Chapter Nine

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Chapter Nine

• Measurement and Scaling Fundamentals and
  Comparative Scaling

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Measurement and Scaling

• Scaling involves creating a continuum upon which
  measured objects are located.
• Measurement is the actual assignment of a number
  from 1 to 100 to each respondent. Scaling is the
  process of placing the respondents on a continuum
  with respect to their attitude toward department
  stores.

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Primary Scales of Measurement
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Illustration of Primary Scales of Measurement
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Interval-Scaled Responses (Contd)
How likely are you to buy a new automobile within
the next six months? (Please check the most
appropriate category.) Will definitely not
buy _____ (1) Extremely
unlikely _____ (2) Unlikely _____
(3) Likely _____ (4) Extremely likely
_____ (5) Will definitely
buy _____ (6)
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Impact of Arbitrariness of an Interval Scales
Starting Point
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Primary Scales of Measurement
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Comparative Scaling TechniquesPaired Comparison
Scaling

• A respondent is presented with two objects and
  asked to select one according to some criterion.
• Paired comparison scaling is the most widely used
  comparative scaling technique.
• With n brands, n(n - 1) /2 paired comparisons
  are required

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Obtaining Shampoo Preferences Using Paired
Comparisons
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Preference for Toothpaste Brands Using Rank
Order Scaling
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Importance of Bathing Soap AttributesUsing a
Constant Sum Scale
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Importance of College Attributes
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Chapter Ten

• Measurement and Scaling
• Noncomparative ScalingTechniques

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Continuous Rating Scale

• Respondents rate the objects by placing a mark at
  the appropriate position
• 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

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An Itemized Rating Scale - Likert Scale

• The Likert scale requires 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. Sears sells high quality merchandise.
  1 2X 3 4 5
•  
• 2. Sears has poor in-store service.
  1 2X 3 4 5
•  
• 3. I like to shop at Sears. 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.

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A Semantic Differential Scale for Measuring Self-
Concepts, Person Concepts, and Product Concepts
1) Rugged ---------------------
Delicate
2) Excitable ---------------------
Calm 3) Uncomfortable ----------------
----- Comfortable 4)
Dominating ---------------------
Submissive 5)
Thrifty ---------------------
Indulgent 6) Pleasant
--------------------- Unpleasant
7) Contemporary -----------------
---- Obsolete 8)
Organized ---------------------
Unorganized
9) Rational ---------------------
Emotional 10) Youthful
--------------------- Mature
11) Formal ---------------------
Informal 12) Orthodox
--------------------- Liberal
13) Complex ---------------------
Simple 14) Colorless
--------------------- Colorful 15)
Modest --------------------- Vain
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Stapel Scale

• The Stapel scale is 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 the

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Balanced and Unbalanced Scales
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Rating Scale Configurations
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Types of Equivalence
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Development of a Multi-item Scale
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Measurement Accuracy

• The true score model provides a framework for
  understanding the accuracy of measurement.
• XO XT XS XR
• where
• XO the observed score or measurement
• XT the true score of the characteristic
• XS systematic error
• XR random error

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Measurement Accuracy

• Xo XT XS XR
• Xo 7.5
• XT 7.0 - true score for liking the Hershey
  Chocolate Bar
• XS -.5 Hershey Bar is smaller than
  competitors bar in the SW
• XR 1.0 Respondent received one as gift last
  week

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Reliability

• Represents the scales ability to give stable
  measures regardless of time and conditions
• Has nothing to do with being right - (think of a
  rifle that consistently shoots high and right)
• internal consistency reliability - frequently
  used
• Cronbachs alpha (a) - interval and ratio data
• Kuder-Richardson (KR-20) - nominal and ordinal

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Increasing Reliability - KISS

• Ask people things they know, not things theyll
  guess at.
• Ask people things theyll tell us, not things
  theyll lie about.
• Ask people questions they can understand easily
  and answer accurately.
• Use multiple-choice questions and short surveys.
• Ask about easy, straightforward issues.

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Validity

• The validity of a scale is the extent to which it
  is a true reflection of the underlying variable
  it is attempting to measure

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Validity

• Are we measuring what we set out to measure?
• Example
• We want to know if our motorcycle will be
  purchased.
• We ask those seeking a motorcycle if they like
  it.
• We have NOT measured purchase intention. We have
  measured attitude toward our motorcycle.

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Increasing Validity

• Ask respondents to answer in great detail.
• Ask questions fully, so there is no ambiguity.
• Use a reliable instrument.
• Ask questions on related areas to get the big
  picture.
• Ask lots of questions to be sure you cover the
  subject completely.

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Not Reliable and Not Validity
x x x
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Reliable, but Not Valid
x x x
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Reliable and Valid
x x x
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The New Insights Career Bill Tanner Dallas
Morning News / Belo Corp.
IQ EQ Technical Skills Knowledge/ Wisdom
Proven Results
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• Job Description Director, Marketing Research
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IQ EQ Technical Skills Knowledge/ Wisdom
Proven Results
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Another Job You Might Want Someday

• Job Description Vice President, Consumer
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• IQ
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400 patents, 6 years
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• Thomas A. Edison
• _____________
• 400 patents,
• 6 years
• _______________
• On IQ
• _____________
• Genius is
• 10 inspiration,
• 90 perspiration
• Thomas Edison

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IQ Getting From Here To ThereIntellectual
Horsepower, Strategic Agility, Thought Leadership

• IQ Important but not useful by itself.
• Requires ability to communicate persuasively to
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• Sounding smart gt actually being smart?
• Helps to be born smart. You can get there by
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• IQ heritability As low as 30
• Take challenging courses/ do challenging things.
  Do not skirt the hard stuff.
• Try leveraging thinking tools.
• Work around smart people.

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IQ Getting From Here To ThereIntellectual
Horsepower, Strategic Agility, Thought Leadership

• Read about strategy.
• What do smart communicators say? Lots of
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• Business magazines periodicals e.g.
• Wired, McKinsey Quarterly, Harvard Business
  Review, Business Strategy
• Business books
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• Thought Stimulating books
• Wisdom of Crowds, Tipping Point, etc.

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IQ Getting From Here To ThereIntellectual
Horsepower, Strategic Agility, Thought Leadership

• Study cases/ webinars/ conferences/ conversations
• Marketing Sherpa
• AMA, ARF, DMA Research Consultants.
• Industry Associations periodicals
• Listen to consumers customers with the
  education you get.

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Earning The Shield