4 Attitude Measurement

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Attitudemeasurement

Dr James Abdey

Attitude measurement

Types of scale

Difficulty of measurement

Attitude scaling

Case study


Use of questionnaire

Rating scales

Applied Marketing(Market Research Methods)

Topic 4:


Dr James Abdey
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Attitudemeasurement

Dr James Abdey


Types of scale


Attitude scaling

Case study



Rating scales

Measurement

Measurement involves using numbers to represent

marketing phenomena

Buying behaviour Intention to purchase Preferences Motivations Beliefs Attitudes

Hence we need to construct a scale
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Attitudemeasurement

Dr James Abdey


Types of scale


Attitude scaling

Case study



Rating scales

Types of scale: Nominal

Numbers serve as labels to categorise objects orevents

Require simple classification (brands, store types,

religion, employment types, gender, product types)

Can calculate percentages and test for association

between variables

Male Female Total

Beer 80 20 100

Wine 15 60 75

Soft drinks 5 20 25

100 100 200
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Attitudemeasurement

Dr James Abdey


Types of scaleDifficulty of measurement

Attitude scaling

Case study



Rating scales

Types of scale: Ordinal (ranking)

Define the ordered relationship between objects

In the order of importance, please rank the reasons

for using the product

Any series of numbers that preserves the ordered

relationship can be used

Distances between responses are not considered to

be equal

Satisfaction scales etc.

Proportions, measures of association
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Attitudemeasurement

Dr James Abdey



Attitude scaling

Case study



Rating scales

Types of scale: Ordinal (ranking)

Preference Beer A Beer B Beer C

ordering

First 15 35 50Second 50 25 25

Third 35 40 25

Total 100 100 100
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Attitudemeasurement

Dr James Abdey



Attitude scaling

Case study



Rating scales

Types of scale: Interval

On the scale from 1 to 10, please indicate how much

you like this product Zero point is fixed arbitrarily

Can calculate mean, standard deviations,

correlations and do significance tests the most

widely used scales

Differences between positions on the scale are

identical, for example the distance between 7 and 8

is the same as the distance between 9 and 10

However, we cannot claim that a product that scored

8 is four times better than a product that was scored2

Temperature example: Take 80oF and 20oF andconvert them into celsius: 80oF = 26.6oC and 20oF= 6.6oC
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Attitudemeasurement

Dr James Abdey



Attitude scaling

Case study



Rating scales

Types of scale: Ratio

All the properties of the interval scale, plus anabsolute zero

Absolute zero indicates absence of the characteristic

Examples:

Weight Height

Age Sales Market share Number of customers
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Attitudemeasurement

Dr James Abdey



Attitude scaling

Case study



Rating scales

Question

What type(s) of scale would be more appropriate for

a market research study trying to determine which

brand of cookies consumers prefer the most and

why?
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Attitudemeasurement

Dr James Abdey



Attitude scaling

Case study



Rating scales


In marketing, we want to study concepts andconstructs

A construct is defined as the mental abstraction

formed by the perception of a phenomenon (sales,product positioning, attitudes, brand loyalty, image)

There is no ready-made scale for measuring

constructs

Questions are subject to measurement error
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Attitudemeasurement

Dr James Abdey



Attitude scaling

Case study



Rating scales

Measurement error

Measurement error is the lack of correspondence

between the measuring outcome and the

phenomenon being measured

Measurement error = Systematic + Random

Observed score = True score + Measurement error
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Attitudemeasurement

Dr James Abdey



Attitude scaling

Case study



Rating scales

Sources of measurement error

Respondents characteristics (mood, fatigue,personality, etc.)

Situational factors

Questionnaire design

Coding errors

Data collection method used

Interviewer error
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Attitudemeasurement

Dr James Abdey



Attitude scaling

Case study



Rating scales

Attitude scaling

Validity of an attitude scale: The extent to which

the measurement process is free from systematic

and random error

Reliability of an attitude scale: The extent to which

the measurement process is free from random error
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Attitudemeasurement

Dr James Abdey



Attitude scaling

Case study



Rating scales

Validity

Definition: Does the scale measure what it is

supposed to measure?

Content validity: established by experts personal

judgement (measure the image of a retail store usinga set of 15 items the validity of those items will be

judged by experts)

Concurrent validity: correlating two different

measurements of the same marketing phenomenonwhich have been administered at the same time point
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Attitudemeasurement

Dr James Abdey



Attitude scaling

Case study



Rating scales

Validity

Definition: Does the scale measure what it is

supposed to measure?

