Transcript 10-12 The Behaviour Intention Scale

Chapter Ten
Attitude Measurement in
Survey Research
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
10-1
Learning Objectives
 Discuss the importance of attitude
measurement and describe two
different approaches to measuring
people’s attitudes towards a given
object
 Design and test Likert, semantic
differential and behaviour intention
scales, and explain their strengths and
weaknesses
 Discuss the differences between noncomparative and comparative scale
designs as well as the appropriateness
of rating and ranking scales
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
10-2
Learning Objectives
 Identify and discuss the critical aspects
of consumer attitudes and other
marketplace phenomena that require
measurement to allow us to make better
decisions
 Discuss the overall rules of
measurement and explain the
differences between single versus
multiple measures of a construct as well
as direct versus indirect measures
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
10-3
Introduction
PHASE II:
Design the research
Marketing Research
Step 5:
Determine the measurement issues
 Measurement of consumers’ attitudes
and feelings is an essential element of
effective decision making
 In marketing research, attitudinal
measurement is a difficult process because
it deals with:
 People’s thoughts, feelings, intended behaviours
and characteristics
 The features or attributes of objects
 Concepts and ideas
 An attitude is a learned predisposition to
react in some consistent manner
 To measure attitudes, researchers may use the
trilogy, attitude-towards-object, or the affect global
approach
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
10-4
Trilogy Approach to Attitudes
The trilogy approach suggests that a person’s complete
attitude towards an object requires an understanding of
three components of that attitude:
Cognitive component:
mental perceptions,
beliefs and knowledge
about a specified object
Affective
component:
Conative component:
intended or actual
behavioural response
emotional feeling(s)
held towards a
specified object
towards a specified
object
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
10-5
Attitude-towards-object Model
A multiplicative-additive model that attempts to capture a
person’s attitude about a specific object, where the attitude
is a separate indirectly derived composite of a person’s
combined thoughts and feelings for or against a given
object
Multiplicative-additive
model:
Giving equal emphasis to
measuring a person’s
beliefs (cognitive) and a
person’s feelings (affective)
towards the attributes of a
specified object
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
10-6
Affect Global Approach
The theoretical approach of viewing the structure of a
person’s attitude as nothing more than the person’s overall
(global) expression of his or her favourable or unfavourable
feelings towards a given object or behaviours
Affect global approach:
Suggests that a person’s
feelings can have a
dominant influence on his or
her overall judgment of a
specified object
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
10-7
Likert Scale
 Ordinal scale that asks respondents
to indicate the extent to which they
agree or disagree with a series of
mental or behavioural beliefs about a
given object
 Initially, five scale descriptors were
used:
 Strongly agree/Agree/Neither agree nor
disagree/Disagree/Strongly disagree
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
10-8
Likert Scale
 A modified Likert scale expands
this set to six or seven categories.
 Characteristics of the Likert scale
include:
 Only summated rating scale that uses a set
of agree/disagreement scale descriptors
 Measures cognitive components; does not
measure affective or conative components
 Best utilised when self-administered
surveys or personal interviews are used to
collect data
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
10-9
Partial Modified Likert Scale
For each of the listed statements, please check the one response that
best expresses the extent to which you agree or disagree with that
statement.
Statements
Definitely Generally
Agree
Agree
Slightly
Agree
Slightly
Disagree
Generally
Disagree
Definitely
Disagree
I buy many
things with a
credit card.
___
___
___
___
___
___
I wish we had a
lot more money.
___
___
___
___
___
___
My friends often
come to me for
advice.
___
___
___
___
___
___
I am never
influenced by
advertisements.
___
___
___
___
___
___
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
10-10
Example of a Semantic
Differential Scale
Attractiveness:
Sexy
___
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___
___
___
___
___
Not
Sexy
Beautiful
___
___
___
___
___
___
___
Ugly
___
Unattractive
Attractive
___
___
___
___
___
___
Classy
___
___
___
___
___
___
___
Not
Classy
Elegant
___
___
___
___
___
___
___
Plain
Source: Roobina Ohanian, ‘Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise,
Trustworthiness, and Attractiveness,’ Journal of Advertising 19, no. 3 (1990), pp. 39-52.
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
10-11
The Behaviour Intention Scale
Definitely
would
consider
attending
Probably
would
consider
attending
Probably
would not
consider
attending
Definitely
would not
consider
attending
I. Music Concerts




Popular Music




Jazz Music




Country Music
Bluegrass
Music








Classical Music




Chamber Music




Type
of Event
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
10-12
Other Types of Rating Scales to
Consider
A. Graphic Rating Scales Usage (Quantity Descriptors:
Use All
the Time
Never
Use
0
10
20
30
40
50
60
70
80
90
100
B: Smiling Face Descriptors:
1
2
3
4
5
6
7
C. Performance Rating Scales
Performance Level Descriptors:
Truly
Terrible
1
Poor
2
Fair
3
Average
Good
4
5
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
Excellent
Truly
Exceptional
6
7
10-13
Recap of Key Measurement
Design Issues
 Construct development issues
 Scale issues
 Screening questions
 Skip question
 Ethical responsibility
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
10-14