Using Measurement Scales to Build Marketing Effectiveness

Learning Objectives To understand the linkage among attitudes, behavior and marketing effectiveness To become familiar with the concept of scaling To learn about the various types of attitude scales To examine some basic considerations in selecting a type of scale To realize the importance of attitude measurement scales in management decision making John Wiley & Son, Inc

Attitudes, Behavior, and Marketing Effectiveness 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. John Wiley & Son, Inc

Attitudes, Behavior, and Marketing Effectiveness To understand the linkage among attitudes, behavior and marketing effectiveness. Identified Links 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. John Wiley & Son, Inc

Attitudes, Behavior, and Marketing Effectiveness To understand the linkage among attitudes, behavior and marketing effectiveness. Six factors when assessing if attitude research findings : 1. Involvement of the consumer. 2. Attitude measurement. 3. Effects of other people. 4. Situational factors. 5. Effects of other brands. 6. Attitude strength. John Wiley & Son, Inc

To become familiar with the concept of scaling Scaling Defined To become familiar with the concept of scaling Scaling A procedure for assigning numbers (or other symbols) to properties of an object in order to impart some numerical characteristics to the properties in question John Wiley & Son, Inc

To become familiar with the concept of scaling Scaling Defined To become familiar with the concept of scaling A Scale is a Measurement Tool Scales are either Unidimensional—designed to measure only one attribute of a concept, respondent, or object Multidimensional- based on the premise that a concept, respondent, or object might be better described using several dimensions John Wiley & Son, Inc

Attitude Measurement Scales To learn about the various types of attitude scales Graphic Rating Scales A graphic continuum typically anchored by two extremes Easily constructed and simple to use. Ability to discern fine distinctions John Wiley & Son, Inc

Exhibit 10.1 Three Types of Rationing Scales Uncomfortable Scale A Comfortable Uncomfortable Scale B Comfortable 10 20 30 40 50 60 70 80 90 100 Neutral John Wiley & Son, Inc

Scale C Exhibit 10.1 Three Types of Rationing Scales 1 2 3 4 5 6 7 8 9 Very very Uncomfortable Very very Comfortable John Wiley & Son, Inc

Attitude Measurement Scales To learn about the various types of attitude scales Itemized Rating Scales Respondents must select from a limited number of ordered categories rather than placing a check mark on a continuous scale. Eliminate the order bias by rotating the questions on each questionnaire Do not all for the fine distinctions that can be achieved with the graphic rating scale See Exhibits 10-2 and 10-3 John Wiley & Son, Inc

Attitude Measurement Scales To learn about the various types of attitude scales Rank Order Scale Graphic and itemized scales Noncomparative scales Respondent makes judgment without reference to another object, concept or person Rank-order scales Comparative Respondents are asked to compare two or more items and rank each item Advantages Disadvantages See Exhibit 10-4 John Wiley & Son, Inc

Attitude Measurement Scales To learn about the various types of attitude scales Q-Sorting Measurement scale employing a sophisticated form of rank ordering using card sorts Paired Comparisons Measurement scales that ask the respondent to pick one of two objects in a set based on some stated criteria Overcomes problems of traditional rank-order scales Order bias is overcome Easier to select an item than to rank-order See Exhibit 10.5 John Wiley & Son, Inc

Attitude Measurement Scales To learn about the various types of attitude scales 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 Number of point allocated to each alternative indicates the rank See Exhibit 10.6 John Wiley & Son, Inc

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. Advantages Disadvantages See Exhibit 10.7 John Wiley & Son, Inc

Attitude Measurement Scales To learn about the various types of attitude scales Stapel Scale measurement scales that require the respondent to rate, on a scale ranging from +5 to -5, how closely and in what direction a descriptor adjective fits a given concept Advantages Disadvantages See Exhibit 10.8 John Wiley & Son, Inc

Attitude Measurement Scales To learn about the various types of attitude scales Likert Scales A series of statements that express either a favorable or unfavorable attitude toward the concept under study. The respondent is asked to indicate the level of agreement or disagreement with each statement by assigning it a numerical score. The scores are then totaled to measure the respondent’s attitude. See Exhibit 10.9 John Wiley & Son, Inc

Attitude Measurement Scales To learn about the various types of attitude scales Purchase Intent Scales Scales used to measure a respondent’s intention to buy or not buy a product Advantages Good predictor of consumer choice of frequently purchased and durable consumer products Easy to construct See Exhibit 10.10 John Wiley & Son, Inc

Considerations in Selecting a Scale To examine some basic considerations in selecting a type of scale. Nature of the Construct Being Measured Objective of the Research Study Type of Scale Balanced versus nonbalanced scale Number of scale categories Even versus odd number of scale categories Forced versus nonforced choice John Wiley & Son, Inc

Determinant attitudes Attitude Measures and Management Decision Making To realize the importance of attitude measurement scales in management decision making Determinant attitudes Attitudes that are most closely related to preference or to actual purchase decision Direct questions—reasons for preferring one product or brand over another Dual questions—two questions concerning each product attribute that might be determinant See Exhibits 10.11 and 10.12 John Wiley & Son, Inc

Indirect Questioning Observation Attitude Measures and Management Decision Making To realize the importance of attitude measurement 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 John Wiley & Son, Inc

Attitudes, Behavior and Marketing Effectiveness Scaling Defined SUMMARY Attitudes, Behavior and Marketing Effectiveness Scaling Defined Attitude Measurement Scales Considerations In Selecting A Scale Attitude Measures and Management Decision Making John Wiley & Son, Inc

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