Chapter Eleven Overview of Measurement: Construct Development and Scale Measurement

1
Chapter Eleven Overview of Measurement
Construct Development and Scale Measurement

• MKTG 328 Marketing Research
• Schreiber

2
Intro Fast Food, Side by Side

• Burger King needed new strategy for
  _______________________
• Initial Strategy _______________________________
  __________________________________________________
  _________.
• Added ____________________ to info used
  (____________) and found
• _______________________________ are NOT good
  predictors of sales
• Preference _________________________ with other
  fast food restaurants
• _________________ directly influenced accuracy of
  sales predictions

3
Intro Fast Food, Side by Side

• Lessons learned
• Not knowing _______________________________ can
  lead to intuitive guesswork and
  counter-productive results.
• Making accurate location decisions requires
  _______________________________________ that
  consumers deem important to creating
  _________________.

4
Measurement (definition)

• Measurement is the process of determining the
  amount (or intensity) of information about
  persons, events, ideas, and/or objects of
  interest and their relationship to a business
  problem/opportunity.

5
Properties of an Object

• Objective Properties
• Subjective Properties
• Constructs a hypothetical variable made up of a
  set of component responses or behaviors that are
  thought to be related.

6
The Measurement Process

• Two Different Development Processes
• Construct Development
• Scale Measurement

7
Construct Development

• Definition an integrative process in which
  researchers determine what specific data should
  be collected for solving the defined research
  problem.
• Domain of observables
• Operationalization

8
Scale Measurement

• Types of Data Collected
• State-of-Being Data
• State-of-Mind Data
• State-of-Behavior Data
• State-of-Intention Data

9
Types of Scales

• Nominal
• Ordinal
• Interval

10
Three Components ofa Measurement Scale

• The Question
• The Attributes
• The Scale-point Descriptors

11
Scale Development Criteria

• Intelligibility of the Questions
• Appropriateness of Scale Descriptors
• Discriminatory Power of Scale Descriptors
• Reliability

12
Scale Development Criteria

• Balance Positive/Negative Scale Descriptors
• Inclusion of a Neutral Response Choice
• Measures of Central Tendencies and Dispersion