RMRP- Measurement and Scaling

8/12/2019 RMRP- Measurement and Scaling

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Attitude Measurement and Scaling


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Attitude

Attitude is defined as a predisposition to respond to

an idea or object. Attitudes are composed of beliefs

about the object of concern, such as its strength or

economy, emotional feelings about the object, such aslike dislike and a readiness of the individual to

respond behaviorally to the object.

An attitude is learned, stable predisposition to

respond to oneself, other persons objects or issues in

a consistently favorable or unfavorable way.


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Measurement

Measurement means assigning numbers or other

symbols to characteristics of objects according to

certain pre-specified rules.

One-to-one correspondence between the

numbers and the characteristics being measured.

The rules for assigning numbers should bestandardized and applied uniformly.

Rules must not change over objects or time.


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Scaling

Scaling involves creating a continuum upon which

measured objects are located.

Consider an attitude scale from 1 to 100.

Each respondent is assigned a number from 1 to 100,

with 1 = Extremely Unfavorable, and 100 = Extremely

Favorable. Scaling is the process of placing the respondents on a

continuum with respect to their attitude.


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Primary Scales of Measurement


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Nominal Scale

The numbers serve only as labels or tags for identifying

and classifying objects.

When used for identification, there is a strict one-to-

one correspondence between the numbers and the

objects. The numbers do not reflect the amount of the

characteristic possessed by the objects.

The only permissible operation on the numbers in a

nominal scale is counting.

Only a limited number of statistics, all of which are

based on frequency counts, are permissible, e.g.,

percentages, and mode.


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Ordinal Scale

A ranking scale in which numbers are assigned toobjects to indicate the relative extent to which theobjects possess some characteristic.

Can determine whether an object has more or less of acharacteristic than some other object, but not howmuch more or less.

In addition to the counting operation allowable for

nominal scale data, ordinal scales permit the use ofstatistics based on centiles, e.g., percentile, quartile,median.


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Interval Scale

Numerically equal distances on the scale representequal values in the characteristic being measured.

It permits comparison of the differences betweenobjects.

The location of the zero point is not fixed. Both thezero point and the units of measurement arearbitrary.

Statistical techniques that may be used include all of

those that can be applied to nominal and ordinaldata, and in addition the arithmetic mean, standarddeviation, and other statistics commonly used inmarketing research.


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Ratio Scale

Possesses all the properties of the nominal, ordinal,

and interval scales.

It has an absolute zero point.

It is meaningful to compute ratios of scale values.

All statistical techniques can be applied to ratio data.


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A Comparison of Scaling

Techniques

Comparative scalesinvolve the direct comparison of

stimulus objects. Comparative scale data must be

interpreted in relative terms and have only ordinal or

rank order properties.

In Noncomparative scales, each object is scaled

independently of the others in the stimulus set. Theresulting data are generally assumed to be interval or

ratio scaled.


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A Classification of Scaling Techniques

LikertSemantic

Differential Stapel

Scaling Techniques

Noncomparative

ScalesComparative

Scales

Paired

Comparison

Rank

Order

Constant

Sum

Continuous

Rating Scales

Itemized

Rating Scales


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Comparative Scaling Techniques


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Paired Comparison Scaling

A respondent is presented with two objects and

asked to select one according to some criterion.

The data obtained are ordinal in nature.

Paired comparison scaling is the most widely usedcomparative scaling technique.

With n brands, [n(n - 1) /2] paired comparisons are

required Under the assumption of transitivity, it is possible to

convert paired comparison data to a rank order.


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Rank Order Scaling

Respondents are presented with several objects

simultaneously and asked to order or rank them

according to some criterion.

It is possible that the respondent may dislike thebrand ranked 1 in an absolute sense.

Furthermore, rank order scaling also results in

ordinal data.

Only (n - 1) scaling decisions need be made in rank

order scaling.


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Brand Rank Order

1. Dabur _________

2. Colgate _________

3. Meswak _________

4. Pepsodent _________

5. Close Up _________

Preference for Toothpaste Brands

Using Rank Order Scaling

Form


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Constant Sum Scaling

Respondents allocate a constant sum of units, such

as 100 points to attributes of a product to reflect

their importance.

If an attribute is unimportant, the respondent assignsit zero points.

If an attribute is twice as important as some other

attribute, it receives twice as many points.

The sum of all the points is 100. Hence, the name of

the scale.


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Importance of Bathing Soap Attributes

Using a Constant Sum Scale

Instructions

On the next slide, there are eight attributes of bathing

soaps. Please allocate 100 points among the attributes

so that your allocation reflects the relative importanceyou attach to each attribute.

