Transcript Marketing Research - Cal State LA

1
Marketing Research
Aaker, Kumar, Day, and Leone
Tenth Edition
Instructor’s Presentation Slides
2
Chapter Nine
Attitude Measurement
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
3
Attitude Measurement
• Used to understand and influence behavior since:
Concept exists that attitudes lead to behavior
More feasible to ask questions on attitudes
than to observe and interpret behavior
Capacity for diagnosis and explanation
Learn which features of a new product
concept are acceptable or unacceptable
Measure the perceived strengths and
weaknesses of competitive alternatives
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
4
What Are Attitudes?
• Mental states used by
individuals to structure the
way they perceive their
environment and guide the
way they respond to it
• Components of attitude:
▫ Cognitive or
Knowledge component
▫ Affective or Liking
component
▫ Intention or Action
component
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
5
Cognitive or Knowledge Component
Represents:
A person’s information about an
object
Awareness of existence of the object
Beliefs about the characteristics or
attributes of the object
Judgments about the relative
importance of each of the attributes
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
6
Affective or Liking Component
▫
Summarizes a person’s overall feelings toward an object,
situation, or person on a scale of like-dislike or favorableunfavorable
▫
When there are several alternatives, liking is expressed in
terms of preference for one alternative
▫
Preference measured by asking which alternative is “most
preferred” or “first choice,” which is the “second choice,”
and so on
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
7
Intention or Action Component
• Refers to a person’s expectations of future behavior
toward an object
• Intentions are usually limited to a distinct time period
that depends on buying habits and planning horizons
• Incorporates information about a respondent’s ability or
willingness to pay for the object, or otherwise take
action
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
8
Concept of Measurement
• Standardized process of assigning numbers or
other symbols to certain characteristics of objects
of interest, according to pre-specified rules
Characteristics for Standardization
• One-to-one correspondence between the symbol
and the characteristic in the object that is being
measured
• Rules for assignment should be invariant over time
and the objects being measured
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
9
Scaling
• Process of creating a continuum on which
objects are located according to the amount of
the measured characteristic possessed
Nominal
Ordinal
Interval
Ratio
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
10
Nominal Scale
Objects are assigned to mutually
exclusive, labeled categories
Are you a resident of
Connecticut?
Yes
No
No necessary relationships among
categories
No ordering or spacing are implied
Only possible arithmetic operation
is a count of each category
http://www.drvkumar.com/mr10/
Are you
1) Caucasian
2) African-American
3) Hispanic
4) Asian
5) Other
Marketing Research 10th Edition
11
Ordinal or Rank Scale
Ranks objects or arranges them in order
by some common variable
Does not provide information on how
much difference there is between objects
Arithmetic operations are limited to
statistics such as median or mode
Rank your preferences for the
following attributes in making
a car purchase decision
http://www.drvkumar.com/mr10/
Price
-----------
Safety
-----------
Design
-----------
Fuel economy
------------
Marketing Research 10th Edition
12
Interval Scale
Numbers used to rank objects also represent equal
increments of the attribute being measured
Differences can be compared
Entire range of statistical operations can be
employed for analysis
On a scale of 1 to 7, how would you rate the performance of
natural gas as home heating fuel in terms of reliability of supply?
