CI - PPT - 09-10 - Measurement & Qnaire Design

Customer Insights
Chapter 9-10
Understanding Measurement, Developing Questions, and

Designing the Questionnaire
(Quantitative)
Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved
Learning Objectives
In this chapter you will learn
8.1 About the basic concepts of measurement
8.2 What are the two types of measures used in marketing
research
8.3 Three interval scales that are commonly used in
marketing research
8.4 What reliability and validity of measurements means in
marketing research
8.5 Steps involved with the design of a questionnaire
Where We Are
1. Establish the need for marketing research.
2. Define the problem.
3. Establish research objectives.
4. Determine research design.
5. Identify information types and sources.
6. Determine methods of accessing data.
Questionnaire (Quantitative)
7. Design data collection forms. Structured with Close Ended Questions
& Predeterminded Answers
8. Determine the sample plan and size.
9. Collect data. Guidelines (Qualitative)
Unstructured with Open Ended
10. Analyze data. Questions
11. Communicate Insights.
Basic Concepts in Measurement (1 of 2)
• Measurement: determining a description or amount of
some property of an object that is of interest
Basic Concepts in Measurement (2 of 2)
• Properties: specific features or characteristics of an
object that can be used to distinguish it from another
object
– Objective properties are observable and tangible.
– Subjective properties are unobservable and
intangible and must be translated onto a rating scale
via scale development.
How Measurement Works
Age range Age range
- 18-25 - 18-25
- 26-32 - 26-32
- 33-40 - 33-40
How do you like or dislike about How do you like or dislike about
the brand the brand
- Not at all - Not at all
- Dislike - Dislike
- Neither like nor dislike - Neither like nor dislike
- Like - Like
- Like very much - Like very much
A Classification of Scaling Techniques
• Comparative scales (categorical data) involve
the direct comparison of stimulus objects.
Comparative scale data must be interpreted in
relative terms and have only ordinal or rank order
properties.

• In non-comparative scales (continuous data),
each object is scaled independently of the others in
the stimulus set. The resulting data are generally
assumed to be interval or ratio scaled.
Types of Measures
• Nominal scales label objects
• Ordinal scales indicate only relative size differences
between objects.
• Scale measures: those in which the distance between
each level is known
– Interval scales are used to measure unobservable
constructs.
– Ratio scales have a true zero point.
Nominal Scale Questions
TOM_ When talk about brands of Hypermarket, which come to

your mind first? (SA)
SA: Single Answer
Spontaneous_ Which brands of hypermarket do you aware of
MA: Multiple Answer
Brand list - Walmart, Costco, Basket Market …
Results: Walmart (60%), Costco (80%), Basket Market (30%)
Ordinal Scale Questions
Interval Scale Questions
Ratio Scale Questions
Should we design a question in ratio scale or nominal (in range)

Sample N=300 Age range (more preferred to use)
18 - % - 18-25 – Young adults/ First jobbers
19 - % - 26-32 – Married age with young kids
20 - % - 33-40 – Middle age
--- - >40
40 – %
Income vs. Expenditure (ratio is more preferred to use, sometimes)

Income range
- < 10 mil dong
- 10-20 mil dong
- 30-40 mil dong
- 40-50 mil dong
- > 50 mil dong
Primary Scales of Measurement
Scale
Nominal Numbers Finish
Assigned 7 8 3
to Runners
Finish
Ordinal Rank Order
of Winners
Third Second First
place place place
Interval Performance 8.2 9.1 9.6

Rating on a
0 to 10 Scale
Ratio Time to 15.2 14.1 13.4
Finish, in
Seconds
14
Scales of Measurement
Higher
Ratio
Data collected at
higher levels can Interval
Level of
Measurement
be represented at
lower levels;
Ordinal
however, data
collected at lower
levels cannot be
Lower Nominal
represented at
higher levels.
MR/Brown & Suter
Noncomparative Scaling Techniques
• Respondents evaluate only one object at a time, and for
this reason noncomparative scales are often referred to
as monadic scales.
• Noncomparative techniques consist of continuous and
itemized rating scales.
Interval Scales Commonly Used in
Marketing Research
• Likert Scale
• Semantic Differential Scale
• Stapel Scale
• Slider Scales
Likert Scale
• An interval scale commonly used by marketing
researchers is the Likert scale, in which respondents are
asked to indicate their degree of agreement or
disagreement on a symmetric agree–disagree scale for
each of a series of statements. The Likert scale format
measures intensity of agreement or disagreement.
Table 8.3 Example of a Likert Scale
Statements/ Brand attributes (ave. 10, but max 15 attributes/ statements)

