Scales+11.11

Scales+11.11 - Marketing Research Does it matter how ya...

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1 Marketing Research Does it matter how ya measure em’?: Are all scales created equal?
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2 Class Outline Measurement constructs Brand loyalty, store image Types of measurement scales Nominal, ordinal, interval, and ratio Types of attitude rating scales Single- versus multi-item scales Validity and reliability
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3 What you are trying to measure: Constructs A construct (or concept) is a generalized idea about a class of objects, attributes, occurrences, or processes An operational definition gives meaning to a construct by specifying the activities or operations necessary to measure it. Example: Customer Satisfaction You don’t measure items. Items inform you about constructs. What are the key constructs? Factor Analysis can inform.
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4 Airplane Concrete properties: number of engines, weight, length, seating capacity, physical characteristics of seats, etc. Abstract constructs: quality of in-flight cabin service, comfortability of seating, smoothness of takeoff and landing, etc. Consumer Concrete properties: age, sex, marital status, income, brand last purchased, dollar amount of purchase, types of products purchased, color of eyes and hair, etc. Abstract properties: attitudes toward a product, brand loyalty, high-involvement purchases, emotions (love, fear, anxiety), intelligence, personality, risk taker, etc. Source: Hair, Bush & Ortinau,(2003) “Marketing Research”
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5 The Construct Development/Scale Measurement Process 1. Theoretically Identify and Define the Construct Determine Dimensionality of Construct 2. Create Initial Pool of Attribute Items Determine Theory, Secondary Data, Qualitative Research 3. Assess and Select a Reduced Set of Items Perform Structural Analysis and Qualitative Judgments 4. Construct Initial Measurements and Pretest Conduct Pilot Study, Collect Data from Pretest Sample 5. Do Appropriate Statistical Data Analysis Conduct Construct Validity and Scale Reliability Tests Process Steps Key Activities Source: Hair, Bush & Ortinau,(2003) “Marketing Research”
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6 The Construct Development/Scale Measurement Process cont… 6. Refine and Purify Scale Measurements Eliminate Irrelevant Attribute Items 7. Collect More Data on Purified Scale Select New Sample of Subjects from Defined Target Population 8. Statistically Evaluate Scale Measurements Conduct Reliability, Validity, Generalizability Tests 9. Perform Final Scale Measurement Include Scale Measurement in Final Questionnaire Process Steps Key Activities Source: Hair, Bush & Ortinau,(2003) “Marketing Research”
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7 Measures of Central Tendency There are three primary measures of central tendency (MCT): I. Mean II. Mode III. Median
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This note was uploaded on 01/31/2012 for the course MGMT 151 taught by Professor Debbieletourneau during the Fall '11 term at UC Irvine.

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Scales+11.11 - Marketing Research Does it matter how ya...

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