1 Lesson 3 Measurement & Attitude Scales in Marketing Research.
BRM Attitude Measurement
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Transcript of BRM Attitude Measurement
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Business Research Methods
William G. Zikmund
Chapter 14: Attitude Measurement
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AttitudeAn enduring disposition to consistently respond in a given matter
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Attitudes as Hypothetical ConstructsThe 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 - attitudes are considered to be such variables.
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Three Components of an AttitudeAffectiveCognitiveBehavioral
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Affective
The feelings or emotions toward an object
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Cognitive
Knowledge and beliefs
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BehavioralPredisposition to actionIntentionsBehavioral expectations
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Measuring Attitudes
RankingRatingSortingChoice
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The Attitude Measuring ProcessRanking - Rank order preferenceRating - Estimates magnitude of a characteristicSorting - Arrange or classify conceptsChoice - Selection of preferred alternative
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Ranking tasks require that the respondent rank order a small number of objects in overall performance on the basis of some characteristic or stimulus.
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Rating asks the respondent to estimate the magnitude of a characteristic, or quality, that an object possesses. The respondents position on a scale(s) is where he or she would rate an object.
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Sorting might present the respondent with several concepts typed on cards and require that the respondent arrange the cards into a number of piles or otherwise classify the concepts.
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Choice between two or more alternatives is another type of attitude measurement - it is assumed that the chosen object is preferred over the other.
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Physiological measures of attitudes provide a means of measuring attitudes without verbally questioning the respondent. for example, galvanic skin responses, measure blood pressure etc.
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Attitude Measurement: What do we measure?Reaction to TV commercialWorking on a commission basisMeasuring brand equityHow concerned are you about your online privacy?
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Attitudes as hypothetical constructsWorking on a commission basis (Job satisfaction as a construct)Measuring brand equity (brand equity is based on quality, brand familiarity and knowledge)
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Simplified Scaling ExampleI LIKE TO SHOP AT SEARS
_______ AGREE______ DISAGREE
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Simple Attitude ScalingIn its most basic form, attitude scaling requires that an individual agree with a statement or respond to a single question. This type of self-rating scale merely classifies respondents into one of two categories;
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Example of Category ScaleHow important were the following in your decision to shop at Sears (check one for each item)VERYSOMEWHATNOT TOOIMPORTANTIMPORTANTIMPORTANT
QUALITY OF MERCHANDISE_________________________________ IN STORE SERVICE_________________________________
PRICES_________________________________
ADVERTISING_______________________________
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Category ScalesA category scale is a more sensitive measure than a scale having only two response categories - it provides more information.
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Likert Scale for Measuring Attitudes Toward ShoppingSears sells high-quality merchandise ___Strongly Agree ___Agree ___Not Sure ___Disagree ___Strongly Disagree1=Strongly Agree, 2=Agree, 3=Not Sure, 4=Disagree, 5=Strongly Disagree
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Likert Scale for Measuring Attitudes Toward ShoppingSears charges fair prices___Strongly Agree ___Agree ___Not Sure ___Disagree ___Strongly Disagree1=Strongly Agree, 2=Agree, 3=Not Sure, 4=Disagree, 5=Strongly Disagree
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Likert Scale for Measuring Attitudes Toward ShoppingSears has a poor in-store service___Strongly Agree ___Agree ___Not Sure ___Disagree ___Strongly Disagree1=Strongly Agree, 2=Agree, 3=Not Sure, 4=Disagree, 5=Strongly Disagree
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Method of Summated Ratings: The Likert ScaleAn 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.
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Reverse codingThe above two examples may be reverse coded
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Semantic Differential Scales for Measuring Attitudes Toward SearsPowerful ___ : ___ : ___ : ___ : ___ : ___ : ___ :WeakUnreliable ___ : ___ : ___ : ___ : ___ : ___ : ___ : Reliable Modern___ : ___ : ___ : ___ : ___ : ___ : ___ Old-fashionedCareful ___ : ___ : ___ : ___ : ___ : ___ : ___ Careless
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Semantic DifferentialA 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.
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Semantic DifferentialA series of seven-point bipolar rating scales. Bipolar adjectives, such as good and bad, anchor both ends (or poles) of the scale.
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Numerical ScalesNumerical scales have numbers as response options, rather than semantic space or verbal descriptions, to identify categories (response positions).
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A Stapel Scale for Measuring a Stores ImageSears+3+3+2+2+1+1HIGH QUALITY POOR SERVICES-1-1-2-2-3-3
-1-2-3
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Constant Sum Scale: Divide 100 points among each of the following stores according to your preference:
Sears _________
J C Penny _________
Kohls_________
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Graphic Rating ScalesA graphic rating scale presents respondents with a graphic continuum.
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Graphic Rating Scale Stressing Pictorial Visual Communications 3 2 1Very VeryGood Poor
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Monadic Rating ScaleA Monadic Rating Scale asks about a single concept
Now that youre shopping at Sears for about 1 year, please tell us how satisfied you are with its credit policies and variety of merchandise.
CompletelyVeryFairly WellSomewhatVerySatisfiedSatisfiedSatisfiedDissatisfiedDissatisfied
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An Unbalanced ScaleAn Unbalanced Scale has more responses distributed at one end of the scale
How satisfied are you with the Womens apparel in Sears?
Neither Satisfied QuiteVerySatisfiedNor DissatisfiedSatisfiedDissatisfied
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A researcher wishes to compare two hotels on the following attributes: Convenience of location Friendly personnel Value for the money
Design a Likert scale to accomplish this task. Design a semantic differential to accomplish this task.
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