The document discusses various concepts related to measurement, scaling, questionnaire design, and sampling in market research. It defines different scales of measurement including nominal, ordinal, interval, and ratio scales. It also discusses the concepts of reliability and validity in scale development. Key aspects of questionnaire design like question wording, sequence, and layout are covered. Different probability and non-probability sampling techniques such as simple random sampling, stratified sampling, cluster sampling, convenience sampling, and snowball sampling are explained.

1. WEEK4 MEASUREMENT, SCALING QUESTIONNAIRE DESIGN AND SAMPLING By Dr. Muhammad Ramzan [email_address] , 03004487844 Edited by Ahsan Khan Eco [email_address] 03008046243

3. Primary Scales of Measurement 7 3 8 Scale Nominal Numbers Assigned to Runners Ordinal Rank Order of Winners Interval Performance Rating on a 0 to 10 Scale Ratio Time to Finish, in Seconds Finish Finish 8.2 9.1 9.6 15.2 14.1 13.4 Third place Second place First place

8. Illustration of Primary Scales of Measurement Nominal Ordinal Ratio Scale Scale Scale Preference $ spent last No. Store Rankings 3 months 1. Lord & Taylor 2. Macy’s 3. Kmart 4. Rich’s 5. J.C. Penney 6. Neiman Marcus 7. Target 8. Saks Fifth Avenue 9. Sears 10.Wal-Mart Interval Scale Preference Ratings 1-7 11-17

9. Primary Scales of Measurement

10. Scale Evaluation Discriminant Nomological Convergent Test/ Retest Alternative Forms Internal Consistency Content Criterion Construct Generalizability Reliability Validity Scale Evaluation

19. 1. Do you believe that private citizens have the right to own firearms to defend themselves, their families, and property from violent criminal attack? Yes No Undecided 2. Do you believe that a ban on the private ownership of firearms would be significantly reduce the number of murders and robberies in your community? Yes No Undecided

20. 1a. How many years have you been playing tennis on a regular basis? Number of years: __________ b. What is your level of play? Novice . . . . . . . . . . . . . . . -1 Advanced . . . . . . . -4 Lower Intermediate . . . . . -2 Expert . . . . . . . . . -5 Upper Intermediate . . . . . -3 Teaching Pro . . . . -6 c. In the last 12 months, has your level of play improved, remained the same or decreased? Improved. . . . . . . . . . . . . . -1 Decreased. . . . . . . -3 Remained the same . . . . . -2

21. 2a. Do you belong to a club with tennis facilities? Yes . . . . . . . -1 No . . . . . . . -2 b. How many people in your household - including yourself - play tennis? Number who play tennis ___________ 3a. Why do you play tennis? (Please “X” all that apply.) To have fun . . . . . . . . . . -1 To stay fit. . . . . . . . . . . . -2 To be with friends. . . . . . -3 To improve my game . . . -4 To compete. . . . . . . . . . . -5 To win. . . . . . . . . . . . . . . -6 b. In the past 12 months, have you purchased any tennis instructional books or video tapes? Yes . . . . . . . -1 No . . . . . . . -2

22. Dear Passenger: American Airlines is pleased to have you on board today. To help us provide the best service possible, we need to know more about you and your opinions of our service. If you are over 11 years old, we would appreciate it if you would complete this questionnaire. Your flight attendant will pick up your completed questionnaire shortly. Thank you.

23. 1. Please indicate: Flight number ___________ Date_____________ 2a. At the city where you boarded this particular plane, did you make a connection from another flight? Yes, from American . . . . 1 Yes, from Other Airline . . 2 No . . . . . . . . . . . . . . . . . . 3 b. Did you board this plane at the airport from which it just took off, or were you a through passenger for which that was an intermediate stop? Boarded here . . . . . . . . . . 1 Through passenger. . . . . . 2 3. How would you rate the overall service from American for this flight, all things considered, from your arrival at the airport terminal until now? Excellent Good Fair Poor Overall Service . . . . . . . . . . 1 2 3 4

