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Marketing Research Aaker, Kumar, Day Ninth Edition Instructor’s Presentation Slides 1 Chapter Eleven Attitude Measurement Marketing Research 9th Edition Aaker, Kumar, Day 2 http://www.drvkumar.com/mr9/ Attitude Measurement Used to understand and influence behavior since: Concept exists that attitudes lead to behavior More feasible to ask questions on attitudes than to observe and interpret behavior Capacity for diagnosis and explanation Learn which features of a new product concept are acceptable or unacceptable Measure the perceived strengths and weaknesses of competitive alternatives Marketing Research 9th Edition Aaker, Kumar, Day 3 http://www.drvkumar.com/mr9/ What Are Attitudes? Mental states used by individuals to structure the way they perceive their environment and guide the way they respond to it Components of attitude: Cognitive or Knowledge component Affective or Liking component Intention or Action component Marketing Research 9th Edition Aaker, Kumar, Day 4 http://www.drvkumar.com/mr9/ Cognitive or Knowledge Component Represents: A person’s information about an object Awareness of existence of the object Beliefs about the characteristics or attributes of the object Judgments about the relative importance of each of the attributes Marketing Research 9th Edition Aaker, Kumar, Day 5 http://www.drvkumar.com/mr9/ Affective or Liking Component Summarizes a person’s overall feelings toward an object, situation, or person on a scale of like-dislike or favorable-unfavorable When there are several alternatives, liking is expressed in terms of preference for one alternative Preference measured by asking which alternative is “most preferred” or “first choice,” which is the “second choice,” and so on Marketing Research 9th Edition Aaker, Kumar, Day 6 http://www.drvkumar.com/mr9/ Intention or Action Component Refers to a person’s expectations of future behavior toward an object Intentions are usually limited to a distinct time period that depends on buying habits and planning horizons Incorporates information about a respondent’s ability or willingness to pay for the object, or otherwise take action Marketing Research 9th Edition Aaker, Kumar, Day 7 http://www.drvkumar.com/mr9/ Concept of Measurement Standardized process of assigning numbers or other symbols to certain characteristics of objects of interest, according to pre-specified rules Characteristics for Standardization One-to-one correspondence between the symbol and the characteristic in the object that is being measured Rules for assignment should be invariant over time and the objects being measured Marketing Research 9th Edition Aaker, Kumar, Day 8 http://www.drvkumar.com/mr9/ Scaling Process of creating a continuum on which objects are located according to the amount of the measured characteristic possessed Type of scales: Nominal Ordinal Interval Ratio Marketing Research 9th Edition Aaker, Kumar, Day 9 http://www.drvkumar.com/mr9/ Nominal Scale Objects are assigned to mutually exclusive, labeled categories No necessary relationships among categories No ordering or spacing are implied Only possible arithmetic operation is a count of each category Are you 1) Caucasian 2) African-American 3) Hispanic 4) Asian 5) Other Are you a resident of Connecticut? Yes No Marketing Research 9th Edition Aaker, Kumar, Day 10 http://www.drvkumar.com/mr9/ Ordinal or Rank Scale Ranks objects or arranges them in order by some common variable Does not provide information on how much difference there is between objects Arithmetic operations are limited to statistics such as median or mode Rank your preferences for the following attributes in making a car purchase decision Price ----------- Safety ----------- Design ----------- Fuel economy ------------ Marketing Research 9th Edition Aaker, Kumar, Day 11 http://www.drvkumar.com/mr9/ Interval Scale Numbers used to rank objects also represent equal increments of the attribute being measured Differences can be compared Entire range of statistical operations can be employed for analysis On a scale of 1 to 7, how would you rate the performance of natural gas as home heating fuel in terms of reliability of supply? (1 being least reliable and 7 being most reliable) 1 Marketing Research 9th Edition Aaker, Kumar, Day 2 3 4 12 5 6 7 http://www.drvkumar.com/mr9/ Ratio Scale Type of interval scale with meaningful zero point Possible to say how many times greater or smaller one object is than another Only scale that permits comparisons of absolute magnitude How old are you? _________ What is your zip code?