Download Chapter 01 - Baylor University

Chapter 10
Using Measurement Scales to Build
Marketing Effectiveness
Carl McDaniel, Jr.
Roger Gates
Slides Prepared by
Bruce R. Barringer
University of Central Florida
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-1
Learning Objectives
Slide 1 of 2
• To understand the linkage between attitudes
and marketing effectiveness.
• To become familiar with the concept of
scaling.
• To learn about the various types of attitude
scales.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-2
Learning Objectives
Slide 2 of 2
• To realize the importance of purchase intent
scales in marketing research.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-3
Attitude
An attitude is an enduring organization of
motivation, emotion, perceptual, and cognitive
processes with respect to some aspect of the
environment.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-4
Attitudes and Behavior
Slide 1 of 3
• The link between attitudes and behavior is
complex.
• The prediction of future behavior for a
group of consumers tends to be higher than
the prediction of behavior for a single
consumer.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-5
Attitudes and Behavior
Slide 2 of 3
• Specifically, researchers have found the
following:
– The more favorable the attitudes of consumers,
the higher the incidence of product usage.
– The less favorable the attitude, the lower is the
incidence of usage.
– The more unfavorable people’s attitudes are
toward a product, the more likely they are to
stop using it.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-6
Attitudes and Behavior
Slide 3 of 3
• Specifically, researchers have found the
following:
– The attitudes of people who have never tried a
product tend to be distributed around the mean
in the shape of a normal distribution.
– When attitudes are based on actually trying and
experiencing a product, attitudes predict
behavior quite well. Conversely, when attitudes
are based on advertising, attitude behavior
consistency is significantly reduced.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-7
Factors to Consider When Assessing
if Attitude Research Findings Will
Predict Behavior
Involvement of the
customer
Attitude strength
Effects of other
people
Attitude
measurement
Situational factors
Effects of other
brands
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-8
Enhancing Marketing Effectiveness
Attitudes are truly the essence of the “human
change agent” that all marketers strive to
influence. Marketing managers realize that there is
not a perfect correlation between attitudes and
behaviors. Yet in designing a marketing mix, or
modifying a marketing mix, attitude measures are
often the “best tool available” when attempting to
create an effective mix.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-9
Attitude Scales: Scaling Defined
The term scaling refers to procedures for
attempting to determine quantitative measures
of subjective and sometimes abstract concepts.
It is defined as a procedure for the assignment
of numbers to a property of objects in order to
impart some of the characteristics of numbers
to the properties in question.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-10
Unidimensional and
Multidimensional Scaling
Unidimensional
Scaling
Multidimensional
Scaling
Procedures
designed to
measure only one
attribute of a
respondent or
object
Procedures
designed to measure
several dimensions
of a respondent or
object
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-11
Graphic Rating Scales
• Description
– Present respondents with a graphic continuum
typically anchored by two extremes.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-12
Itemized Rating Scale
• Description
– Itemized rating scales are very similar to
graphic rating scales, except that respondents
must select from a limited number of ordered
categories rather than placing a check mark on
a continuous scale.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-13
Rank-Order Scale
• Description
– Itemized and graphic scales are noncomparative
because the respondent makes a judgment
without reference to another object, concept, or
person. Rank-order scales, on the other hand,
are comparative because the respondent is
asked to judge one item against another.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-14
Rank-Order Scale
• Advantages/Disadvantages:
- Easy to use and understand
- Forced choice between alternatives
- If not exhaustive, potential problem
- Object may not be in S’s consideration set
- No equal intervals, only order
- No strength of agreement on item, just relative
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-15
Paired Comparisons
• Description
– Paired comparison scales ask a respondent to
pick one of two objects from a set based upon
some stated criteria.
– A: smaller # of comparisons
– A: No order bias
– D: Can’t do large sets (respondent fatigue)
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-16
Constant Sum Scales
• Description
– Constant sum scales are used more often by market
researchers than paired comparisons because the long
list of paired items is avoided.
– Also, respondent can indicate equivalency of items
– This technique requires the respondent to divide a given
number of points, typically 100, among two or more
attributes based on their importance to the persons.
– D: larger sets can produce confusion
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-17
Semantic Differential Scale
• Description
– The construction of the semantic differential
scale begins with the determination of a
concept to be rated. The researcher selects
dichotomous pairs of words or phrases that
could be used to describe the concept.
Respondents then rate the concept on a scale.
The mean of these responses for each pair of
adjectives is computed and plotted as a
“profile” or image.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-18
Stapel Scales
• Semantic Differential with one adjective in
center and numbered points at each end
• Advantage: Shows both direction and
intensity
• Advantage: Don’t have to come up with
pairs of adjectives as in semantic
differential
• Not used much in MR
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-19
Likert Scales
• Description
– The Likert scale consists of a series of
statements that express either a favorable or an
unfavorable attitude toward the concept under
study.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-20
Likert Scales
• Advantages/Disadvantages:
- Fast/easy
- Generalizable
- Reliable and valid
- Potential problems can be overcome by:
1. Using “right” number of points (7)
2. Reversing polarity to reduce acquiescence
bias
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-21
Purchase Intent Scales
• Description
– Scale designed to measure the likelihood that a
potential customer will purchase a product or
service.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-22
Some Basic Considerations When
Selecting a Scale
Whether to Select a Rating,
Ranking, Sorting, or Purchase
Intent Scale
Number of Categories
5-9
Forced Versus Nonforced
Choice
(Addition of “don’t know”
category)
Odd or Even Number of
Scale Categories
(i.e., no neutral point)
Balanced Versus
Nonbalanced Alternatives
(Weighted toward either
positive or negative)
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-23
Summary of Key Points
Slide 1 of 4
• An attitude is an enduring organization of
motivational, emotional, perceptual, and
cognitive processes with respect to some
aspect of the environment.
• Scaling refers to procedures for attempting
to determine quantitative measures of
subjective and sometimes abstract concepts.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-24
Summary of Key Points
Slide 2 of 4
• The scale used most often and perhaps most
important to market researchers is the
purchase intent scale. The purchase intent
scale is used to measure a respondent’s
intention to buy or not buy a product.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-25
Summary of Key Points
Slide 3 of 4
• When attempting to select a particular scale
for a study, several factors should be
considered. The first is whether to use a
rating, ranking, or choice scale. Next,
considerations must be given to the use of a
balanced scale versus nonbalanced scale.
(continued on next slide)
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-26
Summary of Key Points
Slide 4 of 4
• The number of categories also must be
determined. Another factor is whether to use
an odd or even number of scale categories.
Finally, the researcher must consider
whether to use forced versus nonforced
choice sets.
© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e
Slide 10-27