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Business

Research Methods
William G. Zikmund

Chapter 14:
Attitude Measurement

Attitude
An enduring disposition to
consistently respond in a given matter

Attitudes
as Hypothetical Constructs
The term hypothetical construct is used to
describe a variable that is not directly
observable, but is measurable by an indirect
means such as verbal expression or overt
behavior - attitudes are considered to be
such variables.

Three Components of an Attitude


Affective
Cognitive
Behavioral

Affective
The feelings or emotions toward an
object

Cognitive
Knowledge and beliefs

Behavioral
Predisposition to action
Intentions
Behavioral expectations

Measuring Attitudes

Ranking
Rating
Sorting
Choice

The Attitude Measuring Process


Ranking - Rank order preference
Rating - Estimates magnitude of a characteristic
Sorting - Arrange or classify concepts
Choice - Selection of preferred alternative

Ranking tasks require that the


respondent rank order a small
number of objects in overall
performance on the basis of some
characteristic or stimulus.

Rating asks the respondent to estimate


the magnitude of a characteristic, or
quality, that an object possesses. The
respondents position on a scale(s) is
where he or she would rate an object.

Sorting might present the respondent with


several concepts typed on cards and require
that the respondent arrange the cards into a
number of piles or otherwise classify the
concepts.

Choice between two or more alternatives is


another type of attitude measurement - it is
assumed that the chosen object is preferred
over the other.

Physiological measures of attitudes provide


a means of measuring attitudes without
verbally questioning the respondent. for
example, galvanic skin responses, measure
blood pressure etc.

Attitude Measurement: What do


we measure?

Reaction to TV commercial
Working on a commission basis
Measuring brand equity
How concerned are you about your online
privacy?

Attitudes as hypothetical
constructs
Working on a commission basis (Job
satisfaction as a construct)
Measuring brand equity (brand equity is
based on quality, brand familiarity and
knowledge)

Simplified Scaling Example


I LIKE TO SHOP AT SEARS
_______ AGREE

______ DISAGREE

Simple Attitude Scaling


In its most basic form, attitude scaling
requires that an individual agree with a
statement or respond to a single question.
This type of self-rating scale merely
classifies respondents into one of two
categories;

Example of Category Scale


How important were the following in your decision to shop at
Sears (check one for each item)
VERY
IMPORTANT

SOMEWHAT
IMPORTANT

NOT TOO
IMPORTANT

___________

___________

___________

IN STORE SERVICE ___________

___________

___________

PRICES

___________

___________

___________

ADVERTISING

_________

___________

___________

QUALITY OF
MERCHANDISE

Category Scales

A category scale is a more sensitive


measure than a scale having only two
response categories - it provides more
information.

Likert Scale for Measuring


Attitudes Toward Shopping
Sears sells high-quality merchandise
___Strongly Agree
___Agree
___Not Sure
___Disagree
___Strongly Disagree
1=Strongly Agree, 2=Agree, 3=Not Sure,
4=Disagree, 5=Strongly Disagree

Likert Scale for Measuring


Attitudes Toward Shopping
Sears charges fair prices
___Strongly Agree
___Agree
___Not Sure
___Disagree
___Strongly Disagree
1=Strongly Agree, 2=Agree, 3=Not Sure,
4=Disagree, 5=Strongly Disagree

Likert Scale for Measuring


Attitudes Toward Shopping
Sears has a poor in-store service
___Strongly Agree
___Agree
___Not Sure
___Disagree
___Strongly Disagree
1=Strongly Agree, 2=Agree, 3=Not Sure,
4=Disagree, 5=Strongly Disagree

Method of Summated Ratings:


The Likert Scale
An extremely popular means for measuring
attitudes. Respondents indicate their own
attitudes by checking how strongly they
agree or disagree with statements.
Response alternatives: strongly agree,
agree, uncertain, disagree, and
strongly disagree.

Reverse coding
The above two examples may be reverse
coded

Semantic Differential Scales for


Measuring Attitudes Toward Sears
Powerful

___ : ___ : ___ : ___ : ___ : ___ : ___ :Weak

Unreliable ___ : ___ : ___ : ___ : ___ : ___ : ___ : Reliable


Modern___ : ___ : ___ : ___ : ___ : ___ : ___ Old-fashioned
Careful ___ : ___ : ___ : ___ : ___ : ___ : ___ Careless

Semantic Differential
A weight is assigned to each position on the
rating scale. Traditionally, scores are 7, 6,
5, 4, 3, 2, 1, or +3, +2, +1, 0, -1, -2, -3.

Semantic Differential
A series of seven-point bipolar rating scales.
Bipolar adjectives, such as good and
bad, anchor both ends (or poles) of the
scale.

Numerical Scales
Numerical scales have numbers as response
options, rather than semantic space or
verbal descriptions, to identify categories
(response positions).

A Stapel Scale
for Measuring a Stores Image
+3
+2
+1

Sears
+3
+2
+1

HIGH QUALITY POOR SERVICES

-1
-2
-3

-1
-2
-3

-1
-2
-3

Constant Sum Scale:


Divide 100 points among each of the
following stores according to your
preference:
Sears _________
J C Penny _________
Kohls_________

Graphic Rating Scales

A graphic rating scale presents respondents


with a graphic continuum.

Graphic Rating Scale Stressing


Pictorial Visual Communications

3
Very
Good

1
Very
Poor

Monadic Rating Scale


A Monadic Rating Scale asks about a single concept
Now that youre shopping at Sears for about 1 year, please tell us how
satisfied you are with its credit policies and variety of merchandise.
Completely
Satisfied

Very
Satisfied

Fairly Well
Satisfied

Somewhat
Dissatisfied

Very
Dissatisfied

An Unbalanced Scale
An Unbalanced Scale has more responses distributed at one end of the
scale
How satisfied are you with the Womens apparel in Sears?
Satisfied

Neither Satisfied
Nor Dissatisfied

Quite
Satisfied

Very
Dissatisfied

A researcher wishes to compare two hotels


on the following attributes:
Convenience of location
Friendly personnel
Value for the money
Design a Likert scale to accomplish this task.
Design a semantic differential to accomplish
this task.

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