brands or stimuli on theidentified attributes using semantic differential or Likertscales.
Whitens Does not
teeth ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ whiten teeth
Prevents tooth Does not prevent
decay ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ tooth decay
.
.
.
.
Pleasant Unpleasant
tasting ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ tasting
If attribute ratings are obtained, a similarity measure (such asEuclidean distance) is derived for each pair of brands.
A Spatial Map of ToothpasteBrands
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Brands
0.5
-1.5
Dentagard
-1.0-2.0
0.0
2.0
0.0
Close Up
-0.5 1.0 1.50.5 2.0
-1.5
-1.0
-2.0
-0.5
1.5
1.0
Pepsodent
Ultrabrite
Macleans Aim
Crest
Colgate
Aqua- Fresh
Gleem
Using Attribute Vectors to Label Dimensions
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0.5
-1.5
Dentagard
-1.0-2.0
0.0
2.0
0.0
Close Up
-0.5 1.0 1.50.5 2.0
-1.5
-1.0
-2.0
-0.5
1.5
1.0
Pepsodent
Ultrabrite
Macleans Aim
Crest
Colgate
Aqua- Fresh
Gleem FightsCavities
Whitens Teeth
Cleans Stains
Advantages of MDS
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Does not require assumptions of linearity, metricity,
or multivariate normality. Can be used to model nonlinear relationships. Dimensionality solution can be obtained from
individuals; gives insight into how individuals differ
from aggregate data. Reveals dimensions without the need for defined
attributes. Dimensions that emerge from MDS can be
incorporated into regression analysis to assess theirrelationship with other variables.
Assumptions and Limitationsof MDS
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of MDS
It is assumed that the similarity of stimulus A to B is the sameas the similarity of stimulus B to A.
MDS assumes that the distance (similarity) between twostimuli is some function of their partial similarities on each of
several perceptual dimensions.
When a spatial map is obtained, it is assumed that inter-pointdistances are ratio scaled and that the axes of the map aremultidimensional interval scaled.
A limitation of MDS is that dimension interpretation relatingphysical changes in brands or stimuli to changes in theperceptual map is difficult at best.
Thurstone scale
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Thurstone scale was the first formal technique formeasuring anattitude.
It was developed by Louis Leon Thurstone in 1928, asa means of measuring attitudes towards religion. It is
made up of statements about a particular issue, andeach statement has a numerical value indicatinghow favorable or unfavorable it is judged to be.
People check each of the statements to which they
agree, and a mean score is computed, indicatingtheir attitude.
Thurstone scale
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In an attempt to approximate an interval level ofmeasurement, psychologist Robert Thurstonedeveloped the method of equal-appearingintervals.
This technique, for developing an attitude scalecompensates for the limitation of the Likert scalein that the strength of the individual items istaken into account in computing the attitudescore. It also can accommodate neutralstatements.
Thurstone Equal-appearing intervalScale
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1. Generate a large set of possible statements.
2. Get a set of judges to rate the statements in terms of how much theyagree with them, from 1 (agree least) to 11 (agree most).
3. For each statement, plot a histogram of the numbers against which thedifferent judges scored it.
4. For each statement, identify the median score, the number below 25%(Q1) and below 75% (Q3). The difference between these is theinterquartile range.
5. Sort the list by median value (This is the 'common' score in terms ofagreement).
6. Select a set of statements that are equal positions across the range of
medians. Choose the one with the lowest interquartile range for eachposition.
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