Lecture Marketing research - Chapter 8: The concept of measurement and attitude scales

After studying this chapter you will be able to: Understand the concept of measurement, understand the four levels of scales and their typical usage, explore the concepts of reliability and validity, become familiar with the concept of scaling, learn about the various types of attitude scales,...

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The Concept

of Measurement and Attitude

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Learning Objectives

1 To understand the concept of measurement.

2 To understand the four levels of scales and

their typical usage.

3 To explore the concepts of reliability and

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6 To examine some basic considerations in selecting a type of scale.

7 To realize the importance of attitude

measurement scales in management

decision making.

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Learning Objectives

Measurement

The process of assigning numbers or labels to objects, persons, states, or events in accordance with specific rules

Rule

A guide that tells the researcher what to do

To understand the concept of measurement.

The Concept of Measurement

and Measurement Scales

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Nominal Scales

• Partitions data into categories that are mutually exclusive and collectively exhaustive

Ordinal Scales

• Used strictly to indicate rank order

To understand the four levels of scales and their typical usage.

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Learning Objectives

Interval Scales

• Contains all the features of ordinal scales

• Added dimension that the intervals between the data points on the scale are equal

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Evaluating the Reliability and Validity of Measurement

Sources of Measurement Differences

M = A + E

where: M = measurement

A = accuracy

E = error: random or systematic

1 A true difference in the characteristic being measured.

2 Differences due to stable characteristics of individual

respondents

To explore the concepts of reliability and validity.

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Learning Objectives

3 Differences due to short-term personal factors.

4 Differences caused by situational factors

5 Differences resulting from variations in administering the

8 Differences due to mechanical or instrument factors.

Step Six: Evaluate the Reliability

and Validity of the Measurement

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• Consistent results over time

• Measures are free from random error

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Learning Objectives

Equivalent Form Reliability

Avoids the test-retest by creating equivalent forms of measurement instrument

Determined by measuring the correlation of the scores

on the two instruments

Internal Consistency Reliability

Assesses the ability to produce the similar results using different samples to measure a phenomenon

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Learning Objectives

• Construct Validity

• Convergent Validity

• Discriminate Validity

Relating the Measures to Assess Validity

All types of validity are interrelated in both theory and practice

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Reliability and Validity - A Concluding Comment

See Figure 8.1 - next slide

Situation 1: The lack of consistency means there is no

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Learning Objectives

Situation 2 Situation 3 Situation 1

Neither Reliable

nor Valid

Highly Reliable nor Not Valid

Highly Reliable and Valid

Illustrations of Possible Reliability and Validity Situations in Measurement

Figure 8.1

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Scaling Defined

Procedures for attempting to determine quantitative

measures of subjective and sometimes abstract

concepts

• Unidimensional scaling: one attribute

• Multidimensional scaling: several dimensions

To become familiar with the concept

of scaling.

Attitude Measurement

Scales

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Learning Objectives

Attitude

An enduring organization of motivational, emotional,

perceptual, and cognitive processes with respect to

some aspect of a person’s environment

To understand the linkage among attitudes, behavior and marketing effectiveness.

Attitudes, Behavior, and

Marketing Effectiveness

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Graphic Rating Scales

A graphic continuum typically anchored by two extremesEasily constructed and simple to use

Ability to discern fine distinctions

Itemized Rating Scales

ordered categories rather than placing a check mark on a continuous scale

To become familiar with the concept

of scaling.

Scales

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Scale C

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Learning Objectives

Rank Order Scale

Respondent judges one item against another

Q-Sorting

A sophisticated form form of rank ordering

A set of objects is given to an individual to sort into piles

to specified rating categories

To learn about various types of attitude scales.

Scales

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Paired Comparison Scales

Asks a respondent to pick one of two objects from a set based upon some stated criteria

The respondent makes a series of paired judgements

between objects

Constant Sum Scales

Requires the respondent to divide a given number of

points, typically 100, among two or more attributes based

on the importance to the person

To learn about the various types of attitude scales.

Scales

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Learning Objectives

The Semantic Differential

• Begins with the determination of a concept to be rated

• The researcher selects opposite pairs of words or

phrases that describe the object

• Respondents rate on a scale

• The mean is computed and plotted as a profile or image

Scales

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• The respondent is asked the level of agreement or

disagreement with each statement

Scales

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Learning Objectives

• Each respondent is given a numerical score to reflect

how favorable or unfavorable her attitude is toward each statement

• The scores are then totaled to measure the respondent’s attitude

Purchase Intent Scales

• During new product development: provides a rough

idea of demand

• During product development: demand estimates are refined

• Final version: tested in homes

To learn about the various types of attitude measurement scales.

Scales

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Some Basic Considerations When Selecting a Scale

• Type of Scale: Selecting a Rating, Ranking, Sorting, or Purchase Intent Scale

• Balanced Versus Nonbalanced Alternatives

• Number of Scale Categories: odd or even number

• Forced Verses Nonforced Choice

To examine some basic considerations in selecting a type of scale.

Considerations in

Selecting a Scale

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Learning Objectives

Direct Questioning

• Ask consumers directly what factors they consider

important in a purchasing decision

• Respondents are asked to state their reasons for

preferring one product or brand to another

• Or, to rate their “ideal brand” for a given product in terms

of several product attributes so that an ideal profile can

be constructed

To understand the importance of attitude scales in management decision making.

Enhancing the Value of

Attitude Measures for

Management Decision Making

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• Dual Questioning

• Involves asking two questions concerning each

product attribute that might be determinant

• Consumers are first asked directly what factors they consider important in a purchasing decision, and how they perceive these factors

To understand the linkage between attitudes and marketing effectiveness.

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Learning Objectives

Indirect Questioning

Any interviewing approach that does not directly ask

respondents to indicate the reasons why they bought the product or service

Observation

• Shoppers are observed

• Detailed reports are recorded of movements and

statements when interacting with a product

• Conclusions are drawn

To realize the importance of attitude scales in management decision

making.

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• The Concept of Measurement and Measurement Scales

• Four basic levels of measurement

• Concepts of Reliability and Validity

• Three ways to test assess reliability

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Learning Objectives

SUMMARY

• Concept of Scaling and various types of scales

• Enhancing the Value of Attitude Measures for Management Decision Making

• Attitudes, Behavior, and Marketing Effectiveness

• Considerations in selecting a type of scale

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The End

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