SlideWeek12_2019Fall_MKT408B.pdf - MKT 408B(BBA Marketing Research Sangwoo Shin Week 12 Fall 2019 Nov 11 and 13 Topics for Today(Nov 11 Understanding

SlideWeek12_2019Fall_MKT408B.pdf - MKT 408B(BBA Marketing...

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MKT 408B (BBA) Marketing Research Sangwoo Shin Week 12, Fall 2019 Nov 11 and 13
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Topics for Today (Nov 11) Understanding Marketing Research Process
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Measurement Scales in Practice Constant sum scale
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Measurement Scales in Practice Purchase intent scale
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Measurement Scales in Practice Semantic differential scale A measurement scale used for measuring the connotative meaning of things and concepts There are two aspects of meaning: denotative and connotative. Denotative: “Eagle”, “Bird” Connotative: “Strength”, “Power”
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Measurement Scales in Practice Example: Semantic differential scale
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Measurement Scales in Practice Likert scale A five (or seven) point measurement scale which is used to allow the individual to express how much they agree or disagree with a particular statement Most widely used in survey questionnaire
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How to Select a Measurement Scale Things to consider The nature of the construct being measured Type of scale: Nominal, Ordinal, Interval and Ratio Number of scale categories Balanced vs. Non-balanced Even vs. Odd number Name of scale categories Number vs. Word Balanced: Scales with equal numbers of positive and negative categories Non-balanced: Scales weighted towards one end or the other of the scale
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Desirable Properties of a Measurement Scale Reliability The extent to which the measurements (or survey responses) are internally consistent Reliable measurements are free from random error and, therefore, provide consistent data Validity The extent to which what the measurement scale are intended to measure is actually measured
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Testing Reliability Test-Retest Whether a scale produces consistent results when used a second time under conditions as similar as possible to the original conditions Internal consistency Whether a scale produces similar results when used on different samples during the same time period to measure a phenomenon Split Half Technique : A method of assessing the reliability of a scale by dividing the total set of measurement items in half and correlating the results
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Testing Validity Face validity The degree to which a measurement scale seems to measure what it is supposed to measure Predictive validity The degree to which a future level of a criterion can be forecast by a current measurement scale Convergent validity The degree of correlation among different measures that purport to measure the same construct
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Reliability and Validity
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Choose Your Exam Contribution Recap Through a survey link (Week 11) @ Smart system Respond a multiple choice question I would like to increase the midterm exam contribution by 10% (Midterm/Final = 30%/30%) Due: Dec 8
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