Attitude Measurement Using Scales

(Methods of Data Collection)

Session Coverage
Measurement and Scaling Different types of Scales
Nominal Ordinal Interval Ratio

Classification of Scaling Techniques Single V/S Multiple Item Scales Methodological Limitations

What is ATTITUDE?
Example of Attitude towards Big Bazar: Vijay loves shopping at Big Bazar. He believes it is clean, conveniently located and has the lowest prices. He intends to shop there every month for groceries. An Attitude is: Persistent over a period of time (changing a strongly held attitude requires substantial pressure). Plays very important role in influencing behavior. Marketers believe that attitude directly effect purchase decisions. People hold attitude virtually about everything and marketers study many of them.

Measurement
If you cant measure it, you cant manage it.
Bob Donath, Consultant

Measurement
Assignment of numbers or symbols to characteristics of object acc to rules. We Do not measure objects, measure characteristics. Thus we do not measure consumers we measure their:
Perception Attitude Preferences etc.

Scaling An Extension of Measurement

Involves creating a continuum upon which measured objects are to be located. Ex.
Attitude towards departmental Store Extremely Unfavorable (1) Extremely Favorable (100)

Process of placing respondents on a continuum with respect to their attitude.

Primary Scales of Measurement

Nominal Scales Ordinal Scales Interval Scales Ratio Scales

PRIMARY SCALES OF MEASUREMENT

F Figurative / Nominal Scale O Ordinal Scale U Unconstrained zero point / Interval Scale R Ratio Scale

1. Nominal Scale
The numbers serve only as labels for identifying and classifying objects. Strict one-to-one correspondence between the numbers and the objects. The numbers do not reflect the amount of the characteristic possessed by the objects. The only permissible operation on the numbers in a nominal scale is counting. Only a limited number of statistics, all of which are based on frequency counts, are permissible, e.g., percentages and mode Common Examples: PAN / email ID Numbering of cricket players Marketing Examples: Brand Numbers Gender Classification

2. Ordinal Scale (Ranking Scale)

Allows us to know if one object has more characteristics than other. But not how much or less Any series of numbers can be assigned that preserves the ordered relationships between the objects. In addition to the counting operation allowable for nominal scale data, ordinal scales permit the use of statistics based on centiles, e.g., percentile, quartile, median.

PRIMARY SCALES OF MEASUREMENT

O Ordinal Scale
Relative positions of the objects, not the magnitude of difference Common Examples
Quality Rankings ICC Ranking

Marketing Examples
Market Position Preference Rankings

Reasons for Use-Ordinal Scale

Force customers to distinguish among choices. Which of the attributes of xyz product are important to you? Many customers simply rate many attributes as fairly important. Not great information for company INSTEAD..If customers are asked to rank attributes. They have to make decision about one feature being more important than other.

3. Interval Scale
Numerically equal distances on the scale Permits comparison of the differences between objects. The location of the zero point is not fixed. Both the zero point and the units of measurement are arbitrary. It is not meaningful to take ratios of scale values. Statistical techniques that may be used include all of those that can be applied to nominal and ordinal data, and in addition the arithmetic mean, standard deviation, and other statistics commonly used in marketing research.

PRIMARY SCALES OF MEASUREMENT

U Unconstrained zero point / Interval Scale
Difference between objects can be compared Zero point is arbitrary Common Examples
Temperature

Marketing Examples
Attitude Opinion

Ratio Scale
Possesses all the properties of the nominal, ordinal, and interval scales. It has an absolute zero point. Difference between 2-5 is same as 25-28. It is meaningful to compute ratios of scale values. All statistical techniques can be applied to ratio data.

PRIMARY SCALES OF MEASUREMENT

R Ratio Scale
Zero point is fixed Ratios of scale values can be computed Common Examples
Length, Weight Money

Marketing Examples
Sales Market Share

Measurement Scales
What measurement scale will you use for the following?
Do you own a washing machine? What is your marital status ? How many books are there in your library? How satisfactory is banks service? Describe your preference for brands of shampoo? Your attendance in the Marketing Research class ? How many members watch StarPlus during the prime time in your household?

