9 Using Measurement Scales to Build Marketing Effectiveness

Attitudes, Behavior, and Marketing Effectiveness Attitude: is a psychological construct, a way of conceptualizing an intangible. Attitudes cannot be observed/measured directly; their existence is inferred from their consequences. It is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of a person’s environment.

Attitudes, Behavior, and Marketing Effectiveness An individual may have a specific attitude toward Disney World, based on beliefs about a need for entertainment, cartoon characters, fantasy, crowds of people, waiting in lines, and many other things. Disney World also may be highly valued as good, clean, wholesome fun.

Attitudes, Behavior, and Marketing Effectiveness Link between Attitudes and Behavior The more favorable the attitude  the higher the incidence of product usage The less favorable people attitudes toward a product, the more likely they are to stop using it. When attitudes are based on actually trying and experiencing a product, attitudes predicts behavior quite well unlike the one based on advertising.

Attitudes, Behavior, and Marketing Effectiveness Enhancing Marketing Effectiveness Marketing managers measure attitudes in an attempt to predict behavior; correct predictions will enable managers to bring the right new product to the marketplace. This new product will be accompanied by the right marketing mix usually based on attitude research.

Scaling Defined Scaling: procedures for assigning numbers (or other symbols) to properties of an object in order to impart some numerical characteristics to the properties in question. – Unidimensional scales: scales designed to measure only one attribute of a concept, respondent, or object. – Multidimensional scales: scales designed to measure several dimensions of a concept, respondent, or object.

Attitude Measurement Scales Graphic rating scales Itemized rating scales Rank-order scales Paired comparisons Constant sum scales Semantic differential scales Stapel scales Likert scales Purchase-intent scales Scale conversions Net promoter score (NPS)

Attitude Measurement Scales Graphic rating scales Measurement scales that include a graphic continuum, anchored by two extremes.

Attitude Measurement Scales Itemized rating scales Measurement scales in which the respondent selects an answer from a limited number of ordered categories.

Attitude Measurement Scales Rank-order scales Measurement scales in which the respondent compares two or more items and ranks them.

Attitude Measurement Scales Paired comparisons Measurement scales that ask the respondent to pick one of two objects in a set, based on some stated criteria.

Attitude Measurement Scales Constant sum scales Measurement scales that ask the respondent to divide a given number of points typically 100, among two or more attributes, based on their importance to him or her.

Attitude Measurement Scales Semantic differential scales Measurement scales that examine the strengths and weaknesses of a concept by having the respondent rank it between dichotomous pairs of words/phrases that could be used to describe it; means of the responses are then plotted as a profile/image.

Attitude Measurement Scales Stapel scales 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.

Attitude Measurement Scales Likert scales Measurement scales in which the respondent specifies a level of agreement or disagreement with statements expressing either a favorable or an unfavorable attitude toward the concept under study.

Attitude Measurement Scales Purchase-intent scales Scales used to measure a respondent’s intention to buy or not buy a product.

Attitude Measurement Scales Net promoter score (NPS) A measure of satisfaction; the percentage of promoters minus the percentage of detractors when answering the question, “Would you recommend this to a friend?”

Considerations in Selecting a Scale Type of scale to use: rating, ranking, sorting, or purchase-intent The use of balanced scale (the same number of positive and negative categories) vs. nonbalanced scale (are weighted toward one end or the other of scale) Number of scale categories, a related factor is whether to use an odd or even number of categories Forced vs. nonforced choice sets (with “don’t know” option)