Attitude measurement Template copyright 2005 www brainybetty com

Learning Objectives • Components of attitude. • Relationship between attitudes and behaviour. • Changing attitudes • Association between measurement of beliefs and situations • Attitude scales • Types of scales • Consideration in selecting a scale 1/4/2022 2

Components of attitude Affective component (Feelings) Attitude Cognitive components (Beliefs) 1/4/2022 Behavioral component (Actions) 3

Component of attitude • Cognitive component-perception acquired by a combination of direct experience. • It consists of beliefs, opinions, knowledge and information held by a person regarding an object or an issue. • Affective component- feelings towards an object (anger, happiness, shame, distress…) • Behavioural component- Persons future actions and intentions 1/4/2022 4

Changing Attitude • Altering existing beliefs about a product • Changing attitudes by changing the importance of beliefs. • Adding new beliefs (adding new belief is an important job for marketers). 1/4/2022 5

Association between measurement of beliefs and situation • Lesser relationship between researcher’s measurement and the actual prevailing situation. • Some issues that will reduce the intensity of association between measurement of beliefs and actual situation. 1/4/2022 6

Types of attitude scales • • • 1/4/2022 Single item scale Itemized category Rank-order scale Q-sort scales Comparative scales Paired comparison scales Constant sum scales Pictorial scales Continuous scale 7

Examples of Itemized Rating Scales 1. Balanced, forced-choice, odd-interval scale focusing on an attitude toward a specific attribute. How do you like the taste of Wonder Bread? Like it Very much 1/4/2022 Like it Neither like not Dislike it Strongly Dislike it 8

Preference for Toothpaste Brands Using Rank Order Scaling Form Brand Rank Order (Affordable cost, taste, offers, stylish packing) 1. Crest _____ 2. Colgate _____ 3. Aim _____ 4. Gleem _____ 5. Macleans _____ 6. Ultra Brite _____ 7. Close Up _____ 8. Pepsodent _____ 9. Plus White _____ 10. Stripe 1/4/2022 _____ 9

Paired Comparison Selling The most common method of taste testing is paired comparison. The consumer is asked to sample two different products and select the one with the most appealing taste. The test is done in private and a minimum of 1, 000 responses is considered an adequate sample. A blind taste test for a soft drink, where imagery, self-perception and brand reputation are very important factors in the consumer’s purchasing decision, may not be a good indicator of performance in the marketplace. The introduction of New Coke illustrates this point. New Coke was heavily favored in blind paired comparison taste tests, but its introduction was less than successful, because image plays a major role in the purchase of Coke. A paired comparison taste test 1/4/2022 10

Importance of Bathing Soap Attributes Using a Constant Sum Scale Form Average Responses of Three Segments Attribute 1. Mildness 2. Lather 3. Shrinkage 4. Price 5. Fragrance 6. Packaging 7. Moisturizing 8. Cleaning Power Sum 1/4/2022 Segment III 11

Some Unique Rating Scale Configurations Thermometer Scale Instructions: Please indicate how much you like Mc. Donald’s hamburgers by coloring in thermometer. Start at the bottom and color up to the temperature level that best indicates how strong your preference is. Form: Like very much 100 75 50 25 0 Dislike very much Smiling Face Scale Instructions: Please point to the face that shows how much you like the Barbie Doll. If you do not like the Barbie Doll at all, you would point to Face 1. If you liked it very much, you would point to Face 5. Form: 1 1/4/2022 2 3 4 5 12

Continuous Rating Scale Respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other. The form of the continuous scale may vary considerably. How would you rate Sears as a department store? Version 1 Probably the worst - - - -I - - - - - - - - - - Probably the best Version 2 Probably the worst - - - -I - - - - - - - - -- - Probably the best 0 10 20 30 40 50 60 70 80 90 100 Version 3 Very bad Neither good Very good nor bad Probably the worst - - - -I - - - - - -- - - - -Probably the best 0 10 20 30 40 50 60 70 80 90 100 1/4/2022 13

Types of attitude scales • • • 1/4/2022 Multi-item scale Semantic differential scales Stapel scales Likert scales Thurstone scale Profile analysis 14

Semantic Differential Scale The semantic differential is a seven-point rating scale with end points associated with bipolar labels that have semantic meaning. SEARS IS: Powerful --: --: -X-: --: Weak Unreliable --: --: --: -X-: --: Reliable Modern --: --: --: -X-: Old-fashioned • The negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right. • This controls the tendency of some respondents, particularly those with very positive or very negative attitudes, to mark the right- or left-hand sides without reading the labels. • Individual items on a semantic differential scale may be scored on either a -3 to +3 or a 1 to 7 scale. 1/4/2022 15

A Semantic Differential Scale for Measuring Self - Concepts, Person Concepts, and Product Concepts 1) Rugged 2) Excitable 3) Uncomfortable 4) Dominating 5) Thrifty : ---: ---: Delicate : ---: ---: Calm : ---: ---: Comfortable : ---: ---: Submissive : ---: ---: Indulgent 6) Pleasant : ---: ---: Unpleasant 7) Contemporary : ---: ---: Obsolete 8) Organized : ---: ---: Unorganized 9) Rational : ---: ---: Emotional 10) Youthful 11) Formal 12) Orthodox 13) Complex 14) Colorless 15) Modest 1/4/2022 : ---: ---: Mature : ---: ---: Informal : ---: ---: Liberal : ---: ---: Simple : ---: ---: Colorful : ---: ---: Vain 16

Stapel Scale The Stapel scale is a unipolar rating scale with ten categories numbered from -5 to +5, without a neutral point (zero). This scale is usually presented vertically. SEARS +5 +4 +3 +2 +1 HIGH QUALITY -1 -2 -3 -4 X -5 +5 +4 +3 +2 X +1 POOR SERVICE -1 -2 -3 -4 -5 The data obtained by using a Stapel scale can be analyzed in the 1/4/2022 same way as semantic differential data. 17

Likert Scale Survey Without Numeric Scores 1. First Bank provides excellent customer service. Strongly agree ----- Neither agree Strongly Agree nor disagree Disagree disagree ----- 2. First Bank has convenient locations. Strongly agree ----- 1/4/2022 Neither agree Strongly Agree nor disagree Disagree disagree ----- 18

Example of Likert Scale Neither Agree nor Strongly Disagree Agree Strongly Agree 1. The celebrity endorser is trustworthy. 2. The celebrity endorser is attractive. 3. The celebrity endorser is an expert on the product. 1/4/2022 19

Considerations in selecting a scale • • 1/4/2022 Balanced versus unbalanced scales Number of categories Odd or even number of scale categories. Forced versus unforced choice 20

A Classification of Scaling Techniques Noncomparative Scales Comparative Scales Paired Comparison Rank Order Constant Sum Q-Sort and Other Procedures Likert 1/4/2022 Continuous Itemized Rating Scales Semantic Differential Stapel 21

Major Data-Collection Methods TYPES OF SCALES Comparative Rating Scales Paired Rank Constant Comparis on Order Sum Noncomparative Rating Scales QSort Graphi c Itemize d Rating Likert Semantic Differenti al 1/4/2022 Stap el 22