Attitudes

Expressions of inner feelings that reflect whether a person is favorably or unfavorably predisposed to some object -- a brand, a brand name, a service, a service provider, a retail store, a company, an advertisement, in essence, any marketing stimuli. Opinions A large amount of questions in marketing research are designed to measure attitudes Marketing managers want to understand consumers attitudes in order to influence their behavior

Three Components of Attitudes

The ABCs of attitudes:
The Affective Component (based on feelings or

overall evaluation) Feelings of like or dislike The Behavioral Component (likely action toward object; e.g. from a consumer behavior point of view, the consumers intention to buy a product) Intentions to behave The Cognitive Component (based on beliefs; what you think about a marketing stimulus)

Information possessed

Measurement
To collect data, you need to have something to measure

Measurement is the process of assigning numbers or scores to characteristics or attributes of the objects or people people of interest

Variables
When we measure the attributes of an object, we obtain a value that varies between objects. For example consider the people in this class as objects and their height as the attribute The attribute height varies between objects, hence attributes are more collectively known as variables Variables can be measured on four different scales

Nominal Scale
Classifies data according to a category only. E.g., which color people select. Colors differ qualitatively not quantitatively. A number could be assigned to each color, but it would not have any value. The number serves only to identify the color. No assumptions are made that any color has more or less value than any other color.

Nominal Scale
Assign subjects to groups or categories
Mutually exclusive Collectively exhaustive

No order or distance relationship No arithmetic origin Only count numbers in categories Only present percentages of categories Chi-square most often used test of statistical significance

Other Examples
Sex Marital status Geographic location Ethnic Group Brand choice Social status Days of the week (months) Patrons per hour Types of restaurants Religion

Job Type: Executive, Technical, Clerical

Coded as

Coded as 2

Nominal Scale
Which of the following media influences your purchasing decisions the most? 1 Television 2 Radio 3 Newspapers 4 Magazines

Ordinal Scale
classifies nominal data according to some order or rank E.g. names ordered alphabetically With ordinal data, it is fair to say that one response is greater or less than another. E.g. if people were asked to rate the hotness of 3 chili peppers, a scale of "hot", "hotter" and "hottest" could be used. Values of "1" for "hot", "2" for "hotter" and "3" for "hottest" could be assigned.

The gap between the items is unspecified.

Ordinal Scale
Can include opinion and preference scales Median but not mean No unique, arithmetic origin Means items cannot be added In marketing research practice, ordinal scale variables are often treated as interval scale variables

Ordinal Scale
Rank Player 1.Woods 2. Els 3. Singh 4.Love-III 5. Furyk 6. Weir 7.Toms 8.Perry 9. Harrington 10. Goosen 5.18
As of Oct 19, 2003

Avg Pts 16.53 9.26 9.19 7.96 7.57 7.46 5.92 5.68 5.37 GPA

Examples
Small medium large Quality Likert scales, rank on a scale of 1..5 your degree of satisfaction Womens dress sizes

Please rank the news programs offered in following four networks based on your preference.(1 for most preferred, 4 for least preferred). _____ CTV _____ Global _____ A Channel _____ CBC

Interval Scale
assumes that the measurements are made in equal units. i.e. gaps between whole numbers on the scale are equal. e.g. Fahrenheit and Celsius temperature scales an interval scale does not have to have a true zero. e.g. A temperature of "zero" does not mean that there is no temperature...it is just an arbitrary zero point. Permissible statistics: count/frequencies, mode, median, mean, standard deviation

Interval Scale
How likely are you going to buy a new automobile within the next six months? (Please check the most appropriate category) Definitely will not buy Probably will not buy May or may not buy Probably will buy Definitely will buy ___ ___ ___ ___ ___ 1 2 3 4 5

Ratio Scale
similar to interval scales except that the ratio scale has a true zero value. e.g. the time something takes allows you to compare differences between numbers. Permits full arithmetic operation. If a train journey takes 2 hr and 35 min, then this is half as long as a journey which takes 5 hr and 10 min.

