slide 10-1 © 1999 south-western publishing mcdaniel gates contemporary marketing research, 4e using...

1Slide 10-1© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e© 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e

Using Measurement Scales to Build Marketing Effectiveness

Carl McDaniel, Jr.

Roger Gates

Slides Prepared by

Bruce R. Barringer

University of Central Florida

Chapter 10


Learning ObjectivesSlide 1 of 2

• To understand the linkage between attitudes and marketing effectiveness.

• To become familiar with the concept of scaling.

• To learn about the various types of attitude scales.


Learning ObjectivesLearning ObjectivesSlide 2 of 2Slide 2 of 2

• To realize the importance of purchase intent scales in marketing research.


AttitudeAttitude

An attitude is an enduring organization of motivation, emotion, perceptual, and cognitive

processes with respect to some aspect of the environment.


Attitudes and BehaviorAttitudes and BehaviorSlide 1 of 3Slide 1 of 3

• The link between attitudes and behavior is complex.

• The prediction of future behavior for a group of consumers tends to be higher than the prediction of behavior for a single consumer.



• Specifically, researchers have found the following:– The more favorable the attitudes of consumers,

the higher the incidence of product usage.– The less favorable the attitude, the lower is the

incidence of usage.– The more unfavorable people’s attitudes are

toward a product, the more likely they are to stop using it.



• Specifically, researchers have found the following:– The attitudes of people who have never tried a

product tend to be distributed around the mean in the shape of a normal distribution.

– When attitudes are based on actually trying and experiencing a product, attitudes predict behavior quite well. Conversely, when attitudes are based on advertising, attitude behavior consistency is significantly reduced.


Factors to Consider When Assessing Factors to Consider When Assessing if Attitude Research Findings Will if Attitude Research Findings Will

Predict BehaviorPredict Behavior

Involvement of the customer

Attitude measurement

Effects of other people

Situational factors

Effects of other brands

Attitude strength


Enhancing Marketing EffectivenessEnhancing Marketing Effectiveness

Attitudes are truly the essence of the “human change agent” that all marketers strive to

influence. Marketing managers realize that there is not a perfect correlation between attitudes and

behaviors. Yet in designing a marketing mix, or modifying a marketing mix, attitude measures are often the “best tool available” when attempting to

create an effective mix.


Attitude Scales: Scaling DefinedAttitude Scales: Scaling Defined

The term scaling refers to procedures for attempting to determine quantitative measures of subjective and sometimes abstract concepts. It is defined as a procedure for the assignment of numbers to a property of objects in order to impart some of the characteristics of numbers

to the properties in question.


Unidimensional and Unidimensional and Multidimensional ScalingMultidimensional Scaling

Unidimensional Scaling

Multidimensional Scaling

Procedures designed to

measure only one attribute of a respondent or

object

Procedures designed to measure several dimensions of a respondent or

object


Graphic Rating ScalesGraphic Rating Scales

• Description– Present respondents with a graphic continuum

typically anchored by two extremes.


Itemized Rating ScaleItemized Rating Scale

• Description– Itemized rating scales are very similar to

graphic rating scales, except that respondents must select from a limited number of ordered categories rather than placing a check mark on a continuous scale.


Rank-Order ScaleRank-Order Scale

• Description– Itemized and graphic scales are noncomparative

because the respondent makes a judgment without reference to another object, concept, or person. Rank-order scales, on the other hand, are comparative because the respondent is asked to judge one item against another.


Rank-Order ScaleRank-Order Scale

• Advantages/Disadvantages:

- Easy to use and understand

- Forced choice between alternatives

- If not exhaustive, potential problem

- Object may not be in S’s consideration set

- No equal intervals, only order

- No strength of agreement on item, just relative


Paired ComparisonsPaired Comparisons

• Description– Paired comparison scales ask a respondent to

pick one of two objects from a set based upon some stated criteria.

– A: smaller # of comparisons– A: No order bias– D: Can’t do large sets (respondent fatigue)


Constant Sum ScalesConstant Sum Scales

• Description– Constant sum scales are used more often by market

researchers than paired comparisons because the long list of paired items is avoided.

– Also, respondent can indicate equivalency of items

– This technique requires the respondent to divide a given number of points, typically 100, among two or more attributes based on their importance to the persons.

– D: larger sets can produce confusion


Semantic Differential ScaleSemantic Differential Scale

• Description– The construction of the semantic differential

scale begins with the determination of a concept to be rated. The researcher selects dichotomous pairs of words or phrases that could be used to describe the concept. Respondents then rate the concept on a scale. The mean of these responses for each pair of adjectives is computed and plotted as a “profile” or image.


Stapel ScalesStapel Scales

• Semantic Differential with one adjective in center and numbered points at each end

• Advantage: Shows both direction and intensity

• Advantage: Don’t have to come up with pairs of adjectives as in semantic differential

• Not used much in MR


Likert ScalesLikert Scales

• Description– The Likert scale consists of a series of

statements that express either a favorable or an unfavorable attitude toward the concept under study.


Likert ScalesLikert Scales

• Advantages/Disadvantages:

- Fast/easy

- Generalizable

- Reliable and valid

- Potential problems can be overcome by:

1. Using “right” number of points (7)

2. Reversing polarity to reduce acquiescence bias


Purchase Intent ScalesPurchase Intent Scales

• Description– Scale designed to measure the likelihood that a

potential customer will purchase a product or service.


Some Basic Considerations When Some Basic Considerations When Selecting a ScaleSelecting a Scale

Whether to Select a Rating, Ranking, Sorting, or Purchase

Intent Scale

Balanced Versus Nonbalanced Alternatives

(Weighted toward either positive or negative)

Number of Categories

5-9

Odd or Even Number of Scale Categories

(i.e., no neutral point)

Forced Versus Nonforced Choice

(Addition of “don’t know” category)


Summary of Key PointsSummary of Key PointsSlide 1 of 4Slide 1 of 4

• An attitude is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of the environment.

• Scaling refers to procedures for attempting to determine quantitative measures of subjective and sometimes abstract concepts.



• The scale used most often and perhaps most important to market researchers is the purchase intent scale. The purchase intent scale is used to measure a respondent’s intention to buy or not buy a product.



• When attempting to select a particular scale for a study, several factors should be considered. The first is whether to use a rating, ranking, or choice scale. Next, considerations must be given to the use of a balanced scale versus nonbalanced scale. (continued on next slide)



• The number of categories also must be determined. Another factor is whether to use an odd or even number of scale categories. Finally, the researcher must consider whether to use forced versus nonforced choice sets.

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