Measurement Using Scales MKTG 3342 Fall 2008 Professor Edward Fox

Scales in Marketing Research Definition – Procedures for attempting to determine quantitative measures of subjective and sometimes abstract concepts Scaling is a measurement tool Assigns numbers or symbols to properties of an object unidimensional multidimensional May be either unidimensional or multidimensional

Important Scales in Marketing Research Graphic Rating Scales Graphic Rating Scales (uncommon): Respondents select a point on a graphic continuum anchored at the extremes Itemized Rating Scales Itemized Rating Scales (common): Similar to graphic rating scales, except that respondents must select from a limited number of ordered categories rather than placing a check mark on a continuous scale

Semantic Differential Scale   Begins by determining the concept to be rated.   Then select dichotomous pairs of words or phrases that could be used to describe the concept   Respondents then rate the concept on a scale   Finally, compute the mean of these responses for each pair of adjectives and plotted as a “profile” or image

Semantic Differential Scale - Example Service is discourteous 1…2…3…4…5…6…7 Service is courteous Location is convenient 1…2…3…4…5…6…7 Location is inconvenient Hours are inconvenient 1…2…3…4…5…6…7 Hours are convenient Loan interest rates 1…2…3…4…5…6…7 Loan interest rates are high are low are high are low

Profile Analysis (Snake Diagram) - Example Service is discourteous 1…2…3…4…5…6…7 Service is courteous Location is convenient 1…2…3…4…5…6…7 Location is inconvenient Hours are inconvenient 1…2…3…4…5…6…7 Hours are convenient Loan interest rates 1…2…3…4…5…6…7 Loan interest rates are high are low are high are low Bank A Bank B

Rank-Order Scale Description - respondent is asked to judge one item against another. Example - Rank the following brands of cereal according to your preference (1=most preferred). Example - Rank the following brands of cereal according to your preference (1=most preferred). __ Kellogg’s Corn Flakes __ Rice Krispies __ Rice Krispies __ Wheaties __ Kellogg’s Raisin Bran...

Paired Comparisons Description - Paired comparison scales ask a respondent to pick one of two objects from a set based upon a given criterion Example - Which brand do you prefer? ___ Coca-Cola ___ Pepsi ___ Dr. Pepper___ Pepsi ___ Coca-Cola___ Seven-Up ___ Dr. Pepper___ Seven-Up

Constant Sum Scales This technique requires the respondent to divide a given number of points, typically 100, among two or more attributes based on their importance Constant sum scales are used more often than paired comparisons because the long list of paired items is avoided

Purchase or Behavioral Intent Scales Scale designed to measure the likelihood that a potential customer will purchase a product or service or behave in a certain way. Example: If a season ticket were offered for the Dallas Stars (hockey) games for $240, how likely are you to buy it? __ Definitely will buy __ Probably will buy __ Probably will not buy __ Definitely will not buy

Multiple Item Scales Measurement of several aspects of an individual’s attitude towards an object Measurement of several aspects of an individual’s attitude towards an object Two or more single-item rating scales combined in specific ways Two or more single-item rating scales combined in specific ways Using a Likert (Summated) Scale (very common) Allows the respondent to express intensity of feeling Allows the respondent to express intensity of feeling Construction: Subjects are asked to indicate their degree of agreement or disagreement with each and every statement in a series by checking the appropriate cell Construction: Subjects are asked to indicate their degree of agreement or disagreement with each and every statement in a series by checking the appropriate cell Use: Sum the scores across items -- an indicator of overall attitude Use: Sum the scores across items -- an indicator of overall attitude

Likert Scale (Multi Item) - Example 1.Nordstrom’s is an attractive store. Neither Neither Strongly Agree Nor Strongly Agree Agree DisagreeDisagree Disagree The service at Nordstrom’s is slow. Neither Neither Strongly Agree Nor Strongly Agree Agree DisagreeDisagree Disagree Nordstrom’s has attractive prices. Neither Neither Strongly Agree Nor Strongly Agree Agree DisagreeDisagree Disagree

Considerations When Constructing Itemized Rating Scales Nature of Verbal Description Balanced Versus Nonbalanced Alternatives Number of Categories Odd or Even Number of Scale Categories Forced Versus Non-Forced Choice

Examples Of Category (Itemized) Rating Scales 1.Balanced, forced-choice, odd-interval scale focusing on an attitude toward a specific attribute (1) How do you like the taste of Classic Coke? ______ ___ ______ Like ItLike itNeither Like Dislike It Strongly Very MuchNor Dislike It Dislike It 2.Balanced, forced-choice, even-interval scale focusing on an overall attitude (2) Overall, how would you rate Ultra Brite Toothpaste? ___ ___ ___ ___ ___ ___ ExtremelyVery Somewhat Somewhat Very Extremely Good Good Good Bad Bad Bad

3.Unbalanced, forced-choice, odd-interval scale focusing on an overall attitude (3) What is your reaction to this advertisement? ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ Enthusiastic Very Favorable Favorable Neutral Unfavorable 4.Balanced, non-forced, odd-interval scale focusing on a specific attribute (4) How would you rate the friendliness of the sales personnel at Sears’ downtown store? __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ Very Moderately Slightly Neither Slightly Moderately Very Don’t Friendly Friendly Friendly Friendly Unfriendly Unfriendly Unfriendly Know Nor Un- Nor Un- Friendly Friendly Examples Of Category (Itemized) Rating Scales

Other Scales There are numerous other scales. Examples: Stapel Scale Q-Sort Scale Thermometer Scale Happy Face Scale Fishbein weighted sum scale

Choosing an Attitude Scale Choice is complicated by two problems: Choice is complicated by two problems: Many scales, each with its own advantages/ disadvantages Many scales, each with its own advantages/ disadvantages Virtually any technique can be adapted to the measurement of attitude. Virtually any technique can be adapted to the measurement of attitude. Ultimately choice is shaped by: Ultimately choice is shaped by: Specific information required Specific information required Adaptability of scale to method of administration Adaptability of scale to method of administration Compatibility of scale with the structure of the respondent’s attitude Compatibility of scale with the structure of the respondent’s attitude