Transcript No Slide Title

CHAPTER ten
Learning Objectives
Using
Measurement
Scales to Build
Marketing
Effectiveness
Copyright © 2002
South-Western/Thomson Learning
Learning Objectives
Learning Objectives
1. To understand the linkage among attitudes,
behavior, and marketing effectiveness.
2. To become familiar with the concept of scaling.
3. To learn about the various types of attitude
scales.
4. To examine some basic considerations in
selecting a type of scale.
5. To realize the importance of attitude
measurement scales in management decision
making.
Attitudes, Behavior, and
Marketing Effectiveness
Learning Objectives
To understand the linkage among
attitudes, behavior and marketing
effectiveness.
Attitude
An enduring organization of motivational, emotional,
perceptual, and cognitive processes with respect to
some aspect of a person’s environment.
The Link between Attitudes and Behavior
• Complex
• Predictions for a group tend to be more accurate than
predictions for a single consumer.
Attitudes, Behavior, and
Marketing Effectiveness
Learning Objectives
To understand the linkage among
attitudes, behavior, and marketing
effectiveness.
Attitudes and Behavior
1. The more favorable the attitude of consumers, the
higher the incidence of product usage.
2. The less favorable the attitude, the lower the incidence
of product usage.
3. The attitudes of people who have never tried a product
tend to be distributed around the mean of a normal
distribution.
4. When attitudes are based on actually trying and
experiencing a product, attitudes predict behavior quite
well. When attitudes are based on advertising , attitude
behavior consistency is significantly reduced.
Attitudes, Behavior, and
Marketing Effectiveness
Learning Objectives
To understand the linkage among
attitudes, behavior, and marketing
effectiveness.
Six factors when assessing if attitude research findings
will predict behavior:
1. Involvement of the consumer.
2. Attitude measurement.
3. Effects of other people.
4. Situational factors.
5. Effects of other brands.
6. Attitude strength.
Attitude Measurement
Scales
Learning Objectives
To become familiar with the concept
of scaling.
Attitude Measurement Scales
Based on various operational definitions created to
measure the attitude construct.
Scaling Defined
Procedures for attempting to determine quantitative
measures of subjective and sometimes abstract
concepts.
• Unidimensional scaling: one attribute
• Multidimensional scaling: several dimensions
Learning Objectives
Attitude Measurement
Scales
To become familiar with the concept
of scaling.
Graphic Rating Scales
A graphic continuum typically anchored by two extremes
Easily constructed and simple to use.
Ability to discern fine distinctions
Itemized Rating Scales
Respondents must select from a limited number of
ordered categories rather than placing a check mark on a
continuous scale.
Learning Objectives
Figure 10.1 Three Types of Rationing Scales
Scale A
Uncomfortable
Comfortable
Scale B
0
10
Uncomfortable
20
30
40
50
Neutral
60
70
80
90
100
Comfortable
Learning Objectives
Figure 10.1 Three Types of Rationing Scales
Scale C
1
Very
very
Uncomfortable
2
3
4
5
6
7
8
9
10
Very
very
Comfortable
Learning Objectives
Attitude Measurement
Scales
To learn about various types of
attitude scales.
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
Learning Objectives
Attitude Measurement
Scales
To learn about the various types of
attitude scales.
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.
Learning Objectives
Attitude Measurement
Scales
To learn about the various types of
attitude scales.
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.
Learning Objectives
Attitude Measurement
Scales
To learn about the various types of
attitude scales.
Stapel Scale
Designed to measure both the direction and intensity of
attitudes simultaneously.
Likert Scales
• A series of statements that express either a favorable or
unfavorable attitude toward the concept under study.
• The respondent is asked the level of agreement or
disagreement with each statement.
Learning Objectives
Attitude Measurement
Scales
To learn about the various types of
attitude measurement scales.
• 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
Considerations in
Selecting a Scale
Learning Objectives
To examine some basic
considerations in selecting a type of
scale.
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
Enhancing the Value of
Attitude Measures for
Management Decision Making
Learning Objectives
To understand the importance of
attitude scales in management
decision making.
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.
Enhancing the Value of
Attitude Measures for
Management Decision Making
Learning Objectives
To understand the linkage between
attitudes and marketing effectiveness.
• 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.
Enhancing the Value of
Attitude Measures for
Management Decision Making
Learning Objectives
To realize the importance of attitude
scales in management decision
making.
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
Learning Objectives
SUMMARY
• Attitudes, Behavior, and Marketing Effectiveness
• Concept of Scaling and various types of scales
• Considerations in selecting a type of scale
• Enhancing the Value of Attitude Measures for Management
Decision Making
Learning Objectives
The End
Copyright © 2002 South-Western/Thomson Learning