Marketing Research

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Marketing Research

• Aaker, Kumar, Day, and Leone
• Tenth Edition
• Instructors Presentation Slides

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Chapter Eleven
Attitude Measurement
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Attitude Measurement

• Used to understand and influence behavior since

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What Are Attitudes?

• Mental states used by individuals to structure
  the way they perceive their environment and guide
  the way they respond to it

• Components of attitude
• Cognitive or Knowledge component
• Affective or Liking component
• Intention or Action component

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Cognitive or Knowledge Component

• Represents

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Affective or Liking Component

• Summarizes a persons overall feelings toward an
  object, situation, or person on a scale of
  like-dislike or favorable-unfavorable
• When there are several alternatives, liking is
  expressed in terms of preference for one
  alternative
• Preference measured by asking which alternative
  is most preferred or first choice, which is
  the second choice, and so on

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Intention or Action Component

• Refers to a persons expectations of future
  behavior toward an object
• Intentions are usually limited to a distinct time
  period that depends on buying habits and planning
  horizons
• Incorporates information about a respondents
  ability or willingness to pay for the object, or
  otherwise take action

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Concept of Measurement

• Standardized process of assigning numbers or
  other symbols to certain characteristics of
  objects of interest, according to pre-specified
  rules
• Characteristics for Standardization
• One-to-one correspondence between the symbol and
  the characteristic in the object that is being
  measured
• Rules for assignment should be invariant over
  time and the objects being measured

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Scaling

• Process of creating a continuum on which objects
  are located according to the amount of the
  measured characteristic possessed

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Nominal Scale
Are you a resident of Connecticut? Yes No
Are you 1) Caucasian 2) African-American 3)
Hispanic 4) Asian 5) Other
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Ordinal or Rank Scale
Rank your preferences for the following
attributes in making a car purchase
decision Price ----------- Safety ----------- Des
ign ----------- Fuel economy ------------
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Interval Scale
On a scale of 1 to 7, how would you rate the
performance of natural gas as home heating fuel
in terms of reliability of supply? (1 being least
reliable and 7 being most reliable) 1 2 3 4 5 6 7
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Ratio Scale
How old are you? _________
What is your zip code?______
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Types of Scales and Their Properties
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Attitude Rating Scales

• Present a respondent with a continuum of numbered
  categories that represent the range of possible
  attitude adjustments
• Classified as
• Single item scales
• Multiple item scales

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Classification of Attitude Scales
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Single Item Scales

• Only have one item to measure a construct
• Types of Single item scales

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Itemized-category Scales

• Respondent selects from a limited number of
  categories

________ Very Satisfied _________
Quite Satisfied _________ Somewhat
Satisfied _________ Not at all
Satisfied
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Comparative Scale

• A judgment comparing one object, concept, or
  person against one another

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Rank-order Scales

• Respondent compares one item with another or a
  group of items against each other and ranks them

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Q-sort Scaling

• Respondents sort comparative characteristics into
  normally distributed groups
• Ten or more groups increases accuracy of results

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Pictorial Scales

• Various categories of the scale are depicted
  pictorially
• Thermometer Scale
• Funny faces scale
• Format must be comprehensible to respond and
  allow accurate response

100 75 50 25 0
Like very much
Dislike very much
1 2 3 4 5
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Types of Single Item Scales (Contd.)

• Paired-Comparison Scales
• The brands to be rated are presented two at a
  time, so each brand in the category is compared
  once to every other brand
• Brands are rated on a given number of points that
  are then divided between the two brands on the
  basis of respondents preferences
• Frame of reference is always the other brand
  being tested these brands may change over time

• Compare
• A and B
• A and C
• A and D
• B and C
• B and D
• C and D

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Constant-sum Scale

• Respondents allocate a fixed number of rating
  points among serial objects to reflect relative
  preference

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Designing Single Item Scales

• Decisions regarding form and structure

Balanced Very good ______ Good ______ Fair ______
Poor ______ Very Poor ______
Unbalanced Excellent ______ Very Good
______ Good ______ Fair ______ Poor ______
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Multiple-item Scales

• Developed to measure a sample of beliefs toward
  the attitude objects and combine the set of
  answers into an average score
• Types of multiple-item scales

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Likert Scale

• Requires respondent to indicate degree of
  agreement or disagreement with a variety of
  statements related to the attitude object
• Also called Summated Scale since scores on
  individual items are summed to give total score
  for respondents
• Usually consists of item part and evaluative part
• Likert scale Is uni-dimensional

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Likert Scale Example
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Thurstone Scales

• Also known as the method of equal-appearing
  intervals since objective is to obtain a
  unidimensional scale with interval properties

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Thurstone Scales (contd.)
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Semantic-Differential Scale

• Respondents rate each attribute object on a
  number of five or seven-point rating scales
  bounded by polar adjectives or phrases
• With bipolar scale, the midpoint is a neutral
  point

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Semantic-Differential Scale (contd.)

• Pairs of objects or phrases selected must be
  meaningful in market being studied and correspond
  to product/service attributes
• Rotate negative pole on either side to avoid
  "halo" effect
• Category increments are treated as interval
  scales so group mean values can be computed for
  each object on each scale
• May also be analyzed as a summated rating scale

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Profile Analysis

• Application of semantic differential scale
• Plot mean ratings for each object on each scale
  for visual comparison
• Overall comparison of brands hard to grasp with
  many brands and attributes
• Not all attributes are independent

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Stapel Scales

• Uses one pole rather than two opposite poles
• Respondents select a numerical response category
• High positive score reflects good fit between
  adjective and object
• Easy to administer and construct
• No need to assure bipolarity

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Associative Scaling

• Most effective for markets where respondent is
  knowledgeable only about a small subset of a
  large number of choices
• Appropriate to choice situations that involve a
  sequential decision process
• Best suited to market tracking where the emphasis
  is on understanding shifts in relative
  competitive positions

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Continuous Rating Scales

• Respondents rate objects by placing a mark at
  appropriate position on a line running from one
  extreme of the criterion variable to the other
• Also called graphical rating scales
• Easy to construct
• Scoring is cumbersome and unreliable

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General Guidelines For Developing A
Multiple-Item Scale
Determine clearly what you are going to measure
Generate as many items as possible
Ask experts in the field to evaluate the initial
pool of items
Determine the type of attitudinal scale to be used
Include some items that will help in the
validation of the scale
Administer the items to an initial sample
Evaluate and refine the items
Optimize the scale length
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Choosing An Attitudinal Scale
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Accuracy of Attitude Measurements

• Validity An attitude measure has validity if it
  measures what it is supposed to measure

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Accuracy of Attitude Measurements (Cont.)
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Accuracy of Attitude Measurements (Contd.)
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Scales in Cross-national Research

• Responses Can Be Affected by
• Low literacy and educational levels
• Culture semantic differential scale is closest
  to pan-cultural scale
• Adapting response formats, particularly their
  calibration, for specific countries and cultures