Gonzaga Marketing Research Module 7 PDF

MKTG 330 Marketing Research Danny Kim Module 7: Research Instrument II  Careers in Finance October 14 (Mon) Extra credit: 0.5 points Noon QR code at the entrance. Wolff Auditorium Schedule  Types of scales Types of scales (cont.)...

MKTG 330 Marketing Research Danny Kim Module 7: Research Instrument II  Careers in Finance October 14 (Mon) Extra credit: 0.5 points Noon QR code at the entrance. Wolff Auditorium Schedule  Types of scales Types of scales (cont.) Likert scale Marketing Research Process 1 Map a business problem into a marketing problem 2 Translate the marketing problem into a research methodology 3 Design the research instrument 4 Devise a sampling plan 5 Collect data & clean data 6 Analyze data into information & report information Scale: (3) Interval Scale Recall that ordinal scale does not imply distance between two things being evaluated. What medal did you win in the 2016 Olympics? No Medal 0 1 2 3 A Gold Medalist is NOT three-units greater than a no-medalist. However, an interval scale allows distance between two things being evaluated!  This is possible because interval scale is based on a unit of measurement! Scale: (3) Interval Scale Temperature is an example of an interval scale (unit of measurement = °F) Please indicate the outside temperature of your city (12/22/2022) -40 °F -20 °F 0 °F 20 °F 40 °F The distance in the interval scale is meaningful: LA is 40 degrees warmer than Spokane. Scale: (3) Interval Scale Standardized exam score is another example of an interval scale (unit of measurement = points) What is your GMAT score? 200 400 600 800 The distance in the interval scale is meaningful: The Girl scored 400 points higher than the Boyo. Scale: (3) Interval Scale Please state your units! The unit of measurement can be arbitrary. Temperature: °C vs. °F Standardized Score: GRE points vs. GMAT points 0°C ≠ 0°F 300 GRE points ≠ 300 GMAT points Scale: (3) Interval Scale Because the unit of measurement can be arbitrary, the value of 0 doesn’t mean nothingness/vacuum. In math, 0 means Does 0°F mean Does scoring 0 points on GMAT nothingness or vacuum. presence of no heat? mean having no intelligence? No! 0°F is -17°C. No! A 0 point simply means There are no students. Actually, 0°F has heat. the person did not do a 0 students in my class. 0°F is warmer than -1°F. good job. Scale: (3) Interval Scale Because the value of 0 doesn’t mean nothingness or vacuum in the interval scale, it is not meaningful to take ratios of interval data.  One cannot multiply or divide interval data. Please indicate the outside temperature of your city (12/22/2022) -40 °F -20 °F 0 °F 20 °F 40 °F You won’t say “LA is -1 times warmer than Spokane.” Scale: (3) Interval Scale Because the value of 0 doesn’t mean nothingness or vacuum in the interval scale, it is not meaningful to take ratios of interval data.  One cannot multiply or divide interval data. What is your GMAT score? 200 400 600 800 You won’t say “On the GMAT, the Boyo scored half of what the Girl scored” or “On the GMAT, the Girl scored twice as much as the Boyo.” Scale: (3) Interval Scale Because the value of 0 doesn’t mean nothingness or vacuum in the interval scale, it is not meaningful to take ratios of interval data.  One cannot multiply or divide interval data. Here is a more drastic example. If Spokane is 0 °F and LA is 50 °F, can you say anything as a ratio? Scale: (3) Interval Scale Statistical techniques allowable for nominal data (percentage, mode) and ordinal data (percentile, quartile, median, min, max, range) can be used. In addition, you can compute the average and standard deviation. Please indicate the outside temperature of your city -20°F, 0°F, 11°F, 17°F, 20°F “The lowest and highest temperatures are -20°F and 20°F.” The mean and standard deviation follow “The median temperature is 11°F.” the unit of measurement of the data. “The average temperature is 5.6°F. The standard deviation is 16°F.” Scale: (4) Ratio Scale Ratio data that is derived from a ratio scale possesses all the properties of the nominal, ordinal, and interval data. Statistical techniques allowable for nominal data (percentage, mode), ordinal data (percentile, quartile, median, min, max), and interval data (average, standard deviation) can be used. Unlike interval data, ratio data has a true absolute “0” value that means nothingness! It is meaningful to compute ratios of scale values. - Hence, the scale is called a ratio scale. Scale: (4) Ratio Scale Age (unit of measurement = years-old) What is your age in years? Age 0 Age 10 Age 20 Age 30 Age 40 We can say “The Bear is 1.5 times old as you!” Scale: (4) Ratio Scale Weight (unit of measurement = lbs, kg) How heavy is your laptop? 