The more points an attribute receives, the more

important the attribute is. If an attribute is not at allimportant, assign it zero points. If an attribute is twice

as important as some other attribute, it should receive

twice as many points.


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FormAverage Responses of Three Segments

Attribute Segment I Segment II Segment III

1. Mildness

2. Lather3. Shrinkage

4. Price

5. Fragrance

6. Packaging7. Moisturizing

8. Cleaning PowerSum

8 2 4

2 4 173 9 7

53 17 9

9 0 19

7 5 9

5 3 20

13 60 15

100 100 100

Importance of Bathing Soap Attributes

Using a Constant Sum Scale


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Non- Comparative Scaling

Techniques


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Continuous Rating Scale

Respondents rate the objects by placing a mark at the appropriate position on a line that runs from one

extreme of the criterion variable to the other. The form of the continuous scale may varyconsiderably.

How would you rate Spencers as a department store?

Version 1

Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Probably the best

Version 2

Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - Probably the best

0 10 20 30 40 50 60 70 80 90 100

Version 3Very bad Neither good Very good

nor bad

Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - -Probably the best

0 10 20 30 40 50 60 70 80 90 100


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Itemized Rating Scales

The respondents are provided with a scale that has anumber or brief description associated with each

category.

The categories are ordered in terms of scale position,

and the respondents are required to select the

specified category that best describes the object

being rated.

The commonly used itemized rating scales are the

Likert, semantic differential, and Stapel scales.


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Likert Scale

The Likert scalerequires the respondents to indicate a degree of agreement or

disagreement with each of a series of statements about the stimulus objects.

Strongly Disagree Neither Agree Strongly

disagree agree nor agree

disagree

1. Spencers sells high quality merchandise. 1 2 3 4 5

2. Spencers has poor in-store service. 1 2 3 4 5

3. I like to shop at Spencers. 1 2 3 4 5

The analysis can be conducted on an item-by-item basis (profile analysis), or a total(summated) score can be calculated.

When arriving at a total score, the categories assigned to the negative statements bythe respondents should be scored by reversing the scale.


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Semantic Differential Scale

The semantic differentialis a seven-point rating scale with end points associated

with bipolar labels that have semantic meaning.

SPENCERS IS:

Powerful --:--:--:--:-X-:--:--: Weak

Unreliable --:--:--:--:--:-X-:--: Reliable

Modern --:--:--:--:--:--:-X-: Old-fashioned

The negative adjective or phrase sometimes appears at the left side of thescale and sometimes at the right.

This controls the tendency of some respondents, particularly those with very

positive or very negative attitudes, to mark the right- or left-hand sides withoutreading the labels.

Individual items on a semantic differential scale may be scored on either a -3 to+3 or a 1 to 7 scale.


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Stapel Scale

The Stapel scaleis a unipolar rating scale with ten categories numbered from -5

to +5, without a neutral point (zero). This scale is usually presented vertically.

SPENCERS

+5 +5

+4 +4+3 +3

+2 +2

+1 +1

HIGH QUALITY POOR SERVICE

-1 -1

-2 -2

-3 -3

-4 -4

-5 -5


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Scale BasicCharacteristics

Examples Advantages Disadvantages

ContinuousRating

Scale

Place a mark on acontinuous line

Reaction toTVcommercials

Easy to construct Scoring can becumbersomeunlesscomputerized

Itemized Rating

Scales

Likert Scale Degrees ofagreement on a 1(strongly disagree)to 5 (strongly agree)scale

Measurementof attitudes

Easy to construct,administer, andunderstand

Moretime - consuming

Semantic

Differential

Seven - point scalewith bipolar labels

Brand,product, andcompany

images

Versatile Controversy asto whether thedata are interval

Stapel

Scale

Unipolar ten - pointscale, - 5 to +5,without a neutralpoint (zero)

Measurementof attitudesand images

Easy to construct,administer overtelephone

Confusing anddifficult to apply

Basic Noncomparative Scales


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Differential Scales (Thurstone type Scales):

This scale is developed by using consensus

approach. It is a seven-point rating scale with end

points associated with bipolar labels.

It has been widely used in comparing brand,

product and company images, developing

advertising and promotion strategies and in newproduct development studies.


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Procedure for Thurstone Scale

1) The researcher gathers a large number of

statements, twenty or more that express the

viewpoint.

2) These statements are then submitted to a panel

of judges, each of whom arranges them in 11

groups ranging from one extreme to another.

Generally in the first pile most unfavorable issue

is placed.


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Observation Method

It is one of the methods for data collection. Itcan be used to get both past and current

information. In marketing research we can

check the display positions of various productsin stores, to find out how frequently the

product is out of stock etc.


