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Chapter Ten
Using
Measurement
Scales to Build
Marketing
Effectiveness
Copyright © 2004
John Wiley & Sons, Inc.
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
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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.
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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.
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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.
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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
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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
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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
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Exhibit 10.1 Three Types of Rationing Scales
Learning Objective
Scale A
Uncomfortable
Comfortable
Scale B
0
10
Uncomfortable
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30
40
50
Neutral
60
70
80
90
100
Comfortable
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Exhibit 10.1 Three Types of Rationing Scales
Learning Objective
Scale C
1
2
Very
very
Uncomfortable
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4
5
6
7
8
9
10
Very
very
Comfortable10
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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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SUMMARY
Learning Objective
– Attitudes, Behavior and Marketing
Effectiveness
– Scaling Defined
– Attitude Measurement Scales
– Considerations In Selecting A Scale
– Attitude Measures and Management Decision
Making
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Learning Objective
The End
Copyright © 2004 John Wiley & Son
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