CH 11

1
Marketing Research
Aaker, Kumar, Day, and Leone
Tenth Edition
Instructors Presentation Slides
Chapter Eleven
Attitude Measurement
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
Attitude Measurement
Used to understand and influence behavior since:
What Are Attitudes?

Mental states used by
individuals to structure the
way they perceive their
environment and guide the
way they respond to it
Components of attitude:
Cognitive or
Knowledge component
Affective or Liking
component
Intention or Action
component
Cognitive or Knowledge Component

Represents:
Affective or Liking Component
Summarizes a persons overall feelings toward an object,

situation, or person on a scale of like-dislike or favorableunfavorable
When there are several alternatives, liking is expressed in

terms of preference for one alternative
Preference measured by asking which alternative is most

preferred or first choice, which is the second choice,
and so on
Intention or Action Component

Refers to a persons expectations of future behavior
toward an object
Intentions are usually limited to a distinct time period
that depends on buying habits and planning horizons
Incorporates information about a respondents ability or
willingness to pay for the object, or otherwise take
action
Concept of Measurement
Standardized process of assigning numbers or
other symbols to certain characteristics of objects
of interest, according to pre-specified rules
Characteristics for Standardization
One-to-one correspondence between the symbol
and the characteristic in the object that is being
measured
Rules for assignment should be invariant over time
and the objects being measured
Scaling
Process of creating a continuum on which
objects are located according to the amount of
the measured characteristic possessed
10
Nominal Scale
Are you a resident of
Connecticut?
Yes
No
Are you
1) Caucasian
2) African-American
3) Hispanic
4) Asian
5) Other
11
Ordinal or Rank Scale
Rank your preferences for the

following attributes in making
a car purchase decision
Price
-----------
Safety
-----------
Design
-----------
Fuel economy -----------http://www.drvkumar.com/mr10/
12
Interval Scale
On a scale of 1 to 7, how would you rate the performance of

natural gas as home heating fuel in terms of reliability of supply?
(1 being least reliable and 7 being most reliable)
1
13
Ratio Scale
What is your zip code?______
How old are you? _________
14
Types of Scales and Their Properties
15
Attitude Rating Scales

Present a respondent with a continuum of
numbered categories that represent the range of
possible attitude adjustments
Classified as:
Single item scales
Multiple item scales
16
Classification of Attitude Scales

Attitude Scales
Single-Item
Scales
Itemized
Category
Scales
Comparative
Scales
Paired
Comparison
Scales
Q-sort
Scales
Rank Order
Scales
Constant Sum
Scales
Multi-Item
Scales
Continuous
Scales
Pictorial
Scales
Semantic
Differential
Scale
Likert
Scales
Associative
Scales
Thurstone
Scales
Stapel
Scales
17
Single Item Scales

Only have one item to measure a construct
Types of Single item scales
18
Itemized-category Scales
Respondent selects from a limited number of categories
________
_________
_________
_________
Very Satisfied
Quite Satisfied
Somewhat Satisfied
Not at all Satisfied
19
Comparative Scale
A judgment comparing one object, concept, or
person against one another
20
Rank-order Scales
Respondent compares one item with another
or a group of items against each other and
ranks them
21
Q-sort Scaling
Respondents sort comparative characteristics
into normally distributed groups
Ten or more groups increases accuracy of results
22
Pictorial Scales
Various categories of the scale are depicted
pictorially
100
Like very much
Thermometer Scale
Dislike very much
Funny faces scale
75
50
25
0
Format must be comprehensible to respond and

allow accurate response
1
5
23
Types of Single Item Scales (Contd.)

Paired-Comparison Scales
The brands to be rated are presented two at a time, so each brand in the
category is compared once to every other brand
Brands are rated on a given number of points that are then divided
between the two brands on the basis of respondents preferences
Frame of reference is always the other brand being tested; these brands
may change over time
Compare
A and B
A and C
A and D
B and C
B and D
C and D
24
Constant-sum Scale
Respondents allocate a fixed number of rating
points among serial objects to reflect relative
preference
25
Designing Single Item Scales

Decisions regarding form and structure:
Balanced
Very good
______
Good
______
Fair
______
Poor
______
Very Poor
______
Unbalanced
Excellent
______
Very Good
______
Good
______
Fair
______
Poor
______
26
Multiple-item Scales
Developed to measure a sample of beliefs toward the
attitude objects and combine the set of answers into an
average score
Types of multiple-item scales:
27
Likert Scale
Requires respondent to indicate degree of agreement or
disagreement with a variety of statements related to the
attitude object
Also called Summated Scale since scores on individual
items are summed to give total score for respondents
Usually consists of item part and evaluative part
Likert scale Is uni-dimensional
28
Likert Scale Example
29
Thurstone Scales
Also known as the method of equal-appearing intervals since
objective is to obtain a unidimensional scale with interval
properties
30
Thurstone Scales (contd.)
31
Semantic-Differential Scale
Respondents rate each attribute object on a number of
five or seven-point rating scales bounded by polar
adjectives or phrases
With bipolar scale, the midpoint is a neutral point
32
Semantic-Differential Scale (contd.)

