Chapter+7

=**1.1** Identify at least three considerations that determine the format of a question, and indicate how each one would affect the format. = - the inherent nature of the property being measured often determines the question-response format - eg. when asked if you have had a Time Horton's coffee in the last week, the answers may be "yes," "no," or "don't remember," but when asked how much you like Tim Horotn's coffee, there may be a scaled response because liking is a subjective property with varying degrees
 * **Nature of the property being measured**

- in tracking studies, it is neccessary to compare the new findings with the previous survey, and in other cases, scales are published or available for use for marketing researchers at no cost - if a researcher believes a question format to be suitable for the purpose of the study at hand, it's good practise to adopt or adapt it rather than invent a new one - eg. if a researcher can find the information they need on statistics Canada or another source, they should use it instead of gathering their own information
 * **Previous research studies**

- it's good practise to match the question format with the abilities of the respondents - eg. a child isn't able to rate objects on natural scales, so it's better to use a dual-choice question format, such as "agree" or "disagree," rather than an open-ended question
 * **Ability of the respondent**

- if a researcher desires to use higher-level statistical analyses, the question must have a scaled-response format, and if they only require a low-level statistical analyses, the question can be dual-choice - eg. if the researcher asks whether or not a person used a laptop in the past month, they can simply ask "yes," or "no," and report the percentage, but if they ask how many times they used a laptop in the past month, they could calculate the average number of times = = =**2.3** What is an operational defintion? Provide operational defintions for the following constructs: =
 * **Scale level desired**
 * -** an operational defintion is the mental vision of how each construct that market researchers use will be measured

example:often when someone uses a product over and over again, over time they become brand loyal to the brand and will only use that brand. ( Apple customers) ( Coke customers vs Pepsi Customer) example: when someone builds interest and desire for a specific product. Often they favour the benefits of the product. example: people want to get the best bank for their buck, people will only buy things if the price is worth the value of the product to them example: the feelings someone has towards a brand they like or prefer to use example: the memory someone has from viewing an advertisement - Purchase Behaviours both before and after: cognitive dissonance, further word-of-mouth referral, or even post-purchase add-ons or repeat purchases. This is great for determining how to market to new costumers and old ones. - to learn more about operational definitions go to [] = =
 * a. brand loyalty:** semantic differential (with 4 or 7 scale points) using a set of bipolar adjectives
 * b. intention to purchase:** labelled (unimportant, slightly important, important, quite important, very important) or 100% probability
 * c. importance of value for the price:** labelled (unimportant, slightly important, important, quite important, very important) or numbered rating using 5 scale points
 * d. attitude toward a brand**: labelled (poor, fair, good, very good, excellent) or numbered rating scale using 5 scale points or staple scale using -3 to +3
 * e. recall of an advertisement**: yes or no, or check one from a list of items
 * f. past purchases:** labelled (never, rarely, occasionally, often, quite often, very often) or # times per relevant time period-

=3.1. Distinguish among a "Likert scale", a "Lifestyle scale", and a "Semantic Differntial Scale". =


 * __"Likert Scale":__** A scaled response form commonly used by market researchers where respondents are asked to indicate their level of agreement or disagreement about a series of statements on a symmetric metric scale where "1" is "Strongly Agree" and "5" is Strongly Disagree. The scale is considered symmetric as there are an equal number of units to the left of the neutral point as there are to the right of the same neutral point (i.e. "3"). With this type of scale it is considered best to use 'flat' or plain statements that have zero intonation or bias as this will allow the respondents to honestly indicate the intensity of their feelings by using the agree-disagree continumm. For an example of the Likert Scale, see Table 7.5 p. 242 in the course text book.

__**"Lifestyle Inventory**":__A special application of the scale response known as the Likert Scale. The type of questions measures a respondent's activities, interests, and opinions about their work, leisure time and purchasing behaviour. The answers form the Psychographic portion of a Target Market Profile in a Situational Analysis. Psychographics are considered to be richer data than Demographics alone for accurately targeting markets (MKTG p. 103). The scale is also symmetric and measures a consumer's unique view of their lifestyle using a series of statements discussing subjects such as types of purchaes, brand loyalty, heavy or light useres of a particular brand or product, etc. However, in contrast to its parent scale Likert, the Lifestyle Inventory values "1" as "Strongly Disagree" and "5" is "Strongly Agree". For an example of the Lifestyle Inventory Scale, see Table 7.6 p. 244 in the course text book.

__**"Semantic Differential** **Scale****"**__: A scale designed to turn subjective qualitative opinions into quantiative metrics. Another special application of the Likert scale, it measures the connotative meaning of concepts by having respondents rate each concept on a series of graduated scales where each scale is defined by a pair of polar opposite adjectives or short descriptive statements; for example, strong / weak, helpful / useless, easy-to-understand / difficult to understand. Unlike the "Likert" and "Lifestyle" scales, the "Semantic Differential" is not symmetric. Instead, this scale uses a seven-point scale between the paired words and each item under examination is assigned to a specific point on the scale. Respondents then indicaste their opinion of the performance of an object or impression of a brand by checking the approrpriate line. the closer the checks are to either endpoint in the seven point line, the stronger their opinion (or impression) is of the item. For an example of the Semantic Differential Scale, see Table 7.7 p. 245 in the course text book.

Lamb, Hair, McDaniel, Kapoor, Klaise, Appleby. //MKTG.// Toronto, Ontario: Nelson Education Ltd., 2010.

