Measurement and Scaling

Measurement and Scaling - Survey Measurement & Scaling...

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© 2011 Robert H. Smith School of Business University of Maryland (reliability and validity will be covered with ch. 6 on 2/22) Professor Whitney Professor Whitney
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© 2011 Robert H. Smith School of Business University of Maryland The Marketing Research Process (2) Selecting & Creating the Research Design (3) Choosing the Method of Research (4) Selecting the Sampling Procedure (5) Designing the Data Collection Instrument & Collecting the Data (6) Analyzing the Data (7) Writing and Presenting the Report (8) Follow-up (1) Identification of the Research Problem
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© 2011 Robert H. Smith School of Business University of Maryland Measurement The process of assigning numerical values to phenomena in accordance with specific rules for representing quantities or qualities of attributes . Example: Assign the numbers 1 through 5 to the fast food restaurants listed with 1 being the most preferred. McDonalds _________ Taco Bell _________ Burger King _________ Wendy’s _________ KFC _________
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© 2011 Robert H. Smith School of Business University of Maryland The Measurement Process Identify a concept of interest Define the concept Develop a Measurement Scale Evaluate reliability and validity of the scale An operational definition Utilize the scale
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© 2011 Robert H. Smith School of Business University of Maryland Example Identify the Concept of Interest: Depends on the research objectives and research questions. E.g., Attitude Toward a Brand Definition of Concept : A theoretical or conceptual definition. E.g., Attitude toward a brand (A b ) is the way one thinks, feels, and acts toward a brand. Operational Definition : A precise definition of observable characteristics that will be measured. E.g., Attitude toward a brand is a measurement of one’s beliefs, feelings, and behavioral tendencies toward a brand measured one a five-point scale. Measurement Scale: The actual items that will be used to measure the operational definition. See next slide for sample measurement scales
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© 2011 Robert H. Smith School of Business University of Maryland Attitude toward Mountain Dew: Sample Measurements Circle the number that corresponds most closely to your opinion where 1=strongly disagree, 2= somewhat disagree, 3= neither agree or disagree, 4=somewhat agree, 5=strongly agree
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This note was uploaded on 09/07/2011 for the course BMGT 452 taught by Professor Staff during the Spring '08 term at Maryland.

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Measurement and Scaling - Survey Measurement & Scaling...

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