Chapter 7. Basic Marketing Research Using Microsoft Excel Data Analysis Canadian Edition. Burns, Bush & Nash

Transcription

1 Chapter 7 Basic Marketing Research Using Microsoft Excel Data Analysis Canadian Edition Burns, Bush & Nash 7-1

2 1. Examine question response formats commonly used in marketing research. 2. Distinguish among the different levels of measurement. 3. Explain 4 types of measurement scales used by marketing researchers. 4. Explain validity and reliability in measurement. 7-2

3 3 formats: Open-ended Aided, unaided Categorical Dual, multiple Scaled Natural, synthetic 7-3

4 Subject responds in own words Good in exploratory no limits on answers Unaided open-ended format: No prompt or probe just answer Aided open-ended format Response probe as follow-up question Which brands Can you recall any other brands of Are there any other brands you remember? 7-4

5 MKM701 Professor Steven Litt REVIEW TIME

6 Answer options are provided Dual choice question: Respondent selects from 2 alternatives, yes or no Multiple-choice question: Several options, respondent chooses one Check all that apply: Do you drive an auto? How many, how well,.. Looks like multiple-choice, but really dual for each Each has, in effect, yes/no answer 7-6

7 MKM701 Professor Steven Litt REVIEW TIME

8 Answer is a number expressing a quantity Specific number, or scale Natural metric/scaled-response: Give actual number, such as age, number of visits Synthetic metric/scaled-response: Artificial number measures property Number of coffees per week Indicate level of satisfaction from 1 to 10 How satisfied were you with your last 7-8

9 MKM701 Professor Steven Litt REVIEW TIME

10 Nature of property being measured Subjective, varying degrees, choose scaled Yes/no, simple choice, category Previous research studies Make sure you can compare to earlier studies Better to borrow than invent Forget you ll be reminded forever! 7-10

11 Ability of the respondent Consider literacy, age, etc. Scale level desired Scaled response generally more informative Scales better for higher-level analysis Yes/no quite limited So the scale decision depends upon PANL-M ie Prev Rsch, Ability of Resp, Nature of Qn, Level of detail desired And the MEDIUM being used I am a BIG fan of scales! 7-11

12 MKM701 REVIEW TIME What does a scale decision depend upon?

13 MKM701 Professor Steven Litt REVIEW TIME Prev Abi Nat Lev Med

14 Measurement gathers if property possessed If so, measure quantity 7-14

15 Typically measure properties Often called attributes or qualities Properties = distinguishing features/characteristics Preferred brand, rating, demographics Measurement helps describe marketing phenomena 7-15

16 Objective properties: Physically verifiable, e.g., height, gender Usually preset categories Subjective properties: Cannot observe directly; mental constructs Attitudes to brands, lifestyles Need a continuum of intensity Typically rating scale formats e.g., 1 to

17 Description: unique label = agree/disagree Order: relative sizes of descriptors Greater than, less than Distance: differences between descriptors Family has three cars, one more than two-car family Origin: where true zero point exists Consumed no soda yesterday 7-17

18 Important to recognize this in scales Categories & Metrics Categorical Nominal Ordinal Metric Interval Ratio Ordinal order 7-18

19 Nominal =use only labels Gender, religion, brand last purchased Description is only characteristic Nominal name Ordinal = rank order respondents choices Ordinal order Asked to rank brands first, second, etc. E.g. Have coffee once a day, several times a day Only relative size differences 7-19

20 Interval = known distance between descriptors Assume each descriptor one unit away from next Somewhat important versus very important On a continuum, equal distances apart Ratio = true zero origin Interval Training set time on each machine Number of purchases made, miles traveled Years of college education 7-20

21 Level of measurement critical Determines what information collected What can be said based on that information Nominal scales crudest, ratio scales richest Nominal only identifies a property Ratio allows statistical analysis, extent of difference Generally, use scale at highest level 7-21

22 Marketing researchers often seek subjective views Attitudes, opinions, perceptions, intentions All unobservable, must measure Tailor-made scales for the purpose Often called workhorse scales of research 7-22

23 Interval scales capture range of properties Extremely negative to extremely positive 7-23

24 Get used to these odd-numbered scales: Extremely - Very Somewhat - None/ Neither/ Nor - -Somewhat -Very - Extremely Symmetric, with neutral in the middle Same number of units to left and right of neutral Use plain statements, let them agree/disagree Often include strongly, somewhat agree/ disagree Various versions of it 7-24

25 Lifestyle inventory measure psychographics Activities, interests and opinions Attitudes to work, leisure, and purchases Series of Likert scale questions Semantic differential scale Series of bipolar adjectives describing object Respondents show impressions along continuum Works well for images: friendly unfriendly 7-25

26 Many formats May use: Graphics Numbers Percentages Confuse some, but keeps it interesting for others- makes them think 7-26

27 One-way labelled scale Goes in one direction only does less-than-important mean anything? Not at all important to extremely important Useful when negative makes no sense N-point scale: pick number to measure Usually 5 to 10 points on scale One = not friendly, five = extremely friendly Anchored at both ends often 7-27

28 Middle responses neutral in Likert scale Some prefer to leave that out Forces respondents to be for or against To force them 1 way or another Symmetric, or one-way? Often only want positive, e.g. Importance If in doubt, pre-test 7-28

29 MKM701 Professor Steven Litt The end result Most quant surveys will have BOTH category dual, category multiple choice and various Metric scale questions. And possibly some Open-ended questions

30 Constructs = standard marketing concepts E.g., brand image always use highest level scale possible! Yes-no scales appropriate at times Summated scale adds up several measures 7-30

31 Reliable measure: Similar answers to similar questions Too much variance, question is unreliable Valid measure: Truthful, measures what it should Problems: lying, poor memory, misconception Face validity: looks like it measures as it should 7-31