1. Using Measurement Scales to Build Marketing Effectiveness

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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
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8. 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
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9. 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
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10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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

19. 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
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20. 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 and 10.12
John Wiley & Son, Inc

21. 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

22. 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

23. Copyright © 2004 John Wiley & Son
The End
Copyright © 2004 John Wiley & Son
John Wiley & Son, Inc