Ratio Scale Indicates actual amount of variable

Shows magnitude of differences between points on scale Shows proportions of differences

All statistical techniques useable Most powerful with most meaningful answers Allows comparisons of absolute magnitudes

Examples
height, weight, age, Length time Income
7 6 5 4 3 2 1 0

Market share 1.What is your annual income before taxes? $ _______ 2. How far is your workplace from home? miles _______

Primary Scales of Measurement

Nominal Numbers Assigned to Runners
4 81

Ordinal

Rank Order of Winners

Third Place

Second Place

First Place

Interval

Performance Rating on a 0 to 10 Scale Time to Finish in Seconds

8.2

9.1

9.6

Ratio

15.2

14.1

13.4

Comparison of Measurement Scales

Label Nominal scale Ordinal scale Interval scale Ratio scale Yes Yes Yes Yes Order Distance Origin No Yes Yes Yes No No Yes Yes No No No Yes

Use of Measurement Scales

Nominal
Used to categorize objects

Ordinal
Used to define ordered relationships

Interval
Used to rank objects such that the magnitude of the difference between two objects can be determined

Ratio
Same as interval scale but has an absolute zero point

Always use the most powerful scale possible Adding Sophistication To Scales
Concept: Desire to watch Star Wars movies If a Star Wars movie is on television will you watch it? Yes _____ No _____ How likely are you to watch a Star Wars movie shown on television? Very Likely ____ Likely ____ Indifferent ___ Unlikely _____ Very Unlikely _____

Another way to describe variables

Qualitative variables: have a nominal scale of measurement. Continuous variables: have an Ordinal, interval, or ratio variables scale of measurement. Quantitative variables: have an interval scale of measurement. Categorical variables: have a nominal or ordinal scale of measurement.

Practice describing variables

Q: What kind of variable is educational attainment, and what scale is it measured in? A: Education is measured in number of years of schooling, and is therefore a discrete quantitative variable measured on an interval scale. (Or is it?) How could education be measure using
A nominal scale An ordinal scale

A Classification of Scaling Techniques

SCALING TECHNIQUES

Comparative Scales

Non-Comparative Scales

Paired Comparison

Rank Order

Constant Sum

Others

Continuous Rating Scales

Itemized Rating Scales

Likert

Semantic Differential

Stapel

Types of Scaling Techniques

COMPARATIVE

SCALES

Involve the respondent directly comparing stimulus objects. e.g. How does Pepsi compare with Coke on sweetness
NONCOMPARATIVE

SCALES

Respondent scales each stimulus object independently of other objects e.g. How would you rate the sweetness of Pepsi on a scale of 1 to 10

Paired Comparison Items

If we have brands A, B, C and D, we would have respondents compare A and B A and C A and D B and C B and D C and D
Usually limited to N < 15

COMPARATIVE SCALES
Paired Comparison
Please indicate which of the following airlines you prefer by circling your more preferred airline in each pair:
Air Canada Air Transat Zip WestJet Air Canada Zip WestJet Air Canada WestJet Air Transat Zip Air Transat

COMPARATIVE SCALES
Constant Sum Scales
Allocate a total of 100 points among the following soft-drinks depending on how favorable you feel toward each; the more highly you think of each soft-drink, the more points you should allocate to it. (Please check that the allocated points add to 100.) Coca-Cola 7-Up Dr. Pepper Tab Pepsi-Cola _____ _____ _____ _____ _____ 100 points points points points points points

Constant Sum Scale

Please divide 100 points among the following characteristics so the division reflects the relative importance of each characteristic to you in the selection of a bank Hours of service Friendliness Distance from home Investment vehicles Parking facilities ________________ _______________ ________________ ________________ __________________

COMPARATIVE SCALES Rank-Order Scales

Rank the following soft-drinks from 1 (best) to 5 (worst) according to your taste preference: Coca-Cola 7-Up Dr. Pepper Pepsi-Cola Mountain Dew _____ _____ _____ _____ _____

Top and bottom rank choices are easy Middle ranks are usually most difficult

Comparative Scales
Rank Order Scale Indicate your preferred type of music with a 1, your second favorite with a 2, and so on for each type of music:
____ ____ ____ ____ ____ Heavy Metal Alternative Urban Contemporary Classical Country

