Copyright 2008 by Nelson, a division of Thomson Canada Limited Chapter 12 Part 3 Measurement Concepts MEASURING ATTITUDE LEARNING OBJECTIVES 1.To understand that an attitude is a hypothetical construct 2.To understand the attitude-measuring process 3.To discuss the differences among ranking, rating, sorting, and making choices to measure attitudes and preferences 4.To discuss Likert scales, semantic differentials, and many other types of attitude scales 5.To understand how to measure behavioural intentions 6.To understand the issues involved in the decision to select a measurement scale What you will learn in this chapter Copyright 2008 by Nelson, a division of Thomson Canada Limited 121 Because modifying attitudes plays a pervasive role in marketing strategies, the measurement of attitudes is an important taskBecause modifying attitudes plays a pervasive role in marketing strategies, the measurement of attitudes is an important task Example: Whiskas Managerial Importance of Attitudes Copyright 2008 by Nelson, a division of Thomson Canada Limited 122 AttitudeAttitude An enduring disposition to consistently respond in a given manner to various aspects of the world; composed of affective, cognitive, and behavioural components Attitudes as Hypothetical ConstructsAttitudes as Hypothetical Constructs Hypothetical construct A variable that is not directly observable but is measurable through indirect indicators, such as verbal expression or overt behaviour Attitudes Defined Copyright 2008 by Nelson, a division of Thomson Canada Limited 123 A variety of techniques have been devised to measure attitudesA variety of techniques have been devised to measure attitudes The affective, cognitive, and behavioural components of an attitude may be measured by different meansThe affective, cognitive, and behavioural components of an attitude may be measured by different means The Attitude-Measuring Process Copyright 2008 by Nelson, a division of Thomson Canada Limited 124 Measures of galvanic skin response, blood pressure, and pupil dilations and other physiological measures may be used to assess the affective components of attitudesMeasures of galvanic skin response, blood pressure, and pupil dilations and other physiological measures may be used to assess the affective components of attitudes These measures provide a means of assessing attitudes without verbally questioning the respondentThese measures provide a means of assessing attitudes without verbally questioning the respondent Physiological Measures of Attitudes Copyright 2008 by Nelson, a division of Thomson Canada Limited 125 RatingRating A measurement task that requires respondents to estimate the magnitude of a characteristic or quality that a brand, store, or object possesses Simple Attitude ScalesSimple Attitude Scales In its most basic form, attitude scaling requires that an individual agree or disagree with a statement or respond to a single question Despite the disadvantages, simple attitude scaling may be used when questionnaires are extremely long, when respondents have little education, or for other specific reasons Attitude Rating Scales Copyright 2008 by Nelson, a division of Thomson Canada Limited 126 Category ScalesCategory Scales A rating scale that consists of several response categories, often providing respondents with alternatives to indicate positions on a continuum Attitude Rating Scales (contd) Copyright 2008 by Nelson, a division of Thomson Canada Limited 127 Method of Summated Ratings: The Likert ScaleMethod of Summated Ratings: The Likert Scale Likert scale A measure of attitudes designed to allow respondents to rate how strongly they agree or disagree with carefully constructed statements, ranging from very positive to very negative attitudes toward some object; several scale items may be used to form a summated index Example of a Likert scale: It is more fun to play a tough, competitive tennis match than to play an easy one. __Strongly Agree __Agree __Not Sure __Disagree __Strongly Disagree Attitude Rating Scales (contd) Copyright 2008 by Nelson, a division of Thomson Canada Limited 128 Semantic DifferentialSemantic Differential A measure of attitudes that consists of a series of 7- point rating scales that use bipolar adjectives to anchor the beginning and end of each scale Image profile: A graphic representation of semantic differential data for competing brands, products, or stores to highlight comparisons Example of a semantic differential scale Exciting ___ : ___ : ___ : ___ : ___ : ___ : ___ Calm Interesting ___ : ___ : ___ : ___ : ___ : ___ : ___ Dull Simple ___ : ___ : ___ : ___ : ___ : ___ : ___ Complex Passive ___ : ___ : ___ : ___ : ___ : ___ : ___ Active Attitude Rating Scales (contd) Copyright 2008 by Nelson, a division of Thomson Canada Limited 129 Numerical ScalesNumerical Scales An attitude rating scale similar to a semantic differential except that it uses numbers, instead of verbal descriptions, as response options to identify response positions Stapel ScaleStapel Scale A measure of attitudes that consists of a single adjective in the centre of an even number of numerical values Attitude Rating Scales (contd) Copyright 2008 by Nelson, a division of Thomson Canada Limited 1210 Constant-Sum ScaleConstant-Sum Scale A measure of attitudes in which respondents are asked to divide a constant sum to indicate the relative importance of attributes Example of a constant-sum scale Divide 100 points among each of the following brands according to your preference for the brand: Brand A. Brand B. Brand C. Attitude Rating Scales (contd) Copyright 2008 by Nelson, a division of Thomson Canada Limited 1211 Graphic Rating ScalesGraphic Rating Scales A measure of attitude that allows respondents to rate an object by choosing any point along a graphic continuum Example of a graphic rating scale Please evaluate each attribute in terms of