Primary Scales of Measurement

Scale Nominal Numbers
Assigned to Runners
7 8 3

Finish

Ordinal Rank Order

of Winners
Third place Second place First place

Finish

Interval Performance
Rating on a 0 to 10 Scale
8.2 9.1 9.6

Ratio Time to Finish, in

Seconds
15.2 14.1 13.4

Assessment using All Scales

Nominal Scale: Which of the soft drinks in the following list do you like? Coke Pepsi 7-up Sprite Mountain dew Ordinal Scale: Rank soft drinks according to how much do you like each. (1-Least Preferred, 5-Most Preferred) Coke Pepsi 7-up Sprite Mountain dew

Interval Scale: Please indicate how much do you like each soft drink, by checking appropriate position on scale. Dislike a lot Dislike Like Like a lot Coke Pepsi 7-up Sprite Mountain dew

Ratio Scale: How much Rupees have you spent in buying these soft drinks last month. Rupees Coke Pepsi 7-up Sprite Mountain dew

Illustration of Primary Scales of Measurement

Nominal Ordinal Ratio Scale Scale Scale
Preference Rs spent last No. Store Rankings month

Interval Scale
Preference Ratings 1-7

1. Spancer 2. More 3. Reliance Mart 4. Food Word 5. West Side 6. Spar 7. Easy Day 8. Big Bazar 9. Vishal 10.Wal-Mart

Scaling Attributes
We could end up writing a survey item that yields only nominal and ordinal level variables. More powerful scales (interval, ratio) allows stronger comparisons, analysis and conclusion.

PERMISSIBLE STATISTICS

A Classification of Scaling Techniques

Scaling Techniques Comparative Scales Noncomparativ e Scales Continuous Itemized Rating Scales Rating Scales

Paired Rank Comparison Order

Constant Q-Sort and Sum Other Procedures

Likert

Semantic Differential

Stape l

A Comparison of Scaling Techniques

Comparative scales involve the direct comparison of stimulus objects. Comparative scale data must be interpreted in relative terms and have only ordinal or rank order properties. Non-Comparative scales, each object is scaled independently of the others in the stimulus set. The resulting data are generally assumed to be interval or ratio scaled.

Implementing Scaling
Comparative Scaling (Ordinal / Rank Property) Comparing two or more stimuli (Products, brands, attributes.. At one time) Example: Do you prefer Coke or Pepsi? Small Difference can be detected Once compared, respondents are forced to choose

Implementing Scaling
Non comparative scaling (Interval and Ratio Properties) Each object is scaled (measured) independently of other objects Evaluate Coke on a 1-6 preference scale (1=not at all preferred, 6=Greatly preferred).

TYPES of COMPARATIVE SCALES

Comparative Scaling technique

I. Paired Comparison Scaling

Most Widely Used in Marketing Research Used when Stimulus Objects are Physical Products. Coca-Cola Used 2,00000 paired comparison tests before launching New Coke

Comparative Scaling technique

I. Paired Comparison Scaling

Under Assumption of Transitivity, we can convert paired data into rank data
A is pref to B, B pref to C, So A pref to C.

Most commonly used in Taste Testing Taste 2 different products and select 1 with appropriate taste. Minimum of 1000 respondents considered adequate.

Obtaining Shampoo Preferences Using Paired Comparisons

Comparative Scaling technique

II. Rank Order Scaling (Ordinal Scale)

Most commonly used to measure preferences for brands. Forces respondents to discriminate among stimulus objects. Takes less time in comparison to paired comparison.

Preference for Toothpaste Brands Using Rank Order Scaling

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 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.