24. 4. Please rate each of the following with regard to this flight, if applicable. Excellent Good Fair Poor 1 2 3 4 Courtesy and Treatment from the: Skycap at airport . . . . . . . . . . . . . . Airport Ticket Counter Agent . . . . . Boarding Point (Gate) Agent . . . . . Flight Attendants . . . . . . . . . . . . . . Your Meal or Snack. . . . . . . . . . . . . Beverage Service . . . . . . . . . . . . . . Seat Comfort. . . . . . . . . . . . . . . . . . Carry-On Stowage Space. . . . . . . . Cabin Cleanliness . . . . . . . . . . . . . Video/Stereo Entertainment . . . . . . On-Time Departure . . . . . . . . . . . .

28. Conditions for Sample vs. Census Use

29. The Sampling Design Process Define the Population Determine the Sampling Frame Select Sampling Technique(s) Determine the Sample Size Execute the Sampling Process

32. Sample Sizes Used in Business Research Studies

33. Classification of Sampling Techniques Probability Sampling Techniques Systematic Sampling Stratified Sampling Cluster Sampling Other Sampling Techniques Simple Random Sampling Sampling Techniques Nonprobability Sampling Techniques Convenience Sampling Judgmental Sampling Quota Sampling Snowball Sampling

45. Procedures for Drawing Probability Samples Simple Random Sampling 1. Select a suitable sampling frame 2. Each element is assigned a number from 1 to N (pop. size) 3. Generate n (sample size) different random numbers between 1 and N 4. The numbers generated denote the elements that should be included in the sample

46. Procedures for Drawing Probability Samples 1. Select a suitable sampling frame 2. Each element is assigned a number from 1 to N (pop. size) 3. Determine the sampling interval i:i=N/n. If i is a fraction, round to the nearest integer 4. Select a random number, r, between 1 and i, as explained in simple random sampling 5. The elements with the following numbers will comprise the systematic random sample: r, r+i,r+2i,r+3i,r+4i,...,r+(n-1)i Systematic Sampling

47. Procedures for Drawing Probability Samples 1. Select a suitable frame 2. Select the stratification variable(s) and the number of strata, H 3. Divide the entire population into H strata. Based on the classification variable, each element of the population is assigned to one of the H strata 4. In each stratum, number the elements from 1 to N h (the pop. size of stratum h) 5. Determine the sample size of each stratum, n h , based on proportionate or disproportionate stratified sampling, where 6. In each stratum, select a simple random sample of size n h n h = n h=1 H Stratified Sampling

48. Procedures for Drawing Probability Samples Cluster Sampling 1. Assign a number from 1 to N to each element in the population 2. Divide the population into C clusters of which c will be included in the sample 3. Calculate the sampling interval i, i=N/c (round to nearest integer) 4. Select a random number r between 1 and i, as explained in simple random sampling 5. Identify elements with the following numbers: r,r+i,r+2i,... r+(c-1)i 6. Select the clusters that contain the identified elements 7. Select sampling units within each selected cluster based on SRS or systematic sampling 8. Remove clusters exceeding sampling interval i. Calculate new population size N*, number of clusters to be selected C*= C-1, and new sampling interval i*.

49. Procedures for Drawing Probability Samples Repeat the process until each of the remaining clusters has a population less than the sampling interval. If b clusters have been selected with certainty, select the remaining c-b clusters according to steps 1 through 7. The fraction of units to be sampled with certainty is the overall sampling fraction = n/N. Thus, for clusters selected with certainty, we would select n s =(n/N)(N 1 +N 2 +...+N b ) units. The units selected from clusters selected under PPS sampling will therefore be n*=n- n s . Cluster Sampling

50. Choosing Nonprobability vs. Probability Sampling

51. Improving Response Rates Prior Notification Motivating Respondents Incentives Questionnaire Design and Administration Follow-Up Other Facilitators Callbacks Methods of Improving Response Rates Reducing Refusals Reducing Not-at-Homes