0 lbs 2 lbs 4 lbs 6 lbs 8 lbs 0 kg 0.91 kg 1.81 kg 2.72 kg 3.63 kg We can say “A M2 MacBook Pro is the half the weight of an Aero W9 laptop.” Review Nominal scale renders nominal data. - Numbers in nominal data are merely labels without any numeric value. Ordinal scale renders ordinal data. - Numbers in ordinal data indicate rank orderings (bigger number = more of the attribute of interest) - Distance btw numbers in ordinal data is meaningless (e.g., “Usain Bolt is not three-units better than Danny”). Interval scale renders interval data. - There is a unit of measurement. Hence, the distance btw numbers is meaningful (e.g., “NY is 9°F colder than LA.”) - There is no true zero that indicates nothingness. Hence, ratios cannot be taken for interval data. Ratio scale renders ratio data. - There is a true zero that indicates nothingness. Hence, ratios can be taken (e.g., “A is half the size than B”). Checklist: Detecting the Types of Scales Nominal scale: Does the scale indicate the name of an object? Ordinal scale: Does the scale indicate rank orderings? Interval scale: Does the scale have a unit of measurement but does not have a true zero? Ratio scale : Does the scale have a unit of measurement & have a true zero? Practice How do you like the class so far?        Strongly dislike Dislike Somewhat dislike Neutral Somewhat like Like Strongly like Of the four scales we learned, which type of scale is this? Nominal scale: Does the scale indicate the name of an object? Ordinal scale: Does the scale indicate rank orderings? Interval scale: Does the scale have an unit of measurement w/o a true 0? Ratio scale: Does the scale have an unit of measurement w/ a true 0? The Special One: Likert Scale How do you like the class so far?        Strongly dislike Dislike Somewhat dislike Neutral Somewhat like Like Strongly like Technically, the scale is an ordinal scale. - The scale is in order with its distance meaningless (your neutral ≠ my neutral) - Hence, the collected data should be ordinal data. But researchers decided to use collected data as an interval data. - There is no standard “unit of measurement,” but researchers are crazy!  This is called the “Likert scale.” - It looks like an ordinal scale, but it collects interval data without any unit of measurement. The Special One: Likert Scale Here is another example of a Likert scale. Please indicate which best represents your political identity.        Extremely Conservative Somewhat Neutral Somewhat Liberal Extremely conservative conservative liberal liberal Technically, the scale is an ordinal scale. - The scale is in order but its distance is meaningless because there is no common metric (I identify as a neutral, but my parents call me a liberal, and my friends call me a conservative). However, this is a Likert scale. - Hence, the collected data is treated like interval data without a unit of measurement. How can you tell if an ordinal scale is considered a Likert scale? The Special One: Likert Scale We would never know, unless the researcher informs us. Do you think the food at the COG is delicious?        Strongly disagree Disagree Somewhat disagree Neutral Somewhat agree Agree Strongly agree “I used a Likert scale to measure students’ liking of food at the COG (1 = strongly disagree, 7 = strongly agree).” Remember: You are taking your first steps to become a researcher. - If you use a Likert scale, please kindly inform your readers using the above sample. The Special One: Likert Scale Here is another example of a Likert scale and the reporting sample. How much do you prefer to purchase an electric car as your next vehicle?        Not at all prefer Not prefer Somewhat not prefer Neutral Somewhat prefer Prefer Greatly prefer “We used a Likert scale to capture Gen-Z’s preference for electric cars (1 = not at all prefer, 7 = greatly prefer).” Summary Research instrument: Any material to obtain data. Scale: An instrument that can measure demographic/psychographic variables. There are four types of scales that render four types of data. (1) Nominal scale - Nominal data (2) Ordinal scale - Ordinal data (3) Interval scale - Interval data (4) Ratio scale - Ratio data A Likert scale is an ordinal scale that is treated like an interval scale.