Instructions Rank the various brands of toothpaste in order of preference. Begin by picking out the one brand that you like most and assign it a number 1. Then find the second most preferred- brand and assign it a number 2. Continue this procedure until you have ranked all the brands of toothpaste in order of preference. The least preferred brand should be assigned a a rank of 10. No two brands should receive the same rank number. The criterion of preference is entirely up to you. There is no right or wrong answer. Just try to be consistent. Brand Rank Order 1. Crest 2. Colgate 3. Aim 4. Mentadent 5. Macleans 6. Ultra Brite 7. Close Up 8. Pepsodent 9. Plus White

10. Stripe

COMPARATIVE SCALES
Compared to Chevrolet, Ford is:
less innovative about the same more innovative

Non comparative scale

Continuous scale
The worst

How would you rate Marketing Research to other courses this term
X X
The Best 10 20 30 40 50 60 70 80 90 100

Itemized Rating Scales

Semantic Differential Scale The Likert scale Staple scale

Non-Comparative Scales

Non-Comparative Scales
Semantic Differential Scale
Here are a number of statements that could be used to describe K-Mart. For each statement tick ( X ) the box that best describes your feelings about K-Mart.
Modern Store Low prices Unfriendly staff Narrow product range Sophisticated customers Old- fashioned store High prices Friendly staff Wide product range Unsophisticated customers

Semantic Differential Scale Snake Diagram

Modern Store Low prices Friendly staff Wide product range Sophisticated customers
X X X X X

Old- fashioned store High prices Unfriendly staff Narrow product range Unsophisticated customers

Key :
Sears
X

K-Mart

Itemised Rating Scales

Semantic differential

Old X Fashioned 1 Cheap 1 Friendly service 1

Modern

2 2 2

3 3 X 3

4 X 4 4

5
Expensive

5 5
Unfriendly service

Itemised Rating Scales

Likert scale
Strongly agree Market research is the most interesting subject known to man 1 2 disagree Neither agree nor disagree 3 4 agree Strongly agree 5

Itemised Rating Scales

The Likert scale

AGREEMENT

Strongly Agree Agree Undecided Disagree Strongly Disagree

Agree Strongly Agree Moderately Agree Slightly Disagree Slightly Disagree Moderately Disagree Strongly

Agree Disagree

Agree Undecided Disagree

Agree Very Strongly Agree Strongly Agree Disagree Disagree Strongly Disagree Very Strongly

Yes No

Completely Agree Mostly Agree Slightly Agree Slightly Disagree Mostly Disagree Completely Disagree

Disagree Strongly Disagree Tend to Disagree Tend to Agree Agree Agree Strongly

FREQUENCY
Very Frequently Frequently Occasionally Rarely Very Rarely Never A Great Deal Much Somewhat Little Never Always Very Frequently Occasionally Rarely Very Rarely Never

Always Usually About Half the Time Seldom Never

Almost Always To a Considerable Degree Occasionally Seldom

Often Sometimes Seldom Never

Always Very Often Sometimes Rarely Never

IMPORTANCE
Very Important Important Moderately Important Of Little Importance Unimportant

Very Important Moderately Important Unimportant

QUALITY
Very Good Good Barely Acceptable Poor Very Poor Extremely Poor Below Average Average Above Average Excellent

Good Fair Poor

LIKELIHOOD

Like Me Unlike Me

To a Great Extent Somewhat Very Little Not at All Almost Always True Usually True Often True Occasionally True Sometimes But Infrequently True Usually Not True Almost Never True

True False

Definitely Very Probably Probably Possibly Probably Not Very Probably Not

True of Myself Mostly True of Myself About Halfway True of Myself Slightly True Of Myself Not at All True of Myself

Itemised Rating Scales

Staple scale
+5 +4 +3 +2 +1 High quality -1 -2 -3 -4 -5 +5 +4 +3 +2 +1 Poor service -1 -2 -3 -4 -5

A Stapel Scale for Measuring a Stores Image

Select a plus number for words that you think describe the store accurately. The more accurately you think the work describes the store, the larger the plus number you should choose. Select a minus number for words you think do not describe the store accurately. The less accurately you think the word describes the store, the larger the minus number you should choose, therefore, you can select any number from +3 for words that you think are very accurate all the way to -3 for words that you think are very inaccurate.
+3 +2 +1 Wide Selection -1 -2 -3

Staple Scale
The following questions concern your ratings of several suppliers that provide products for use in your store.

