attitudes and scaling

8/2/2019 Attitudes and Scaling

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Variables

When we measure the attributes of an object, weobtain 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


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Attitudes

Expressions of inner feelings that reflect whether aperson 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 attitudesMarketing managers want to understand consumers

attitudes in order to influence their behavior


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Classifies data according to a

category only.

E.g., which color people select.

Colors differ qualitatively not

quantitatively.

A number could be assigned toeach 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


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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 statisticalsignificance

Nominal Scale


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Sex Social status

Marital status Days of the week (months)

Geographic location Seasons

Ethnic Group Types of restaurants

Brand choice Religion

Job Type: Executive, Technical, Clerical

Other Examples

Coded as 1 Coded as 2


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Which of the following media influences your purchasing

decisions the most?

1 Television

2 Radio

3 Newspapers

4 Magazines

Nominal Scale


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Classifies 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 beused. Values of "1" for "hot",

"2" for "hotter" and "3" for

"hottest" could be assigned.

Ordinal Scale

The gap between the

items is unspecified.


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Ordinal Scale

GPA

Small medium large

Quality

Likert scales, rank on a

scale of 1.5 your

degree of satisfaction

Womens dress sizes

Examples

As at Oct 2008

1 Padraig Harrington 116

2 Tiger Woods 78

3 Vijay Singh 62

4 Phil Mickelson 54

5 Sergio Garcia 54

6 Anthony Kim 46

7 Kenny Perry 42

8 Camilo Villegas 42

9 Trevor Immelman 30

10 Stewart Cink 14

Rank Player Points

PGA Player of the year standings


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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 35min, then this is half as long as a

journey which takes 5 hr and 10 min.

Ratio Scale


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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

Ratio Scale


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Primary Scales of Measurement

4 81 9

Nominal Numbers

Assigned to

Runners

Ordinal Rank Order of

Winners

Third

Place

Second

Place

First

Place

Interval Performance

Rating on a 0 to

10 Scale8.2 9.1 9.6

Ratio Time to Finish in

Seconds 15.2 14.1 13.4


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Comparison of Measurement Scales

Label Order Distance Origin

Nominal scale Yes No No No

Ordinal scale Yes Yes No No

Interval scale Yes Yes Yes No

Ratio scale Yes Yes Yes Yes


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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 _____


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Another way to describe variables

Qualitative variables: have a nominal scale of

measurement.

Categorical variables: have a nominal or ordinal

scale of measurement.

Quantitative variables: have an interval scale of

measurement.

Continuous variables: have an Ordinal, interval,

or ratio variables scale of measurement.


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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 scaleAn ordinal scale

Practice describing variables

Q: What kind of variable is educational

attainment, and what scale is it measured in?


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Paired

Comparison

Rank

Order

Constant

Sum

Comparative

Scales

Non-Comparative

Scales

Continuous

Rating

Scales

Itemized

Rating

Scales

Stapel

Semantic

DifferentialLikert

A Classification of Scaling Techniques

SCALING TECHNIQUES

Others


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Types of Scaling Techniques

COMPARATIVE SCALES

Involve the respondent directly comparing stimulus objects.

e.g. How does Pepsi compare with Coke on sweetness

NON-COMPARATIVE 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


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Comparative Scales: Paired

Comparison Items

A and B

A and C A and D

B and C

B and D C and D

If we have brands A, B, C and D, we would haverespondents compare

Usually limited to N < 15


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Please indicate which of the following airlines you prefer

by circling your more preferred airline in each pair:Air Canada WestJet

Air Transat Air Canada

Horizon Air WestJetWestJet Air Transat

Air Canada Horizon Air

Horizon Air Air Transat

Comparative Scales: Paired

Comparison Items


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Paired Comparison Selling

The most common method of taste testing is paired comparison. Theconsumer is asked to sample two different products and select the onewith the most appealing taste. The test is done in private and aminimum of 1,000 responses is considered an adequate sample. A blindtaste test for a soft drink, where imagery, self-perception and brand

reputation are very important factors in the consumers purchasingdecision, may not be a good indicator of performance in themarketplace. The introduction of New Coke illustrates this point. NewCoke was heavily favored in blind paired comparison taste tests, but itsintroduction was less than successful, because image plays a major rolein the purchase of Coke.

A paired comparison

taste test


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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 _____ points

7-Up _____ points

Dr. Pepper _____ points

Tab _____ points

Pepsi-Cola _____ points

100 points

Comparative Scales: Constant Sum

Scales


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COMPARATIVE SCALES

Compared to Chevrolet, Ford is:

1 2 3 4 5 6 7

less about the more

innovative same innovative


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Continuous scale

Non comparative scale

How would you rate Marketing Research to

other courses this term

10 20 30 40 50 60 70 80 90 100The worst The BestXX


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Non Comparative Scales


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Non-Comparative Scales


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Modern Store

Low prices

Unfriendly staff

Narrow product rangeSophisticated customers

Old- fashioned store

High prices

Friendly staff

Wide product rangeUnsophisticated customers

Semantic Differential Scale

Here are a number of statements that could be used to describe

WalMart. For each statement tick ( ) the box that best

describes your feelings about WalMart.


