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Chapter 9 Marketing Research Malhotra
1.
© 2007 Prentice
Hall 9-1 Chapter Nine Measurement and Scaling: Noncomparative Scaling Techniques
2.
© 2007 Prentice
Hall 9-2 Chapter Outline 1) Overview 2) Noncomparative Scaling Techniques 3) Continuous Rating Scale 4) Itemized Rating Scale i. Likert Scale ii. Semantic Differential Scale iii. Stapel Scale
3.
© 2007 Prentice
Hall 9-3 Chapter Outline 5) Noncomparative Itemized Rating Scale Decisions i. Number of Scale Categories ii. Balanced Vs. Unbalanced Scales iii. Odd or Even Number of Categories iv. Forced Vs. Non-forced Scales v. Nature and Degree of Verbal Description vi. Physical Form or Configuration 6) Multi-item Scales
4.
© 2007 Prentice
Hall 9-4 Chapter Outline 7) Scale Evaluation i. Measurement Accuracy ii. Reliability iii. Validity iv. Relationship between Reliability and Validity v. Generalizability 8) Choosing a Scaling Technique 9) Mathematically Derived Scales Reliable? Valid? Generalizable?
5.
© 2007 Prentice
Hall 9-5 Chapter Outline 10) International Marketing Research 11) Ethics in Marketing Research 12) Summary
6.
© 2007 Prentice
Hall 9-6 Noncomparative Scaling Techniques Respondents evaluate only one object at a time, and for this reason non-comparative scales are often referred to as monadic scales. Non-comparative techniques consist of continuous and itemized rating scales.
7.
© 2007 Prentice
Hall 9-7 Continuous Rating Scale Respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other. The form of the continuous scale may vary considerably. How would you rate Sears as a department store? Version 1 Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - Probably the best Version 2 Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - --Probably the best 0 10 20 30 40 50 60 70 80 90 100 Version 3 Very bad Neither good Very good nor bad Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - ---Probably the best 0 10 20 30 40 50 60 70 80 90 100
8.
© 2007 Prentice
Hall 9-8 Itemized Rating Scales The respondents are provided with a scale that has a number or brief description associated with each category. The categories are ordered in terms of scale position, and the respondents are required to select the specified category that best describes the object being rated. The commonly used itemized rating scales are the Likert, semantic differential, and Stapel scales.
9.
© 2007 Prentice
Hall 9-9 Likert Scale The Likert scale requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements about the stimulus objects. Strongly Disagree Neither Agree Strongly disagree agree nor agree disagree 1. Sears sells high quality merchandise. 1 2X 3 4 5 2. Sears has poor in-store service. 1 2X 3 4 5 3. I like to shop at Sears. 1 2 3X 4 5 The analysis can be conducted on an item-by-item basis (profile analysis), or a total (summated) score can be calculated. When arriving at a total score, the categories assigned to the negative statements by the respondents should be scored by reversing the scale.
10.
© 2007 Prentice
Hall 9-10 Semantic Differential Scale The semantic differential is a seven-point rating scale with end points associated with bipolar labels that have semantic meaning. SEARS IS: Powerful --:--:--:--:-X-:--:--: Weak Unreliable --:--:--:--:--:-X-:--: Reliable Modern --:--:--:--:--:--:-X-: Old-fashioned The negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right. This controls the tendency of some respondents, particularly those with very positive or very negative attitudes, to mark the right- or left-hand sides without reading the labels. Individual items on a semantic differential scale may be scored on either a -3 to +3 or a 1 to 7 scale.
11.
© 2007 Prentice
Hall 9-11 A Semantic Differential Scale for Measuring Self- Concepts, Person Concepts, and Product Concepts 1) Rugged :---:---:---:---:---:---:---: Delicate 2) Excitable :---:---:---:---:---:---:---: Calm 3) Uncomfortable :---:---:---:---:---:---:---: Comfortable 4) Dominating :---:---:---:---:---:---:---: Submissive 5) Thrifty :---:---:---:---:---:---:---: Indulgent 6) Pleasant :---:---:---:---:---:---:---: Unpleasant 7) Contemporary :---:---:---:---:---:---:---: Obsolete 8) Organized :---:---:---:---:---:---:---: Unorganized 9) Rational :---:---:---:---:---:---:---: Emotional 10) Youthful :---:---:---:---:---:---:---: Mature 11) Formal :---:---:---:---:---:---:---: Informal 12) Orthodox :---:---:---:---:---:---:---: Liberal 13) Complex :---:---:---:---:---:---:---: Simple 14) Colorless :---:---:---:---:---:---:---: Colorful 15) Modest :---:---:---:---:---:---:---: Vain
12.
© 2007 Prentice
Hall 9-12 Stapel Scale The Stapel scale is a unipolar rating scale with ten categories numbered from -5 to +5, without a neutral point (zero). This scale is usually presented vertically. SEARS +5 +5 +4 +4 +3 +3 +2 +2X +1 +1 HIGH QUALITY POOR SERVICE -1 -1 -2 -2 -3 -3 -4X -4 -5 -5 The data obtained by using a Stapel scale can be analyzed in the same way as semantic differential data.
13.
© 2007 Prentice
Hall 9-13 Scale Basic Characteristics Examples Advantages Disadvantages Continuous Rating Scale Place a mark on a continuous line Reaction to TV commercials Easy to construct Scoring can be cumbersome unless computerized Itemized Rating Scales Likert Scale Degrees of agreement on a 1 (strongly disagree) to 5 (strongly agree) scale Measurement of attitudes Easy to construct, administer, and understand More time-consuming Semantic Differential Seven - point scale with bipolar labels Brand, product, and company images Versatile Controversy as to whether the data are interval Stapel Scale Unipolar ten - point scale, - 5 to +5, witho ut a neutral point (zero) Measurement of attitudes and images Easy to construct, administer over telephone Confusing and difficult to apply Table 9.1 Basic Noncomparative Scales
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