chapter08

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Copyright © 2004 John Wiley and Sons, Inc. The Concept of Measurement and Attitude Scales CHAPTER Eight

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Learning Objectives 1. To understand the concept of measurement. 2. To understand the four levels of scales and their typical usage. To explore the concepts of reliability and validity. To become familiar with the concept of scaling. To learn about the various types of attitude scales.

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6. To examine some basic considerations in selecting a type of scale. 7. To realize the importance of attitude measurement scales in management decision making.

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Measurement The process of assigning numbers or labels to objects, persons, states, or events in accordance with specific rules. Rule A guide that tells the researcher what to do To understand the concept of measurement. The Concept of Measurement and Measurement Scales

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Nominal Scales Partitions data into categories that are mutually exclusive and collectively exhaustive. Ordinal Scales Used strictly to indicate rank order. To understand the four levels of scales and their typical usage. The Concept of Measurement and Measurement Scales

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Interval Scales Contains all the features of ordinal scales Added dimension that the intervals between the data points on the scale are equal. Ratio Scales All powers of those mentioned as well as a meaningful absolute zero or origin. To understand the four levels of scales and their typical usage. The Concept of Measurement and Measurement Scales

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Evaluating the Reliability and Validity of Measurement Sources of Measurement Differences M = A + E where: M = measurement A = accuracy E = error: random or systematic 1. A true difference in the characteristic being measured. 2. Differences due to stable characteristics of individual respondents. To explore the concepts of reliability and validity. The Concept of Measurement and Measurement Scales

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3. Differences due to short-term personal factors. 4. Differences caused by situational factors. 5. Differences resulting from variations in administering the survey. 6. Differences due to the sampling of items included in the questionnaire. 7. Differences due to a lack of clarity in the measurement instrument 8. Differences due to mechanical or instrument factors. To explore the concepts of reliability and validity. Step Six: Evaluate the Reliability and Validity of the Measurement

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Reliability Consistent results over time. Measures are free from random error. Test-Retest Reliability Obtained by repeating the measurement using the same instrument under as nearly the same conditions as possible. Stability: Few differences in scores are found between the first and second tests. To explore the concepts of reliability and validity. Step Six: Evaluate the Reliability and Validity of the Measurement

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Equivalent Form Reliability Avoids the test-retest by creating equivalent forms of measurement instrument. Determined by measuring the correlation of the scores on the two instruments. Internal Consistency Reliability Assesses the ability to produce the similar results using different samples to measure a phenomenon. To explore the concepts of reliability and validity. Step Six: Evaluate the Reliability and Validity of the Measurement

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Validity Addresses the issue of whether what we tried to measure was actually measured. Face Validity Content Validity Criterion-Related Validity Predictive Validity Concurrent Validity To explore the concepts of reliability and validity. Step Six: Evaluate the Reliability and Validity of the Measurement

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Construct Validity Convergent Validity Discriminate Validity Relating the Measures to Assess Validity All types of validity are interrelated in both theory and practice. To explore the concepts of reliability and validity. Step Six: Evaluate the Reliability and Validity of the Measurement

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Reliability and Validity --- A Concluding Comment See Figure 8.1 --- next slide Situation 1: The lack of consistency means there is no reliability Situation 2: High reliability, but lacks validity Situation 3: Reliable, consistent, and valid To explore the concepts of reliability and validity. Step Six: Evaluate the Reliability and Validity of the Measurement

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Neither Reliable nor Valid Highly Reliable nor Not Valid Highly Reliable and Valid Illustrations of Possible Reliability and Validity Situations in Measurement Figure 8.1

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Scaling Defined Procedures for attempting to determine quantitative measures of subjective and sometimes abstract concepts. Unidimensional scaling: one attribute Multidimensional scaling: several dimensions To become familiar with the concept of scaling. Attitude Measurement Scales

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Attitude An enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of a person’s environment. To understand the linkage among attitudes, behavior and marketing effectiveness. Attitudes, Behavior, and Marketing Effectiveness

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Graphic Rating Scales A graphic continuum typically anchored by two extremes Easily constructed and simple to use. Ability to discern fine distinctions Itemized Rating Scales Respondents must select from a limited number of ordered categories rather than placing a check mark on a continuous scale. To become familiar with the concept of scaling. Attitude Measurement Scales

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Figure 8.2 Three Types of Rationing Scales Neutral

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1 2 3 4 5 6 7 8 9 10 Very very Uncomfortable Very very Comfortable Figure 8.3 Three Types of Rationing Scales Scale C

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Rank Order Scale Respondent judges one item against another. Q-Sorting A sophisticated form form of rank ordering. A set of objects is given to an individual to sort into piles to specified rating categories To learn about various types of attitude scales. Attitude Measurement Scales

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Paired Comparison Scales Asks a respondent to pick one of two objects from a set based upon some stated criteria. The respondent makes a series of paired judgements between objects. Constant Sum Scales Requires the respondent to divide a given number of points, typically 100, among two or more attributes based on the importance to the person. To learn about the various types of attitude scales. Attitude Measurement Scales

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The Semantic Differential Begins with the determination of a concept to be rated. The researcher selects opposite pairs of words or phrases that describe the object Respondents rate on a scale. The mean is computed and plotted as a profile or image. To learn about the various types of attitude scales. Attitude Measurement Scales

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Stapel Scale Designed to measure both the direction and intensity of attitudes simultaneously. Likert Scales A series of statements that express either a favorable or unfavorable attitude toward the concept under study. The respondent is asked the level of agreement or disagreement with each statement. To learn about the various types of attitude scales. Attitude Measurement Scales

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Each respondent is given a numerical score to reflect how favorable or unfavorable her attitude is toward each statement. The scores are then totaled to measure the respondent’s attitude. Purchase Intent Scales During new product development: provides a rough idea of demand. During product development: demand estimates are refined. Final version: tested in homes To learn about the various types of attitude measurement scales. Attitude Measurement Scales

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Some Basic Considerations When Selecting a Scale Type of Scale: Selecting a Rating, Ranking, Sorting, or Purchase Intent Scale Balanced Versus Nonbalanced Alternatives Number of Scale Categories: odd or even number Forced Verses Nonforced Choice To examine some basic considerations in selecting a type of scale. Considerations in Selecting a Scale

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Direct Questioning Ask consumers directly what factors they consider important in a purchasing decision. Respondents are asked to state their reasons for preferring one product or brand to another. Or, to rate their “ideal brand” for a given product in terms of several product attributes so that an ideal profile can be constructed. To understand the importance of attitude scales in management decision making. Enhancing the Value of Attitude Measures for Management Decision Making

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Dual Questioning Involves asking two questions concerning each product attribute that might be determinant. Consumers are first asked directly what factors they consider important in a purchasing decision, and how they perceive these factors. To understand the linkage between attitudes and marketing effectiveness. Enhancing the Value of Attitude Measures for Management Decision Making

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Indirect Questioning Any interviewing approach that does not directly ask respondents to indicate the reasons why they bought the product or service. Observation Shoppers are observed Detailed reports are recorded of movements and statements when interacting with a product Conclusions are drawn To realize the importance of attitude scales in management decision making. Enhancing the Value of Attitude Measures for Management Decision Making

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SUMMARY The Concept of Measurement and Measurement Scales Four basic levels of measurement Concepts of Reliability and Validity Three ways to test assess reliability

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SUMMARY Concept of Scaling and various types of scales Enhancing the Value of Attitude Measures for Management Decision Making Attitudes, Behavior, and Marketing Effectiveness Considerations in selecting a type of scale

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The End Copyright © 2004 John Wiley and Sons, Inc.