ch10notes

Essentials of Marketing Research: 

Essentials of Marketing Research Chapter 10: Measurement and Attitude Scaling

SCALE: 

SCALE SERIES OF ITEMS ARRANGED ACCORDING TO VALUE FOR THE PURPOSE OF QUANTIFICATION A CONTINUOUS SPECTRUM OR SERIES OF CATEGORIES

SCALE PROPERTIES: 

SCALE PROPERTIES NOMINAL: UNIQUELY CLASSIFIES ORDINAL: PRESERVES ORDER INTERVAL: EQUAL INTERVALS RATIO: NATURAL ZERO

ATTITUDE: 

ATTITUDE AN ENDURING DISPOSITION TO CONSISTENTLY RESPOND IN A GIVEN MANNER

Attitudes as Hypothetical Constructs: 

Attitudes as Hypothetical Constructs The term hypothetical construct is used to describe a variable that is not directly observable, but is measurable by an indirect means such as verbal expression or overt behavior.

THREE COMPONENTS OF AN ATTITUDE: 

THREE COMPONENTS OF AN ATTITUDE AFFECTIVE: THE FEELINGS OR EMOTIONS TOWARD AN OBJECT COGNITIVE: KNOWLEDGE AND BELIEFS BEHAVIORAL: PREDISPOSITION TO ACTION INTENTIONS BEHAVIORAL EXPECTATIONS

The Attitude Measuring Process: 

The Attitude Measuring Process RANKING - Rank order preference RATING - Estimates magnitude of a characteristic SORTING - Arrange or classify concepts CHOICE - Selection of preferred alternative

Ranking: 

Ranking tasks require that the respondent rank order a small number of objects in overall performance on the basis of some characteristic or stimulus. Ranking

Rating: 

Rating asks the respondent to estimate the magnitude of a characteristic, or quality, that an object possesses. The respondent’s position on a scale(s) is where he or she would rate an object. Rating

Ranking/Rating Comparisons:: 

Ranking/Rating Comparisons: Ranking/Rating objects with respect to one attribute is not difficult if only a few choices are compared, but as the number of items increases, the number of comparisons increases geometrically (n*(n -1)/2). If the number of comparisons is too great, respondents may fatigue and no longer carefully discriminate among them.

Simple Attitude Scaling: 

Simple Attitude Scaling Requires that an individual agree with a statement or respond to a single question. Classifies respondents into one of two categories. Example: THE PRESIDENT SHOULD RUN FOR RE-ELECTION _______ AGREE ______ DISAGREE

Category Scales: 

Category Scales More than 2 categories. More sensitive measure than a simple scale - it provides more information.

EXAMPLE OF CATEGORY SCALE: 

EXAMPLE OF CATEGORY SCALE How important were the following in your decision to visit San Diego (check one for each item) VERY SOMEWHAT NOT TOO IMPORTANT IMPORTANT IMPORTANT CLIMATE ___________ ___________ ___________ COST OF TRAVEL ___________ ___________ ___________ FAMILY ORIENTED ___________ ___________ ___________ EDUCATIONAL /HISTORICAL ASPECTS _________ ___________ ___________ FAMILIARITY WITH AREA ___________ ___________ ___________

Method of Summated Ratings: The Likert Scale: 

Method of Summated Ratings: The Likert Scale An extremely popular means for measuring attitudes. Respondents indicate their own attitudes by checking how strongly they agree or disagree with statements. Response alternatives: “strongly agree”, “agree”, “uncertain”, “disagree”, and “strongly disagree”.

LIKERT SCALE FOR MEASURING ATTITUDES TOWARD TENNIS: 

LIKERT SCALE FOR MEASURING ATTITUDES TOWARD TENNIS Playing tennis is a great way to exercise. ___Strongly Agree ___Agree ___Not Sure ___Disagree ___Strongly Disagree

Semantic Differential: 

Semantic Differential A series of seven-point bipolar rating scales. Bipolar adjectives, such as “good” and “bad”, anchor both ends (or poles) of the scale. A weight is assigned to each position on the rating scale. Traditionally, scores are 7, 6, 5, 4, 3, 2, 1, or +3, +2, +1, 0, -1, -2, -3.

SEMANTIC DIFFERENTIAL SCALES FOR MEASURING ATTITUDES TOWARD TENNIS: 

SEMANTIC DIFFERENTIAL SCALES FOR MEASURING ATTITUDES TOWARD TENNIS Exciting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Calm Interesting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Dull Simple ___ : ___ : ___ : ___ : ___ : ___ : ___ Complex Passive ___ : ___ : ___ : ___ : ___ : ___ : ___ Active

Numerical Scales: 

Numerical Scales Similar to Semantic Differential, but Numerical Scales have numbers as response options rather than “semantic space’ or verbal descriptions, to identify categories (response positions). Interesting _1_ : _2_ : _3_ : _4_ : _5_ : _6_ : _7_ : Dull

Stapel Scales: 

Stapel Scales Place a single adjective as a substitute for the Semantic Differential when it is difficult to create pairs of bipolar adjectives. The advantage and disadvantages of a Stapel scale, as well as the results, are very similar to those for a semantic differential. However, the Stapel scale tends to be easier to conduct and administer.

Slide20: 

Select a plus number for words that you think describe the store accurately. The more accurately you think the work describes the store, the larger the plus number you should choose. Select a minus number for words you think do not describe the store accurately. The less accurately you think the word describes the store, the larger the minus number you should choose; therefore, you can select any number from +3 for words that you think are very accurate all the way to -3 for words that you think are very inaccurate.

A Stapel Scale for Measuring a Store’s Image: 

A Stapel Scale for Measuring a Store’s Image Department Store Name +3 +2 +1 Wide Selection -1 -2 -3

Slide22: 

Behavioral Differential Measures the behavioral intentions of subjects towards any object or category of objects. A description of the object to be judged is placed on the top of a sheet, and the subjects indicate their behavioral intentions toward this object on a series of scales. For example: A 25-year old woman sales representative Would ___ : ___ : ___ : ___ : ___ : ___ : ___ : Would Not Ask this person for advice.

Slide23: 

CONSTANT-SUM SCALE Divide 100 points among each of the following brands according to your preference for the brand: Brand A _________ Brand B _________ Brand C _________

Graphic Rating Scales: 

Graphic Rating Scales A graphic rating scale presents respondents with a graphic continuum.

Reliability and Validity on Target: 

Reliability and Validity on Target Old Rifle New Rifle New Rifle Sunglare Low Reliability High Reliability Reliable but Not Valid (Target A) & Validity (Target C) (Target B)