1 CHAPTER 4 THE CONCEPT OF MEASUREMENT IN THE MARKETING RESEARCH H CHÍ MINH CITY UNIVERSITY OF INDUSTRYỒ FACULTY OF BUSINESS ADMINISTRATION MARKETING RESEARCH 2 CONTENTS The concept of measurement; 1. What is measured?; 2. The benefits of the measurement; 3. The laws (rules) of measurement; 4. Measure scales; 5. Three standards of a measurement; 6. Psychological measure; The review questions. 3 For the reflection or describing, with accuracy, an appearance (substance, quantity); material or psychological status of the research subject, are needed to measure them as definite standards. The measurement is not only the definite size of physical dimension but also whatever concepts, which can be compared each other. The measurement is an indispensable tool to marketing research. THE CONCEPT OF MEASUREMENT THE CONCEPT OF MEASUREMENT In the range of the subject (Marketing research) is the measurement objects that we care essentially as: Social – economic phenomenon and human psychological status. 4 1. WHAT IS MEASURED? Measurement of physical phenomenon Measurement of human psychological status. Measurement of Social – economic phenomenon 5 2. The benefit of the measurement 1. Defining accuracy and quantity or level of physical; economic; human society; or psychology 2. Comparing difference between things, human, or attitude 3. Easily to subgroup, classify, arrange, statistic, calculate of rate 6 3. The laws (rules) of measurement Example 2: That amount loyal to brands with scores from 1 to 7. 7 points is always only buy goods with trademark use (if this store will not have to go find somewhere else to buy or when to buy new). Point 1 is the ever-changing brand. In addition to the points 2,3,4,5,6 are instructions for specific points . Example 1: Measuring the time “go to shopping” has to stipulate that is the time from going into the supermarket to paying and leaving. 4. Measure scale kinds There’re 4 kinds of basic measure scales Ratio Norminal Ordinal Interval 8 4.1 The Nominal scale Nominal Scale is most simple Scale to distinguish things or this phenomenon from its something else, much of them, when they take digits to encode or point (nominal) is a matter, in addition there isn't another what idea. Usable statistics operations with nominal scale are:  Count;  Frequency Counting (of 1 event);  Define mode value;  To execute verification; 9 4.1 The Nominal scale Some examples of nominal scale: EX 1 : - Customer: male female; - Object: Wholesalers Retailers - Attitude: Like Dislike Among the nominals: Male / Female; like / dislike completely unrelated things at all levels. 10 4.1 The Nominal scale Some examples of nominal scale: EX 2: Ask “Please indicate the presently status of your marriage?” Single 1 Get married 2 Widowerhood 3 Divorce 4 These numbers are nominal identifier because clearly you can not the plus or to measure the average of “marriage status”. [...]... measure the distance between the two levels is how many 12 The Interval scale 4.3 The Interval scale is a kind of scale to provide quantum about order relations between things and phenomenons; is a special kind of the ordinal scale; shows distance (quantification) between two ordinals In measuring attitudes or opinions, the interval scale provides more information than ordinal scale 4.3 The Interval... “yes” and “no” in the time (the fact is "Yes" in this conditions and "no" in the other conditions) They can avoid to show their opinion like dualistic kind or sensitive than the "dislike" is not necessarily "hate slightly” 34 In Summary To achieve high efficiency in the measurement in marketing research, people often apply some measure scales are not too complex, especially in case the customers automatically... points, the Spacy is 12 points (extra scale) Ex 2: The examination point (get into university) maximum is 40 points but has reached to 42 points because points are added to the priority or special praise by the judges 32 The picture scale Format by giving all kinds of different pictures to indicate the level of different attitudes Ex: Question: “How do you like that spot adverting film ?” Note: The. .. Interval scale Example of the interval scale : Ex 1: Stating your taste about a color or style of product by marking in the interval scale: 1 2 3 4 5 6 7 8 9 10 Dislike - Very like By then, they define their attitude correctly get into which mark 14 4.3 The Interval scale Example of the interval scale : Ex 2: Answer the question: “You are willing to pay more how many... measure The human psychological measure status is always difficult, most complex When research on psychology of consumers, we want to measure attitudes of the objects with the observation, interview or test Researchers can use machines to psychology measure through reactions of skin, blood pressure, heart rate, and pupil of the eyes, the senses of man However, in the interview we usually apply the attitude...4.2 The Ordinal scale Used to rank the objects or phenomenons in a certain order to compare to that of the first level or less than, but not for quantitative data, we do not know the distance between them So, the ordinal scale is the nominal scale, but not any nominal scales are also ordinal scale For that ordinal scale, center tendency can consider using the median point ; value Mode;... Deviation standard Noting: The Interval scale does not have absolute 0 point itself, so you can only do addition or subtraction (+/-), if using division (/), the results will be meanless 16 4.4 The Ratio scale The Ratio scale has all of particularity of the interval scale Moreover, the 0 point in the ratio scale is a value "true“ So we can use division to calculate the rate for the purpose of comparison It... points _ points _ points 100 points If you get 100 total is the same as ratio scale, but if you get any points as the total is 5, 10, 20, The same as interval scale 31 Unlimited scale Format by according to (comparison) a standard form and point for the other product type (or brand) Ex 1: Evaluating the quality of Honda vehicles Dream II is 10 points (at first assumed as a maximum) but then... Testing is the measurement of knowledge students obtained through their lesson Therefore, the exam question is outside program or the partial markers, that students get a good mark while they do not learn, or understand their lesson.So that the validity is not exactly Ex 2: Ask: “What brand car would you buy if you won in the lottery ?” This question isn’t valid because the interviewee has rather won in. .. comparing this value with the other one Ex 1:My watching video time is 2 times (by 200%) than time TV viewing Ex 2: The level of expenditure of funds for the children’s school fee makes up 30% of my income These types of measurement scales assess and compare the physical phenomenon absolutely (the amount quality), provide quantitative information as fully and applied most widely Many Ratio scales , the . 1 CHAPTER 4 THE CONCEPT OF MEASUREMENT IN THE MARKETING RESEARCH H CHÍ MINH CITY UNIVERSITY OF INDUSTRYỒ FACULTY OF BUSINESS ADMINISTRATION MARKETING RESEARCH 2 CONTENTS The concept of measurement; 1 only the definite size of physical dimension but also whatever concepts, which can be compared each other. The measurement is an indispensable tool to marketing research. THE CONCEPT OF MEASUREMENT THE. time from going into the supermarket to paying and leaving. 4. Measure scale kinds There’re 4 kinds of basic measure scales Ratio Norminal Ordinal Interval 8 4.1 The Nominal scale Nominal Scale