=**3.2** What are the arguments for and against the inclusion of a neutral response position in a systematic scale? =

The neutral response position gives respondents that haven't formed an opinion an opportunity to show that they are indeed "neutral". If it were not there people would have to lie or simple not answer if they did not have an opinion. On the other hand it is believed that people we use the neutral option to "hide" their opinions. So if you were to eliminate it, it would force people to indicate their opinions or feelings. - The neutral response gives options to respondents who are unwilling to emotionally determine their results which provides decent acquistion for marketing techniques.

= = =**3.3 Mike, the owner of Mike's Market, a convenience store, is concerned about the low sales. He reads in a marketing textbook that the image of a store often has an impact on its ability to attract its target market. He contacts the All-Right Research Company and commission it to conduct a study that will shape his stores image. you are charged with the responsibility of developing the store image part of the questionnaire.**= = Design a systematic scale that will measure the relevant aspects of Mike's Market's image. in our work on this scale you must do the following: 1) brainstorm the properties to be measured; 2) determine the appropriate bipolar adjectives 3) decide on the number of scale points and 4) indicate how the scale controls the halo effect. =

The systematic differential scale that will help Mike find out what the consumers think of his business should be a Likert scale. This eliminates the halo effect because they will not be following others opinions. It gives them an opportunity to share their true feelings on the store's image, in a "strongly agree or disagree" fashion. When using this type of scale people tend to be more honest because it eliminates uncomfortable situations since it may be anonymous. There should be 5 scale points, as it gives them enough options on both sides of the neutral point. Some appropriate bipolar adjectives to use in a situation of a store's image would be "friendly or unfriendly" "high quality or low quality" "warm or uninviting" dependable or undependable".

=**3.4** Each of the examples listed next involves a marketing researcher’s need to measure some construct. Devise and appropriate scale for each one. Defend the scale in terms of its scaling assumptions, number of response categories, use or non-use of a “no-opinion” or neutral response category, and face validity. =

===**a. Mattel wants to know how preschool children react to a sing-along video game in which the child must sing along with an animated character and guess the next word in the song at various points in the video.**===

Graphic rating scale, because it uses pictures and images it is the best way for children respondents to show how they feel about a certain product. Ex. How did you feel while you were watching the sing along video?

**b. TCBY is testing five new flavours of yogurt and wants to know how its customers rate each one on sweetness, flavour strength and richness of taste.**
Anchored point scale, tell the respondent the context of the scale, indicate how to translate the range of the scale into a frame of relevance to the respondent on points of interest to the surveyor. This survey could be handed to the respondent during a taste test. Ex. Performance factor poor moderate excellent Sweetness 1 2 3 4 5 Flavour strength 1 2 3 4 5 Richness of taste 1 2 3 4 5

===**c. A pharmaceutical company wants to find out how much a new federal law eliminating doctors dispensing of free sample prescription drugs will affect their intentions to prescribe generic versus brand-name drugs for their patients.**===

Stapel scale would be the best choice to indicate the intensity of response to the new federal law on paitents. Intentions to prescribe prescription drugs -5 -4 -3 -2 -1 +1 +2 +3 +4 +5 Intentions to prescribe non-prescription drugs -5 -4 -3 -2 -1 +1 +2 +3 +4 +5

=**3.5 Harley-davidson is the largest American motorcycle manufacturer and has been in business for several decades. Several years ago, Harley Davidson expanded into “signature” products, such as shirts that prominently display the Harley-Davidson logo. Some people have negative image of Harley-davison because it was the motorcycle favoured by the Hells Angels and other motorcycle gangs.** There are two research questions here: 1) Do consumers have a negative feeling toward Harley-Davidson?; 2) Are they disinclined to purchase Harley-davidson signature products such as shirts, belts, boots, jackets, sweatshirts, lighters and key chains? Design a Likert measurement scale that can be used in a nationwide telephone study to address these two issues. =

Statement strongly agree neutral disagree Strongly Agree Disagree Your next motorcycle 1 2 3 4 5 Will be a Harley

I am proud to wear Harley 1 2 3 4 5

Merchandise

I feel that Harley has a 1 2 3 4 5

good reputation

=4.1. How does "reliability" differ from "validity"? In your answer define each term. =

The concepts of "reliability" and "validity" are fundamentals of the scientific method and are cornerstones of reputable marketing research. Ultimately, a measurement should be both reliable and valid to have any serious consideration as an accurate finding.

The idea behind "realiability" is that any significant and accurate result should be the result of more than a "one-off" result and should be repeatable with the same set of circumstances and respondent(s). As with the Scientific Method for Experimentation, in Marketing Research other researchers must be able to ask the same set of respondents exactly the same questions under the same conditions and generate the same results. This will reinforce the findings and ensure that the hypothesis of the research plan will be accepted. Reliability is a necessary ingredient for determining the overall validity of a marketing research project and enhancing the strength of the results.
 * __"realiability":__** When a respondent answers in the same, or very similar, way to an identical or nearly identical question the measure (i.e. question) is considered reliable. If a question results in significantly different answers from the same respondent and no influencing factors (external or internal) have changed, then there is an issue with the question - it's unreliable.

__**"validity"**:__ When a question measures what it appears to be measuring, then it is valid (i.e. exact). Accuracy of responses is very important - specifically:
 * External validity is about generalization: To what extent can an effect in research, be generlzied to populations, settings variables, and measurement variables
 * Internal validity is a measure which ensures that a researcher's experiment design closely follows the principle of cause and effect.

For a pictoral representation of "reliability" vs. "validity", see following diagram:

Diagram sourced from: http://explorable.com/validity-and-reliability.html