CHAPTER 4: THE CONCEPT OF MEASUREMENT IN THE MARKETING RESEARCH

For the reflection or describing, withaccuracy, an appearance (substance, quantity);material or psychological status of the researchsubject, are needed to measure them asdefinite standards.The measurement is not only the definite sizeof physical dimension but also whateverconcepts, which can be compared each other.
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CHAPTER 4: THE CONCEPT OF MEASUREMENT IN THE MARKETING RESEARCHHỒ CHÍ MINH CITY UNIVERSITY OF INDUSTRYFA C U LTY F SI ESS D M I I O BU N A N STR A TI N O M A R K ETI G N R ESEA R C H CHAPTER 4 THE CONCEPT OF MEASUREMENT IN THE MARKETING RESEARCH 1 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. 2 THECONCEPTOF MEASUREMENT 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. 3 1. WHAT IS MEASURED? Measurement of physical phenomenon Measurement of Measurement of human psychologicalSocial – economic status. phenomenon 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 2. The benefit of the measurement1. Defining accuracy and quantity or level of physical; economic; human society; or psychology2. Comparing difference between things, human, or attitude3. Easily to subgroup, classify, arrange, statistic, calculate of rate... 5 3. The laws (rules) of measurementExample 1:Measuring the time “go to shopping” has to stipulate that is thetime from going into the supermarket to paying and leaving.Exam pl 2: e That amount loyal to brands with scores from 1 to 7. 7points is always only buy goods with trademark use (if thisstore will not have to go find somewhere else to buy orwhen to buy new). Point 1 is the ever-changing brand. Inaddition to the points 2,3,4,5,6 are instructions for specificpoints . 6 Measure scale kinds 4. There’re 4 kinds of basic measure scales Ordinal NorminalRatio Interval 4.1 The Nominal scale Nominal Scale is most simple Scale to distinguishthings or this phenomenon from its something else, much ofthem, when they take digits to encode or point (nominal) is amatter, in addition there isnt another what idea.Usable statistics operations with nominal scale are: Count; Frequency ountngof event ; C i ( 1 ) Define mode value; To execute verification; 8 4.1 The Nominal scale Some examples of nominal scale:EX 1 :- Customer: male female;- Object: Wholesalers Retailers Dislike- Attitude: Like A mong the nominals: Male / Female; like / dislike ...completely unrelated things at all levels. 9 4.1 The N om i cal nals e Some examples of nominal scale:EX 2: Ask “Please indicate the presently status of yourmarriage?” Single 1 Get married 2 Widowerhood 3 Divorce 4 These numbers are nominal identifier because clearlyyou can not the plus or to measure the average of “marriagestatus”. 10 4.2 The Ordinal scale Used to rank the objects or phenomenons in a certainorder to compare to that of the first level or less than, butnot for quantitative data, we do not know the distancebetween them. So, the ordinal scale is the nominal scale, but not anynominal scales are also ordinal scale. For that ordinal scale, center tendency can considerusing the median point ; value Mode; and dispersion is onlymeasured by interval and interquartile range but use less. 11 4.2 The rdi cal O nals e Example of the ordinal scale : Rating TOPTEN Consumer Vietnam according to thenumber of mail clients vote more or less from first class toclass 10 (not the class is how many messages). Or preferredlevel of customers in 3 levels: Dislike L ike slightly V ery like. Y ou know as like slightly more than “dislike butdoes not measure the distance between the two levels is howmany. 12 4.3 The Interval scale is a kind of scale to provide quantumThent vals e about order relations between things and I er cal phenomenons; is a special kind of the ordinal scale; shows distance (quantification) between two ordinals. ...