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Lecture Marketing research (12th edition) - Chapter 11: Attitude measurement

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Marketing Research
Aaker, Kumar, 
Leone and Day 
Twelfth Edition
Instructor’s 


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Chapter Eleven

Attitude Measurement

Marketing Research 12th Edition


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Attitude Measurement


Used to understand and influence behavior since:  

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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



Components of attitude:
1.

2.

3.

Cognitive or 
Knowledge 
component
Affective or Liking 
component
Intention or Action 
component

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Cognitive or Knowledge Component

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Affective or Liking Component


Summarizes a person’s overall feelings toward an 
object, situation, or person on a scale of like­dislike 
or favorable­unfavorable



When there are several alternatives, liking is 
expressed in terms of preference for one alternative



Preference measured by asking which alternative is 
“most preferred” or “first choice,” which is the 
“second choice,” and so on

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Intention or Action Component






Refers to a person’s expectations of future behavior 
toward an object
Intentions are usually limited to a distinct time period 
that depends on buying habits and planning horizons 
Incorporates information about a respondent’s ability or 
willingness to pay for the object, or otherwise take 
action

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Concept of Measurement


Measurement is a standardized process of assigning 
numbers or other symbols to certain characteristics of 
objects of interest, according to pre­specified rules

Characteristics for standardization of measurement
1.


2.

One­to­one 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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Scaling




Process of creating a continuum on which objects are 
located according to the amount of the measured 
characteristic possessed
Types of measurement scale:

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Nominal Scale


Are you a resident of 
Connecticut? 
Yes 
No 

Are you 
1) Caucasian
2) African­
American
3) Hispanic
4) Asian
5) Other
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Ordinal or Rank Scale

Rank your preferences for the 
following attributes in making 
a  car purchase decision
Price

­­­­­­­­­­­

Safety

­­­­­­­­­­­


Design

­­­­­­­­­­­

Fuel economy ­­­­­­­­­­­­
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Interval Scale

On a scale of 1 to 7, how would you rate the performance of
natural gas as home heating fuel in terms of reliability of supply?
(1 being least reliable and 7 being most reliable)
1

2

3

4

5

6

7

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Ratio Scale

What is your zip code?______

How old are you? _________

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Types of Scales and Their Properties

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Attitude Rating Scales




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

Classified as:
1.

Single item scales

2.

Multiple item scales

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Classification of Attitude Scales

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Single Item Scales


Only have one item to measure a construct
Types of Single item scales 

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Itemized­category Scales


Respondent selects from a limited number of categories
________

Very Satisfied

_________
_________
_________

Quite Satisfied
Somewhat Satisfied
Not at all Satisfied

`

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Comparative Scale


A judgment comparing one object, concept, or 
person against one another


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Rank­order Scales


Respondent compares one item with another 
or a group of items against each other and 
ranks them

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Q­sort Scaling




Respondents sort comparative characteristics into 
normally distributed groups
Ten or more groups increases accuracy of results 

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Constant­sum Scale


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

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Pictorial Scales


Various  categories  of  the  scale  are  depicted 
100
pictorially
Like very much
▫ Thermometer Scale
▫ Funny faces scale



Dislike very much

75 
50 

25  
0

Format must be comprehensible to respond and 
allow accurate response

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Paired – Comparison Scales






The brands to be rated are presented two at a time, so 
each brand in the category is compared once to every 
other brand
Brands are rated on a given number of points that are then 
divided between the two brands on the basis of 
respondents’ preferences 
Frame of reference is always the other brand being tested; 
Compare
these brands may change over time
A and B
n


n
n
n
n
n

A and C
A and D
B and C
B and D
C and D

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Issues in Designing Single­Item Scales

For eg: Smell of Morning Dew 
Balanced
is…
Very good

______

Good 

______


Bad

______

Very Bad

______
Unbalanced

Superb

______

Very Good 

______

Good

______

Average

______

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