Essentials of Marketing Research,Second Edition Kumar, Aaker& Day Essentials of Marketing Research...

Essentials of Marketing Research ,Second Edition Kumar,

Aaker& Day

Essentials of Marketing Research (Second Edition)

Kumar, Aaker & DayKumar, Aaker & Day

Instructor’s Presentation SlidesInstructor’s Presentation Slides


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Chapter Nine

Attitude MeasurementAttitude Measurement


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Attitude Measurement

Majority of questions in marketing research are designed to measure attitudes

Attitudes include Information possessed Feelings of like and/or dislike Intentions to behave

Management wants to understand and influence behavior


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Reasons for Measuring Attitudes

Attitudes lead to behavior

More feasible to ask questions on attitudes than to observe and interpret behavior

Large capacity for diagnosis and explanation


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Attitude Research

Attitudes directly affect purchase decisions and these in turn, directly affect attitudes.

AttitudeAction/

Behavior


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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


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Components of Attitude

Cognitive or Knowledge Component

Liking or Affective Component

Intentions or Actions Components


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Three Components of Attitude

Affective Component

Cognitive Component

ActionComponent


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Measurement and Scaling

Measurement Standardized process of assigning numbers or other

symbols to certain characteristics of objects of interests 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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Measurement and Scaling (Contd.)

Scaling

Process of creating a continuum on which objects are located according to the amount of the measured characteristic that the object possesses


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Measurement

Standardized process of assigning numbers to certain characteristics of objects

Type of measurement depends on type of data!

Type of Measurement Nominal Ordinal Interval Ratio


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Types of Scales and Their PropertiesType of Measurement Scale

Types of Attitude Scale

Rules for Assigning Number

Typical Application

Statistics / Statistical Tests

Nominal Dichotomous “yes” or “no” scales.

Objects are either identical or different

Classification (by sex, geographic are, social class)

Percentages, mode / chi -square

Ordinal or Rank Order

Comparative, Rank order, Itemized Category, Paired Comparison

Objects are greater or smaller

Rankings (preference, class standing)

Percentile, median, rank-order correlation / Friedman ANOVA

Interval Likert, Thurstone, Stapel, Associative Semantic-Differential

Intervals between adjacent ranks are equal

Index numbers, temperature scales, attitude measures

Mean, standard deviation, product moment correlations / t-tests, ANOVA, regression, factor analysis

Ratio Certain scales with special instructions

There is a meaningful zero, so comparison of absolute magnitudes is possible

Sales, incomes, units produced, costs, age

Geometric and harmonic mean, coefficient of variation

Types of Scales and Their Properties


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Measurement Scales: Nominal

Numbers identify and classify objects

No ordering or spacing are implied

Only possible arithmetic operation is a count of each category

Examples:

Players in a football team

Colors of traffic light

Gender


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Measurement Scales: Ordinal

Objects are ranked in order Numbers indicate the relative position of objects but not

the magnitude of difference Arithmetic operations are limited to statistics such as

median or mode Examples:

Result of 100 meter dash Ranking of largest fast food companies


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Measurement Scales: Interval

Object is measured on a continuum Arbitrary zero point Differences between objects can be compared Entire range of statistical operations can be employed

(mean, correlation, ANOVA, regression) Examples:

Temperature Attitudes


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Measurement Scales: Ratio

Interval scale with fixed zero point Ratio of scale values can be computed Examples:

Weight, length Age Store sales Market shares


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Attitude Rating Scales

Present a respondent with a continuum of numbered categories that represent the range of possible attitude adjustments

Single item or multiple item scales


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Attitude Scales

Attitude scales exist for each measurement type

The rating scale (interval data) is the most common type of attitude scale

Continuous scales

Single item scales

Multiple item scales


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Classification of attitude scalesAttitude Scales

Single-Item Scales

Continuous Scales

Itemized Category

Scales

Comparative Scales

Q-sort Scales

Paired Compariso

n Scales

Rank-Order Scales

Constant Sum

Scales

Pictorial Scales

Multi-Item Scales

Semantic Differential

Scales

Associative Scales

Stapel Scales

Likert Scales


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Continuous 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.