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Likert scale

Stronglyagree

disagree Neitheragreenor

disagree

agree Strongly agree

Cost is themostimportantconsideratio

n whenbuying anew car

1 2 3 4 5


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The Likert scale


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Very Frequently

Frequently

Occasionally

Rarely

Very Rarely

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

A Great Deal

Much

Somewhat

Little

Never

Often

Sometimes

Seldom

Never

Always

Very Often

Sometimes

Rarely

Never

FREQUENCY How frequently do you go bowling?

IMPORTANCE How important is price to you when purchasing jeans?


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Very Important

Important

Moderately Important

Of Little Importance

Unimportant

Very Important

Moderately Important

Unimportant

Very GoodGood

Barely Acceptable

Poor

Very Poor

Extremely PoorBelow Average

Average

Above Average

Excellent

Good

Fair

Poor

IMPORTANCE

QUALITY

How important is price to you when purchasing jeans?

How would you rate the quality of Toshiba laptops?


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Like Me

Unlike Me

To a Great Extent

Somewhat

Very Little

Not at All

True

False

Definitely

Very Probably

Probably

Possibly

Probably Not

Very Probably Not

Almost Always True

Usually True

Often True

Occasionally True

Sometimes But Infrequently True

Usually Not True

Almost Never True

True of Myself

Mostly True of Myself

About Halfway True of Myself

Slightly True Of Myself

Not at All True of Myself

LIKELIHOOD How likely will you be to purchase a car in the

next 6 months?


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Staple scale

+5

+4

+3+2

+1

quality

-1

-2-3

-4

-5

+5

+4

+3+2

+1

service

-1

-2-3

-4

-5

Rank Joey Tomatos on the

quality of its food and

service.

A S l S l f M i S I


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Select a plus number for words that

you think describe the store

accurately. The more accurately youthink the work describes the store,

the larger the plus number you

should choose. Select a minus

number for words you think do notdescribe 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 numberfrom +3 for words that you think are

very accurate all the way to -3 for

words that you think are very

inaccurate.

A Stapel Scale for Measuring a Stores Image

WalMart

+5 +5 +5

+4 +4 +4

+3 +3 +3

+2 +2 +2

+1 +1 +1

High Poor Wide

Quality Service Variety

-1 -1 -1

-2 -2 -2-3 -3 -3

-4 -4 -4

-5 -5 -5


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The following questions concern your ratings of severalsuppliers that provide products for use in your store.

Staple Scale

XYZPoor ProductSelection

-5 -4 -3 -2 -1 1 2 3 4 5

Costly Products -5 -4 -3 -2 -1 1 2 3 4 5

Fast Service -5 -4 -3 -2 -1 1 2 3 4 5

High QualityProducts

-5 -4 -3 -2 -1 1 2 3 4 5

Innovative -5 -4 -3 -2 -1 1 2 3 4 5

Some Basic Considerations


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Some Basic Considerations

When Selecting a Scale

Selecting a Rating, Ranking,Sorting, or Purchase Intent

Scale

Balanced Versus Non-

balanced Alternatives

Number of Categories Odd or Even Number ofScale Categories

Forced Versus Non-forced

Choice


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Odd

Strongly Agree _____

Agree _____

Neutral _____Disagree _____

Strongly disagree_____

Even

Strongly Agree_____

Agree _____

Disagree _____

Strongly disagree___

Odd versus even

if neutral responses likely, use odd number


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Balanced vs. Unbalanced

Balanced

Very good ______Good ______

Fair ______

Poor ______

Very Poor ______

Unbalanced

Excellent ______Very Good ______

Good ______

Fair ______

Poor ______

B l d d U b l d S l


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Balanced and Unbalanced Scales

Balanced Scale Unbalanced Scale

JOVAN MUSK FOR MEN IS JOVAN MUSK FOR MEN IS

Extremely good

Very good

Good

Bad

Very bad

Extremely bad

Extremely good

Very good

Somewhat Good

Good

Bad

Very bad


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Labeled vs. End Anchored

Labeled

Excellent _____Very Good _____

Fair _____

Poor _____

Very Poor _____

End Anchored

Excellent __________

_____

_____

Poor _____

I t l M N t R fl t th S ti


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Labeled

Excellent _____Very Good _____

Fair _____

Poor _____

Very Poor _____

Excellent _____

Very Good _____

Fair _____

Poor _____

Very Poor _____

Intervals May Not Reflect the Semantic

Meaning of the Adjectives

Intervals Are

Not Equal

Intervals Are

Not Equal


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Number of Scale Points

5 Point

Excellent _____

_____

_____

_____

Poor _____

10 Point

Excellent_____________

_____________

_____________

_____________

_____________

_____________

_____________

_____________

_____________

_____________Poor

Choosing the Appropriate Scale


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Attitudecomponent

Itemizedcategor

y

Rankorder

Constantsum

Likert Semanticdifferential

Knowledge

Awareness A

Attributebeliefs

A B B B A

Attributeimportance

A B A B

Affect orLiking

Overallpreferences

A B A B B

Specificattributes

A B B B A

Action

attitudes and scaling

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