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Slide 10-1Slide 10-1© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Using Measurement Scales to Build Marketing Effectiveness
Carl McDaniel, Jr.
Roger Gates
Slides Prepared by
Bruce R. Barringer
University of Central Florida
Chapter 10
Slide 10-2Slide 10-2© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Learning ObjectivesSlide 1 of 2
• To understand the linkage between attitudes and marketing effectiveness.
• To become familiar with the concept of scaling.
• To learn about the various types of attitude scales.
Slide 10-3Slide 10-3© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Learning ObjectivesLearning ObjectivesSlide 2 of 2Slide 2 of 2
• To realize the importance of purchase intent scales in marketing research.
Slide 10-4Slide 10-4© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
AttitudeAttitude
An attitude is an enduring organization of motivation, emotion, perceptual, and cognitive
processes with respect to some aspect of the environment.
Slide 10-5Slide 10-5© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Attitudes and BehaviorAttitudes and BehaviorSlide 1 of 3Slide 1 of 3
• The link between attitudes and behavior is complex.
• The prediction of future behavior for a group of consumers tends to be higher than the prediction of behavior for a single consumer.
Slide 10-6Slide 10-6© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Attitudes and BehaviorAttitudes and BehaviorSlide 2 of 3Slide 2 of 3
• Specifically, researchers have found the following:– The more favorable the attitudes of consumers,
the higher the incidence of product usage.– The less favorable the attitude, the lower is the
incidence of usage.– The more unfavorable people’s attitudes are
toward a product, the more likely they are to stop using it.
Slide 10-7Slide 10-7© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Attitudes and BehaviorAttitudes and BehaviorSlide 3 of 3Slide 3 of 3
• Specifically, researchers have found the following:– The attitudes of people who have never tried a
product tend to be distributed around the mean in the shape of a normal distribution.
– When attitudes are based on actually trying and experiencing a product, attitudes predict behavior quite well. Conversely, when attitudes are based on advertising, attitude behavior consistency is significantly reduced.
Slide 10-8Slide 10-8© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Factors to Consider When Assessing Factors to Consider When Assessing if Attitude Research Findings Will if Attitude Research Findings Will
Predict BehaviorPredict Behavior
Involvement of the customer
Attitude measurement
Effects of other people
Situational factors
Effects of other brands
Attitude strength
Slide 10-9Slide 10-9© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Enhancing Marketing EffectivenessEnhancing Marketing Effectiveness
Attitudes are truly the essence of the “human change agent” that all marketers strive to
influence. Marketing managers realize that there is not a perfect correlation between attitudes and
behaviors. Yet in designing a marketing mix, or modifying a marketing mix, attitude measures are often the “best tool available” when attempting to
create an effective mix.
Slide 10-10Slide 10-10© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Attitude Scales: Scaling DefinedAttitude Scales: Scaling Defined
The term scaling refers to procedures for attempting to determine quantitative measures of subjective and sometimes abstract concepts. It is defined as a procedure for the assignment of numbers to a property of objects in order to impart some of the characteristics of numbers
to the properties in question.
Slide 10-11Slide 10-11© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Unidimensional and Unidimensional and Multidimensional ScalingMultidimensional Scaling
Unidimensional Scaling
Multidimensional Scaling
Procedures designed to
measure only one attribute of a respondent or
object
Procedures designed to measure several dimensions of a respondent or
object
Slide 10-12Slide 10-12© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Graphic Rating ScalesGraphic Rating Scales
• Description– Present respondents with a graphic continuum
typically anchored by two extremes.
Slide 10-13Slide 10-13© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Itemized Rating ScaleItemized Rating Scale
• Description– Itemized rating scales are very similar to
graphic rating scales, except that respondents must select from a limited number of ordered categories rather than placing a check mark on a continuous scale.
Slide 10-14Slide 10-14© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Rank-Order ScaleRank-Order Scale
• Description– Itemized and graphic scales are noncomparative
because the respondent makes a judgment without reference to another object, concept, or person. Rank-order scales, on the other hand, are comparative because the respondent is asked to judge one item against another.