Easy to construct

How would you rate Sears as a department store?Version 1:Probably the worst -------------------------------------------- Probably the best

Version 2:Probably the worst -------------------------------------------- Probably the best

0 2 4 6 8 10


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Single Item Scales

Only have one item to measure a construct

Itemized-category scale is most widely used by marketing researchers

Other single item scales Comparative Rank-order Pictorial Constant sum


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Itemized Category Scales

Scales in which the respondent selects from a limited number of categories

What is your overall satisfaction with McDonalds Hamburgers?

Very satisfied Quite Satisfied Somewhat satisfied Not at all satisfied


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Rank Order Scales

Scale in which the respondent compares one item with another or a group of items against each other and ranks them

Brand AFlavor BSize A

Brand AFlavor BSize A

Brand BFlavor CSize C

Brand BFlavor CSize C

Brand BFlavor ASize A

Brand BFlavor ASize A


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Constant Sum Scale

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

Divide 100 points among the following attributes of a PC

Clock Speed: 30

Hard drive size: 20

RAM size: 10

Price: 40


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Pictorial Scales

Various categories of the scale are depicted pictorially

Format must be comprehensible to respond and allow accurate response

Example: The taste of Honey Munch Cereal is:


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Designing Single Item Scales

Number of Scale Categories

2 to 15

Strength of the Anchors

colorful vs. very colorful vs. extremely colorful

Labeling of the Categories

no labels vs. some labels vs. all labels

Balance of a Scale

balanced vs. unbalanced


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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

Multiple item Scales Likert Semantic Differential Stapel Associative Scaling


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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

Typically used for intangible constructs. Each item (statement) measures some aspect of the common construct.

Scores on individual items are summed to give total score for respondents


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Likert Scale

Satisfaction survey for a bank:Strongly

Strongly Disagree Disagree Neutral Agree Agree

1. The bank offers courteous service

2. The bank has convenient locations

3. The bank has convenient hours

4. The bank offers low interest rate loans

Together, the 4 items constitute the scale

This is a single item


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Analysis of Bank Survey

Assign numbers to categories 1 2 3 4 5

Strongly Strongly Disagree Disagree Neutral Agree

Agree

2. Compute results:a) for each item compute mean across respondents (e.g. the average score for all respondents for item 1 is 3.5)b) for all items compute mean for each respondent (e.g. the average satisfaction score for respondents 1 is 3.0)


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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

Used for image analysis, profile analysis


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Characteristics of Semantic Differential

Scales in Marketing Applications: Pairs of objects or phrases must be meaningful in market

being studied and often correspond to product/service attributes

Avoid "halo" effect by placing negative pole on either side 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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Characteristics of Semantic Differential (Contd.)

Profile Analysis

Application of semantic differential scale

Plot mean ratings of 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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Multiple-item Scales (Contd.)

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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Steps in multiple-item scale development

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

Finally, optimize the scale length


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Accuracy of Attitude Measurements

Validity

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

Face Validity

The extent to which the content of a measurement scale appears to tap all relevant facets of the construct

Construct Validity

A scale evaluation criterion that relates to the underlying question "what is the nature of the underlying variable or construct measured by the scale?"


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Accuracy of Attitude Measurements (Contd.)

Convergent Validity A form of construct validity that represents the

association between the measured construct and measures of other constructs with which the construct is related on theoretical grounds

Discriminant Validity A form of construct validity that represents the

extent to which the measured construct is not associated with which the construct is related on theoretical grounds


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Accuracy of Attitude Measurements (Contd.)

Reliability

The consistency with which the measure produces the same results with the same or comparable population

Sensitivity

Extent to which ratings provided by a scale are able to discriminate between the respondents who differ with respect to the construct being measured

Relevancy

Relevance = reliability * validity


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Scales in Cross-national Research

Responses Can Be Affected by

Low literacy and educational levels

Culture in a country

Semantic differential scale is closest to pan cultural scale

Adapting response formats, particularly their calibration, for specific countries and cultures

Essentials of Marketing Research,Second Edition Kumar, Aaker& Day Essentials of Marketing Research...

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