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Copyright © 2002 South-Western/Thomson Learning Using Measurement Scales to Build Marketing Effectiveness CHAPTER ten

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Learning Objectives 1. To understand the linkage among attitudes, behavior, and marketing effectiveness. 2. To become familiar with the concept of scaling. 3. To learn about the various types of attitude scales. 4. To examine some basic considerations in selecting a type of scale. 5. To realize the importance of attitude measurement scales in management decision making.

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Attitude Predisposition toward an object or concept OPINION: Verbal expression of an attitude The Link between Attitudes and Behavior Complex – not necessarily one-to-one Predictions for a group or a subgroup tend to be more accurate than predictions for a single consumer. To understand the linkage among attitudes, behavior and marketing effectiveness. Attitudes, Behavior, and Marketing Effectiveness

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Attitudes and Behavior(results from research) 1. The more favorable the attitude of consumers, the higher the incidence of product usage. 2. The less favorable the attitude, the lower the incidence of product usage. 3. When attitudes are based on actually trying and experiencing a product, attitudes predict behavior quite well. When attitudes are based on advertising , attitude behavior consistency is significantly reduced. To understand the linkage among attitudes, behavior, and marketing effectiveness. Attitudes, Behavior, and Marketing Effectiveness

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Four factors when assessing if attitude research findings will predict behavior: 1. Involvement of the consumer-predicts better for high involvement products. 2. Attitude measurement should be reliable and valid. 3. Effects of other brands- need comparative measurements. May be more favorable to other brands. 4. Attitude strength – should be held strongly To understand the linkage among attitudes, behavior, and marketing effectiveness. Attitudes, Behavior, and Marketing Effectiveness

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Attitude Measurement Scales Can be nominal, ordinal, or preferably interval(for itemized rating scales). Scaling Defined Assigning numbers to the properties of an object Unidimensional scaling: one attribute Multidimensional scaling: several attributes To become familiar with the concept of scaling. Attitude Measurement Scales

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Graphic Rating Scales A graphic continuum typically anchored by two extremes Hard to convert to numerical data Itemized Rating Scales Respondents must select from a limited number(4-10) of ordered categories. Can be considered “interval” scaled if the distances between categories assumed to be equal. Very popular and straightforward. To become familiar with the concept of scaling. Attitude Measurement Scales

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Figure 10.1 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 10.1 Three Types of Rationing Scales Scale C

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Rank Order Scale Respondent judges one item against another or others. Results in ordinal data. Problem: Difficult to analyze by standard statistical methods. We do not learn how far apart the items are from each other. Q-Sorting A set of features of an object is given to an individual to sort into piles which represent 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 features from a set of pairs based upon some stated criteria. 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 respondent. This method is an alternative to importance rating using an itemized rating scale. 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 various features of the object Respondents rate on a scale which contains an odd number of points. 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. It is 10 point scale ranging from –5 to +5, with no neutral(zero) point. Likert Scales Most popular scale. 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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Purchase Intent Scales It is not an attitude measurement scale. During new product development: provides a rough idea of demand. During product development: demand estimates are refined. Example: Definitely will buy- 63%, Probably will buy - 28%, Probably will not buy – 12% Definitely will not buy – 3% 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, Balanced Versus Unbalanced Alternatives Number of Scale Categories: odd or even number(usually 5 or 7) Forced Versus Unforced Alternatives Depends on the problem 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 attributes 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. Identifying Determinant Attributes(most closely related to purchase decisions)

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Dual Questioning Involves asking two questions concerning each product attribute that might be determinant. Consumers are first asked to rate importance of the attributes in a purchasing decision for a product or service. Then they are asked to rate these same attributes for a particular brand or brands. 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. Projective techniques are used to uncover motives. 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 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 © 2002 South-Western/Thomson Learning