Slide 10-15Slide 10-15© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Rank-Order ScaleRank-Order Scale
• Advantages/Disadvantages:
- Easy to use and understand
- Forced choice between alternatives
- If not exhaustive, potential problem
- Object may not be in S’s consideration set
- No equal intervals, only order
- No strength of agreement on item, just relative
Slide 10-16Slide 10-16© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Paired ComparisonsPaired Comparisons
• Description– Paired comparison scales ask a respondent to
pick one of two objects from a set based upon some stated criteria.
– A: smaller # of comparisons– A: No order bias– D: Can’t do large sets (respondent fatigue)
Slide 10-17Slide 10-17© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Constant Sum ScalesConstant Sum Scales
• Description– Constant sum scales are used more often by market
researchers than paired comparisons because the long list of paired items is avoided.
– Also, respondent can indicate equivalency of items
– This technique requires the respondent to divide a given number of points, typically 100, among two or more attributes based on their importance to the persons.
– D: larger sets can produce confusion
Slide 10-18Slide 10-18© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Semantic Differential ScaleSemantic Differential Scale
• Description– The construction of the semantic differential
scale begins with the determination of a concept to be rated. The researcher selects dichotomous pairs of words or phrases that could be used to describe the concept. Respondents then rate the concept on a scale. The mean of these responses for each pair of adjectives is computed and plotted as a “profile” or image.
Slide 10-19Slide 10-19© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Stapel ScalesStapel Scales
• Semantic Differential with one adjective in center and numbered points at each end
• Advantage: Shows both direction and intensity
• Advantage: Don’t have to come up with pairs of adjectives as in semantic differential
• Not used much in MR
Slide 10-20Slide 10-20© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Likert ScalesLikert Scales
• Description– The Likert scale consists of a series of
statements that express either a favorable or an unfavorable attitude toward the concept under study.
Slide 10-21Slide 10-21© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Likert ScalesLikert Scales
• Advantages/Disadvantages:
- Fast/easy
- Generalizable
- Reliable and valid
- Potential problems can be overcome by:
1. Using “right” number of points (7)
2. Reversing polarity to reduce acquiescence bias
Slide 10-22Slide 10-22© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Purchase Intent ScalesPurchase Intent Scales
• Description– Scale designed to measure the likelihood that a
potential customer will purchase a product or service.
Slide 10-23Slide 10-23© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Some Basic Considerations When Some Basic Considerations When Selecting a ScaleSelecting a Scale
Whether to Select a Rating, Ranking, Sorting, or Purchase
Intent Scale
Balanced Versus Nonbalanced Alternatives
(Weighted toward either positive or negative)
Number of Categories
5-9
Odd or Even Number of Scale Categories
(i.e., no neutral point)
Forced Versus Nonforced Choice
(Addition of “don’t know” category)
Slide 10-24Slide 10-24© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Summary of Key PointsSummary of Key PointsSlide 1 of 4Slide 1 of 4
• An attitude is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of the environment.
• Scaling refers to procedures for attempting to determine quantitative measures of subjective and sometimes abstract concepts.
Slide 10-25Slide 10-25© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Summary of Key PointsSummary of Key PointsSlide 2 of 4Slide 2 of 4
• The scale used most often and perhaps most important to market researchers is the purchase intent scale. The purchase intent scale is used to measure a respondent’s intention to buy or not buy a product.
Slide 10-26Slide 10-26© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Summary of Key PointsSummary of Key PointsSlide 3 of 4Slide 3 of 4
• When attempting to select a particular scale for a study, several factors should be considered. The first is whether to use a rating, ranking, or choice scale. Next, considerations must be given to the use of a balanced scale versus nonbalanced scale. (continued on next slide)
Slide 10-27Slide 10-27© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Summary of Key PointsSummary of Key PointsSlide 4 of 4Slide 4 of 4
• The number of categories also must be determined. Another factor is whether to use an odd or even number of scale categories. Finally, the researcher must consider whether to use forced versus nonforced choice sets.