当代市场调研 （原第12版）指导手册 Instructor Manual ch03 建立营销洞察力的测量.docx

McDanielGates–MarketingResearch,12thEdition Instructor’sManual

Copyright?2021JohnWileySons,Inc. 3-PAGE15

CHAPTER3

MeasurementtoBuildMarketingInsights

LEARNINGOBJECTIVES

1.Analyzetheconceptofmeasurement.

2.Definewhatisaconcept.

3.Learnthenatureofaconstruct.

4.Writeaconceptconstitutively.

5.Defineaconceptoperationally.

6.Understandhowtocreateameasurementscale.

7.Evaluatethereliabilityandvalidityofameasurement.

8.Understandtheconceptofscaling.

9.Comparethevarioustypesofattitudescales.

10.Examinesomebasicconsiderationsinselectingatypeofscale.

KEYTERMS

Balancedscales

Comparativescales

Constantsumscales

Constitutivedefinition

Constructs

Constructvalidity

Convergentvalidity

Criterion–relatedvalidity

Discriminatevalidity

Equivalentformreliability

Facevalidity

Internalconsistencyreliability

Intervalscales

Likertscale

Measurement

Multidimensionalscales

Netpromoterscore(NPS)

Nominalscales

Non-balancedscale

Noncomparativescales

Operationalscales

Ordinalscales

Pairedcomparisonscales

Predictivevalidity

Purchase–intentscale

Rank-orderscales

Ratioscales

Reliability

Rule

Scale

Scaling

Semanticdifferentialscale

Split-halftechnique

Stability

Stapelscale

Test-retestreliability

Unidimensionalscales

Validity

CHAPTERSUMMARY

Thischapterexaminestheconceptofmeasurement,aprocessattheheartofmarketingresearch.Measurementistheprocessofassigningnumbersorlabelstoobjects,persons,states,oreventsinaccordancewithspecificrulestorepresentquantitiesorqualitiesofattributes.Theprocessconsistsofsixsteps.1)Identifytheconceptofinterest;2)Developaconstruct;3)Definetheconceptconstitutively;4)Definetheconceptoperationally;5)Developameasurementscale;6)Evaluatethereliabilityandvalidityofthemeasurement.Reliabilityisthedegreetowhichmeasuresarefreefromrandomerrorandtherefore,provideconsistentd