Attitudes

1
Attitudes

• Expressions of inner feelings that reflect
  whether a person is favorably or unfavorably
  predisposed to some object -- a brand, a brand
  name, a service, a service provider, a retail
  store, a company, an advertisement, in essence,
  any marketing stimuli.
• Opinions
• A large amount of questions in marketing research
  are designed to measure attitudes
• Marketing managers want to understand consumers
  attitudes in order to influence their behavior

2
Three Components of Attitudes

• The ABCs of attitudes
• The Affective Component (based on feelings or
  overall evaluation) Feelings of like or dislike
• The Behavioral Component (likely action toward
  object e.g. from a consumer behavior point of
  view, the consumers intention to buy a product)
  Intentions to behave
• The Cognitive Component (based on beliefs what
  you think about a marketing stimulus)
  Information possessed

3
Measurement
To collect data, you need to have something to
measure
Measurement is the process of assigning numbers
or scores to characteristics or attributes of the
objects or people people of interest
4
Variables

• When we measure the attributes of an object, we
  obtain a value that varies between objects.
• For example consider the people in this class as
  objects and their height as the attribute
• The attribute height varies between objects,
  hence attributes are more collectively known as
  variables
• Variables can be measured on four different scales

5
Nominal Scale

• Classifies data according to a category only.
• E.g., which color people select.
• Colors differ qualitatively not quantitatively.
• A number could be assigned to each color, but it
  would not have any value.
• The number serves only to identify the color.
• No assumptions are made that any color has more
  or less value than any other color.

6
Nominal Scale

• Assign subjects to groups or categories
• Mutually exclusive
• Collectively exhaustive
• No order or distance relationship
• No arithmetic origin
• Only count numbers in categories
• Only present percentages of categories
• Chi-square most often used test of statistical
  significance

7
Other Examples
Sex Social status Marital status Days of the
week (months) Geographic location Patrons per
hour Ethnic Group Types of restaurants Brand
choice Religion Job Type Executive,
Technical, Clerical
Coded as 1
Coded as 2
8
Nominal Scale

• Which of the following media influences your
  purchasing decisions the most?
• 1 Television
• 2 Radio
• 3 Newspapers
• 4 Magazines

9
Ordinal Scale

• classifies nominal data according to some order
  or rank E.g. names ordered alphabetically
• With ordinal data, it is fair to say that one
  response is greater or less than another.
• E.g. if people were asked to rate the hotness of
  3 chili peppers, a scale of "hot", "hotter" and
  "hottest" could be used. Values of "1" for "hot",
  "2" for "hotter" and "3" for "hottest" could be
  assigned.

• The gap between the items is unspecified.

10
Ordinal Scale

• Can include opinion and preference scales
• Median but not mean
• No unique, arithmetic origin
• Means items cannot be added
• In marketing research practice, ordinal scale
  variables are often treated as interval scale
  variables

11
Ordinal Scale
Rank Player Avg Pts 1.Woods 16.53  2. Els
9.26  3. Singh 9.19  4.Love-III 7.96  5.
Furyk 7.57  6. Weir 7.46  7.Toms
5.92  8.Perry 5.68  9. Harrington 5.37  10.
Goosen 5.18  As of Oct 19, 2003
Examples

• GPA
• Small medium large
• Quality
• Likert scales, rank on a scale of 1..5 your
  degree of satisfaction
• Womens dress sizes

12

• Please rank the news programs offered in
  following four networks based on your
  preference.(1 for most preferred, 4 for least
  preferred).
• _____ CTV
• _____ Global
• _____ A Channel
• _____ CBC

13
Interval Scale

• assumes that the measurements are made in equal
  units.
• i.e. gaps between whole numbers on the scale are
  equal.
• e.g. Fahrenheit and Celsius temperature scales
• an interval scale does not have to have a true
  zero. e.g. A temperature of "zero" does not mean
  that there is no temperature...it is just an
  arbitrary zero point.
• Permissible statistics count/frequencies, mode,
  median, mean, standard deviation

14
Interval Scale
How likely are you going to buy a new automobile
within the next six months? (Please check the
most appropriate category) Definitely will
not buy ___ 1 Probably will not buy
___ 2 May or may not buy
___ 3 Probably will buy
___ 4 Definitely will buy ___ 5
15
Ratio Scale

• similar to interval scales except that the ratio
  scale has a true zero value.
• e.g. the time something takes
• allows you to compare differences between
  numbers.
• Permits full arithmetic operation.
• If a train journey takes 2 hr and 35 min, then
  this is half as long as a journey which takes 5
  hr and 10 min.

