After studying this chapter you will be able to: Understand the concept of measurement, understand the four levels of scales and their typical usage, explore the concepts of reliability and validity, become familiar with the concept of scaling, learn about the various types of attitude scales,...
CHAPTER Eight Learning Objectives The Concept of Measurement and Attitude Scales Copyright © 2004 John Wiley and Sons, Inc Learning Objectives Learning Objectives To understand the concept of measurement To understand the four levels of scales and their typical usage To explore the concepts of reliability and validity To become familiar with the concept of scaling To learn about the various types of attitude scales Learning Objectives To examine some basic considerations in selecting a type of scale To realize the importance of attitude measurement scales in management decision making Learning Objectives The Concept of Measurement and Measurement Scales To understand the concept of measurement Measurement The process of assigning numbers or labels to objects, persons, states, or events in accordance with specific rules Rule A guide that tells the researcher what to Learning Objectives The Concept of Measurement and Measurement Scales To understand the four levels of scales and their typical usage Nominal Scales • Partitions data into categories that are mutually exclusive and collectively exhaustive Ordinal Scales • Used strictly to indicate rank order Learning Objectives The Concept of Measurement and Measurement Scales To understand the four levels of scales and their typical usage Interval Scales • Contains all the features of ordinal scales • Added dimension that the intervals between the data points on the scale are equal Ratio Scales • All powers of those mentioned as well as a meaningful absolute zero or origin Learning Objectives The Concept of Measurement and Measurement Scales To explore the concepts of reliability and validity Evaluating the Reliability and Validity of Measurement Sources of Measurement Differences M=A+E where: M = measurement A = accuracy E = error: random or systematic A true difference in the characteristic being measured Differences due to stable characteristics of individual respondents Learning Objectives Step Six: Evaluate the Reliability and Validity of the Measurement To explore the concepts of reliability and validity Differences due to short-term personal factors Differences caused by situational factors Differences resulting from variations in administering the survey Differences due to the sampling of items included in the questionnaire Differences due to a lack of clarity in the measurement instrument Differences due to mechanical or instrument factors Learning Objectives Step Six: Evaluate the Reliability and Validity of the Measurement To explore the concepts of reliability and validity Reliability • Consistent results over time • Measures are free from random error Test-Retest Reliability Obtained by repeating the measurement using the same instrument under as nearly the same conditions as possible Stability: Few differences in scores are found between the first and second tests Learning Objectives Step Six: Evaluate the Reliability and Validity of the Measurement To explore the concepts of reliability and validity Equivalent Form Reliability Avoids the test-retest by creating equivalent forms of measurement instrument Determined by measuring the correlation of the scores on the two instruments Internal Consistency Reliability Assesses the ability to produce the similar results using different samples to measure a phenomenon Learning Objectives Attitude Measurement Scales To become familiar with the concept of scaling Graphic Rating Scales A graphic continuum typically anchored by two extremes Easily constructed and simple to use Ability to discern fine distinctions Itemized Rating Scales Respondents must select from a limited number of ordered categories rather than placing a check mark on a continuous scale Learning Objectives Figure 8.2 Three Types of Rationing Scales Scale A Uncomfortable Comfortable Scale B 10 Uncomfortable 20 30 40 50 Neutral 60 70 80 90 100 Comfortable Learning Objectives Figure 8.3 Three Types of Rationing Scales Scale C Very very Uncomfortable 10 Very very Comfortable Learning Objectives Attitude Measurement Scales To learn about various types of attitude scales Rank Order Scale Respondent judges one item against another Q-Sorting A sophisticated form form of rank ordering A set of objects is given to an individual to sort into piles to specified rating categories Learning Objectives Attitude Measurement Scales To learn about the various types of attitude scales Paired Comparison Scales Asks a respondent to pick one of two objects from a set based upon some stated criteria The respondent makes a series of paired judgements between objects 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 Learning Objectives Attitude Measurement Scales 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 Learning Objectives Attitude Measurement Scales To learn about the various types of attitude scales Stapel Scale Designed to measure both the direction and intensity of attitudes simultaneously Likert Scales • A series of statements that express either a favorable or unfavorable attitude toward the concept under study • The respondent is asked the level of agreement or disagreement with each statement Learning Objectives Attitude Measurement Scales To learn about the various types of attitude measurement scales • Each respondent is given a numerical score to reflect how favorable or unfavorable her attitude is toward each statement • The scores are then totaled to measure the respondent’s attitude Purchase Intent Scales • During new product development: provides a rough idea of demand • During product development: demand estimates are refined • Final version: tested in homes Considerations in Selecting a Scale Learning Objectives To examine some basic considerations in selecting a type of scale Some Basic Considerations When Selecting a Scale • Type of Scale: Selecting a Rating, Ranking, Sorting, or Purchase Intent Scale • Balanced Versus Nonbalanced Alternatives • Number of Scale Categories: odd or even number • Forced Verses Nonforced Choice Enhancing the Value of Attitude Measures for Management Decision Making Learning Objectives To understand the importance of attitude scales in management decision making Direct Questioning • Ask consumers directly what factors they consider important in a purchasing decision • Respondents are asked to state their reasons for preferring one product or brand to another • Or, to rate their “ideal brand” for a given product in terms of several product attributes so that an ideal profile can be constructed Enhancing the Value of Attitude Measures for Management Decision Making Learning Objectives To understand the linkage between attitudes and marketing effectiveness • Dual Questioning • Involves asking two questions concerning each product attribute that might be determinant • Consumers are first asked directly what factors they consider important in a purchasing decision, and how they perceive these factors Enhancing the Value of Attitude Measures for Management Decision Making Learning Objectives To realize the importance of attitude 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 Learning Objectives SUMMARY • The Concept of Measurement and Measurement Scales • Four basic levels of measurement • Concepts of Reliability and Validity • Three ways to test assess reliability Learning Objectives SUMMARY • Attitudes, Behavior, and Marketing Effectiveness • Concept of Scaling and various types of scales • Considerations in selecting a type of scale • Enhancing the Value of Attitude Measures for Management Decision Making Learning Objectives The End Copyright © 2004 John Wiley and Sons, Inc ... understand the concept of measurement To understand the four levels of scales and their typical usage To explore the concepts of reliability and validity To become familiar with the concept of scaling... guide that tells the researcher what to Learning Objectives The Concept of Measurement and Measurement Scales To understand the four levels of scales and their typical usage Nominal Scales • Partitions... management decision making Learning Objectives The Concept of Measurement and Measurement Scales To understand the concept of measurement Measurement The process of assigning numbers or labels to objects,