(1 being least reliable and 7 being most reliable)
1
http://www.drvkumar.com/mr10/
2
3
4
5
6
7
Marketing Research 10th Edition
13
Ratio Scale
Type of interval scale with meaningful
zero point
Possible to say how many times greater
or smaller one object is than another
Only scale that permits comparisons of
absolute magnitude
What is your zip code?______
http://www.drvkumar.com/mr10/
How old are you? _________
Marketing Research 10th Edition
14
Types of Scales and Their Properties
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
15
Attitude Rating Scales
• Present a respondent with a continuum of
numbered categories that represent the range of
possible attitude adjustments
• Classified as:
▫ Single item scales
▫ Multiple item scales
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
16
Classification of Attitude Scales
Attitude Scales
Single-Item
Scales
Itemized
Category
Scales
Comparative
Scales
Semantic
Differential
Scale
Associative
Scales
Paired
Comparison
Scales
Q-sort
Scales
Rank Order
Scales
Multi-Item
Scales
Continuous
Scales
Constant Sum
Scales
http://www.drvkumar.com/mr10/
Pictorial
Scales
Likert
Scales
Thurstone
Scales
Stapel
Scales
Marketing Research 10th Edition
17
Single Item Scales
• Only have one item to measure a construct
• Types of Single item scales
▫
Itemizedcategory
Comparative
Rank-order
Q-sort
Pictoral
Constant
sum
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
18
Itemized-category Scales
•
Respondent selects from a limited number of categories
________
_________
_________
_________
`
http://www.drvkumar.com/mr10/
Very Satisfied
Quite Satisfied
Somewhat Satisfied
Not at all Satisfied
Marketing Research 10th Edition
19
Comparative Scale
• A judgment comparing one object, concept, or
person against one another
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
20
Rank-order Scales
• Respondent compares one item with another
or a group of items against each other and
ranks them
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
21
Q-sort Scaling
• Respondents sort comparative characteristics
into normally distributed groups
• Ten or more groups increases accuracy of results
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
22
Pictorial Scales
• Various categories of the scale are depicted
pictorially
100
Like very much
▫ Thermometer Scale
Dislike very much
▫ Funny faces scale
75
50
25
0
• Format must be comprehensible to respond and
allow accurate response
1
http://www.drvkumar.com/mr10/
2
3
4
5
Marketing Research 10th Edition
23
Types of Single Item Scales (Contd.)
Paired-Comparison Scales
• The brands to be rated are presented two at a time, so each brand in the
category is compared once to every other brand
• Brands are rated on a given number of points that are then divided
between the two brands on the basis of respondents’ preferences
• Frame of reference is always the other brand being tested; these brands
may change over time
Compare
 A and B
 A and C
 A and D
 B and C
 B and D
 C and D
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
24
Constant-sum Scale
• Respondents allocate a fixed number of rating
points among serial objects to reflect relative
preference
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
25
Designing Single Item Scales
Decisions regarding form and structure:
Types of poles used in the
scale
Number of scale
categories
Balanced
Very good
______
Good
______
Fair
______
Poor
______
Very Poor
______
Strength of the anchors
Unbalanced
Balance of the scale
Labeling of the categories
http://www.drvkumar.com/mr10/
Excellent
______
Very Good
______
Good
______
Fair
______
Poor
______
Marketing Research 10th Edition
26
Multiple-item Scales
• Developed to measure a sample of beliefs toward the
attitude objects and combine the set of answers into an
average score
• Types of multiple-item scales:
Likert Scale
http://www.drvkumar.com/mr10/
Thurstone
Scales
SemanticDifferential
Scales
Marketing Research 10th Edition
27
Likert Scale
• Requires respondent to indicate degree of agreement or
disagreement with a variety of statements related to the
attitude object
• Also called Summated Scale since scores on individual
items are summed to give total score for respondents
• Usually consists of item part and evaluative part
• Likert scale Is uni-dimensional
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
28
Likert Scale – Example
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
29
Thurstone Scales
• Also known as the method of equal-appearing intervals since
objective is to obtain a unidimensional scale with interval
properties
Step 1: Generate a large number
of statements or adjectives
reflecting all degrees of
favorableness toward the
attitude objects
Step 2: A group of judges is
given this set of items and asked
to classify them according to
their degree of favorableness or
unfavorableness
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
30
Thurstone Scales (contd.)
