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Marketing Research
Aaker, Kumar, Day, and Leone
Tenth Edition
Instructors Presentation Slides
Chapter Eleven
Attitude Measurement
http://www.drvkumar.com/mr10/
Attitude Measurement
Used to understand and influence behavior since:
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Components of attitude:
Cognitive or
Knowledge component
Affective or Liking
component
Intention or Action
component
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Concept of Measurement
Standardized process of assigning numbers or
other symbols to certain characteristics of objects
of interest, according to pre-specified rules
Characteristics for Standardization
One-to-one correspondence between the symbol
and the characteristic in the object that is being
measured
Rules for assignment should be invariant over time
and the objects being measured
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Scaling
Process of creating a continuum on which
objects are located according to the amount of
the measured characteristic possessed
http://www.drvkumar.com/mr10/
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Nominal Scale
Are you a resident of
Connecticut?
Yes
No
Are you
1) Caucasian
2) African-American
3) Hispanic
4) Asian
5) Other
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Safety
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Design
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Interval Scale
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Ratio Scale
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Single-Item
Scales
Itemized
Category
Scales
Comparative
Scales
Paired
Comparison
Scales
Q-sort
Scales
Rank Order
Scales
Constant Sum
Scales
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Multi-Item
Scales
Continuous
Scales
Pictorial
Scales
Semantic
Differential
Scale
Likert
Scales
Associative
Scales
Thurstone
Scales
Stapel
Scales
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Itemized-category Scales
________
_________
_________
_________
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Very Satisfied
Quite Satisfied
Somewhat Satisfied
Not at all Satisfied
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Comparative Scale
A judgment comparing one object, concept, or
person against one another
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Rank-order Scales
Respondent compares one item with another
or a group of items against each other and
ranks them
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Q-sort Scaling
Respondents sort comparative characteristics
into normally distributed groups
Ten or more groups increases accuracy of results
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Pictorial Scales
Various categories of the scale are depicted
pictorially
100
Like very much
Thermometer Scale
Dislike very much
75
50
25
0
1
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Marketing Research 10th Edition
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Constant-sum Scale
Respondents allocate a fixed number of rating
points among serial objects to reflect relative
preference
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______
Good
______
Fair
______
Poor
______
Very Poor
______
Unbalanced
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Excellent
______
Very Good
______
Good
______
Fair
______
Poor
______
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Multiple-item Scales
Developed to measure a sample of beliefs toward the
attitude objects and combine the set of answers into an
average score
Types of multiple-item scales:
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Likert Scale
Requires respondent to indicate degree of agreement or
disagreement with a variety of statements related to the
attitude object
Also called Summated Scale since scores on individual
items are summed to give total score for respondents
Usually consists of item part and evaluative part
Likert scale Is uni-dimensional
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Thurstone Scales
Also known as the method of equal-appearing intervals since
objective is to obtain a unidimensional scale with interval
properties
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Semantic-Differential Scale
Respondents rate each attribute object on a number of
five or seven-point rating scales bounded by polar
adjectives or phrases
With bipolar scale, the midpoint is a neutral point
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Profile Analysis
Application of semantic differential scale
Plot mean ratings for each object on each scale for visual comparison
Overall comparison of brands hard to grasp with many brands and attributes
Not all attributes are independent
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Stapel Scales
Uses one pole rather than two opposite poles
Respondents select a numerical response category
High positive score reflects good fit between adjective and object
Easy to administer and construct
No need to assure bipolarity
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Associative Scaling
Most effective for markets where respondent is
knowledgeable only about a small subset of a large
number of choices
Appropriate to choice situations that involve a
sequential decision process
Best suited to market tracking where the emphasis is
on understanding shifts in relative competitive
positions
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