9 using measurement scales to build marketing effectiveness
TRANSCRIPT
9 Using Measurement Scales to Build Marketing Effectiveness
Attitudes, Behavior, and Marketing Effectiveness
• Attitude: is a psychological construct, a way of conceptualizing an intangible. Attitudes cannot be observed/measured directly; their existence is inferred from their consequences. It is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of a person’s environment.
Attitudes, Behavior, and Marketing Effectiveness
• An individual may have a specific attitude toward Disney World, based on beliefs about a need for entertainment, cartoon characters, fantasy, crowds of people, waiting in lines, and many other things. Disney World also may be highly valued as good, clean, wholesome fun.
Attitudes, Behavior, and Marketing Effectiveness
Link between Attitudes and Behavior• The more favorable the attitude the higher the
incidence of product usage• The less favorable people attitudes toward a
product, the more likely they are to stop using it.• When attitudes are based on actually trying and
experiencing a product, attitudes predicts behavior quite well unlike the one based on advertising.
Attitudes, Behavior, and Marketing Effectiveness
Enhancing Marketing Effectiveness• Marketing managers measure attitudes in an
attempt to predict behavior; correct predictions will enable managers to bring the right new product to the marketplace. This new product will be accompanied by the right marketing mix usually based on attitude research.
Scaling Defined
• Scaling: procedures for assigning numbers (or other symbols) to properties of an object in order to impart some numerical characteristics to the properties in question.
– Unidimensional scales: scales designed to measure only one attribute of a concept, respondent, or object.
– Multidimensional scales: scales designed to measure several dimensions of a concept, respondent, or object.
Attitude Measurement Scales
• Graphic rating scales• Itemized rating scales• Rank-order scales• Paired comparisons• Constant sum scales• Semantic differential scales• Stapel scales• Likert scales• Purchase-intent scales• Scale conversions• Net promoter score (NPS)
Attitude Measurement ScalesGraphic rating scales• Measurement scales that include a graphic
continuum, anchored by two extremes.
Attitude Measurement Scales
Itemized rating scales• Measurement scales in which the respondent selects
an answer from a limited number of ordered categories.
Attitude Measurement Scales
Rank-order scales• Measurement scales in which the respondent
compares two or more items and ranks them.
Attitude Measurement Scales
Paired comparisons• Measurement scales that ask the respondent to pick
one of two objects in a set, based on some stated criteria.
Attitude Measurement Scales
Constant sum scales• Measurement scales that ask the respondent to
divide a given number of points typically 100, among two or more attributes, based on their importance to him or her.
Attitude Measurement Scales
Semantic differential scales• Measurement scales that examine the strengths and
weaknesses of a concept by having the respondent rank it between dichotomous pairs of words/phrases that could be used to describe it; means of the responses are then plotted as a profile/image.
Attitude Measurement Scales
Stapel scales• Measurement scales that require the respondent to
rate, on a scale ranging from +5 to -5, how closely and in what direction a descriptor adjective fits a given concept.
Attitude Measurement ScalesLikert scales• Measurement scales in which the respondent
specifies a level of agreement or disagreement with statements expressing either a favorable or an unfavorable attitude toward the concept under study.
Attitude Measurement Scales
Purchase-intent scales• Scales used to measure a respondent’s intention to
buy or not buy a product.
Attitude Measurement Scales
Net promoter score (NPS)• A measure of satisfaction; the percentage of
promoters minus the percentage of detractors when answering the question, “Would you recommend this to a friend?”
Considerations in Selecting a Scale
• Type of scale to use: rating, ranking, sorting, or purchase-intent
• The use of balanced scale (the same number of positive and negative categories) vs. nonbalanced scale (are weighted toward one end or the other of scale)
• Number of scale categories, a related factor is whether to use an odd or even number of categories
• Forced vs. nonforced choice sets (with “don’t know” option)