16
Ratio Scale

• Indicates actual amount of variable
• Shows magnitude of differences between points on
  scale
• Shows proportions of differences
• All statistical techniques useable
• Most powerful with most meaningful answers
• Allows comparisons of absolute magnitudes

17
Examples

• height, weight, age,
• Length
• time
• Income
• Market share

1.What is your annual income before taxes?
_______ 2. How far is your workplace from home?
_______ miles
18
Primary Scales of Measurement
19
Comparison of Measurement Scales
Label Order
Distance Origin Nominal scale Yes
No No No Ordinal scale
Yes Yes No No Interval
scale Yes Yes Yes No
Ratio scale Yes Yes Yes
Yes
20
Use of Measurement Scales

• Nominal
• Used to categorize objects
• Ordinal
• Used to define ordered relationships
• Interval
• Used to rank objects such that the magnitude of
  the difference between two objects can be
  determined
• Ratio
• Same as interval scale but has an absolute zero
  point

21
Always use the most powerful scale possible
Adding Sophistication To Scales

• Concept Desire to watch Star Wars movies
• If a Star Wars movie is on television will you
  watch it?
• Yes _____ No _____
• How likely are you to watch a Star Wars movie
  shown on television?
• Very Likely ____ Likely ____ Indifferent ___
• Unlikely _____ Very Unlikely _____

22
Another way to describe variables

• Qualitative variables have a nominal scale of
  measurement.
• Continuous variables have an Ordinal, interval,
  or ratio variables scale of measurement.
• Quantitative variables have an interval scale of
  measurement.
• Categorical variables have a nominal or ordinal
  scale of measurement.

23
Practice describing variables

• Q What kind of variable is educational
  attainment, and what scale is it measured in?

• A Education is measured in number of years of
  schooling, and is therefore a discrete
  quantitative variable measured on an interval
  scale. (Or is it?)

• How could education be measure using
• A nominal scale
• An ordinal scale

24
A Classification of Scaling Techniques
SCALING TECHNIQUES
Comparative Scales
Non-Comparative Scales
Paired Comparison
Rank Order
Constant Sum
Continuous Rating Scales
Itemized Rating Scales
Others
Semantic Differential
Stapel
Likert
25
Types of Scaling Techniques

• COMPARATIVE SCALES
• Involve the respondent directly comparing
  stimulus objects.
• e.g. How does Pepsi compare with Coke on
  sweetness
• NONCOMPARATIVE SCALES
• Respondent scales each stimulus object
  independently of other objects
• e.g. How would you rate the sweetness of Pepsi
  on a scale of 1 to 10

26
Paired Comparison Items
If we have brands A, B, C and D, we would have
respondents compare

• A and B
• A and C
• A and D
• B and C
• B and D
• C and D

• Usually limited to N

27
COMPARATIVE SCALES
Paired Comparison Please indicate which of the
following airlines you prefer by circling your
more preferred airline in each pair
Air Canada WestJet Air
Transat Air Canada Zip
WestJet WestJet Air Transat
Air Canada Zip Zip
Air Transat
28
COMPARATIVE SCALES
Constant Sum Scales
Allocate a total of 100 points among the
following soft-drinks depending on how favorable
you feel toward each the more highly you think
of each soft-drink, the more points you should
allocate to it. (Please check that the allocated
points add to 100.) Coca-Cola _____ points 7-Up __
___ points Dr. Pepper _____ points Tab _____
points Pepsi-Cola _____ points
100 points
29
Constant Sum Scale Please divide 100 points among
the following characteristics so the division
reflects the relative importance of each
characteristic to you in the selection of a
bank Hours of service ________________ Friendline
ss _______________ Distance from
home ________________ Investment
vehicles ________________ Parking facilities
__________________
30
COMPARATIVE SCALES
Rank-Order Scales
Rank the following soft-drinks from 1 (best) to 5
(worst) according to your taste
preference Coca-Cola _____ 7-Up
_____ Dr. Pepper _____ Pepsi-Cola
_____ Mountain Dew _____

• Top and bottom rank choices are easy
• Middle ranks are usually most difficult

31
Comparative Scales
Rank Order Scale
Indicate your preferred type of music with a 1,
your second favorite with a 2, and so on for each
type of music ____ Heavy Metal ____ Alternat
ive ____ Urban Contemporary ____ Classical _
___ Country
32
Instructions Rank the various brands of
toothpaste in order of preference. Begin by
picking out the one brand that you like most and
assign it a number 1. Then find the second most
preferred- brand and assign it a number 2.
Continue this procedure until you have ranked all
the brands of toothpaste in order of preference.
The least preferred brand should be assigned a a
rank of 10. No two brands should receive the same
rank number. The criterion of preference is
entirely up to you. There is no right or wrong
answer. Just try to be consistent. Brand
Rank Order 1. Crest
2. Colgate 3. Aim 4. Mentadent 5. Macleans
6. Ultra Brite 7. Close Up 8. Pepsodent 9.
Plus White 10. Stripe
33
COMPARATIVE SCALES
Compared to Chevrolet, Ford is
less about the more innovative
same innovative
1 2 3 4 5 6 7
34
Non comparative scale
Continuous scale