Predictive validity: correlating two differentmeasurements of the same marketing phenomenonwhich have been administered at different time points

Construct validity: relate the construct of interest toother related constructs (job satisfaction with job

performance)

A i d
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Attitudemeasurement

Dr James Abdey


Types of scale


Attitude scaling

Case study



Rating scales

Reliability

Definition: Stability and consistency of the results

obtained from research

Same results are obtained if the measure used in theresearch is replicated

Necessary, but not sufficient, condition for validity

Attit dR li bili i d
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Attitudemeasurement

Dr James Abdey


Types of scale


Attitude scaling

Case study



Rating scales

Reliability is tested

Test vs. re-test: repeat a given test and compare

the outcomes under similar conditions (give the15-items test to two groups of shoppers at different

times)

Equivalent forms comparison: giving two forms

which are judged to be equivalent

Split-half: divide the multi-item measurement in

equivalent groups and correlate the responses from

the different groups

Measured as correlation coefficient usually in

social sciences this does not exceed 0.9

AttitudeC d
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Attitudemeasurement

Dr James Abdey


Types of scale


Attitude scaling

Case study



Rating scales

Case study

Gillette makes extensive use of consumer measures

about advertisements that are shown on television

These measures include: Awareness Brand association Recall Believability

Gillette has standard measures for each entry in

South Korea, Japan, Singapore and Indonesia

Concern has been raised about the appropriateness

of these standard measures

AttitudeC t d Q ti
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Attitudemeasurement

Dr James Abdey


Types of scale


Attitude scaling

Case study



Rating scales

Case study: Questions

How could each of these constructs be measured?

What scale level would these constructs be?

What steps should Gillette take to determine the

appropriateness of these measures in new markets?

AttitudeAttit d t
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Attitudemeasurement

Dr James Abdey


Types of scale


Attitude scaling

Case study



Rating scales


An attitude is an individuals enduring perceptual,knowledge-based, evaluative and action-oriented

processes with respect to an object or phenomenon

Components of attitude include:

Cognitive: persons beliefs awareness/knowledge

Affective: persons feelings liking/preference

Behavioural: persons readiness to respondbehaviourally to the object intention tobuy/purchase

AttitudeAttit de meas rement E amples
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Attitudemeasurement

Dr James Abdey


Types of scale


Attitude scaling

Case study



Rating scales

Attitude measurement: Examples

Cognitive: I believe that type of car should last 10

years

Affective: I dont think that colour is any good

Behavioural: If that car was sold in my own town, I

would buy it

AttitudeConcerns when measuring attitudes
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Attitudemeasurement

Dr James Abdey


Types of scale


Attitude scaling

Case study



Rating scales

Concerns when measuring attitudes

What are the characteristics of the construct being

measured?

What number system or scale will be appropriate for

the construct?

AttitudeMethods of attitude measurement
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measurement

Dr James Abdey


Types of scale


Attitude scaling

Case study



Rating scales

Methods of attitude measurement

Communication techniques

Self-reports

Responses to unstructured interviews

Performance of a task

Observation techniques

AttitudePrincipal scaling methods
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measurement

Dr James Abdey


Types of scale


Attitude scaling

Case study



Rating scales

Principal scaling methods

Construction of scales depends on statistical and

mathematical models

It involves a lot of preparation

AttitudeSome commonly used scales in
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measurement

Dr James Abdey


Types of scale


Attitude scaling

Case study



Rating scales

Some commonly used scales in

marketing Construct: Attitude

Scale descriptor: Very bad; Bad; Neither bad norgood; Good; Very good

Construct: Importance Scale descriptor: Not at all important; Not important;

Neutral; Important; Very important

Construct: Satisfaction Scale descriptor: Very dissatisfied; Dissatisfied;

Neither dissatisfied nor satisfied; Satisfied; Verysatisfied

Construct: Purchase intent

Scale descriptor: Definitely will not buy; Probably willnot buy; Might or might not buy; Probably will buy;Definitely will buy

Construct: Purchase frequency Scale descriptor: Never; Rarely; Sometimes; Often;

Very often

AttitudeUse of questionnaire
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measurement

Dr James Abdey


Types of scale


Attitude scaling

Case study



Rating scales


Nominal scale: Does your house have gas heating?

Have you heard of Odeon cinemas? (Yes/No)

Rating scale (ordinal, interval, ratio): Do you

agree, disagree or are you indifferent about the

European constitution?

Graphic rating scales: Respondents indicate their

position on a continuum defined by symbols

Rank order scale: The respondent ranks various

objects with regard to the attitude in question

AttitudetVerbal rating scales
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measurement

Dr James Abdey


Types of scale


Attitude scaling

Case study



Rating scales

Verbal rating scales

Verbal rating scales are the most often used in

marketing

Very Somewhat Indifferent Somewhat Very

favourable favourable unfavourable unfavourable

Major issues to consider: Number of categories (5 or 6?) Odd or even number of categories (neutral

category?) Balanced vs. unbalanced Extent of verbal description Category numbering (interval scale?) Forced vs. non-forced scales Comparative vs. non-comparative scales (point of

reference?)