______ Marketing Research 9th Edition Aaker, Kumar, Day 13 http://www.drvkumar.com/mr9/ Types of Scales and Their Properties Marketing Research 9th Edition Aaker, Kumar, Day 14 http://www.drvkumar.com/mr9/ Attitude Rating Scales Present a respondent with a continuum of numbered categories that represent the range of possible attitude adjustments Classified as: Single item scales Multiple item scales Marketing Research 9th Edition Aaker, Kumar, Day 15 http://www.drvkumar.com/mr9/ Classification of Attitude Scales Attitude Scales Single-Item Scales Itemized Category Scales Comparative Scales Semantic Differential Scale Associative Scales Paired Comparison Scales Q-sort Scales Rank Order Scales Multi-Item Scales Continuous Scales Constant Sum Scales Marketing Research 9th Edition Aaker, Kumar, Day Pictorial Scales Likert Scales 16 Thurstone Scales Stapel Scales http://www.drvkumar.com/mr9/ Single Item Scales Only have one item to measure a construct Types of Single item scales Itemized-category scale Comparative Rank-order Q-sort Pictorial Constant sum Marketing Research 9th Edition Aaker, Kumar, Day 17 http://www.drvkumar.com/mr9/ Itemized-category Scales Respondent selects from a limited number of categories ________ _________ _________ _________ ` Marketing Research 9th Edition Aaker, Kumar, Day Very Satisfied Quite Satisfied Somewhat Satisfied Not at all Satisfied 18 http://www.drvkumar.com/mr9/ Comparative Scale A judgment comparing one object, concept, or person against one another Marketing Research 9th Edition Aaker, Kumar, Day 19 http://www.drvkumar.com/mr9/ Rank-order Scales Respondent compares one item with another or a group of items against each other and ranks them Marketing Research 9th Edition Aaker, Kumar, Day 20 http://www.drvkumar.com/mr9/ Q-sort Scaling Respondents sort comparative characteristics into normally distributed groups Ten or more groups increases accuracy of results Marketing Research 9th Edition Aaker, Kumar, Day 21 http://www.drvkumar.com/mr9/ Pictorial Scales Various categories of the scale are depicted pictorially Thermometer Scale Funny faces scale Format must be comprehensible to respond and allow accurate response Like very much 100 75 50 25 0 Dislike very much 1 Marketing Research 9th Edition Aaker, Kumar, Day 2 3 4 22 5 http://www.drvkumar.com/mr9/ Types of Single Item Scales (Contd.) Paired-Comparison Scales The brands to be rated are presented two at a time, so each brand in the category is compared once to every other brand Brands are rated on a given number of points that are then divided between the two brands on the basis of respondents’ preferences Frame of reference is always the other brand being tested; these brands may change over time Compare A and B A and C A and D B and C B and D C and D Marketing Research 9th Edition Aaker, Kumar, Day 23 http://www.drvkumar.com/mr9/ Constant-sum Scale Respondents allocate a fixed number of rating points among serial objects to reflect relative preference Marketing Research 9th Edition Aaker, Kumar, Day 24 http://www.drvkumar.com/mr9/ Designing Single Item Scales Decisions regarding form and structure: Number of scale categories Types of poles used in the scale Strength of the anchors Labeling of the categories Balance of the scale Balanced Unbalanced Very good ______ Excellent ______ Good ______ Very Good ______ Fair ______ Good ______ Poor ______ Fair ______ Very Poor ______ Poor ______ Marketing Research 9th Edition Aaker, Kumar, Day 25 http://www.drvkumar.com/mr9/ Multiple-item Scales Developed to measure a sample of beliefs toward the attitude objects and combine the set of answers into an average score Types of multiple-item scales: Likert scale Thurstone scales Semantic-Differential Scales Marketing Research 9th Edition Aaker, Kumar, Day 26 http://www.drvkumar.com/mr9/ Likert Scale Requires respondent to indicate degree of agreement or disagreement with a variety of statements related to the attitude object Also called Summated Scale since scores on individual items are summed to give total score for respondents Usually consists of item part and evaluative part Likert scale Is uni-dimensional Marketing Research 9th Edition Aaker, Kumar, Day 27 http://www.drvkumar.com/mr9/ Likert Scale – Example Marketing Research 9th Edition Aaker, Kumar, Day 28 http://www.drvkumar.com/mr9/ Thurstone Scales Also known as the method of equal-appearing intervals since objective is to obtain a unidimensional scale with interval properties Step 1: Generate a large number of statements or adjectives reflecting all degrees of favorableness toward the attitude objects Step 2: A group of judges is given this set of items and asked to classify them according to their degree of favorableness or unfavorableness Marketing Research 9th Edition Aaker, Kumar, Day 29 http://www.drvkumar.com/mr9/ Thurstone Scales (contd.) Advantages Easy to administer Requires minimum instructions Limitations Time consuming Expensive to construct Not as much diagnostic value as a Likert scale Values depend on the attitudes of the original judges Marketing Research 9th Edition Aaker, Kumar, Day 30 http://www.drvkumar.com/mr9/ Semantic-Differential Scale Respondents rate each attribute object on a number of five or seven-point rating scales bounded by polar adjectives or phrases With bipolar scale, the midpoint is a neutral point Marketing Research 9th Edition Aaker, Kumar, Day 31 http://www.drvkumar.com/mr9/ Semantic-Differential