• How would you rate Marketing Research to other
  courses this term

X
X
The worst
The Best
10 20 30 40 50 60 70 80 90 100
35
(No Transcript)
36
Itemized Rating Scales
Semantic Differential Scale
The Likert scale
Staple scale
37
Non-Comparative Scales
38
Non-Comparative Scales
Semantic Differential Scale
Here are a number of statements that could be
used to describe K-Mart. For each statement
tick ( X ) the box that best describes your
feelings about K-Mart.
Modern Store
Old- fashioned store
Low prices
High prices
Unfriendly staff
Friendly staff
Narrow product range
Wide product range
Sophisticated customers
Unsophisticated customers
39
Semantic Differential Scale - Snake Diagram
Modern Store
Old- fashioned store
X
Low prices
High prices
X
Friendly staff
Unfriendly staff
X
Wide product range
Narrow product range
X
Sophisticated customers
Unsophisticated customers
X
Key
Sears
X
K-Mart
40
Itemised Rating Scales
Semantic differential
41
Itemised Rating Scales
Likert scale
42
Itemised Rating Scales
The Likert scale
43
AGREEMENT
44
FREQUENCY
45
IMPORTANCE
QUALITY
46
LIKELIHOOD
47
Itemised Rating Scales
Staple scale
5 4 3 2 1 High quality -1 -2 -3 -4 -5
5 4 3 2 1 Poor service -1 -2 -3 -4 -5
48
A Stapel Scale for Measuring a Stores Image

• Select a plus number for words that you think
  describe the store accurately. The more
  accurately you think the work describes the
  store, the larger the plus number you should
  choose. Select a minus number for words you think
  do not describe the store accurately. The less
  accurately you think the word describes the
  store, the larger the minus number you should
  choose, therefore, you can select any number from
  3 for words that you think are very accurate all
  the way to -3 for words that you think are very
  inaccurate.

3 2 1 Wide Selection -1 -2 -3
49
Staple Scale
The following questions concern your ratings of
several suppliers that provide products for use
in your store.
50
Some Basic Considerations When Selecting a Scale
Selecting a Rating, Ranking, Sorting, or Purchase
Intent Scale
Odd or Even Number of Scale Categories
Number of Categories
Balanced Versus Non-balanced Alternatives
Forced Versus Non-forced Choice
51
Odd versus even
if neutral responses likely, use odd number
Odd Strongly Agree _____ Agree _____ Neutral
_____ Disagree _____ Strongly disagree _____
Even Strongly Agree_____ Agree
_____ Disagree _____ Strongly disagree___
52
Balanced vs. Unbalanced
53
Balanced and Unbalanced Scales
Balanced Scale
Unbalanced Scale
JOVAN MUSK FOR MEN IS
JOVAN MUSK FOR MEN IS
Extremely good
Extremely good
Very good
Very good
Good
Somewhat Good
Bad
Good
Very bad
Bad
Extremely bad
Very bad
54
Forced vs. Unforced
Unforced Extremely Reliable ___ Very
Reliable ___ Somewhat Reliable ___ Somewhat
Unreliable ___ Very Unreliable ___ Extremely
Unreliable ___ Dont know ___
55
Labeled vs. End Anchored
Labeled Excellent _____ Very Good _____ Fair
_____ Poor _____ Very Poor _____
End Anchored Excellent _____ _____ _____ _____ P
oor _____
56
Intervals May Not Reflect the Semantic Meaning
of the Adjectives
Excellent _____ Very Good _____ Fair
_____ Poor _____ Very Poor _____

Labeled Excellent _____ Very Good _____ Fair
_____ Poor _____ Very Poor _____
Intervals Are Not Equal
Intervals Are Not Equal
57
Number of Scale Points
Poor
58
Choosing the Appropriate Scale
A Very appropriate, B Sometimes appropriate
59
Characteristics of Good Measurement Scales

• 1. Reliability
• The degree to which a measure accurately captures
  an individuals true outcome without error
  Accuracy
• synonymous with repetitive consistency
• 2. Validity
• The degree to which a measure faithfully
  represents the underlying concept Fidelity
• 3. Sensitivity
• The ability to discriminate meaningful
  differences between attitudes. The more
  categories the more sensitive (nut less reliable)
• 4. Generalizability
• How easy is scale to administer and interpret

60
Validity and Reliability

• If a measure is valid, then it is reliable
• If it is not reliable, it can not be valid
• If it is reliable, it may or may not be valid
• Reliability can be more easily determined than
• validity

61
Reliability and Validity
Reliable And Valid
Reliable But Not Valid
Neither Reliable Nor Valid
62
Example of low validity, high reliability

• Scale is perfectly accurate, but is capturing the
  wrong thing for example, it measures consumers
  interest in creative writing rather than
  preference for kinds of stationery.

63
Example of modest validity, low reliability

• Scale genuinely measures consumers interest in
  kinds of stationery, but poorly worded items,
  sloppy administration, data entry errors lead to
  random errors in data
• Note that reliability sets an upper limit on
  validity -- a measure with a lot of errors is
  limited in how well it can capture a concept