how important it is to you by placing an X at the position on the horizontal line that most reflects your feelings: Seating comfort Not important.Very important In-flight meals Not important.Very important Airfare Not important.Very important Attitude Rating Scales (contd) Copyright 2008 by Nelson, a division of Thomson Canada Limited 1212 Behavioural DifferentialBehavioural Differential A rating scale instrument similar to a semantic differential, developed to measure the behavioural intentions of subjects toward future actions Measuring Behavioural Intention Copyright 2008 by Nelson, a division of Thomson Canada Limited 1213 RankingRanking A measurement task that requires respondents to rank order a small number of stores, brands, or objects on the basis of overall preference or some characteristic of the stimulus Paired ComparisonsPaired Comparisons A measurement technique that involves presenting the respondent with two objects and asking the respondent to pick the preferred object. More than two objects may be presented, but comparisons are made in pairs RankingRanking Copyright 2008 by Nelson, a division of Thomson Canada Limited 1214 SortingSorting A measurement task that presents a respondent with several objects or product concepts and requires the respondent to arrange the objects into piles or classify the product concepts SortingSorting Copyright 2008 by Nelson, a division of Thomson Canada Limited 1215 Randomized Response QuestionsRandomized Response Questions A research procedure used for dealing with sensitive topics, in which a random procedure determines which of two questions a respondent will be asked to answer Randomized Response Questions Copyright 2008 by Nelson, a division of Thomson Canada Limited 1216 Several questions will help focus the choice of a measurement scale: 1. Is a ranking, sorting, rating, or choice technique best? 2. Should a monadic or a comparative scale be used? 3. What type of category labels, if any, will be used for the rating scale? 4. How many scale categories or response positions are needed to accurately measure an attitude? 5. Should a balanced or unbalanced rating scale be chosen? 6. Should a scale that forces a choice among predetermined options be used? 7. Should a single measure or an index measure be used? Selecting A Measurement Scale: Some Practical Decisions Copyright 2008 by Nelson, a division of Thomson Canada Limited 1217 Is a Ranking, Sorting, Rating, or Choice Technique Best?Is a Ranking, Sorting, Rating, or Choice Technique Best? The answer to this question is determined largely by the problem definition and especially by the type of statistical analysis desired Selecting A Measurement Scale: Some Practical Decisions (contd) Copyright 2008 by Nelson, a division of Thomson Canada Limited 1218 Should a Monadic or a Comparative Scale Be Used?Should a Monadic or a Comparative Scale Be Used? Monadic rating scale Any measure of attitudes that asks respondents about a single concept in isolation Comparative rating scale Any measure of attitudes that asks respondents to rate a concept in comparison with a benchmark explicitly used as a frame of reference Selecting A Measurement Scale: Some Practical Decisions (contd) Copyright 2008 by Nelson, a division of Thomson Canada Limited 1219 What Type of Category Labels, If Any, Will Be Used for the Rating Scale?What Type of Category Labels, If Any, Will Be Used for the Rating Scale? Many rating scales have verbal labels for response categories because researchers believe that these help respondents better understand the response positions The maturity and educational levels of the respondents will influence this decision Selecting A Measurement Scale: Some Practical Decisions (contd) Copyright 2008 by Nelson, a division of Thomson Canada Limited 1220 How Many Scale Categories or Response Positions Are Needed to Accurately Measure an Attitude?How Many Scale Categories or Response Positions Are Needed to Accurately Measure an Attitude? The original developmental research on the semantic differential indicated that five to eight points is optimal However, the researcher must determine the number of meaningful positions that is best for the specific project Selecting A Measurement Scale: Some Practical Decisions (contd) Copyright 2008 by Nelson, a division of Thomson Canada Limited 1221 Should a Balanced or Unbalanced Rating Scale Be Chosen?Should a Balanced or Unbalanced Rating Scale Be Chosen? Balanced rating scale A fixed-alternative rating scale with an equal number of positive and negative categories; a neutral point or point of indifference is at the centre of the scale Unbalanced rating scale A fixed-alternative rating scale that has more response categories piled up at one end and an unequal number of positive and negative categories Selecting A Measurement Scale: Some Practical Decisions (contd) Copyright 2008 by Nelson, a division of Thomson Canada Limited 1222 Should a Scale That Forces a Choice among Predetermined Options Be Used?Should a Scale That Forces a Choice among Predetermined Options Be Used? Forced-choice rating scale A fixed-alternative rating scale that requires respondents to choose one of the fixed alternatives Non-forced-choice scale A fixed-alternative rating scale that provides a no opinion category or that allows respondents to indicate that they cannot say which alternative is their choice Selecting A Measurement Scale: Some Practical Decisions (contd) Copyright 2008 by Nelson, a division of Thomson Canada Limited 1223 Should a Single Measure or an Index Measure Be Used?Should a Single Measure or an Index Measure Be Used? The researcher has many scaling options Generally, the choice is influenced by plans for the later stages of the research project Selecting A Measurement Scale: Some Practical Decisions (contd) Copyright 2008 by Nelson, a division of Thomson Canada Limited 1224