XYZ
Poor Product Selection Costly Products Fast Service High Quality Products Innovative -5 -5 -5 -5 -5 -4 -4 -4 -4 -4 -3 -3 -3 -3 -3 -2 -2 -2 -2 -2 -1 -1 -1 -1 -1 1 1 1 1 1 2 2 2 2 2 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5

Some Basic Considerations When Selecting a Scale

Selecting a Rating, Ranking, Sorting, or Purchase Intent Scale

Number of Categories

Odd or Even Number of Scale Categories

Forced Versus Non-forced Choice

Balanced Versus Non-balanced Alternatives

Odd versus even

if neutral responses likely, use odd number

Odd Strongly Agree Agree Neutral Disagree

Even _____ Strongly Agree_____ _____ Agree _____ Disagree _____ _____

_____ Strongly disagree___

Strongly disagree_____

Balanced vs. Unbalanced

Balanced Very good Good Fair Poor Very Poor ______ ______ ______ ______ ______ Unbalanced Excellent Very Good Good Fair Poor ______ ______ ______ ______ ______

Balanced and Unbalanced Scales

Balanced Scale
JOVAN MUSK FOR MEN IS
Extremely good Very good Good Bad Very bad Extremely bad

Unbalanced Scale
JOVAN MUSK FOR MEN IS
Extremely good Very good Somewhat Good Good Bad Very bad

Forced vs. Unforced

Forced Extremely Reliable Very Reliable Somewhat Reliable Somewhat Unreliable Very Unreliable Extremely Unreliable ___ ___ ___ ___ ___ ___ Unforced Extremely Reliable Very Reliable Somewhat Reliable Somewhat Unreliable Very Unreliable Extremely Unreliable Dont know ___ ___ ___ ___ ___ ___ ___

Labeled vs. End Anchored

Labeled Excellent Very Good Fair Poor Very Poor _____ _____ _____ _____ _____ Poor

End Anchored Excellent _____ _____ _____ _____ _____

Intervals May Not Reflect the Semantic Meaning of the Adjectives

Excellent _____ Labeled Excellent Very Good Fair Poor Very Poor _____ _____ _____ _____ _____ Fair Poor
Intervals Are Not Equal

Very Good_____ _____ _____

Intervals Are Not Equal

Very Poor _____

Number of Scale Points

5 Point Excellent _____ _____ _____ _____ Poor _____ Poor 10 Point Excellent _____
_____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________

Choosing the Appropriate Scale

Attitude component Knowledge Awareness Attribute beliefs Attribute importance Affect or Liking Overall preferences Specific attributes Action intentions A B A B A A B B A B B B B A A A A B B B A B B A Itemized category Rank Constant order sum Likert Semantic differential

A = Very appropriate, B = Sometimes appropriate

Characteristics of Good Measurement Scales

1. Reliability The degree to which a measure accurately captures an individuals true outcome without error; Accuracy synonymous with repetitive consistency 2. Validity The degree to which a measure faithfully represents the underlying concept; Fidelity 3. Sensitivity The ability to discriminate meaningful differences between attitudes. The more categories the more sensitive (nut less reliable) 4. Generalizability
How easy is scale to administer and interpret

Validity and Reliability

If a measure is valid, then it is reliable If it is not reliable, it can not be valid If it is reliable, it may or may not be valid Reliability can be more easily determined than validity

Reliability and Validity

Neither Reliable Nor Valid

Reliable But Not Valid

Reliable And Valid

Example of low validity, high reliability

Scale is perfectly accurate, but is capturing the wrong thing; for example, it measures consumers interest in creative writing rather than preference for kinds of stationery.

Example of modest validity, low reliability

Scale genuinely measures consumers interest in kinds of stationery, but poorly worded items, sloppy administration, data entry errors lead to random errors in data Note that reliability sets an upper limit on validity -- a measure with a lot of errors is limited in how well it can capture a concept