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Copyright © 2002 South-Western/Thomson Learning

Using Measurement Scales to Build

Marketing Effectiveness

CHAPTER

ten

CHAPTER

ten

Learning ObjectivesLearning ObjectivesLearning Objectives

1. To understand the linkage among attitudes, behavior, and marketing effectiveness.

2. To become familiar with the concept of scaling.

3. To learn about the various types of attitude scales.

4. To examine some basic considerations in selecting a type of scale.

5. To realize the importance of attitude measurement scales in management decision making.

Learning ObjectivesLearning Objectives

AttitudeAn enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of a person’s environment.

The Link between Attitudes and Behavior

• Complex

• Predictions for a group tend to be more accurate than predictions for a single consumer.

To understand the linkage among attitudes, behavior and marketing effectiveness.

Attitudes, Behavior, and Marketing Effectiveness

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Attitudes and Behavior

1. The more favorable the attitude of consumers, the higher the incidence of product usage.

2. The less favorable the attitude, the lower the incidence of product usage.

3. The attitudes of people who have never tried a product tend to be distributed around the mean of a normal distribution.

4. When attitudes are based on actually trying and experiencing a product, attitudes predict behavior quite well. When attitudes are based on advertising , attitude behavior consistency is significantly reduced.

To understand the linkage among attitudes, behavior, and marketing effectiveness.

Attitudes, Behavior, and Marketing Effectiveness

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Six factors when assessing if attitude research findings will predict behavior:

1. Involvement of the consumer.

2. Attitude measurement.

3. Effects of other people.

4. Situational factors.

5. Effects of other brands.

6. Attitude strength.

To understand the linkage among attitudes, behavior, and marketing effectiveness.

Attitudes, Behavior, and Marketing Effectiveness

Learning ObjectivesLearning Objectives

Attitude Measurement Scales

Based on various operational definitions created to measure the attitude construct.

Scaling Defined

Procedures for attempting to determine quantitative measures of subjective and sometimes abstract concepts.

• Unidimensional scaling: one attribute

• Multidimensional scaling: several dimensions

To become familiar with the concept of scaling.

Attitude Measurement Scales

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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.

To become familiar with the concept of scaling.

Attitude Measurement Scales

Learning ObjectivesLearning ObjectivesFigure 10.1 Three Types of Rationing Scales

Uncomfortable

Scale A

Comfortable

Uncomfortable

Scale B

Comfortable

0 10 20 30 40 50 60 70 80 90 100

Neutral

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1 2 3 4 5 6 7 8 9 10

Veryvery

Uncomfortable

Veryvery

Comfortable

Figure 10.1 Three Types of Rationing Scales

Scale C

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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

To learn about various types of attitude scales.

Attitude Measurement Scales

Learning ObjectivesLearning Objectives

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.

To learn about the various types of attitude scales.

Attitude Measurement Scales

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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.

To learn about the various types of attitude scales.

Attitude Measurement Scales

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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.

To learn about the various types of attitude scales.

Attitude Measurement Scales

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• 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

To learn about the various types of attitude measurement scales.

Attitude Measurement Scales

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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

To examine some basic considerations in selecting a type of scale.

Considerations in Selecting a Scale

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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.

To understand the importance of attitude scales in management decision making.

Enhancing the Value of Attitude Measures for Management Decision Making

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• 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.

To understand the linkage between attitudes and marketing effectiveness.

Enhancing the Value of Attitude Measures for Management Decision Making

Learning ObjectivesLearning Objectives

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

To realize the importance of attitude scales in management decision making.

Enhancing the Value of Attitude Measures for Management Decision Making

Learning ObjectivesLearning Objectives

SUMMARY

• Concept of Scaling and various types of scales

• Enhancing the Value of Attitude Measures for Management Decision Making

• Attitudes, Behavior, and Marketing Effectiveness

• Considerations in selecting a type of scale

Learning ObjectivesLearning Objectives

The End

Copyright © 2002 South-Western/Thomson Learning