lecture 6more on attitudes and scales

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level, Aaker et al (2001),Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,Malhotra & Birks,Marketing Research,2nd Euro Edition Pearson Education 2003,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,1,The McGraw-Hill Companies, 2004,Chisnall,Research in Marketing,Dr. Atanu Nath,Attitudes & Measurement scales,(contd. From earlier session),Session Plan,Attitudes definitions and examples,Measurement scales,Single,Multiple,Attitudes - outline,What are attitudes?,Components of attitudes,Measurement of attitudes,Scales for measuring attitudes,Steps in developing a multiple-attitudes Scale,What are attitudes?,Attitudes are mental states used by individuals to structure the way they perceive their environment and guide the way they respond to it (Aaker et al, 2004 p282),Attitudes,Most questions in surveys are designed to measure attitudes,To help decision-makers design specific products and services,To help to target specific segments,To measure market potential,To measure consumer opinion,To learn something about present and prospective customers (Aaker et al., 2004 p281).,Attitudinal modelling,Cognitive,Learn,Affective,Feel,Conative,Do,Cognition,Affect,Conation,Source: Fill, 2003 p76 Figure 3.6,Components of Attitude,Cognitive or Knowledge Component,Represents a persons,information,about an object,Awareness of existence on the object,Beliefs about the characteristics or attributes of the object,Judgments about the relative importance of each of the attributes,Components of Attitude,Affective or Liking Component,Summarizes a persons,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,Measured by asking which alternative is “most preferred” or “first choice,” which is the “second choice,” and so on,Components of Attitude,Intention or Action Component,Refers to a persons,expectations of future behavior,toward an object,Intentions are usually limited to a distinct time period that,depends on buying habits and planning horizons,Advantage,Incorporates information about a respondents ability or willingness to pay for the object, or other taken action,Attitude Research,A variety of techniques available, but none fully satisfactory:, attitude scales, semantic differential, projective technique,Validity and reliability are key factors,Principal scaling techniques:, nominal (simple classification), ordinal (ranking), interval (equal units of measurement), ratio (fixed origin or zero points, used for,marketing analyses),Ratio Data,Interval Data,Ordinal Data,Nominal Data,Types of,data,READ Malhotra & Birks, 2003 pp294-311,Multiple item scales,Single item scales,Multiple choice lists,Multiple item scales,Raw numbers,Continuous data,Categorical data,Single Item Scales,One single question or item seeks to measure the attitude to that item.,e.g. 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,Figure 12.12b,Some unique rating scale configurations,Figure 12.12a,Some unique rating scale configurations,Continuous Scale Example,Continuous Rating Scale,How would you rate Amazon in terms of service quality?,Probably the worst -,I,- Probably the best,1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20,Multiple-item Scales,Developed to measure a sample of beliefs toward the attitude objects and combine the set of answers into an average score or an,aggregate,score,A number of questions are posed which relate to the same construct.,Principal Scaling Methods,Thurstones Equal-Appearing Intervals ( a differential scale),Likert Summated Ratings ( a verbal rating scale),Guttmans Scales (scalogram analysis),Semantic Differential (measures connotative meaning of concepts),Stapel Scale (modified Semantic Differential),Diagrammatic Scales, thermometer scales, “smiley”scales,Kellys Personal Construct Theory (personal “constructs”),Likert Scale - Example,Interval Scale,Interval Scale,Thurstone Scale Example,Thurstone Scale Example,Tick all the apply:,I have heard of the Sony Brand,I have purchased a Sony branded product recently,I have purchased a Sony branded product in the past,I am aware of the Sony,Connect,website,I have visited the Sony,Connect,site,I am a registered user of Sony,Connect,Semantic Differential Example,The Semantic Differential Scale,The semantic differential scale asks a person to rate a product, brand, or company based upon a seven-point rating scale that has two bi-polar adjectives at each end. The following is an example of a semantic differential scale question.Notice that unlike therating scale, the semantic differential scale,does not have a neutral or middle selection,. A person must choose, to a certain extent, one or the other adjective.,Example:,Would you say our web site is:,(7) Very Attractive,(6),(5),(4),(3),(2),(1) Very,Un,attractive, Scale Example,The staple scale is another variant of the multiple choice question that asks a person to rate a brand, product, or service according to a certain characteristic on a scale from +3 to -3, indicating how well the characteristic describes the product or service. The following is an example of a staple scale question:, of Attitude Measurements,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,Accuracy of Attitude Measurements,Validity,An attitude measure has validity if it measures what it is supposed to measure,Face Validity,The extent to which the content of a measurement scale appears to tap all relevant facets of the construct,References,Aaker, D., Kumar, V., & Day, G.S. (2001) Marketing Research 7th edition, New York: Wiley,CEDU (2003) Available on-line at,http:/www.cedu.niu.edu/smith/Teaching/520/PPresentation/18_qualitative.ppt,(Accessed: 6 June 2004),Crimp, M. and Wright, LT. (1995), The Marketing Research Process, 2nd ed., London: Prentice Hall,Malhotra, J. and Birks, D. (2003), Marketing Research, An Applied Approach, European Edition, England: Pearson Education.,Proctor T (2003), Essentials of Marketing Research (3e.), London: Prentice-Hall.,Saunders, M., Lewis, P. and Thornhill, A. (2003), Research Methods for Business Students, 3e, Harlow: Pearson Education Ltd.,