Measurement Using Scales

1. Measurement Using Scales MKTG 3342 Fall 2008 Professor Edward Fox

2. Scales in Marketing Research • Definition – Procedures for attempting to determine quantitative measures of subjective and sometimes abstract concepts • Scaling is a measurement tool • Assigns numbers or symbols to properties of an object • May be either unidimensional or multidimensional

3. Important Scales in Marketing Research • Graphic Rating Scales (uncommon): Respondents select a point on a graphic continuum anchored at the extremes • Itemized Rating Scales (common): Similar to graphic rating scales, except that respondents must select from a limited number of ordered categories rather than placing a check mark on a continuous scale

4. Semantic Differential Scale • Begins by determining the concept to be rated. • Then select dichotomous pairs of words or phrases that could be used to describe the concept • Respondents then rate the concept on a scale • Finally, compute the mean of these responses for each pair of adjectives and plotted as a “profile” or image

5. Semantic Differential Scale - Example Service is discourteous 1…2…3…4…5…6…7 Service is courteous Location is convenient1…2…3…4…5…6…7 Location is inconvenient Hours are inconvenient 1…2…3…4…5…6…7 Hours are convenient Loan interest rates1…2…3…4…5…6…7 Loan interest rates are high are low

6. Profile Analysis (Snake Diagram) - Example Service is discourteous 1…2…3…4…5…6…7 Service is courteous Location is convenient1…2…3…4…5…6…7 Location is inconvenient Hours are inconvenient 1…2…3…4…5…6…7 Hours are convenient Loan interest rates1…2…3…4…5…6…7 Loan interest rates are high are low Bank A Bank B

7. Rank-Order Scale • Description - respondent is asked to judge one item against another. • Example - Rank the following brands of cereal according to your preference (1=most preferred). __ Kellogg’s Corn Flakes __ Rice Krispies __ Wheaties __ Kellogg’s Raisin Bran ...

8. Paired Comparisons • Description - Paired comparison scales ask a respondent to pick one of two objects from a set based upon a given criterion • Example - Which brand do you prefer? ___ Coca-Cola ___ Pepsi ___ Dr. Pepper ___ Pepsi ___ Coca-Cola ___ Seven-Up ___ Dr. Pepper ___ Seven-Up

9. Constant Sum Scales • This technique requires the respondent to divide a given number of points, typically 100, among two or more attributes based on their importance • Constant sum scales are used more often than paired comparisons because the long list of paired items is avoided

10. Purchase or Behavioral Intent Scales • Scale designed to measure the likelihood that a potential customer will purchase a product or service or behave in a certain way. Example: If a season ticket were offered for the Dallas Stars (hockey) games for $240, how likely are you to buy it? __ Definitely will buy __ Probably will buy __ Probably will not buy __ Definitely will not buy

11. Multiple Item Scales • Measurement of several aspects of an individual’s attitude towards an object • Two or more single-item rating scales combined in specific ways Using a Likert (Summated) Scale (very common) • Allows the respondent to express intensity of feeling • Construction: Subjects are asked to indicate their degree of agreement or disagreement with each and every statement in a series by checking the appropriate cell • Use: Sum the scores across items -- an indicator of overall attitude

12. Likert Scale (Multi Item) - Example 1. Nordstrom’s is an attractive store. Neither Strongly Agree Nor Strongly Agree Agree Disagree Disagree Disagree 1 2 3 4 5 2. The service at Nordstrom’s is slow. Neither Strongly Agree Nor Strongly Agree Agree Disagree Disagree Disagree 1 2 3 4 5 3. Nordstrom’s has attractive prices. Neither Strongly Agree Nor Strongly Agree Agree Disagree Disagree Disagree 1 2 3 4 5

13. Considerations When Constructing Itemized Rating Scales Nature of Verbal Description Odd or Even Number of Scale Categories Number of Categories Forced Versus Non-Forced Choice Balanced Versus Nonbalanced Alternatives

14. Examples Of Category (Itemized) Rating Scales 1. Balanced, forced-choice, odd-interval scale focusing on an attitude toward a specific attribute (1) How do you like the taste of Classic Coke? ___ ___ ___ ___ ___ Like It Like it Neither Like Dislike It Strongly Very Much Nor Dislike It Dislike It 2. Balanced, forced-choice, even-interval scale focusing on an overall attitude (2) Overall, how would you rate Ultra Brite Toothpaste? ___ ___ ___ ___ ___ ___ Extremely Very Somewhat Somewhat Very Extremely Good Good Good Bad Bad Bad

15. Examples Of Category (Itemized) Rating Scales 3. Unbalanced, forced-choice, odd-interval scale focusing on an overall attitude (3) What is your reaction to this advertisement? ___ ___ ___ ___ ___ Enthusiastic Very Favorable Favorable Neutral Unfavorable 4. Balanced, non-forced, odd-interval scale focusing on a specific attribute (4) How would you rate the friendliness of the sales personnel at Sears’ downtown store? __ __ __ __ __ __ __ __ Very Moderately Slightly Neither Slightly Moderately Very Don’t Friendly Friendly Friendly Friendly Unfriendly Unfriendly Unfriendly Know Nor Un- Friendly

16. Other Scales • There are numerous other scales. Examples: • Stapel Scale • Q-Sort Scale • Thermometer Scale • Happy Face Scale • Fishbein weighted sum scale

17. Choosing an Attitude Scale • Choice is complicated by two problems: • Many scales, each with its own advantages/ disadvantages • Virtually any technique can be adapted to the measurement of attitude. • Ultimately choice is shaped by: • Specific information required • Adaptability of scale to method of administration • Compatibility of scale with the structure of the respondent’s attitude