Chapter Ten Using Measurement Scales to Build Marketing

Learning Objectives Learning Objective 1. To understand the linkage among attitudes, behavior and marketing effectiveness 2. To become familiar with the concept of scaling 3. To learn about the various types of attitude scales 4. To examine some basic considerations in selecting a type of scale 5. To realize the importance of attitude measurement scales in management decision making John Wiley & Son, Inc 2

Attitudes, Behavior, and Marketing Effectiveness Learning Objective To understand the linkage among attitudes, behavior and marketing effectiveness. • Attitude – An enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of a person’s environment. • The Link between Attitudes and Behavior – Complex – Predictions for a group tend to be more accurate than predictions for a single consumer. John Wiley & Son, Inc 3

Attitudes, Behavior, and Marketing Effectiveness Learning Objective To understand the linkage among attitudes, behavior and marketing effectiveness. • Identified Links 1. The more favorable the attitude of consumers, the higher the incidence of product usage. 2. The less favorable the attitude, the lower the incidence of product usage. 3. The attitudes of people who have never tried a product tend to be distributed around the mean of a normal distribution. 4. When attitudes are based on actually trying and experiencing a product, attitudes predict behavior quite well. When attitudes are based on advertising , attitude behavior consistency is significantly reduced. John Wiley & Son, Inc 4

Attitudes, Behavior, and Marketing Effectiveness Learning Objective To understand the linkage among attitudes, behavior and marketing effectiveness. • Six factors when assessing if attitude research findings : 1. Involvement of the consumer. 2. Attitude measurement. 3. Effects of other people. 4. Situational factors. 5. Effects of other brands. 6. Attitude strength. John Wiley & Son, Inc 5

Scaling Defined Learning Objective To become familiar with the concept of scaling • Scaling – A procedure for assigning numbers (or other symbols) to properties of an object in order to impart some numerical characteristics to the properties in question John Wiley & Son, Inc 6

Scaling Defined Learning Objective To become familiar with the concept of scaling • A Scale is a Measurement Tool – Scales are either • Unidimensional—designed to measure only one attribute of a concept, respondent, or object • Multidimensional- based on the premise that a concept, respondent, or object might be better described using several dimensions John Wiley & Son, Inc 7

Attitude Measurement Scales Learning Objective To learn about the various types of attitude scales • Graphic Rating Scales – A graphic continuum typically anchored by two extremes – Easily constructed and simple to use. – Ability to discern fine distinctions John Wiley & Son, Inc 8

Exhibit 10. 1 Three Types of Rationing Scales Learning Objective Scale A Uncomfortable Comfortable Scale B 0 10 Uncomfortable John Wiley & Son, Inc 20 30 40 50 Neutral 60 70 80 90 100 Comfortable 9

Exhibit 10. 1 Three Types of Rationing Scales Learning Objective Scale C 1 2 Very very Uncomfortable John Wiley & Son, Inc 3 4 5 6 7 8 9 10 Very very Comfortable 10

Attitude Measurement Scales Learning Objective To learn about the various types of attitude scales • Itemized Rating Scales – Respondents must select from a limited number of ordered categories rather than placing a check mark on a continuous scale. • Eliminate the order bias by rotating the questions on each questionnaire • Do not all for the fine distinctions that can be achieved with the graphic rating scale » See Exhibits 10 -2 and 10 -3 John Wiley & Son, Inc 11

Attitude Measurement Scales Learning Objective To learn about the various types of attitude scales • Rank Order Scale – Graphic and itemized scales • Noncomparative scales – Respondent makes judgment without reference to another object, concept or person – Rank-order scales • Comparative – Respondents are asked to compare two or more items and rank each item • Advantages • Disadvantages » See Exhibit 10 -4 John Wiley & Son, Inc 12

Attitude Measurement Scales Learning Objective To learn about the various types of attitude scales • Q-Sorting – Measurement scale employing a sophisticated form of rank ordering using card sorts • Paired Comparisons – Measurement scales that ask the respondent to pick one of two objects in a set based on some stated criteria • Overcomes problems of traditional rank-order scales – Order bias is overcome – Easier to select an item than to rank-order » See Exhibit 10. 5 John Wiley & Son, Inc 13

Attitude Measurement Scales Learning Objective To learn about the various types of attitude scales • Constant Sum Scales – Requires the respondent to divide a given number of points, typically 100, among two or more attributes based on the importance to the person – Number of point allocated to each alternative indicates the rank » See Exhibit 10. 6 John Wiley & Son, Inc 14

Attitude Measurement Scales Learning Objective To learn about the various types of attitude scales • The Semantic Differential – Begins with the determination of a concept to be rated. – The researcher selects opposite pairs of words or phrases that describe the object – Respondents rate on a scale. – The mean is computed and plotted as a profile or image. • Advantages • Disadvantages » See Exhibit 10. 7 John Wiley & Son, Inc 15

Attitude Measurement Scales Learning Objective To learn about the various types of attitude scales • Stapel Scale – measurement scales that require the respondent to rate, on a scale ranging from +5 to -5, how closely and in what direction a descriptor adjective fits a given concept • Advantages • Disadvantages » See Exhibit 10. 8 John Wiley & Son, Inc 16

Attitude Measurement Scales Learning Objective To learn about the various types of attitude scales • Likert Scales – A series of statements that express either a favorable or unfavorable attitude toward the concept under study. – The respondent is asked to indicate the level of agreement or disagreement with each statement by assigning it a numerical score. – The scores are then totaled to measure the respondent’s attitude. » See Exhibit 10. 9 John Wiley & Son, Inc 17

Attitude Measurement Scales Learning Objective To learn about the various types of attitude scales • Purchase Intent Scales – Scales used to measure a respondent’s intention to buy or not buy a product – Advantages • Good predictor of consumer choice of frequently purchased and durable consumer products • Easy to construct » See Exhibit 10. 10 John Wiley & Son, Inc 18

Considerations in Selecting a Scale Learning Objective To examine some basic considerations in selecting a type of scale. • Nature of the Construct Being Measured – Objective of the Research Study • Type of Scale – Balanced versus nonbalanced scale – Number of scale categories • Even versus odd number of scale categories – Forced versus nonforced choice John Wiley & Son, Inc 19

Attitude Measures and Management Decision Making Learning Objective To realize the importance of attitude measurement scales in management decision making • Determinant attitudes – Attitudes that are most closely related to preference or to actual purchase decision – Direct questions—reasons for preferring one product or brand over another – Dual questions—two questions concerning each product attribute that might be determinant » See Exhibits 10. 11 and 10. 12 John Wiley & Son, Inc 20

Attitude Measures and Management Decision Making Learning Objective To realize the importance of attitude measurement scales in management decision making • Indirect Questioning – Any interviewing approach that does not directly ask respondents to indicate the reasons why they bought the product or service. • Observation • Shoppers are observed • Detailed reports are recorded of movements and statements when interacting with a product • Conclusions are drawn John Wiley & Son, Inc 21

SUMMARY Learning Objective – Attitudes, Behavior and Marketing Effectiveness – Scaling Defined – Attitude Measurement Scales – Considerations In Selecting A Scale – Attitude Measures and Management Decision Making John Wiley & Son, Inc 22