• General beliefs of customers
• Past studied/ understood attitudes of customers
• Wish to convey positioning to customers
• Brand performance evaluation
Table 8.2 The Continuum Underlying
Scaled-Response Question Forms
Odd number scale: 5 point scale, 7 point scale, or 9 point scale

Even number scale with no neutral/ middle point
Lifestyle Inventory
• A special application of the Likert scale question form
called the lifestyle inventory takes into account the
values and personality traits of people as reflected in their
unique activities, interests, and opinions (AIOs) toward
their work, leisure time, and purchases. It measures a
person’s activities, interests, and opinions with a Likert
scale.
Semantic Differential
• A semantic differential scale contains a series of bipolar
adjectives for the various properties of the object under
study, and respondents indicate their impressions of each
property by indicating locations along its continuum. It is a
good way to measure a brand, company, or store image.
• One concern with this type of scale is the halo effect, in
which a general overall feeling about a brand or store
could bias responses on its specific properties.
Table 8.4 Examples of a Semantic
Differential Scale
Brand/ Company Image
Different properties:
- Marketing Mix:
Product, Price,
Distribution,
Promotion, Service
etc…
- Functional benefits vs.
Emotional benefits
perceived by
customers
Stapel Scale
• The Stapel scale relies on positive and negative numbers,
typically ranging from +5 to −5. The scale may or may not
have a neutral zero.
+1
-1
Rarely used
Slider Scale
Rarely used
Two Issues with Interval Scales Used in
Marketing Research
• Should the scale include a middle or neutral point?
• Should the scale be symmetric or non-symmetric?
Interval Scales Used in Marketing
Research
• A symmetric interval scale is “balanced,” as it has equal
amounts of positive and negative positions, and typically it
has “no opinion” or “neutral” separating the negative and
positive sides.
• A non-symmetric interval scale has mainly degrees of
positive positions, would be more appropriate because
most people do not think in degrees of negative
importance.
Table 8.5 Commonly Used Interval
Scales for Selected Constructs (1 of 2)
Construct Response Scale
Brand/store Semantic differential (with 5 or 7 scale points) using a set of bipolar adjectives
image Example: Refer to example on page 181.
Frequency of Labeled (Never, Rarely, Sometimes, Often, Quite often, Very often) or number of
use times per relevant time period (e.g., month)
Example: How often do you buy takeout Chinese dinners?
Importance Labeled (Unimportant, Slightly important, Important, Quite important, Very
important) or numbered rating using 5 scale points
Example: How important is it to you that your dry-cleaning service has same-
day service?
Intention to Labeled (Very unlikely, Unlikely, Somewhat unlikely, Undecided, Somewhat likely,
purchase Likely, Very likely) or 100% probability
Example: The next time you buy cookies, how likely are you to buy a fat-free
brand?
Table 8.5 Commonly Used Interval
Scales for Selected Constructs (2 of 2)
Construct Response Scale
Lifestyle or Likert (Strongly disagree–Strongly agree with 5 scale points) using a series of
opinion lifestyle statements
Example: Indicate how much you agree or disagree with each of the following
statements.
1. I have a busy schedule.
2. I work a great deal.
Performance Labeled (Poor, Fair, Good, Very good, Excellent) or numbered rating scale using 5
or attitude scale points or Stapel scale using −3 to +3
Example: Indicate how well you think Arby’s performs on each of the following
features.
1. Variety of items on the menu
2. Reasonable price
3. Location convenient to your home
Satisfaction Labeled (Very satisfied, Satisfied, Somewhat satisfied, Neutral, Somewhat
unsatisfied, Unsatisfied, Very unsatisfied) or 10-point satisfaction scale where 1
= ;Not at all satisfied”” and 10 = ;Completely satisfied”
Example: Based on your experience with Federal Express, how satisfied have
you been with its overnight delivery service?
Reliability and Validity of Measurement
• Reliability: respondent responds in the same or a similar
manner to an identical or nearly identical measure
• Validity: accuracy or exactness of the measurement
Neither Reliable Nor Reliable, but not Valid Both Reliable and Valid
Valid
Designing A Questionnaire
• A questionnaire is the vehicle used to present the
questions the researcher desires respondents to answer.
Problem statement => Research Objectives => Research Questions => Form a qnaire/ data collection form
Action => Information => Questions - Different Types (Reliability & Validity)
7 major information: 4 major question types:
Demographic (Nominal) Nominal