Advantages
• Easy to administer
• Requires minimum instructions
Limitations
• Time consuming
• Expensive to construct
• Not as much diagnostic value as a Likert
scale
• Values depend on the attitudes of the
original judges
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
31
Semantic-Differential Scale
• Respondents rate each attribute object on a number of
five or seven-point rating scales bounded by polar
adjectives or phrases
• With bipolar scale, the midpoint is a neutral point
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
32
Semantic-Differential Scale (contd.)
• Pairs of objects or phrases selected must be meaningful
in market being studied and correspond to
product/service attributes
• Rotate negative pole on either side to avoid "halo" effect
• Category increments are treated as interval scales so
group mean values can be computed for each object on
each scale
• May also be analyzed as a summated rating scale
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
33
Profile Analysis
• Application of semantic differential scale
• Plot mean ratings for each object on each scale for visual comparison
• Overall comparison of brands hard to grasp with many brands and attributes
• Not all attributes are independent
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
34
Stapel Scales
• Uses one pole rather than two opposite poles
• Respondents select a numerical response category
• High positive score reflects good fit between adjective and object
• Easy to administer and construct
• No need to assure bipolarity
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
35
Associative Scaling
• Most effective for markets where respondent is
knowledgeable only about a small subset of a large
number of choices
• Appropriate to choice situations that involve a
sequential decision process
• Best suited to market tracking where the emphasis is
on understanding shifts in relative competitive
positions
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
36
Continuous Rating Scales
• Respondents rate objects by placing a mark at
appropriate position on a line running from one
extreme of the criterion variable to the other
• Also called graphical rating scales
• Easy to construct
• Scoring is cumbersome and unreliable
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
37
General Guidelines For Developing A
Multiple-Item Scale
Determine clearly what you are going to measure
Generate as many items as possible
Ask experts in the field to evaluate the initial pool of items
Determine the type of attitudinal scale to be used
Include some items that will help in the validation of the scale
Administer the items to an initial sample
Evaluate and refine the items
Optimize the scale length
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
38
Choosing An Attitudinal Scale
Problems in choosing a scale
• Different techniques with different strengths and
weaknesses
• Virtually any technique can be adapted to the
measurement of any one of the attitude
components
Researchers’ choice shaped by
• The specific information required
• Adabtability of the scale to the data collection
method and budget constraints
• Compatibility of the scale with the structure of the
respondent’s attitude
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
39
Accuracy of Attitude Measurements
Validity: An attitude measure has validity if it
measures what it is supposed to measure
Face or Consensus Validity
• The extent to which the content of a measurement scale
appears to tap all relevant facets of the construct
Criterion Validity
• Based on empirical evidence that the attitude measure
correlates with other “criterion” variables
Concurrent Validity
• Two variables are measured at the same time
Predictive Validity
• The attitude measure can predict some future event
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
40
Accuracy of Attitude Measurements (Cont.)
Convergent
Validity
Discriminant
Validity
• A form of
construct validity
that represents
the association
between the
measured
construct and
measures of
other constructs
with which the
construct is
related on
theoretical
grounds
• A form of
construct validity
that represents
the extent to
which the
measured
construct is not
associated with
which the
construct is
related on
theoretical
grounds
http://www.drvkumar.com/mr10/
Construct Validity
• A scale
evaluation
criterion that
relates to the
underlying
question "what is
the nature of the
underlying
variable or
construct
measured by the
scale?"
Marketing Research 10th Edition
41
Accuracy of Attitude Measurements (Contd.)
Reliability
• The consistency with which the measure produces the same results
with the same or comparable population
Sensitivity
• Extent to which ratings provided by a scale are able to discriminate
between the respondents who differ with respect to the construct
being measured
Generalizability
• Refers to the ease of scale administration and interpretation in
different research settings and situations
Relevancy
• Relevance = reliability * validity
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
42
Scales in Cross-national Research
Responses Can Be Affected by:
• Low literacy and educational levels
• Culture; semantic differential scale is closest to
pan-cultural scale
• Adapting response formats, particularly their
calibration, for specific countries and cultures
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition