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Measuring Attitudes, Perceptions, and Preferences Chapter 14

Measuring Attitudes, Perceptions, and Preferences Chapter 14

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Page 1: Measuring Attitudes, Perceptions, and Preferences Chapter 14

Measuring Attitudes, Perceptions, and Preferences

Chapter 14

Page 2: Measuring Attitudes, Perceptions, and Preferences Chapter 14

Methods for Assessing Attitude

SLIDE 14-1

Observation of Behavior

A

Indirect Techniques

Performance of Objective Tasks

Self-Report Techniques

Physiological Reactions

Page 3: Measuring Attitudes, Perceptions, and Preferences Chapter 14

Self-Report Measures

• A method of assessing attitudes in which individuals are asked directly for their beliefs about or feelings toward an object or class of objects.

SLIDE 14-2

Page 4: Measuring Attitudes, Perceptions, and Preferences Chapter 14

General Categories of Self-Report Rating Scales

Graphic rating scales

Itemized rating scales

Comparative rating scales

SLIDE 14-3

Page 5: Measuring Attitudes, Perceptions, and Preferences Chapter 14

Example of Graphic Rating Scale

Please evaluate each of the following attributes of compact disc players according to how important the attribute is to you personally by placing an “X” at the position on the horizontal line that most accurately reflects your feelings.

Attribute Not ImportantImportant

1. Sound Quality

2. Physical Size

3. Brand Name

4. Durability

SLIDE 14-4

Page 6: Measuring Attitudes, Perceptions, and Preferences Chapter 14

Example of Itemized Rating Scale

Please evaluate each of the following attributes of compact disc players according to how important the attribute is to you personally by checking the appropriate box.

1. Sound Quality

2. Physical Size

3. Brand Name

4. Durability

Not Somewhat Fairly Extremely Important Important Important Important

SLIDE 14-5

Page 7: Measuring Attitudes, Perceptions, and Preferences Chapter 14

Comparative Rating Scale

Please divide 100 points between the following attributes of compact disc players according to the relative importance of each attribute to you.

Sound Quality

Physical Size

Brand Name

Durability100 points

SLIDE 14-6

Page 8: Measuring Attitudes, Perceptions, and Preferences Chapter 14

Summated Ratings (Likert) Scale

• A self-report technique for attitude measurement in which the subjects are asked to indicate their degree of agreement or disagreement with each of a number of statements. A individual’s attitude score is the total obtained by summing (or averaging) over the items in the scale.

SLIDE 14-7

Page 9: Measuring Attitudes, Perceptions, and Preferences Chapter 14

Example of Summated-Ratings Scale

StronglyDisagree

Disagree Agree

NeitherAgree norDisagree

StronglyAgree

The celebrity endorser is trustworthy.

The celebrity endorser is unattractive.

The celebrity endorser is an expert on the product.

The celebrity endorser is not knowledgeable about the product.

SLIDE 14-8

Page 10: Measuring Attitudes, Perceptions, and Preferences Chapter 14

Semantic-Differential Scale

• A self-report technique for attitude measurement in which respondents are asked to check which cell between a set of bipolar adjectives or phrases best describes their feelings toward the object.

SLIDE 14-9

Page 11: Measuring Attitudes, Perceptions, and Preferences Chapter 14

Example of Semantic-Differential Scale

CELEBRITY ENDORSER

KnowledgeableNotKnowledgeable: : : : : :

Not ExpertExpert : : : : : :

Attractive Unattractive: : : : : :

NotTrustworthyTrustworthy

: : : : : :

SLIDE 14-10

Page 12: Measuring Attitudes, Perceptions, and Preferences Chapter 14

Snake Diagram

KnowledgeableNotKnowledgeable

Not ExpertExpert

Attractive Unattractive

NotTrustworthyTrustworthy

x

x

x

x

o

o

o

o

Celebrity Endorser A

Celebrity Endorser B

SLIDE 14-11

Page 13: Measuring Attitudes, Perceptions, and Preferences Chapter 14

Other Considerations in Designing Scales

• Reverse Scaling

• Number of Items in a Scale

• Number of Scale Positions

• Including a “Don’t Know” Category

• Determining Which Type of Scale to Use

SLIDE 14-12

Page 14: Measuring Attitudes, Perceptions, and Preferences Chapter 14

Interpreting Rating Scales:Raw Scores vs. Norms

• A service provider received an average score of 5.13 on a 1-7 service quality scale, where 1 = “much less than I expected” and 7 = “much more than I expected.”

Is this score good or bad?

SLIDE 14-13

Page 15: Measuring Attitudes, Perceptions, and Preferences Chapter 14

Interpreting Rating Scales:Raw Scores vs. Norms

• Would your answer change if you knew that 75% of similar service providers posted higher scores than 5.13?

• It is very difficult to interpret a rating scale score using only the score itself and the scale on which it was obtained to provide meaning. A comparative standard, or norm, is needed.

SLIDE 14-14

Page 16: Measuring Attitudes, Perceptions, and Preferences Chapter 14

Interpreting Rating Scales:Raw Scores vs. Norms

Population-based norms

Time-based norms

SLIDE 14-15

Page 17: Measuring Attitudes, Perceptions, and Preferences Chapter 14

Multidimensional Scaling

• An approach to measurement in which people’s perceptions of the similarity of objects and their preferences among the objects are measured, and these relationships are plotted in a multidimensional space.

SLIDE 14-16

Page 18: Measuring Attitudes, Perceptions, and Preferences Chapter 14

Multidimensional Scaling Example

A

F

C B

D E

Ghigh

low

Approximate market share

newestAge of chemical technology

oldest

Source: Wayne S. DeSarbo, Juyoung Kim, S. Chan Choi, and Melinda Spaulding, “A Gravity-Based Multidimensional Scaling Model for Deriving Spatial Structures Underlying Consumer Preference/Choice Judgments,” Journal of Consumer Research 29 (June 2002), pp. 91-100.

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Page 19: Measuring Attitudes, Perceptions, and Preferences Chapter 14

Conjoint Analysis

• A technique in which respondents’ utilities or valuations of attributes are inferred from the preference they express for various combinations of these attributes. Sometimes called “trade-off” analysis.

SLIDE 14-18