4 Attitude Measurement

Attitude measurement Dr James Abdey
Applied Marketing (Market Research Methods) Topic 4: Attitude measurement

Dr James Abdey
Attitude measurement Types of scale Difculty of measurement Attitude scaling Case study Attitude measurement Use of questionnaire Rating scales
Measurement
Attitude measurement Types of scale
Measurement involves using numbers to represent marketing phenomena

Buying behaviour Intention to purchase Preferences Motivations Beliefs Attitudes
Difculty of measurement Attitude scaling Case study Attitude measurement Use of questionnaire Rating scales
Hence we need to construct a scale
Types of scale: Nominal

Numbers serve as labels to categorise objects or events Require simple classication (brands, store types, religion, employment types, gender, product types) Can calculate percentages and test for association between variables Beer Wine Soft drinks Male 80 15 5 100 Female 20 60 20 100 Total 100 75 25 200
Types of scale: Ordinal (ranking)

Dene the ordered relationship between objects
Attitude measurement Types of scale Difculty of measurement
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
Attitude scaling Case study Attitude measurement Use of questionnaire Rating scales
Types of scale: Ordinal (ranking)
Attitude measurement Types of scale Difculty of measurement Attitude scaling Case study
Preference ordering First Second Third Total
Beer A 15 50 35 100
Beer B 35 25 40 100
Beer C 50 25 25 100
Attitude measurement Use of questionnaire Rating scales
Types of scale: Interval

On the scale from 1 to 10, please indicate how much you like this product Zero point is xed arbitrarily Can calculate mean, standard deviations, correlations and do signicance 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 scored 2
Temperature example: Take 80o F and 20o F and convert them into celsius: 80o F = 26.6o C and 20o F = 6.6o C
Types of scale: Ratio

All the properties of the interval scale, plus an absolute zero Absolute zero indicates absence of the characteristic Examples:
Weight Height Age Sales Market share Number of customers
Question
Attitude measurement Types of scale Difculty of measurement Attitude scaling Case study Attitude measurement Use of questionnaire
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?
Rating scales
Difculty of measurement
Attitude measurement
In marketing, we want to study concepts and constructs A construct is dened 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
Types of scale Difculty of measurement Attitude scaling Case study Attitude measurement Use of questionnaire 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
Sources of measurement error

Respondents characteristics (mood, fatigue, personality, etc.) Situational factors Questionnaire design Coding errors Data collection method used Interviewer error
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
Validity
Denition: Does the scale measure what it is supposed to measure?

Content validity: established by experts personal judgement (measure the image of a retail store using a set of 15 items the validity of those items will be judged by experts) Concurrent validity: correlating two different measurements of the same marketing phenomenon which have been administered at the same time point
Validity
Denition: Does the scale measure what it is supposed to measure?

Predictive validity: correlating two different measurements of the same marketing phenomenon which have been administered at different time points Construct validity: relate the construct of interest to other related constructs (job satisfaction with job performance)
Reliability
Denition: Stability and consistency of the results obtained from research

Same results are obtained if the measure used in the research is replicated Necessary, but not sufcient, condition for validity
Reliability is tested
Test vs. re-test: repeat a given test and compare the outcomes under similar conditions (give the 15-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 coefcient usually in social sciences this does not exceed 0.9
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
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?
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 respond behaviourally to the object intention to buy/purchase
Attitude measurement: Examples
Attitude measurement Types of scale Difculty of measurement Attitude scaling
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
Case study Attitude measurement Use of questionnaire Rating scales
Concerns when measuring attitudes
Attitude measurement Types of scale Difculty of measurement Attitude scaling Case study Attitude measurement
What are the characteristics of the construct being measured? What number system or scale will be appropriate for the construct?
Use of questionnaire Rating scales
Methods of attitude measurement
Communication techniques
Self-reports Responses to unstructured interviews Performance of a task
Observation techniques
Principal scaling methods
Attitude measurement Types of scale Difculty of measurement Attitude scaling Case study Attitude measurement Use of questionnaire
Construction of scales depends on statistical and mathematical models It involves a lot of preparation
Rating scales
Some commonly used scales in marketing

Construct: Attitude
Scale descriptor: Very bad; Bad; Neither bad nor good; Good; Very good
Construct: Importance
Scale descriptor: Not at all important; Not important; Neutral; Important; Very important
Construct: Satisfaction
Scale descriptor: Very dissatised; Dissatised; Neither dissatised nor satised; Satised; Very satised
Construct: Purchase intent

Scale descriptor: Denitely will not buy; Probably will not buy; Might or might not buy; Probably will buy; Denitely will buy
Construct: Purchase frequency

Scale descriptor: Never; Rarely; Sometimes; Often; Very often
Use of questionnaire
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 dened by symbols
Rank order scale: The respondent ranks various objects with regard to the attitude in question
Verbal rating scales

