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Xqo9qwu59 - Chapter 6 - Asking The Good Questions
Xqo9qwu59 - Chapter 6 - Asking The Good Questions
Xqo9qwu59 - Chapter 6 - Asking The Good Questions
ASKING GOOD
QUESTIONS
Learning Objectives:
Coke
Mountain Dew
Pepsi
7-Up
Sprite
Sarsi
Royal
RC Cola
Others, please specify________________
Ordinal Scales
Ordinal Scales involve the ranking of
individuals, attitudes or items along the
continuum of the characteristic being scaled.
The researcher may know the order of
preference but nothing about how much
more one brand is preferred to another that
is there no information about the interval
between any two brands.
All of the information a nominal scale
would have given is available from an ordinal
scale. In addition, positional statistics such
as the median, quartile and percentile can be
determined.
Product
Pricing
Series 3
Series 2
Customer Service Series 1
Website
0 1 2 3 4 5 6
2. Likert Scale – typically contains an odd
number of options, usually 5 to 7. One end
is labeled as the most positive while the
other end is labeled as the most negative;
the middle is labeled as “neutral”.
The phrases “purely negative” and
“mostly negative” could also have been
“extremely disagre.e” and “slightly
disagree”
3. Semantic Differential Scale – is a
combination of more semantic scale than
one continuum. It usually contains an odd
number of radio buttons with labels at
opposite ends. Max Diff scales are often
used in trade-off analysis such as conjoint.
This can be used in new product features
research or even market segmentation
research to get accurate orderings of the
most important product features.
How satisfied are you with the following:
Least Most
Ease-of-Use O O
Speed O O
Design O O
Size O O
Durability O O
4. Side-by-Side Matrix – it is a common
and powerful application of the side-by-
side matrix is the importance/satisfaction
type of question.
First, ask the respondent how important
an attribute is, and then ask them how
satisfied they are with the performance in
this area. This yields benchmark data that
will allow comparison of performance
against other competing alternatives.
5. Stapel’s Scale – it was developed by Jan
Stapel. This scale has some distinctive
features:
Systematic error
Random error
1. Systematic Error – it is an error that
affects the measurement in a constant
way. Personality traits and other stable
characteristics of an individual add
systematic error to the measurement
process.
a. Frame Error – example, in conducting
telephone interview, many households are not
listed in a current telephone interview because
they don’t want to be listed or are not listed
accurately because they have recently changed
their telephone number.
b. Population Specification Error –
example, error in the estimation of the amount
of travel on ‘employer’s business’ by personal
vehicle, employer’s business’ travel is defined as
travel on the business of the employer (e.g. trips
to meetings, trips between worksites, etc), but
excludes travel between work and home
(commuting).
c. Selection Error – Example, door to door
interviews might decide to avoid houses that do
not look neat and tidy because they think the
inhabitants will not be agreeable to doing a
survey. If people live in messy houses are
systematically different from those who live in
tidy houses, then the selection error will be
introduced into he results of the survey.
2. Random Error – this is due to temporary
aspects of the person or measurement
situation which can affect.
Example: If a researcher wants to study the
attitudes of marketing students regarding library
services, it would not be enough to interview
every 100th person who walked into the library.
That technique would only measure the attitudes
of marketing students who use the library, not
those who do not.
VALIDITY
Validity is the extent to which an
instrument measures what it is supposed to
measure and performs as it is designed to
perform. It is rare, if nearly impossible, that
an instrument be 100% valid, so validity is
generally measured in degrees.
There are numerous statistical tests and
measures to assess the validity of
quantitative instruments, which generally
involves pilot testing.
• External Validity is the extent to which
the results of the study can be generalized
from a sample to a population.