Fichas
Chapter 8 Measurements
Fichas del conjunto (18)
- 1The Measurement ProcessStep 1:Determine what is to be measured
Step 2:Determine how it is to be measured
Step 3:Apply a rule of measurement
Step 4:Determine if the measure consists of a number of measures
Step 5: Determine the type of attitude and scale to be used to measure it
Step 6: Evaluate the measure - 2Step 1: What is to be measured? (Concepts)The problem based on the exploratory research or managerial judgement, indicates the concept to be investigated.
Concepts are generalized ideas or variables about a class of objects, attributes, occurrences or processes - 3Step 2:Determine how it is to be measuredConcepts must be made operational in order to be measured.
Operational definition
Conceptual definition - 4Operational DefintionIt gives meaning to a concept by specifying what marketers must do to measure it and it is more concrete and easier to measure. Eg, Price, frequency
- 5Conceptual DefinitionIt is a verbal explanation of the meaning of a concept and defines what a concept is and not Eg, love, loyalty
It is abstract and more difficult to measure so marketers have to operationalize it. 2 ways:
- Direct Query
- Proxy (indirect) measurement by using replacement variable that is closely related to the conceptual variable. Eg, for loyalty, we measure using RFM (recency, frequency and monetary) - 6Step 3: Applying a Rule of Measurement - ScalesA scale is any series of items that are arranged progressively according to value or magnitude, in which an item can be placed accordingly to its quantification
Nominal Scale
Ordinal Scale
Cardinal Scale
Ratio Scale
Interval Scale - 7Nominal ScaleA scale in which numbers or letters are assigned to objects that serve as labels for classification. Nominal = Name
Eg, Gender or contact number - 8Ordinal ScaleA scale that arranges objects according to their magnitude in an ordered relationship. Eg, Likert scale
- 9Cardinal ScaleA scale in which number values are countable. Eg, number of children, frequency
Cardinal = Counting - 10Interval scaleA scale that arranges objects according to their magnitudes and distinguishes this ordered arrangement in units of equal intervals. Eg Income
- 11Ratio ScaleA scale that has absolute rather than relative quantities. Eg, BMI
- 12Step 5: Types of Attitude and Scale to be UsedAttitude is an enduring predisposition to consistently respond in a given manner to various aspects of the world.
Attitude is a hypothetical construct that is not directly observable but is measurable through proxy
There are 3 components to attitude: Cognitive (awareness and knowledge of object), Affective (feelings or emotions towards an object) and behavioural (buying intentions and behavioural expectations) - 13The Attitude-measuring ProcessThere are 3 ways to measure attitudes:
- Ranking: a relative measurement that requires respondents to rank objects in order on basis of overall preference etc
- Rating: an absolute measurement that requires respondents to estimate magnitude of characteristics or quality that an object possess. eg, on a scale of 1 to 10
- Sorting: a measurement task that present respondents with objects and ask them to classify them into piles - 14Attitude Rating ScalesSimple Attitude Scales: 2 response categories (agree or disagree)
Category Scales: An extensive and more sensitive measurement than simple attitude scales. (strongly agree etc)
Likert Scale: A measure of attitudes designed to allow respondents to rate how strongly they agree or disagree with carefully constructed statements
Semantic Differential: A series of attitude scale to combine scores to see a pattern or for comparisons - 15Step 6: Evaluate the Measure3 major criteria for evaluating measurements:
- Reliability
- Validity
- Sensitivity - 16SensitivityA granularity measurement of instrument's ability to accurately measure variability in stimuli or responses
It is important when investigating changes in attitudes or other hypothetical constructs - 17ReliabilityWhen results collected is similar, consistent and repeatable, the measurement instrument is reliable.
To check Internal consistency:
- the split half method: check results of one-half of result with the results of another half
- Equivalent-form method: a high correlation between alternative measurements administered to same group of subjects suggest the measurement is reliable - 18ValidityThe measurement used must be appropriate and able to measure what is intended.
A reliable but invalid instrument yield consistently inaccurate results
3 ways to establish validity:
- Face (or content) validity: a professional agreement that a scale logically accurately reflect what is intended to be measured
- Criterion validity: ability of measure to correlate with other standard measures of the same construct
- Construct validity: ability of measure to provide empirical evidence consistent with a theory based on the concepts
Información
- Descripción
- MRA Fichas sobre Chapter 8 Measurements, creado por IngIng Hon el 28/11/2014.
- Creado por
- IngIng Hon · nov 2014
- Actualizado
- 19 feb 2016
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