Scale (contd.) Pairs of objects or phrases selected must be meaningful in market being studied and correspond to product/service attributes Rotate negative pole on either side to avoid "halo" effect Category increments are treated as interval scales so group mean values can be computed for each object on each scale May also be analyzed as a summated rating scale Marketing Research 9th Edition Aaker, Kumar, Day 32 http://www.drvkumar.com/mr9/ Profile Analysis Application of semantic differential scale Plot mean ratings for each object on each scale for visual comparison Overall comparison of brands hard to grasp with many brands and attributes Not all attributes are independent Marketing Research 9th Edition Aaker, Kumar, Day 33 http://www.drvkumar.com/mr9/ Stapel Scales Uses one pole rather than two opposite poles Respondents select a numerical response category High positive score reflects good fit between adjective and object Easy to administer and construct No need to assure bipolarity Marketing Research 9th Edition Aaker, Kumar, Day 34 http://www.drvkumar.com/mr9/ Associative Scaling Most effective for markets where respondent is knowledgeable only about a small subset of a large number of choices Appropriate to choice situations that involve a sequential decision process Best suited to market tracking where the emphasis is on understanding shifts in relative competitive positions Marketing Research 9th Edition Aaker, Kumar, Day 35 http://www.drvkumar.com/mr9/ Continuous Rating Scales Respondents rate objects by placing a mark at appropriate position on a line running from one extreme of the criterion variable to the other Also called graphical rating scales Easy to construct Scoring is cumbersome and unreliable Marketing Research 9th Edition Aaker, Kumar, Day 36 http://www.drvkumar.com/mr9/ General Guidelines For Developing A Multiple-Item Scale Determine clearly what you are going to measure Generate as many items as possible Ask experts in the field to evaluate the initial pool of items Determine the type of attitudinal scale to be used Include some items that will help in the validation of the scale Administer the items to an initial sample Evaluate and refine the items Optimize the scale length Marketing Research 9th Edition Aaker, Kumar, Day 37 http://www.drvkumar.com/mr9/ Choosing An Attitudinal Scale Problems in choosing a scale: Different techniques with different strengths and weaknesses Virtually any technique can be adapted to the measurement of any one of the attitude components Researchers’ choice shaped by: The specific information required Adabtability of the scale to the data collection method and budget constraints Compatibility of the scale with the structure of the respondent’s attitude Marketing Research 9th Edition Aaker, Kumar, Day 38 http://www.drvkumar.com/mr9/ Accuracy of Attitude Measurements Validity: An attitude measure has validity if it measures what it is supposed to measure Face or consensus Validity The extent to which the content of a measurement scale appears to tap all relevant facets of the construct Criterion Validity Based on empirical evidence that the attitude measure correlates with other “criterion” variables Concurrent validity Two variables are measured at the same time Predictive validity The attitude measure can predict some future event Marketing Research 9th Edition Aaker, Kumar, Day 39 http://www.drvkumar.com/mr9/ Accuracy of Attitude Measurements (Cont.) Convergent validity A form of construct validity that represents the association between the measured construct and measures of other constructs with which the construct is related on theoretical grounds Discriminant validity A form of construct validity that represents the extent to which the measured construct is not associated with which the construct is related on theoretical grounds Construct Validity A scale evaluation criterion that relates to the underlying question "what is the nature of the underlying variable or construct measured by the scale?" Marketing Research 9th Edition Aaker, Kumar, Day 40 http://www.drvkumar.com/mr9/ Accuracy of Attitude Measurements (Contd.) Reliability The consistency with which the measure produces the same results with the same or comparable population Sensitivity Extent to which ratings provided by a scale are able to discriminate between the respondents who differ with respect to the construct being measured Generalizability Refers to the ease of scale administration and interpretation in different research settings and situations Relevancy Relevance = reliability * validity Marketing Research 9th Edition Aaker, Kumar, Day 41 http://www.drvkumar.com/mr9/ Scales in Cross-national Research Responses Can Be Affected by: Low literacy and educational levels Culture; semantic differential scale is closest to pan-cultural scale Adapting response formats, particularly their calibration, for specific countries and cultures Marketing Research 9th Edition Aaker, Kumar, Day 42 http://www.drvkumar.com/mr9/
