1 Pertemuan Ketujuh Measurement Basic Matakuliah: MN J0412/ Riset Pemasaran Tahun: 2007 Versi:

2 Learning Outcomes Pada akhir pertemuan ini, diharapkan mahasiswa akan mampu : Mahasiswa dapat menghasilkan skala pengukuran

3 Outline Materi Materi 1 : Scale of Measurement Materi 2 : The Measurement Problem Materi 3 : Variation in Measured Scores Materi 4 : Clasification and Assessment of Error Materi 5 : Developing Measures

4 1. Scale of Measurement Typical Examples Measures of Average Scale Basic Comparisons Nominal Ordinal Interval Ratio Identity Order Comparison of intervals Comparison of absolute magnitudes Male-female User-nonuser Occupations Uniform numbers Preference for brands Social class Hardness of minerals Graded quality of lumber Temperature scale Grade point average Attitude toward brands Awareness of advertising Units sold Number of purchasers Probability of purchase Weight Mode Median Mean Geometric mean Harmonic mean

5 Assessing a Respondent’s Liking of Soft Drinks With Nominal, Ordinal, Interval, and Ratio Scales Nominal Which of the soft drinks in the following list do you like? (Check ALL that apply): ___Coke ___Dr. Pepper ___Mountain Dew ___Pepsi ___Seven Up ___Sprite Ordinal Rank the soft drinks according to how much you like each (most preferred drink = 1, and least preferred drink = 6): ___Coke ___Dr. Pepper ___Mountain Dew ___Pepsi ___Seven Up ___Sprite Interval Please indicate how much you like each soft drink by checking the appropriate position on the scale:dislike like a lot dislike like a lot Coke ____ ____ ____ ___ Dr. Pepper ____ ____ ____ ___ Mountain Dew ____ ____ ____ ___ Pepsi ____ ____ ____ ___ Seven Up ____ ____ ____ ___ Sprite____ ____ ____ ___ Ratio Please divide 100 points among these soft drinks To represent how much you like each: ___Coke ___Dr. Pepper ___Mountain Dew ___Pepsi ___Seven Up ___Sprite 100

6 Measurement Basic 2. The Measurement Problem  Hypothetical Construct  Conceptual definition  Operational Definition

7 Measurement Basic 3. Variations in Measured Scores Penyebab yang mungkin mengapa perbedaan skorbisa terjadi : 1.Perbedaan sebenarnya dalam karakteristik yang kita ukur 2.Perbedaan sebenarnya dalam karakteristik individual lain yang relatif stabil 3.Perbedaan karena faktor-faktor pribadi yang temporer 4.Perbedaan karena faktor-faktor situasional 5.Perbedaan karena variasi metode riset 6.Perbedaan karena tidak akuratnya item pertanyaan

8 Measurement Basic 4. Clasification and Assessment of Error - Systematic errorr - rendom errorr - validity - predictive validity - content validity - construct validity - reliability

9 Procedure for Measurement Development Specify Domain of the Construct Generate Sample of Items Collect Data Purify Measure Assess Validity Step 1: Step 2: Step 3: Step 4: Step 5: 5 : Developing Measures