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CHAPTER. 1234 0001 897251 00000. Attitude Scale Measurements Used in Survey Research. 13. 13-2. The Value of Attitude Measurement.

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  1. CHAPTER 1234 0001 897251 00000 Attitude Scale Measurements Used in Survey Research 13 13-2

  2. The Value of Attitude Measurement • In the new millennium, marketers must continually and consistently attempt to understand a buyer’s attitudes and feelings toward their products, services, and delivery systems. • Marketers must also strive to place consumer attitudes and feelings within the context how their competition is perceived. • By using the many and varied options presented here, a marketing research team can gain valuable insight into state-of-intention and state-of-mind data. • The process of measuring an “attitude” draws together and underscores the importance of the question/setup, scale dimensions and attributes, and scale point descriptors. 13-3

  3. Object Manifested dimensionsand attributes Cognitive Component Beliefs aboutthe object Affective Component Emotions or feelingsabout the object Conative Component Behavioral intentiontoward the object Attitude Overall expressiveorientation towardthe object What Is An Attitude? 13-4

  4. Attitude-toward-Object Model Fishbein’s Attitude-toward-Object Model gets at a respondent’s attitude toward an object by seeking to quantify their beliefs and feelings toward the object. Try to articulate what’s happening in this model with an eye to: • Florida Oranges • A Political Candidate (Republican) • K2 Skis 13-5

  5. Attitude-toward-Behavior Model This model puts an interesting “spin” on the Fishbein model in the previous slide. It shifts the focus of attention – from the attitude toward an object toward attitudes toward the behavior associated with the object. Try to articulate what’s happening in this model with an eye to: • Using automated check-out lines at a supermarket. • Registering for courses for next year. • Working in an internship or summer abroad program. 13-6

  6. The Affect Global Approach This model seeks to investigate both favorable and unfavorable components of an attitude in a “soup-to-nuts” fashion, considering the overall attitude toward an object. Try to articulate what’s happening in this model with an eye to: • Residence Life • The Office of the Registrar • 9/11 13-7

  7. Some Key Linkages to Consider • Favorable attitudes demand a need or motive before they can be translated into action. • Translating a favorable belief/feeling into ownership requires ability. • Some attitudes scales only measure one thing at a time. • New information can alter attitudes, especially if the emotional and cognitive components are weak. • A research team often measures the attitudes of a single family member, since the other members of the family can (and will) affect buying behavior. • It’s always prudent to measure the attitude associated with a brand separate from making a purchase. • It’s really tough to measure every aspect of a person’s attitude. 13-8

  8. The Construct Development/Scale Measurement Process Process Steps Key Activities 13-9a

  9. The Construct Development/Scale Measurement Process Process Steps Key Activities 13-9b

  10. The Likert Scale For each of the listed statements, please check the one response that bestexpresses the extent to which you agree or disagree with that statement. 13-10

  11. The Semantic Differential Scale Source: Roobina Ohanian, “Construction and Validation of a Scale to MeasureCelebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness,”Journal of Advertising 19, no. 3 (1990), pp. 39-52. 13-11

  12. The Behavior Intention Scale 13-12

  13. 0 10 20 30 40 50 60 70 80 90 100 1 2 3 4 5 6 7 1 2 3 4 5 6 7 Other Types of Rating Scales to Consider A. Graphic Rating Scales Usage (Quantity) Descriptors: Never Use Use All the Time Smiling Face Descriptors: B. Performance Rating Scales Performance Level Descriptors: TrulyTerrible TrulyExceptional Poor Fair Average Good Excellent 13-13a

  14. A+ A B C D F Other Types of Rating Scales to Consider B. Performance Rating Scales Letter Grade Descriptors: C. Staple Scales -5 -4 -3 -2 -2 -1 -5 -4 -3 -2 -2 -1 -5 -4 -3 -2 -2 -1 Good MPG Rating Understands Service Needs Competitively Priced +5 +4 +3 +2 +2 +1 +5 +4 +3 +2 +2 +1 +5 +4 +3 +2 +2 +1 13-13b

  15. Key Measurement Design Issues to Consider • Screening Questions • Construct Development • Skip Questions • Ethical Responsibility 13-14

  16. Summary of Learning Objectives • Discuss the importance of attitude measurement, and describe two different approaches to measuring people’s attitudes toward a given object. • Design and test Likert, semantic differential, and behavior intention scales, and explain their strengths and weaknesses. • Discuss the differences between noncomparative and comparative scale designs as well as the appropriateness of rating and ranking scale measurements. • Identify and discuss the critical aspects of consumer attitudes and other marketplace phenomena that require measurement to allow us to make better decisions. • Discuss the overall rules of measurement and explain the differences between single versus multiple measures of a construct as well as direct versus indirect measures. 13-15

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