Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved.

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. CHAPTERCHAPTERCHAPTERCHAPTER Attitude Scale Measurements Used in Survey Research 13-2

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. The Value of Attitude Measurement  In the new millennium, marketers must continually and consistently attempt to understand a buyer’s attitudes and feelings toward their products, services, and delivery systems.  Marketers must also strive to place consumer attitudes and feelings within the context how their competition is perceived.  By using the many and varied options presented here, a marketing research team can gain valuable insight into state- of-intention and state-of-mind data.  The process of measuring an “attitude” draws together and underscores the importance of the question/setup, scale dimensions and attributes, and scale point descriptors. 13-3

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. What Is An Attitude? 13-4 Object Manifested dimensions and attributes Cognitive Component Beliefs about the object Affective Component Emotions or feelings about the object Conative Component Behavioral intention toward the object Attitude Overall expressive orientation toward the object

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Attitude-toward-Object Model Fishbein’s Attitude-toward-Object Model gets at a respondent’s attitude toward an object by seeking to quantify their beliefs and feelings toward the object. Try to articulate what’s happening in this model with an eye to:  Florida Oranges  A Political Candidate (Republican)  K2 Skis 13-5

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Attitude-toward-Behavior Model This model puts an interesting “spin” on the Fishbein model in the previous slide. It shifts the focus of attention – from the attitude toward an object toward attitudes toward the behavior associated with the object. Try to articulate what’s happening in this model with an eye to:  Using automated check-out lines at a supermarket.  Registering for courses for next year.  Working in an internship or summer abroad program. 13-6

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. The Affect Global Approach This model seeks to investigate both favorable and unfavorable components of an attitude in a “soup-to- nuts” fashion, considering the overall attitude toward an object. Try to articulate what’s happening in this model with an eye to:  Residence Life  The Office of the Registrar  9/

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Some Key Linkages to Consider  Favorable attitudes demand a need or motive before they can be translated into action.  Translating a favorable belief/feeling into ownership requires ability.  Some attitudes scales only measure one thing at a time.  New information can alter attitudes, especially if the emotional and cognitive components are weak.  A research team often measures the attitudes of a single family member, since the other members of the family can (and will) affect buying behavior.  It’s always prudent to measure the attitude associated with a brand separate from making a purchase.  It’s really tough to measure every aspect of a person’s attitude. 13-8

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. The Construct Development/Scale Measurement Process 13-9a 1.Theoretically Identify and Define the Construct Determine Dimensionality of Construct 2.Create Initial Pool of Attribute Items Determine Theory, Secondary Data, Qualitative Research 3.Assess and Select a Reduced Set of Items Perform Structural Analysis and Qualitative Judgments 4.Construct Initial Measurements and Pretest Conduct Pilot Study, Collect Data from Pretest Sample 5.Do Appropriate Statistical Data Analysis Conduct Construct Validity and Scale Reliability Tests Process StepsKey Activities

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. The Construct Development/Scale Measurement Process 13-9b 6.Refine and Purify Scale Measurements Eliminate Irrelevant Attribute Items 7.Collect More Data on Purified Scale Select New Sample of Subjects from Defined Target Population 8.Statistically Evaluate Scale Measurements Conduct Reliability, Validity, Generalizability Tests 9.Perform Final Scale Measurement Include Scale Measurement in Final Questionnaire Process StepsKey Activities

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. The Likert Scale Statements Definitely Agree Generally 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. ___ 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.

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. The Semantic Differential Scale Attractiveness: Sexy ___ Not Sexy Beautiful ___ Ugly Attractive ___ Unat- ractive 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

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. The Behavior Intention Scale Type of Event 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 □□□□

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Other Types of Rating Scales to Consider 13-13a A. Graphic Rating Scales Usage (Quantity) Descriptors: Never UseUse All the Time Smiling Face Descriptors: B. Performance Rating Scales Performance Level Descriptors: Truly Terrible PoorFairAverageGoodExcellent Truly Exceptional

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Other Types of Rating Scales to Consider 13-13b B. Performance Rating Scales Letter Grade Descriptors: A+ABCDF C. Staple Scales Good MPG Rating Understands Service Needs Competitively Priced

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Key Measurement Design Issues to Consider  Screening Questions  Construct Development  Skip Questions  Ethical Responsibility 13-14

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Summary of Learning Objectives  Discuss the importance of attitude measurement, and describe two different approaches to measuring people’s attitudes toward a given object.  Design and test Likert, semantic differential, and behavior 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 scale measurements.  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