Lifestyle/ Personality (Likert/ semantic differential) Ordinal
Behavior (usage, purchase) (normial/ ordinal/ ratio) Interval (Likert, Semantic Differential)
Needs/ Expectation/ Satisfaction (Interval – likert) Ratio
Awareness (norminal)/ Perception/ Beliefs/ Values
(Interval)
Attitudes/ Brand association/ Image (Interval)
Intention (usage, purchase) (interval)
Key Functions of A Questionnaire
• Translates the research objectives into specific questions
asked of respondents
• Standardizes those questions and the response categories
so every participant responds to identical stimuli
• Serves as an enduring record of the research
• Depending on the data collection mode used, such as
online, a questionnaire can speed up the process of data
analysis
• Contains the information on which reliability and validity
assessments may be made
Questionnaire Design Process (1 of 2)
• Questionnaire design is a systematic process in which the
researcher contemplates various question formats,
considers a number of factors characterizing the survey at
hand, ultimately words the various questions carefully, and
organizes the questionnaire’s layout.
Questionnaire Design Process (2 of 2)
• The researcher should strive to minimize question bias.
• Question bias is the ability of a question’s wording or
format to influence respondents’ answers.
Figure 8.3 Question Development and
Questionnaire Design Process
Information
Question types
Wording questions
& responses
Structure,
layout
Pretesting
Approval
Developing Questions
• Questionnaire development is the practice of selecting
appropriate response formats and wording questions that
are understandable, unambiguous, and unbiased.
• Marketing researchers take great care in developing
research questions that measure:
– Attitudes
– Beliefs/ Perception/ Awareness
– Behaviors
– Demographics
– Needs/ Expectation
– Intention
– Lifestyle
Four “Dos” of Question Wording (1 of 2)
• Question evaluation is scrutinizing the wording of a
question to ensure that question bias is minimized and
that the question is worded so that respondents
understand it and can respond to it with relative ease.
Four “Dos” of Question Wording (2 of 2)
• The question should be focused on a single issue or
topic.
• The question should be brief.
• The question should be grammatically simple.
• The question should be crystal clear.
Four “Dont’s” of Question Wording (1 of 2)
• Do not “lead” the respondent to a particular answer

– A leading question gives a strong cue or expectation
as what answer to provide.
• Do not use “loaded” wording or phrasing
– A loaded question has buried in its wording elements
a sneaky presupposition, or it might make reference
to universal beliefs or rules of behavior.
Four “Dont’s” of Question Wording (2 of 2)
• Do not use a “double-barreled” question

– A double-barreled question is really two different
questions posed in one question.
• Do not use words that overstate the case
– An overstated question places undue emphasis on
some aspect of the topic.
Table 8.6 Examples of Do’s and Don’ts
for Question Wording (1 of 2)
Do-or-Don’t Guideline Problematic Question Improved Question
Do: Be focused How do you feel about your automobile’s Please rate your automobile’s
navigation system? navigation system on each of
the following features. (Features
are listed.)
Do: Be brief When traffic conditions are bad, do you Does your automobile
or do you not rely on your automobile’s navigation system help you
navigation system to find the fastest way arrive at work on time?
to work?
Do: Be grammatically If you needed to find your child’s best To what extent would you rely
simple friend’s house that was over 10 miles on your automobile navigation
from your house for your child to attend system to find someone’s
a birthday party, would you rely on your house?
automobile navigation system to get you
there?
Do: Be crystal clear Is your automobile navigation system How useful is your automobile
useful? navigation system for each of
the following occasions?
(Occasions are listed.)
Table 8.6 Examples of Do’s and Don’ts
for Question Wording (2 of 2)
Do-or-Don’t Guideline Problematic Question Improved Question
Don’t: Lead Shouldn’t everyone have a In your opinion, how helpful is an

