Chapter 10

1. Chapter 10 Carl McDaniel, Jr. Roger Gates Slides Prepared by Bruce R. Barringer University of Central Florida Using Measurement Scales to Build Marketing Effectiveness

2. Learning ObjectivesSlide 1 of 2 • To understand the linkage between attitudes and marketing effectiveness. • To become familiar with the concept of scaling. • To learn about the various types of attitude scales.

3. Learning ObjectivesSlide 2 of 2 • To realize the importance of purchase intent scales in marketing research.

4. Attitude An attitude is an enduring organization of motivation, emotion, perceptual, and cognitive processes with respect to some aspect of the environment.

5. Attitudes and BehaviorSlide 1 of 3 • The link between attitudes and behavior is complex. • The prediction of future behavior for a group of consumers tends to be higher than the prediction of behavior for a single consumer.

6. Attitudes and BehaviorSlide 2 of 3 • Specifically, researchers have found the following: • The more favorable the attitudes of consumers, the higher the incidence of product usage. • The less favorable the attitude, the lower is the incidence of usage. • The more unfavorable people’s attitudes are toward a product, the more likely they are to stop using it.

7. Attitudes and BehaviorSlide 3 of 3 • Specifically, researchers have found the following: • The attitudes of people who have never tried a product tend to be distributed around the mean in the shape of a normal distribution. • When attitudes are based on actually trying and experiencing a product, attitudes predict behavior quite well. Conversely, when attitudes are based on advertising, attitude behavior consistency is significantly reduced.

8. Factors to Consider When Assessing if Attitude Research Findings Will Predict Behavior Involvement of the customer Attitude measurement Attitude strength Situational factors Effects of other people Effects of other brands

9. Enhancing Marketing Effectiveness Attitudes are truly the essence of the “human change agent” that all marketers strive to influence. Marketing managers realize that there is not a perfect correlation between attitudes and behaviors. Yet in designing a marketing mix, or modifying a marketing mix, attitude measures are often the “best tool available” when attempting to create an effective mix.

10. Attitude Scales: Scaling Defined The term scaling refers to procedures for attempting to determine quantitative measures of subjective and sometimes abstract concepts. It is defined as a procedure for the assignment of numbers to a property of objects in order to impart some of the characteristics of numbers to the properties in question.

11. Unidimensional and Multidimensional Scaling Unidimensional Scaling Multidimensional Scaling Procedures designed to measure several dimensions of a respondent or object Procedures designed to measure only one attribute of a respondent or object

12. Graphic Rating Scales • Description • Present respondents with a graphic continuum typically anchored by two extremes.

13. Itemized Rating Scale • Description • Itemized rating scales are very 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.

14. Rank-Order Scale • Description • Itemized and graphic scales are noncomparative because the respondent makes a judgment without reference to another object, concept, or person. Rank-order scales, on the other hand, are comparative because the respondent is asked to judge one item against another.

15. Rank-Order Scale • Advantages/Disadvantages: - Easy to use and understand - Forced choice between alternatives - If not exhaustive, potential problem - Object may not be in S’s consideration set - No equal intervals, only order - No strength of agreement on item, just relative

16. Paired Comparisons • Description • Paired comparison scales ask a respondent to pick one of two objects from a set based upon some stated criteria. • A: smaller # of comparisons • A: No order bias • D: Can’t do large sets (respondent fatigue)

17. Constant Sum Scales • Description • Constant sum scales are used more often by market researchers than paired comparisons because the long list of paired items is avoided. • Also, respondent can indicate equivalency of items • This technique requires the respondent to divide a given number of points, typically 100, among two or more attributes based on their importance to the persons. • D: larger sets can produce confusion

18. Semantic Differential Scale • Description • The construction of the semantic differential scale begins with the determination of a concept to be rated. The researcher selects dichotomous pairs of words or phrases that could be used to describe the concept. Respondents then rate the concept on a scale. The mean of these responses for each pair of adjectives is computed and plotted as a “profile” or image.

19. Stapel Scales • Semantic Differential with one adjective in center and numbered points at each end • Advantage: Shows both direction and intensity • Advantage: Don’t have to come up with pairs of adjectives as in semantic differential • Not used much in MR

20. Likert Scales • Description • The Likert scale consists of a series of statements that express either a favorable or an unfavorable attitude toward the concept under study.

21. Likert Scales • Advantages/Disadvantages: - Fast/easy - Generalizable - Reliable and valid - Potential problems can be overcome by: 1. Using “right” number of points (7) 2. Reversing polarity to reduce acquiescence bias

22. Purchase Intent Scales • Description • Scale designed to measure the likelihood that a potential customer will purchase a product or service.

23. Some Basic Considerations When Selecting a Scale Whether to Select a Rating, Ranking, Sorting, or Purchase Intent Scale Odd or Even Number of Scale Categories (i.e., no neutral point) Number of Categories 5-9 Balanced Versus Nonbalanced Alternatives (Weighted toward either positive or negative) Forced Versus Nonforced Choice (Addition of “don’t know” category)

24. Summary of Key PointsSlide 1 of 4 • An attitude is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of the environment. • Scaling refers to procedures for attempting to determine quantitative measures of subjective and sometimes abstract concepts.

25. Summary of Key PointsSlide 2 of 4 • The scale used most often and perhaps most important to market researchers is the purchase intent scale. The purchase intent scale is used to measure a respondent’s intention to buy or not buy a product.

26. Summary of Key PointsSlide 3 of 4 • When attempting to select a particular scale for a study, several factors should be considered. The first is whether to use a rating, ranking, or choice scale. Next, considerations must be given to the use of a balanced scale versus nonbalanced scale. (continued on next slide)

27. Summary of Key PointsSlide 4 of 4 • The number of categories also must be determined. Another factor is whether to use an odd or even number of scale categories. Finally, the researcher must consider whether to use forced versus nonforced choice sets.