Pairs of objects or phrases selected must be meaningful
in market being studied and correspond to
product/service attributes
Rotate negative pole on either side to avoid "halo" effect
Category increments are treated as interval scales so
group mean values can be computed for each object on
each scale
May also be analyzed as a summated rating scale
33
Profile Analysis
Application of semantic differential scale
Plot mean ratings for each object on each scale for visual comparison
Overall comparison of brands hard to grasp with many brands and attributes
Not all attributes are independent
34
Stapel Scales
Uses one pole rather than two opposite poles
Respondents select a numerical response category
High positive score reflects good fit between adjective and object
Easy to administer and construct
No need to assure bipolarity
35
Associative Scaling
Most effective for markets where respondent is
knowledgeable only about a small subset of a large
number of choices
Appropriate to choice situations that involve a
sequential decision process
Best suited to market tracking where the emphasis is
on understanding shifts in relative competitive
positions
36
Continuous Rating Scales

Respondents rate objects by placing a mark at
appropriate position on a line running from one
extreme of the criterion variable to the other
Also called graphical rating scales
Easy to construct
Scoring is cumbersome and unreliable
37
General Guidelines For Developing A

Multiple-Item Scale
Determine clearly what you are going to measure
Generate as many items as possible
Ask experts in the field to evaluate the initial pool of items
Determine the type of attitudinal scale to be used
Include some items that will help in the validation of the scale
Administer the items to an initial sample
Evaluate and refine the items
Optimize the scale length
38
Choosing An Attitudinal Scale
39
Accuracy of Attitude Measurements

Validity: An attitude measure has validity if it
measures what it is supposed to measure
40
Accuracy of Attitude Measurements (Cont.)
41
Accuracy of Attitude Measurements (Contd.)
42
Scales in Cross-national Research

Responses Can Be Affected by:
Low literacy and educational levels
Culture; semantic differential scale is closest to
pan-cultural scale
Adapting response formats, particularly their
calibration, for specific countries and cultures

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1

Marketing Research 10th Edition

Marketing Research 10th Edition

What Are Attitudes?

Marketing Research 10th Edition

Cognitive or Knowledge Component

Marketing Research 10th Edition

Affective or Liking Component

Summarizes a persons overall feelings toward an object,

When there are several alternatives, liking is expressed in

Preference measured by asking which alternative is most

Marketing Research 10th Edition

Intention or Action Component

Marketing Research 10th Edition

Marketing Research 10th Edition

Marketing Research 10th Edition

Marketing Research 10th Edition

Ordinal or Rank Scale

Rank your preferences for the

Fuel economy -----------http://www.drvkumar.com/mr10/

Marketing Research 10th Edition

On a scale of 1 to 7, how would you rate the performance of

Marketing Research 10th Edition

What is your zip code?______

How old are you? _________

Marketing Research 10th Edition

Types of Scales and Their Properties

Marketing Research 10th Edition

Attitude Rating Scales

Marketing Research 10th Edition

Classification of Attitude Scales

Marketing Research 10th Edition

Single Item Scales

Marketing Research 10th Edition

Respondent selects from a limited number of categories

Marketing Research 10th Edition

Marketing Research 10th Edition

Marketing Research 10th Edition

Marketing Research 10th Edition

Funny faces scale

Format must be comprehensible to respond and

Types of Single Item Scales (Contd.)

Marketing Research 10th Edition

Marketing Research 10th Edition

Designing Single Item Scales

Marketing Research 10th Edition

Marketing Research 10th Edition

Marketing Research 10th Edition

Likert Scale Example

Marketing Research 10th Edition

Marketing Research 10th Edition

Thurstone Scales (contd.)

Marketing Research 10th Edition

Marketing Research 10th Edition

Semantic-Differential Scale (contd.)

Marketing Research 10th Edition

Marketing Research 10th Edition

Marketing Research 10th Edition

Marketing Research 10th Edition

Continuous Rating Scales

Marketing Research 10th Edition

General Guidelines For Developing A

Marketing Research 10th Edition