Attitude Measurement & Scaling Technique

8/9/2019 Attitude Measurement & Scaling Technique

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AttitudeAttitude

Measurement &Measurement &Scaling TechniqueScaling Technique


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It is important for marketers tomeasure attitudes. Marketers try tounderstand these attitudes andinuence them to gain and advantage

in the market. Measuring attitudes isa highly dicult process and unlikemeasurement scales in the physicallike measuring height, weight, etc.,

measurement scales for attitude areless precise. There are dierentattitude scales that can be used tomeasure attitudes as precisely as

possible.

IntroductionIntroduction


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ttitude is a degree ofpositive or negative eectassociated with some

psychological ob!ect. ttitudesare sub!ective and personal.ttitude inuences the behavior.

"urchase decisions are basedupon the attitudes. The attitudescan change over time.

MeaningMeaning


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#ttitudes are an overallevaluation that allows one torespond in a consistently

favorable or unfavorable mannerwith respect to a given ob!ect oralternative$.

% Engel

DefnitionDefnition


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Components o

attitude


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This refer to therespondent&s liking or preferencesfor an ob!ect. This is also known as

the feeling component.'a( I like the product )&

'b( dvertisement )*& is poor.

This component reveals thebuyers& positive or negativeattitude towards the product.

Aective component Aective co

mponent


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This refers to the respondents&beliefs, knowledge or awarenessabout an event or an ob!ect. This is

usually ac+uired from friends,periodicals etc. sometimes, it is alsoknown as the belief component.tatements like%

'a( I am aware of the product )*& 'b( I have no idea about the product)-&

'c( That institute is ecellent.

Cognitive component Cognitive component


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This refer to therespondent&s intention to buy.

This is a situation prior to the

purchase. In marketing, theusage and buying patterndepends on this component. This

is also known as actioncomponent.

Behavioral Behavioral component com ponent


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Attitudes undergo changedue to fve actors:

Information gathered in the pastrelating to the actual eperience

Individual perception and belief

/posure to new information0hange in the group membership

Individual personality

Determinants oDeterminants o

attitudeattitude


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MeasurementMeasurement

ScalesScales


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1ominal cale1ominal cale

1ominal scale is simply a system ofassigning number symbols to events inorder to label them. 1ominal scale is theleast powerful level of measurement. It

indicates no order or distance relationshipand has no arithmetic origin. nominalscale simply describes dierencesbetween things by assigning them tocategories. 1ominal data are thus,

counted data. The scale wastes anyinformation that we may about varyingdegrees of attitude, skill, understandings,etc.


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2rdinal cale2rdinal cale

The lowest level of the orderedscale that is commonly used is theordinal scale. The ordinal scale

places events in order, but there isno attempt to make the intervals ofthe scale e+ual in terms of somerule. 3ank orders represent ordinalscales and fre+uently used inresearch relating to +ualitativephenomena.


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Interval caleInterval cale

In the case of interval scale, theintervals are ad!usted in terms ofsome rule that has been establishedas a basis for making the unitse+ual. The units are e+ual only in sofar as one accepts the assumptionson which the rule is based. Intervalscales can have an arbitrary 4ero,but it is not possible to determinefor them what may be called anabsolute 4ero or uni+ue origin.


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3atio cale3atio cale

3atio scales have an absolute or true4ero of measurement. The term)absolute 4ero& is not as precise as itwas once believed to be. 5e can

conceive of an absolute 4ero oflength and similarly we can conceiveof an absolute 4ero of time. 3atioscale represent the actual amounts

of variables. Measures of physicaldimensions such as weight, height,distance, etc, are eample.


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ImportanceImportance

ScalingScalingTechniquesTechniques

6( 3ating cales

7(Method of paired comparisons

8(Method of rank order


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T91: T91:

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Attitude Measurement & Scaling Technique