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Advantages of Observation Method

It enables to record the behaviour as it occurs.

It can be used regardless of respondents

willingness to report or not.

It can be used for those who are unable to

respond like infants, animals etc.


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Methods of observation

Structured - Unstructured observation

Structured Observation is used when the researchproblem has been formulated precisely and theobservers have been told specifically what is to beobserved. Unstructured observation implies thatobservers are free to observe whatever they thinkis relevant and important.

Disguised- Undisguised observation In Disguised observation, the subjects do not know

that they are being observed. In Undisguisedobservation subject know about the observation.


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Direct- Indirect Observation

In direct observation, the event or the behavior ofa person is observed as it occurs. In Indirectobservation some record of past behavior isobserved, even rather the behavior itself, itseffects are observed.

Human- Mechanical Observation

In human observation trained observers are

required to observe and faithfully record theirobservations. In Mechanical observationmechanical devices such as eye camera andaudiometers are used.


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Observation under natural setting- laboratory

setting

Observations in field studies are in their natural

settings and are therefore in realistic conditions

Whereas in laboratory settings, enables the

observer to control variables which influence thebehavior of people.

Participant and Non-Participant Observation

P j ti T h i


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Projective Techniques

An unstructured, indirect form of questioning that

encourages respondents to project their underlyingmotivations, beliefs, attitudes or feelings regarding theissues of concern.

In projective techniques, respondents are asked to

interpret the behavior of others.

In interpreting the behavior of others, respondentsindirectly project their own motivations, beliefs,attitudes, or feelings into the situation.

Psychological technique to get answers without asking adirect question

Participants project their unconscious beliefs into otherpeople or objects


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Important Projective Techniques

Word association tests Sentence completion tests

Story completion tests

Verbal projection tests

Play techniques

Pictorial Techniques:Thematic Apperception test (T.A.T)

Rosenzweig test

Rorschach test


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Word Association Test

In word association, respondents are presented with a list ofwords, one at a time and asked to respond to each with the firstword that comes to mind. The words of interest, called testwords, are interspersed throughout the list which also containssome neutral, or filler words to disguise the purpose of the study.Responses are analyzed by calculating:

(1) the frequency with which any word is given as a response;

(2) the amount of time that elapses before a response is given;

and

(3) the number of respondents who do not respond at all to atest word within a reasonable period of time.


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Sentence Completion TestIn Sentence completion, respondents are given incomplete

sentences and asked to complete them. Generally, they areasked to use the first word or phrase that comes to mind.

A person who shops at Spencers is ______________________

Big Bazaar is most liked by _________________________

When I think of shopping in a department store, I ________

A variation of sentence completion is paragraph completion, inwhich the respondent completes a paragraph beginning with thestimulus phrase.


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Story Completion Test

In story completion, respondents are given

part of a story enough to direct attention to

a particular topic but not to hint at the ending.

They are required to give the conclusion intheir own words.


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Verbal projection tests

Respondent is asked to comment on or to

explain what other people do.

Example: Why do people drink?

C i T h i


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Construction TechniquesWith a picture response (Thematic Appreciation Test)

(T.A.T)the respondents are asked to describe a series of pictures

of ordinary as well as unusual events. The respondent'sinterpretation of the pictures gives indications of that

individual's personality.

In cartoon tests (Rosenzweig Test), cartoon charactersare shown in a specific situation related to the problem.

The respondents are asked to indicate what one cartooncharacter might say in response to the comments ofanother character. Cartoon tests are simpler toadminister and analyze than picture response

techniques.


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Expressive Techniques

In expressive techniques, respondents are presentedwith a verbal or visual situation and asked to relate thefeelings and attitudes of other people to the situation.

Role playing Respondents are asked to play the role orassume the behavior of someone else.

Third-person technique The respondent is presented

with a verbal or visual situation and the respondent isasked to relate the beliefs and attitudes of a third personrather than directly expressing personal beliefs andattitudes. This third person may be a friend, neighbor,

colleague, or a

typicalperson.

Ad t f P j ti


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Advantages of Projective

Techniques They may elicit responses that subjects would be

unwilling or unable to give if they knew the purposeof the study.

Helpful when the issues to be addressed arepersonal, sensitive, or subject to strong social norms.

Helpful when underlying motivations, beliefs, andattitudes are operating at a subconscious level.

i d f j i


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Disadvantages of Projective

Techniques

Suffer from many of the disadvantages of

unstructured direct techniques, but to a greater

extent.

Require highly trained interviewers. Skilled interpreters are also required to analyze the

responses.

There is a serious risk of interpretation bias.

They tend to be expensive.

May require respondents to engage in unusual

behavior.

Documents

RMRP- Measurement and Scaling