Preference for Toothpaste Brands Using Rank Order Scaling

Comparative Scaling technique

III. Constant Sum Scale (Ordinal Scale)

Respondents allocate a constant sum of units, such as 100 Points to attributes of a product to reflect their importance. If an attribute is not important, the respondent assigns it zero point. If an attribute is twice as important as some other attribute, it receives twice as many points. The sum of all the points is 100.

Importance of Bathing Soap Attributes Using a Constant Sum Scale

Instructions On the next slide, there are eight attributes of bathing soaps. Please allocate 100 points among the attributes so that your allocation reflects the relative importance you attach to each attribute. The more points an attribute receives, the more important the attribute is. If an attribute is not at all important, assign it zero points. If an attribute is twice as important as some other attribute, it should receive twice as many points.

Soap Attributes

Importance of Bathing Soap Attributes Using a Constant Sum Scale Form Average Responses of Three Segments Attribute
Segment I Segment II Segment III 1. Mildness 8 2. Lather 2 3. Shrinkage 3 4. Price 5 3 5. Fragrance 9 7 6. Packaging 5 7. Moisturizing 1 8. Cleaning Power 3 10 Sum
0 2 4 9 1 7 0 5 3 6 0 10 0 4 1 7 7 9 1 9 9 2 0 1 5 10 0

Comparative Scaling technique

IV. Q-Sort Scale (Ordinal Scale)

Developed to Differentiate quickly among large number of objects. Respondent given 100 cards each having product and different attribute. Asked to make 11 different piles such that pile 1 contains most preferred and 11 least preferred least preferred. Example: Toys

Noncomparative Scaling Techniques

Respondents evaluate only one object at a time, and for this reason non-comparative scales are often referred to as monadic scales. Non-comparative techniques consist of:
Continuous Rating Scale / Graphic Rating Scale Itemized Rating Scale

A Classification of Non-Comparative Rating Scales

Non-comparative Rating Scales

Continuous Rating Scales

Itemized Rating Scales

Semantic Differential

Stapel

Likert

Noncomparative Scaling technique

Continuous Rating Scale / Graphic Rating Scale

Respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other. The form of the continuous scale may vary considerably.
How would you rate Big Bazar as a department store? Version 1 Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - Probably the best Version 2 Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - --Probably the best 0 10 20 30 40 50 60 70 80 90 100 Version 3 Very bad Neither good Very good nor bad Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - ---Probably the best 0 10 20 30 40 50 60 70 80 90 100

Noncomparative Scaling technique

Itemized Rating Scales

The respondents are provided with a scale that has a number or brief description associated with each category. The categories are ordered in terms of scale position, and the respondents are required to select the specified category that best describes the object being rated. The commonly used itemized rating scales are the Likert, semantic differential, and Stapel scales.

Noncomparative Scaling technique

Likert Scale
The Likert scale requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements about the stimulus objects.
Strongly Disagree Neither Agree Strongly disagree agree nor agree disagree 1. Vishal MM sells high quality merchandise. 1 2X 3 4 5 2. Vishal MM has poor in-store service. 1 2X 3 4 5 3. I like to shop at Vishal. 1 2 3X 4 5

The analysis can be conducted on an item-by-item basis (profile analysis), or a total (summated) score can be calculated. When arriving at a total score, the categories assigned to the negative statements by the respondents should be scored by reversing the scale.

ADVANTAGES
Easy to construct & administer The analysis can be conducted on an item-by-item basis (profile analysis), or a total (summated) score can be calculated. Widely used in Marketing Research e.g Used in Mails, Telephone or Personal Interview Disadvantage Takes more time to complete than other itemized rating scales

Noncomparative Scaling technique

Semantic Differential Scale

The semantic differential is a seven-point rating scale with end points associated with bipolar labels that have semantic meaning. Blue Star is: Powerful --:--:--:--:-X-:--:--: Weak Unreliable --:--:--:--:--:-X-:--: Reliable Modern --:--:--:--:--:--:-X-: Old-fashioned The negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right. This controls the tendency of some respondents, particularly those with very positive or very negative attitudes, to mark the right- or left-hand sides without reading the labels. Individual items on a semantic differential scale may be scored on either a -3 to +3 or a 1 to 7 scale.