navigation system in their automobile navigation system?
automobile?
Don’t: Load If navigation systems were shown How much do you think an
to help us decrease our depletion automobile navigation system
of world oil reserves, would you might save you on fuel?
purchase one?
Don’t: Double-barrel Would you consider purchasing an Would you consider buying an
automobile navigation system if it automobile navigation system if
saved you time, money, and you believed it would reduce your
worry? commuting time by 10%?
(Separate questions for money
and worry savings.)
Don’t: Overstate Do you think an automobile To what extent does your
navigation system can help you automobile navigation system
avoid traffic jams that may last for help you avoid traffic congestion?
hours?
Questionnaire Organization
• Questionnaire organization pertains to the sequence of
statements and questions that make up a questionnaire.
– Well-organized questionnaires motivate respondents
to be conscientious and complete.
– Poorly organized questionnaires discourage and
frustrate respondents and may even cause them to
stop answering questions in the middle of the survey.
The Introduction (1 of 3)
• The introduction sets the stage; it is what a potential
respondent reads or hears before he or she begins
answering survey questions. What is the survey about?
• Who is doing the survey? With an undisguised survey, the
sponsor is identified, but with a disguised survey, the
sponsor’s name is not divulged to respondents.
• The introduction should also indicate to respondents how
they were selected.
• Incentives are offers to do something for the respondent
to increase the probability that the respondent will
participate in the survey.
• Other forms of incentives address respondent anxieties
concerning privacy. Two methods tend to reduce anxieties
and, therefore, increase participation. The first is ensuring
anonymity. The second method is confidentiality.
Anonymity means the respondent is not known and,
therefore, may not be identified, while confidentiality
means the respondent’s identity is not to be divulged to a
client or any other third party.
• Screening questions are used to identify respondents
who do and who do not meet qualifications necessary to
take part in the research study.
Question Flow (1 of 2)
• Question flow pertains to the sequencing of questions or
blocks of questions, including any instructions, on the
questionnaire.
• Warm-up questions are simple and easy-to-answer
questions that are used to get the respondents’ interest
and to demonstrate the ease of responding to the
research request.
Question Flow (2 of 2)
• Transitions are statements or questions used to let the
respondent know that changes in question topic or format
are about to happen.
• Response to a skip question affects which question will be
answered next.
• The more complicated and difficult-to-answer questions
are placed deep in the questionnaire.
• Classification questions (typically demographics) are
used to classify respondents.
Table 8.7 Logical Sequence of Survey
Questions
Question Type Order Examples Rationale
Screens First questions “Have you shopped at Kohl’s in the past Used to select the respondent
asked month?” “Is this your first visit to Kohl’s?” types desired by the researcher
to be in the survey
Warm-ups Immediately after “How often do you go shopping for casual Easy to answer; shows
any screens clothes?” “On what days of the week do respondent that survey is easy
you usually shop for casual clothes?” to complete; generates interest
Transitions Prior to major “Now, for the next few questions, I want to Notifies respondent that
(statements sections of ask about your TV viewing habits.” the subject or format of the
and questions) questions or “Next, I am going to read several following questions will change
changes in statements and, after each, I want you to
question format tell me if you agree or disagree with this
statement.”
Complicated Middle of the “Rate each of the following 10 stores on Respondent has committed
and difficult-to- questionnaire; the friendliness of their salespeople on a himself or herself to completing
answer close to the end scale of 1 to 7.” the questionnaire; can see (or is
questions “How likely are you to purchase each of told) that there are not many
the following items at Kohl’s in the next questions left
three months?”
Classification Last section “What is the highest level of education Questions that are “personal”
and you have attained?” and possibly offensive are
demographic placed at the end of the
questions questionnaire
Computer-Assisted Questionnaire
Design
• Computer-assisted questionnaire design refers to software
that allows users to use computer technology to develop
and disseminate questionnaires and to retrieve and
analyze data gathered by the questionnaire.
• Use of computer-assisted questionnaire design is easy,
fast, friendly, and flexible.
• They have question types, question libraries, real-time
data capture, and downloadable datasets.
Skip and Display Logic
• Computer-assisted surveys can use logic to display
questions.
• Skip logic lets the questionnaire designer direct the online
survey to ask questions based on previous answers.
• Display logic is similar to skip logic. The survey displays
or asks questions that are appropriate based on the
respondent’s prior answers.
Coding The Questionnaire
• Codes are numbers associated with question responses
to facilitate data entry and analysis.
• The codes for an “all that apply” question are set up as
though each possible response was answered with “yes”
or “no.”
Pretesting The Questionnaire
• A pretest is a dry run of a questionnaire to find and repair
difficulties that respondents encounter while taking the
survey.
QUIZ
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Customer Insights

Understanding Measurement, Developing Questions, and

11. Communicate Insights.

TOM_ When talk about brands of Hypermarket, which come to

Results: Walmart (60%), Costco (80%), Basket Market (30%)

Should we design a question in ratio scale or nominal (in range)

Income vs. Expenditure (ratio is more preferred to use, sometimes)

Interval Performance 8.2 9.1 9.6

Ratio Time to 15.2 14.1 13.4

Statements/ Brand attributes (ave. 10, but max 15 attributes/ statements)

Odd number scale: 5 point scale, 7 point scale, or 9 point scale

7 major information: 4 major question types:

Demographic (Nominal) Nominal

• Do not “lead” the respondent to a particular answer

• Do not use a “double-barreled” question

Don’t: Lead Shouldn’t everyone have a In your opinion, how helpful is an

This work is protected by United States copyright laws and is

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