9 Using Measurement Scales to Build Marketing Effectiveness.
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Transcript of 9 Using Measurement Scales to Build Marketing Effectiveness.
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9 Using Measurement Scales to Build Marketing Effectiveness
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Attitudes, Behavior, and Marketing Effectiveness
• Attitude: is a psychological construct, a way of conceptualizing an intangible. Attitudes cannot be observed/measured directly; their existence is inferred from their consequences. It is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of a person’s environment.
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Attitudes, Behavior, and Marketing Effectiveness
• An individual may have a specific attitude toward Disney World, based on beliefs about a need for entertainment, cartoon characters, fantasy, crowds of people, waiting in lines, and many other things. Disney World also may be highly valued as good, clean, wholesome fun.
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Attitudes, Behavior, and Marketing Effectiveness
Link between Attitudes and Behavior• The more favorable the attitude the higher the
incidence of product usage• The less favorable people attitudes toward a
product, the more likely they are to stop using it.• When attitudes are based on actually trying and
experiencing a product, attitudes predicts behavior quite well unlike the one based on advertising.
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Attitudes, Behavior, and Marketing Effectiveness
Enhancing Marketing Effectiveness• Marketing managers measure attitudes in an
attempt to predict behavior; correct predictions will enable managers to bring the right new product to the marketplace. This new product will be accompanied by the right marketing mix usually based on attitude research.
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Scaling Defined
• Scaling: procedures for assigning numbers (or other symbols) to properties of an object in order to impart some numerical characteristics to the properties in question.
– Unidimensional scales: scales designed to measure only one attribute of a concept, respondent, or object.
– Multidimensional scales: scales designed to measure several dimensions of a concept, respondent, or object.
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Attitude Measurement Scales
• Graphic rating scales• Itemized rating scales• Rank-order scales• Paired comparisons• Constant sum scales• Semantic differential scales• Stapel scales• Likert scales• Purchase-intent scales• Scale conversions• Net promoter score (NPS)
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Attitude Measurement ScalesGraphic rating scales• Measurement scales that include a graphic
continuum, anchored by two extremes.
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Attitude Measurement Scales
Itemized rating scales• Measurement scales in which the respondent selects
an answer from a limited number of ordered categories.
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Attitude Measurement Scales
Rank-order scales• Measurement scales in which the respondent
compares two or more items and ranks them.
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Attitude Measurement Scales
Paired comparisons• Measurement scales that ask the respondent to pick
one of two objects in a set, based on some stated criteria.
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Attitude Measurement Scales
Constant sum scales• Measurement scales that ask the respondent to
divide a given number of points typically 100, among two or more attributes, based on their importance to him or her.
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Attitude Measurement Scales
Semantic differential scales• Measurement scales that examine the strengths and
weaknesses of a concept by having the respondent rank it between dichotomous pairs of words/phrases that could be used to describe it; means of the responses are then plotted as a profile/image.
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Attitude Measurement Scales
Stapel scales• Measurement scales that require the respondent to
rate, on a scale ranging from +5 to -5, how closely and in what direction a descriptor adjective fits a given concept.
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Attitude Measurement ScalesLikert scales• Measurement scales in which the respondent
specifies a level of agreement or disagreement with statements expressing either a favorable or an unfavorable attitude toward the concept under study.
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Attitude Measurement Scales
Purchase-intent scales• Scales used to measure a respondent’s intention to
buy or not buy a product.
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Attitude Measurement Scales
Net promoter score (NPS)• A measure of satisfaction; the percentage of
promoters minus the percentage of detractors when answering the question, “Would you recommend this to a friend?”
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Considerations in Selecting a Scale
• Type of scale to use: rating, ranking, sorting, or purchase-intent
• The use of balanced scale (the same number of positive and negative categories) vs. nonbalanced scale (are weighted toward one end or the other of scale)
• Number of scale categories, a related factor is whether to use an odd or even number of categories
• Forced vs. nonforced choice sets (with “don’t know” option)