Stapel Scale
The Stapel scale is a unipolar rating scale with ten categories numbered from -5 to +5, without a neutral point (zero). This scale is usually presented vertically.
Blue Star +5 +5 +4 +4 +3 +3 +2 +2X +1 +1 HIGH QUALITY POOR SERVICE -1 -1 -2 -2 -3 -3 -4X -4 -5 -5

The data obtained by using a Stapel scale can be analyzed in the same way as semantic differential data.

Basic Noncomparative Scales

Scale Basic Characteristics Examples
Reaction to TV commercial s

Advantages
Easy to construct

Disadvantages
Scoring can be cumbersome unless computerize d

Place a mark on a Continuous continuous Rating line Scal e Itemized Rating Scales

Likert Scale

Semantic Differential

Degrees of agreement on a 1 (strongly disagree) to 5 (strongly agree) scal e Seve - point scale n bipolar labels with

Measurement of attitudes

Easy to construct, administer, and understan d

More time -consumin g

Stapel Scal e

Unipolar ten - point scale, - 5 to +5, witho ut a neutral point (zero)

Brand, product, and company image s Measurement of attitudes and images

Versatil e

Controversy as to whether the data are interval

Easy to construct, administer over telephon e

Confusing and difficult to apply

Some Unique Rating Scale Configurations

Thermometer Scale Instructions: Please indicate how much you like McDonalds hamburgers by coloring in the thermometer. Start at the bottom and color up to the temperature level that best indicates how strong your preference is. Form: Like very 100 75 50 much
25 0

Dislike very much Smiling Face Scale Instructions: Please point to the face that shows how much you like the Barbie Doll. If you do not like the Barbie Doll at all, you would point to Face 1. If you liked it very much, you would point to Face 5. Form:
12345

Single V/S Multiple Item Scales

Only 1 Item to Measure Example: Overall Satisfaction of Health Insurance ----Very Satisfied ---Quite Satisfied ---Somewhat Satisfied ---Not Satisfied Multiple Item Scale Store Image Quality Variety of assortment Service of store person Prices Convenience of location Layout of store Credit and billing policy

Multiple Item Scales

Generate large no of statements from literature search, discussion with knowledgeable people, personal experience etc.
Product Quality: Price of Products: Quality of most products is as good as it can be Most products I buy are overpriced expected. Business can charge lower price and still be I am satisfied with most of the products I buy profitable Most products I buy wear out too quickly Competition between companies keep prices reasonable Products are not made as well as they used to be I general I am satisfied with the prices I pay Companies that make products dont care about how well they perform Most prices are reasonable, considering the high cost of doing business. Quality of products I buy has improved over a period of time.

Advertisements for products: Most advertizing provides consumers with essential information I enjoy most ads Advertizing should be more closely regulated Most advertizing is intended to deceive rather than inform consumers Most advertisements makes false claims Most advertisements' are annoying

Retailing or selling: Most retail stores serve their customers well I find most of the salesperson to be very helpful In general most middleman make excessive profit. Whenever I need assistance in store, I am not able to get it. Because of the way retailers treat me, my shopping experience is unpleasant. Most retailers provide adequate service.

Scale Evaluation
Reliability: Extent to which scales produces consistent results if repeated measurements are made. Extent to which measurement are free from random bias. Types:
Test Re-Test Alternate Form Internal Consistency Reliability

Validity: When scale measures what it is expected to measure.

SCALE EVALUATION
Measurement is not the true value of the characteristic of interest but an observation of it True score model provides a framework for understanding the accuracy of measurement XO = X T + X S + X R XO = Observed score or measurement XT = True score of the characteristic XS = Systematic error XR = Random error

CHOOSING A SCALING TECHNIQUE

Practical factors
Level of information desired Capabilities of the respondents

More than one scaling technique for more accuracy