Verbal rating scales are the most often used in marketing
Very favourable
Somewhat favourable
Indifferent
Somewhat unfavourable
Very 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?)
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 A B C D E 0.10, 0 0.36, 0 0.86, 1 0.73, 1 B 0.90, 1 0.68, 1 0.98, 1 0.79, 1 C 0.64, 1 0.32, 0 0.85, 1 0.64, 1 D 0.14, 0 0.02, 0 0.15, 0 0.48, 0 E 0.27, 0 0.21, 0 0.36, 0 0.52, 1
Thurstones equal-appearing intervals (differential scale)

Thurstones equal-appearing intervals involve a long 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 the median values of each group are calculated Between 20 and 25 statements are nally selected These statements are presented in random order to respondents, who are asked to conrm all those statements with which they agree Respondents total scores are calculated simply by taking the mean of all the statements that have been conrmed
Thurstones equal-appearing intervals (differential scale)
Drawbacks:
Judges attitudes may bias the selection of the items used in the test Caution should be given to the selection of judges Small number of judges might be sufcient (300 judges or 50 have been used)
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 being studied and they respond by indicating whether they:
Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree
Likert scales
These ve categories are then scored, usually using 5, 4, 3, 2, 1 respectively Individual scores are obtained by totalling the item scores of each statement the total is compared with the maximum possible score (10 items 5 categories: 50 = maximum score; 10 = minimum score)
Likert scales
Simple to construct, high reliability Item analysis is done to select the most discriminating 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 for inclusion 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
Likert scales Example
Items
Strongly agree (5)
Agree
Neither agree nor disagree
Disagree
Strongly disagree
Types of scale Difculty of measurement Attitude scaling Case study Attitude measurement Use of questionnaire
(4)
(3)
(2)
(1)
Rating scales
Is generally a friendly store Is a well-laid out store Has lots of good bargains
Semantic differential 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 a 7-point rating scale that is bipolar with each extreme dened by an adjective or adjectival phrase
Semantic differential scales
New Good Successful Savoury Contemporary Organised Fast Orthodox
-----------------------------------------------------------------
Old Bad Unsuccessful Tasteless Obsolete Unorganised Slow Liberal
Stapel 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
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Attitude measurement Dr James Abdey

Applied Marketing (Market Research Methods) Topic 4: Attitude measurement

Attitude measurement Dr James Abdey

Attitude measurement Types of scale

Measurement involves using numbers to represent marketing phenomena

Hence we need to construct a scale

Types of scale: Nominal

Attitude measurement Dr James Abdey

Types of scale: Ordinal (ranking)

Attitude measurement Dr James Abdey

Attitude measurement Types of scale Difculty of measurement

Types of scale: Ordinal (ranking)

Attitude measurement Dr James Abdey

Preference ordering First Second Third Total

Attitude measurement Use of questionnaire Rating scales

Types of scale: Interval

Attitude measurement Dr James Abdey

Types of scale: Ratio

Attitude measurement Dr James Abdey

Attitude measurement Dr James Abdey

Attitude measurement Dr James Abdey

Attitude measurement Dr James Abdey

Attitude measurement Use of questionnaire Rating scales

Sources of measurement error

Attitude measurement Dr James Abdey

Attitude measurement Dr James Abdey

Attitude measurement Use of questionnaire Rating scales

Attitude measurement Dr James Abdey

Attitude measurement Types of scale

Denition: Does the scale measure what it is supposed to measure?

Attitude measurement Dr James Abdey

Attitude measurement Types of scale Difculty of measurement

Denition: Does the scale measure what it is supposed to measure?

Attitude measurement Dr James Abdey

Denition: Stability and consistency of the results obtained from research

Attitude measurement Use of questionnaire Rating scales

Attitude measurement Dr James Abdey

Attitude measurement Dr James Abdey

Case study: Questions

Attitude measurement Dr James Abdey

Attitude measurement Use of questionnaire Rating scales

Attitude measurement Dr James Abdey

Attitude measurement: Examples

Attitude measurement Dr James Abdey

Attitude measurement Types of scale Difculty of measurement Attitude scaling

Case study Attitude measurement Use of questionnaire Rating scales

Concerns when measuring attitudes

Attitude measurement Dr James Abdey

Use of questionnaire Rating scales

Methods of attitude measurement

Attitude measurement Dr James Abdey

Attitude measurement Types of scale Difculty of measurement

Principal scaling methods

Attitude measurement Dr James Abdey

Some commonly used scales in marketing

Attitude measurement Dr James Abdey

Construct: Purchase intent

Construct: Purchase frequency

Attitude measurement Dr James Abdey

Verbal rating scales

Attitude measurement Dr James Abdey

Attitude measurement Use of questionnaire Rating scales

Major issues to consider: