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7/29/2019 Attitude Measurement & Scaling
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Attitude Measurement
&
Scaling
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When we analyze research results ,we must believe
that the measurements provide realistic
representations of opinions and behaviors and
properly capture how a respondents data relates to
all other respondents
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WHY MEASURE ATTITUDES
Attitude is central to many marketing situations.
Segmentation strategy is based on attitudinal data
Study of attitude help design Positioning
Strategy
Forms the basis of all promotional campaigns
Helps understand the acceptance /non acceptance
behavior.
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An attitude is a persons enduring perceptual
knowledge with respect to an object or phenomenon
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Components of Attitudes
Cognitive
Affective
Conative
Attitude have only one influence in a
particular decision situation,other factors
could be more influential than attitude.
An individual having high favorable attitude towards purchasing
a new car like Mercedes Benz,but because of economic
constraints has to purchase a lesser priced one
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Attitude Measurement
Assignment of numbers to characteristics ofobjects or events according to rules.
Difficulty of attitude measurement
Absolute measurements like length, breath,
weight are easy. Evident in physical
science,not in social science.
Task of measurement in marketing involves
lower scales, and more difficult.
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Scaling refers to the process of measuring of
attitudes .
Marketing segmentation strategy is based on
attitudinal segmentation.
In measuring the effectiveness of advertising
attitude measurement plays a important role.
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Types of Scale
1)Nominal Scale
Comprise of numbers that are used to
categorize, classify objects or events
Nominally scaled number serves as a label for
a class or category.
Eg. No.s assigned to respondents in a study
constitute nominal scale,there is a one to one
correspondence between numbers and objects
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When used for classification ,nominally
scaled numbers serve as labels.
Eg. Male 1 Female 2
Married 1 Unmarried 2
The classes are mutually exclusive.
Eg. Brand numbers,store types.
Percentage calculations can be done
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What is your income level
Rs5000- Rs 10,000, Rs 10001Rs 15000
The only permissible calculation on the nominal scale
is frequency counts,percentage,chi square.
2)Ordinal Scale
Ordinal scale represents numbers ,letters, to rank
items..Ordinal scale represents indicates relative
positions.The object ranked first has more of the
characteristic as compared to the object rankedsecond
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Common egs. Of prdinal scales include quality
rankings,relative attitude,opinions,perceptions
preferences etc.Rank the following attributes on a scale of 1-5
according to their importance to a washing machine.
a.Company image
b.Functions
c.Price
d.comfort
e.design
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Interval scale
Numerically equal distances on the scale represent equal
values
The difference between 1 and 2 is the same as the difference
between 2 and 3 which is the difference between 5 and 6.
In marketing research ,attitudinal data obtained from ratingscales are often treated as interval scale.
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4) Ratio Scale
Ratio scale possesses all the properties of
nominal,ordinal.interval scale and in
addition an absolute property zero.
It allows the researcher to
identify,classify,rank order the objects in
and compare intervals or differences.
Common egs. Of ratio scales are
weight,age,height,money, market share,
l
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A comparision of scaling technique
Scaling tecniques employed in marketingresearch are classified in 2 types
i) Comparativeii) Noncomparative
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Comparative scales involve direct
comparision of stimulous objects.
For eg. Respondents might be asked
whether they preferCoke or Pepsi
Respondentsare forced to choose between
the two.
Comparative scales include pairedcomparison, rank order,constant sum scales
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Paired comparision is possible when
number of brands available are limited anda clear cut choice is needed.
Rank Order Scaling:Asked to rank objects
in order of certain criteria.
Colgate 4
Pepsodent 3
Aquafresh 2
Anchor 1
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Constant Sun:
Respondents asked to allocate a constuntsum to the set of objects
It allows fine discrimination among
stimulous objects without much time.
Respondents may allocate lesser or more
units than those specified
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Non comparative scales:Or metric scales.
Each object is scaled independently of theother
Resulting data is of interval or ratio type.
Respondent are asked to evaluate Coke in a
1-6 preference scale (1= not at all
preferred,6=greatly preferred).Types of non comparative scales are Likert,
Semantic Differential,Thurstone
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Non comparative Scaling
Likert Scale
Semantic Differential
Thurstone scale
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Likert Scale:
Renis Likert
Respondents to indicate their degree of
agreement or disagreement with each of aseries of statements.
Each scale item has 5 response categories
ranging from strongly disagree to stronglydisagree
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Semantic Differential:
7 point rating scale associated with bipolarobjectives such as smooth and harsh or
aggressive and docile.
Powerful ----------- Weak
Unreliable ----------Reliable
Modern--------------Traditional
Cold -----------------Warm