Chapter 11 - Attitude measurement. In this chapter, the following content will be discussed: Attitude measurement, what are attitudes? cognitive or knowledge component, affective or liking component, intention or action component,...
1 Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Chapter Eleven Attitude Measurement Marketing Research 12th Edition Attitude Measurement • Used to understand and influence behavior since: Marketing Research 12th Edition 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 12th Edition Cognitive or Knowledge Component Marketing Research 12th Edition Affective or Liking Component • Summarizes a person’s overall feelings toward an object, situation, or person on a scale of likedislike or favorableunfavorable • 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 12th Edition 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 12th Edition Concept of Measurement • Measurement is a standardized process of assigning numbers or other symbols to certain characteristics of objects of interest, according to prespecified rules Characteristics for standardization of measurement Onetoone 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 12th Edition Scaling • • Process of creating a continuum on which objects are located according to the amount of the measured characteristic possessed Types of measurement scale: Marketing Research 12th Edition 10 Nominal Scale Are you a resident of Connecticut? Yes No Are you 1) Caucasian 2) African American 3) Hispanic 4) Asian 5) Other Marketing Research 12th Edition 28 Likert Scale – Example Marketing Research 12th Edition 29 Thurstone Scales • Also known as the method of equalappearing intervals since objective is to obtain a unidimensional scale with interval properties Marketing Research 12th Edition 30 Thurstone Scales (contd.) Marketing Research 12th Edition 31 SemanticDifferential Scale • • Respondents rate each attribute object on a number of five or sevenpoint rating scales bounded by polar adjectives or phrases With bipolar scale, the midpoint is a neutral point Marketing Research 12th Edition 32 SemanticDifferential 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 12th Edition 33 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 12th Edition 34 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 12th Edition 35 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 12th Edition 36 General Guidelines For Developing A MultipleItem 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 Finally, optimize the scale length Marketing Research 12th Edition 37 Choosing An Attitudinal Scale Marketing Research 12th Edition 38 Accuracy of Attitude Measurements Validity: An attitude measure has validity if it measures what it is supposed to measure Marketing Research 12th Edition 39 Accuracy of Attitude Measurements (Cont.) Marketing Research 12th Edition 40 Accuracy of Attitude Measurements (Contd.) Marketing Research 12th Edition 41 Scales in CrossNational Research Responses Can Be Affected by: • Low literacy and educational levels • Culture; semantic differential scale is closest to pancultural scale • Adapting response formats, particularly their calibration, for specific countries and cultures Marketing Research 12th Edition 42 End of Chapter Eleven ...2 Chapter? ?Eleven Attitude Measurement Marketing Research 12th Edition Attitude? ?Measurement • Used to understand and influence behavior since: Marketing Research 12th Edition What Are Attitudes?... measures what it is supposed to measure Marketing Research 12th Edition 39 Accuracy of? ?Attitude? ?Measurements (Cont.) Marketing Research 12th Edition 40 Accuracy of? ?Attitude? ?Measurements (Contd.) Marketing Research 12th... optimize the scale length Marketing Research 12th Edition 37 Choosing An Attitudinal Scale Marketing Research 12th Edition 38 Accuracy of? ?Attitude? ?Measurements Validity: An? ?attitude? ?measure has validity if it