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
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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
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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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