AttitudemeasurementPaired comparison scales
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measurement

Dr James Abdey


Types of scale


Attitude scaling

Case study



Rating scales

Paired comparison scales

In a paired comparison scale respondents are

presented with a set of objects that they have to rank

n objects involve n(n 1)/2 comparisons

For example objects A, B, C, D and E involve a total

of (5 4)/2 = 10 comparisons

A B C D E

A 0.90, 1 0.64, 1 0.14, 0 0.27, 0

B 0.10, 0 0.32, 0 0.02, 0 0.21, 0

C 0.36, 0 0.68, 1 0.15, 0 0.36, 0

D 0.86, 1 0.98, 1 0.85, 1 0.52, 1

E 0.73, 1 0.79, 1 0.64, 1 0.48, 0

AttitudemeasurementThurstones equal-appearing
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measurement

Dr James Abdey


Types of scale


Attitude scaling

Case study



Rating scales

Thurstone s equal appearing

intervals (differential scale)

Thurstones equal-appearing intervals involve along development process:

Large number of statements collected by researcher Statements are independently assessed by a large

number of judges, who classify them in 11 groups,from most favourable to least favourable themedian values of each group are calculated

Between 20 and 25 statements are finally selected These statements are presented in random order to

respondents, who are asked to confirm all thosestatements with which they agree

Respondents total scores are calculated simply bytaking the mean of all the statements that have beenconfirmed

AttitudemeasurementThurstones equal-appearing
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measurement

Dr James Abdey


Types of scale


Attitude scaling

Case study



Rating scales

Thurstone s equal appearing

intervals (differential scale)

Drawbacks:

Judges attitudes may bias the selection of the itemsused in the test

Caution should be given to the selection of judges

Small number of judges might be sufficient (300

judges or 50 have been used)

AttitudemeasurementLikert scales type of verbal rating
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measurement

Dr James Abdey


Types of scale


Attitude scaling

Case study



Rating scales

Likert scales type of verbal rating

scale

Large number of statements is collected by

researcher

Statements are administered to a group of people

representative of those whose attitudes are beingstudied and they respond by indicating whether they:

Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree
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AttitudemeasurementLikert scales


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Dr James Abdey


Types of scale


Attitude scaling

Case study



Rating scales

Simple to construct, high reliability

Item analysis is done to select the mostdiscriminating items by computing for each item the

correlation between item scores and the total of all

item scores

Those with the highest correlations are retained forinclusion in the survey questionnnaire

Likert scale is not an interval scale

The middle point of the scale is not necessarily the

precise middle between the two extreme scores

They give freedom to the respondent in placing

his/her views

AttitudemeasurementLikert scales Example
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Dr James Abdey


Types of scale


Attitude scaling

Case study



Rating scales

p

Items Strongly Agree Neither Disagree Stronglyagree agree nor disagree

disagree

(5) (4) (3) (2) (1)

Is generally

a friendly Xstore

Is a

well-laid out X

store

Has lots

of good X

bargains

AttitudemeasurementSemantic differential scales
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Dr James Abdey


Types of scale


Attitude scaling

Case study



Rating scales

Semantic differential scales were developed to

measure the connotative meaning of concepts

Very popular methodology often used for brand

image research

Weights are assigned to positions: -3, -2, -1, 0, 1, 2,

3

Respondent is asked to evaluate an object on a7-point rating scale that is bipolar with each extreme

defined by an adjective or adjectival phrase

AttitudemeasurementSemantic differential scales
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Dr James Abdey


Types of scale


Attitude scaling

Case study



Rating scales

New - - - - - - - - - Old

Good - - - - - - - - - Bad

Successful - - - - - - - - - Unsuccessful

Savoury - - - - - - - - - Tasteless

Contemporary - - - - - - - - - Obsolete

Organised - - - - - - - - - Unorganised

Fast - - - - - - - - - Slow

Orthodox - - - - - - - - - Liberal

AttitudemeasurementStapel scales
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Dr James Abdey


Types of scale


Attitude scaling

Case study



Rating scales

Stapel scales are a type of semantic scale

They are unipolar 10-point non-verbal rating scales

with values ranging from 5 to +5

For example: Circle your answer

-5 -4 -3 -2 -1 Value for money 1 2 3 4 5
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Documents

4 Attitude Measurement