Transcript No Slide Title

Chapter Eleven
Attitude Measurement in
Survey Research
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
11-1
Learning Objectives
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.
Identify and discuss the critical aspects of
consumer attitudes and other marketplace
phenomena that require measurement to
allow us to make better decisions.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
11-2
Introduction
 Measurement of consumers’ attitudes
and feelings is an essential element of
effective decision making.
 In marketing research, attitudinal
measurement 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.
 They are not directly observable.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
11-3
Trilogy Approach to Attitudes
This 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
towards a specified
object.
emotional feeling(s)
held towards a
specified object.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
11-4
Three Attitudinal Scaling Formats
1.
2.
3.
Likert scales
Semantic differential scales
Behaviour intention scales
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
11-5
A General Construct Development/Scale
Development Process
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
11-6
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:
1.
2.
3.
4.
5.
Strongly agree;
Agree;
Neither agree nor disagree;
Disagree;
Strongly disagree.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
11-7
Steps in Developing a Likert Scale
1.
2.
3.
4.
Identify the concept to be studied.
Assemble belief statements.
Classify each statement as
‘favourable’ or ‘unfavourable’.
Respondents decide the extent to
which they agree or disagree with
each statement.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
11-8
Steps in Developing a Likert Scale
5.
6.
7.
8.
Calculate overall-attitude score.
Only use the scales that discriminate
between low and high scores.
Select the statements that exhibit the
greatest differences in mean values
between the top and bottom scores.
Using the final set of statements,
repeat steps 3 and 4 in a full study.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
11-9
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  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
11-10
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  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
11-11
Semantic Differential Scale
A bi polar scale format that
captures a person’s attitudes or
feelings about a given object.
Adjectives such as:
 Good/bad
 Helpful/unhelpful
 High quality/low quality
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
11-12
Example of a Semantic
Differential Scale
Attractiveness:
Sexy
___
___
___
___
___
___
___
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  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
11-13
Semantic Differential Scale
Uses 5 or 7 points
 7 is common.
Allows researcher to collect
both cognitive and affective
data.
Should randomly mix the
positions of the positive and
negative pole descriptors.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
11-14
Semantic Differential Scale
The pole descriptors lack
expressions of extreme
intensity.
Need to make sure that the
pole descriptors are truly
bipolar.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
11-15
Semantic Differential Scale
Can label the points in the
scale
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
11-16
Example of a Car Service Centre’s
Performance Profile Compared to Two
Competitors
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
11-17
The Behaviour Intention Scale
A special type of scale designed to
capture the likelihood that people
will demonstrate intent towards
purchasing an object or service in
the future time frame.
Eg. Purchase intent, attendance
intent.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
11-18
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  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
11-19
Other Types of Rating Scales
Comparative and noncomparative scales
Non-comparative scales
 Requires judgement without
reference to another object,
person or concept.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
11-20
Non-Comparative Rating Scales
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  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
Excellent
Truly
Exceptional
6
7
11-21
Non-Comparative Rating Scales
Staple scale is another
example:
 Single descriptor
 Numerical descriptors range from
+5 to -5
Not very popular.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
11-22
Comparative Scales
A scale format that requires a
judgement comparing one
object, person or concept
against another on the scale.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
11-23
Comparative Scales
Rank order scale
Paired-comparison rating scale
Constant sums rating scale
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
11-24
Comparative Rating Scales
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
11-25
Recap of Key Measurement
Design Issues
 Construct development issues
 Need to operationalise the
constructs.
 Scale issues
 Take care with wording issues.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
11-26
Recap of Key Measurement
Design Issues
 Screening questions
 Use to identify prospective
respondents.
 Skip questions
 Used by a respondent who meets a
previous condition.
Copyright  2007 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research 2e by Lukas, Hair, Bush and Ortinau
Slides prepared by Judy Rex
11-27