1. Learning Objectives Copyright © 2002 South-Western/Thomson Learning Using Measurement Scales to Build Marketing Effectiveness CHAPTER ten

2. Learning Objectives 1. To understand the linkage among attitudes, behavior, and marketing effectiveness. 2. To become familiar with the concept of scaling. 3. To learn about the various types of attitude scales. 4. To examine some basic considerations in selecting a type of scale. 5. To realize the importance of attitude measurement scales in management decision making.

3. Learning Objectives 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. To understand the linkage among attitudes, behavior and marketing effectiveness. Attitudes, Behavior, and Marketing Effectiveness

4. Learning Objectives Attitudes and Behavior 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. To understand the linkage among attitudes, behavior, and marketing effectiveness. Attitudes, Behavior, and Marketing Effectiveness

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

6. Learning Objectives Attitude Measurement Scales Based on various operational definitions created to measure the attitude construct. Scaling Defined Procedures for attempting to determine quantitative measures of subjective and sometimes abstract concepts. Unidimensional scaling: one attribute Multidimensional scaling: several dimensions To become familiar with the concept of scaling. Attitude Measurement Scales

7. Learning Objectives Graphic Rating Scales A graphic continuum typically anchored by two extremes Easily constructed and simple to use. Ability to discern fine distinctions Itemized Rating Scales Respondents must select from a limited number of ordered categories rather than placing a check mark on a continuous scale. To become familiar with the concept of scaling. Attitude Measurement Scales

8. Learning Objectives Figure 10.1 Three Types of Rationing Scales Uncomfortable Scale A Comfortable Uncomfortable Scale B Comfortable 0102030405060708090100 Neutral

9. Learning Objectives 12345678910 Very very Uncomfortable Very very Comfortable Figure 10.1 Three Types of Rationing Scales Scale C

10. Learning Objectives Rank Order Scale Respondent judges one item against another. Q-Sorting A sophisticated form form of rank ordering. A set of objects is given to an individual to sort into piles to specified rating categories To learn about various types of attitude scales. Attitude Measurement Scales

11. Learning Objectives Paired Comparison Scales Asks a respondent to pick one of two objects from a set based upon some stated criteria. The respondent makes a series of paired judgements between objects. 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. To learn about the various types of attitude scales. Attitude Measurement Scales

12. Learning Objectives 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. To learn about the various types of attitude scales. Attitude Measurement Scales

13. Learning Objectives Stapel Scale Designed to measure both the direction and intensity of attitudes simultaneously. Likert Scales A series of statements that express either a favorable or unfavorable attitude toward the concept under study. The respondent is asked the level of agreement or disagreement with each statement. To learn about the various types of attitude scales. Attitude Measurement Scales

14. Learning Objectives Each respondent is given a numerical score to reflect how favorable or unfavorable her attitude is toward each statement. The scores are then totaled to measure the respondent’s attitude. Purchase Intent Scales During new product development: provides a rough idea of demand. During product development: demand estimates are refined. Final version: tested in homes To learn about the various types of attitude measurement scales. Attitude Measurement Scales

15. Learning Objectives Some Basic Considerations When Selecting a Scale Type of Scale: Selecting a Rating, Ranking, Sorting, or Purchase Intent Scale Balanced Versus Nonbalanced Alternatives Number of Scale Categories: odd or even number Forced Verses Nonforced Choice To examine some basic considerations in selecting a type of scale. Considerations in Selecting a Scale

16. Learning Objectives Direct Questioning Ask consumers directly what factors they consider important in a purchasing decision. Respondents are asked to state their reasons for preferring one product or brand to another. Or, to rate their “ideal brand” for a given product in terms of several product attributes so that an ideal profile can be constructed. To understand the importance of attitude scales in management decision making. Enhancing the Value of Attitude Measures for Management Decision Making

17. Learning Objectives Dual Questioning Involves asking two questions concerning each product attribute that might be determinant. Consumers are first asked directly what factors they consider important in a purchasing decision, and how they perceive these factors. To understand the linkage between attitudes and marketing effectiveness. Enhancing the Value of Attitude Measures for Management Decision Making

18. Learning Objectives 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 To realize the importance of attitude scales in management decision making. Enhancing the Value of Attitude Measures for Management Decision Making

19. Learning Objectives SUMMARY Concept of Scaling and various types of scales Enhancing the Value of Attitude Measures for Management Decision Making Attitudes, Behavior, and Marketing Effectiveness Considerations in selecting a type of scale

20. Learning Objectives The End Copyright © 2002 South-Western/Thomson Learning