Lecture Marketing research - Chapter 8: The concept of measurement and attitude scales

After studying this chapter you will be able to: Understand the concept of measurement, understand the four levels of scales and their typical usage, explore the concepts of reliability and validity, become familiar with the concept of scaling, learn about the various types of attitude scales,...
Nội dung trích xuất từ tài liệu:
Lecture Marketing research - Chapter 8: The concept of measurement and attitude scales Learning ObjectivesCHAPTER Eight The Concept of Measurement and Attitude Scales Copyright © 2004 John Wiley and Sons, Inc. Learning Objectives Learning Objectives1. To understand the concept of measurement.2. To understand the four levels of scales and their typical usage.3. To explore the concepts of reliability and validity.4. To become familiar with the concept of scaling.5. To learn about the various types of attitude scales. Learning Objectives6. To examine some basic considerations in selecting a type of scale.7. To realize the importance of attitude measurement scales in management decision making. Learning ObjectivesThe Concept of Measurement To understand the concept of and Measurement Scales measurement. Measurement The process of assigning numbers or labels to objects, persons, states, or events in accordance with specific rules. Rule A guide that tells the researcher what to do Learning ObjectivesThe Concept of Measurement To understand the four levels of and Measurement Scales scales and their typical usage. Nominal Scales • Partitions data into categories that are mutually exclusive and collectively exhaustive. Ordinal Scales • Used strictly to indicate rank order. Learning ObjectivesThe Concept of Measurement To understand the four levels of and Measurement Scales scales and their typical usage. Interval Scales • Contains all the features of ordinal scales • Added dimension that the intervals between the data points on the scale are equal. Ratio Scales • All powers of those mentioned as well as a meaningful absolute zero or origin. Learning ObjectivesThe Concept of Measurement To explore the concepts of reliability and Measurement Scales and validity.Evaluating the Reliability and Validity of MeasurementSources of Measurement Differences M=A+E where: M = measurement A = accuracy E = error: random or systematic1. A true difference in the characteristic being measured.2. Differences due to stable characteristics of individual respondents. Learning ObjectivesStep Six: Evaluate the Reliability To explore the concepts of reliabilityand Validity of the Measurement and validity. 3. Differences due to short-term personal factors. 4. Differences caused by situational factors. 5. Differences resulting from variations in administering the survey. 6. Differences due to the sampling of items included in the questionnaire. 7. Differences due to a lack of clarity in the measurement instrument 8. Differences due to mechanical or instrument factors. Learning ObjectivesStep Six: Evaluate the Reliability To explore the concepts of reliabilityand Validity of the Measurement and validity. Reliability • Consistent results over time. • Measures are free from random error. Test-Retest Reliability Obtained by repeating the measurement using the same instrument under as nearly the same conditions as possible. Stability: Few differences in scores are found between the first and second tests. Learning ObjectivesStep Six: Evaluate the Reliability To explore the concepts of reliabilityand Validity of the Measurement and validity. Equivalent Form Reliability Avoids the test-retest by creating equivalent forms of measurement instrument. Determined by measuring the correlation of the scores on the two instruments. Internal Consistency Reliability Assesses the ability to produce the similar results using different samples to measure a phenomenon. Learning ObjectivesStep Six: Evaluate the Reliability To explore the concepts of reliabilityand Validity of the Measurement ...