attitude measurement & scaling

7/29/2019 Attitude Measurement & Scaling

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Attitude Measurement

&

Scaling


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When we analyze research results ,we must believe

that the measurements provide realistic

representations of opinions and behaviors and

properly capture how a respondents data relates to

all other respondents


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WHY MEASURE ATTITUDES

Attitude is central to many marketing situations.

Segmentation strategy is based on attitudinal data

Study of attitude help design Positioning

Strategy

Forms the basis of all promotional campaigns

Helps understand the acceptance /non acceptance

behavior.


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An attitude is a persons enduring perceptual

knowledge with respect to an object or phenomenon


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Components of Attitudes

Cognitive

Affective

Conative

Attitude have only one influence in a

particular decision situation,other factors

could be more influential than attitude.

An individual having high favorable attitude towards purchasing

a new car like Mercedes Benz,but because of economic

constraints has to purchase a lesser priced one


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Attitude Measurement

Assignment of numbers to characteristics ofobjects or events according to rules.

Difficulty of attitude measurement

Absolute measurements like length, breath,

weight are easy. Evident in physical

science,not in social science.

Task of measurement in marketing involves

lower scales, and more difficult.


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Scaling refers to the process of measuring of

attitudes .

Marketing segmentation strategy is based on

attitudinal segmentation.

In measuring the effectiveness of advertising

attitude measurement plays a important role.


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Types of Scale

1)Nominal Scale

Comprise of numbers that are used to

categorize, classify objects or events

Nominally scaled number serves as a label for

a class or category.

Eg. No.s assigned to respondents in a study

constitute nominal scale,there is a one to one

correspondence between numbers and objects


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When used for classification ,nominally

scaled numbers serve as labels.

Eg. Male 1 Female 2

Married 1 Unmarried 2

The classes are mutually exclusive.

Eg. Brand numbers,store types.

Percentage calculations can be done


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What is your income level

Rs5000- Rs 10,000, Rs 10001Rs 15000

The only permissible calculation on the nominal scale

is frequency counts,percentage,chi square.

2)Ordinal Scale

Ordinal scale represents numbers ,letters, to rank

items..Ordinal scale represents indicates relative

positions.The object ranked first has more of the

characteristic as compared to the object rankedsecond


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Common egs. Of prdinal scales include quality

rankings,relative attitude,opinions,perceptions

preferences etc.Rank the following attributes on a scale of 1-5

according to their importance to a washing machine.

a.Company image

b.Functions

c.Price

d.comfort

e.design


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Interval scale

Numerically equal distances on the scale represent equal

values

The difference between 1 and 2 is the same as the difference

between 2 and 3 which is the difference between 5 and 6.

In marketing research ,attitudinal data obtained from ratingscales are often treated as interval scale.


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4) Ratio Scale

Ratio scale possesses all the properties of

nominal,ordinal.interval scale and in

addition an absolute property zero.

It allows the researcher to

identify,classify,rank order the objects in

and compare intervals or differences.

Common egs. Of ratio scales are

weight,age,height,money, market share,

l


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A comparision of scaling technique

Scaling tecniques employed in marketingresearch are classified in 2 types

i) Comparativeii) Noncomparative


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Comparative scales involve direct

comparision of stimulous objects.

For eg. Respondents might be asked

whether they preferCoke or Pepsi

Respondentsare forced to choose between

the two.

Comparative scales include pairedcomparison, rank order,constant sum scales


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Paired comparision is possible when

number of brands available are limited anda clear cut choice is needed.

Rank Order Scaling:Asked to rank objects

in order of certain criteria.

Colgate 4

Pepsodent 3

Aquafresh 2

Anchor 1


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Constant Sun:

Respondents asked to allocate a constuntsum to the set of objects

It allows fine discrimination among

stimulous objects without much time.

Respondents may allocate lesser or more

units than those specified


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Non comparative scales:Or metric scales.

Each object is scaled independently of theother

Resulting data is of interval or ratio type.

Respondent are asked to evaluate Coke in a

1-6 preference scale (1= not at all

preferred,6=greatly preferred).Types of non comparative scales are Likert,

Semantic Differential,Thurstone


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Non comparative Scaling

Likert Scale

Semantic Differential

Thurstone scale


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Likert Scale:

Renis Likert

Respondents to indicate their degree of

agreement or disagreement with each of aseries of statements.

Each scale item has 5 response categories

ranging from strongly disagree to stronglydisagree


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Semantic Differential:

7 point rating scale associated with bipolarobjectives such as smooth and harsh or

aggressive and docile.

Powerful ----------- Weak

Unreliable ----------Reliable

Modern--------------Traditional

Cold -----------------Warm

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