PPTs for teaching & learning for course BUSINESS RESEARCH METHODS MBA Sem I Savitribai Phule Pune University, Pune, India. By Prof. Swapnil Undale & Dr. Padmavati Undale This work is licensed under the Creative Commons Attribution-ShareAlike 4.0 International License. You are free to use, distribute and modify it, including for commercial purposes, provided you acknowledge the source and share-alike. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/4.0/.

Attitude It may be defined as a predisposition to respond to an idea or object. Sum total of man’s inclination and feelings, prejudice or bias, preconceived notions, ideas ,fears, threats and convictions about specific topic. -Thurstone 1928 In marketing it relates to consumer’s predisposition to respond to product or service. .

3 components of an attitude Beliefs about object of concern such as strength or weakness. Emotional feeling about the object such as Like or Dislike. Readiness of an individual to respond behaviorally to the object, that is to buy it.

Scaling Scaling is the term commonly used to refer to the process of measuring attitudes. Measurement or scaling ,suggest some form of quantification that can be expressed in numbers such as we use to scale distances(feet,miles,km,etc) PROBLEMS???

Methods of collecting Attitude Data Questionnaire Methods -Self reports -Verbal reaction to partially structured situation(pictures or products) Performance on objective tasks-individuals are asked to report on factual matters and their attitudes are inferred from their knowledge about product.

Observation Method Overt actions-Individuals are given opportunities to select items they prefer. Physiological reactions-when individuals are exposed to the items in question, sweating in the hands ;dilation of the eyes or change of voice pitch is measured.

Specific Methods of Measuring Attitude Techniques Structured Structured Disguised Structured Nondisguised Nonstructured Nonstructured Disguised Nonstructured Nondisguised

Nondisguised Nonstructured Techniques Depth interviews -skilled interviewer -encouragement to an interviewee is given to open up Focus group interviews -Major tool of exploratory research Disadv-Group dominance.

Disguised Nonstructured Word Association e.g.Kuch Kuch Hota Hai-Neelam Show Sentence completion- 1.Business week magazine appeals to Businessmen /B-school students/ people who are after the money

Story completion Pictorial Techniques

Would you think that Mrs. A or Mrs. B drank more milk Would you think that Mrs.A or Mrs.B drank more milk? Or both drank the same amount?

Cartoon Techniques

Disguised structured Multidimensional scaling -complex procedure -considers many attributes at a time -computer is used for analysis

Rating scales & ranking scales- A scale that scores an object or property without making direct comparison to another objects or properties. e.g. How much you like Singham: Very good :___ Good :___ neither good nor bad :___ bad :___ very bad :___

Types of Rating scale Likert Scale (summated rating scale): Category of scale where participants agrees or disagrees with evaluative statements Developed by Rensis Likert All scores may be summed to measure the participant’s overall attitude e.g. Compulsory attendance is good for students: Strongly agree Agree Neither agree or disagree Disagree Strongly disagree

Types of Rating scale Semantic differential (SD) scales Measures psychological meanings of an attitude object, using bipolar adjectives. Generally used for Brand and company image study Uses 7 point scale e.g. Success of ‘Singham returns’ Story: Good: ___,___,___,___,___,___,___: Bad Flow : Fast: ___,___,___,___,___,___,___: Slow Music : Good: 7, 6, 5, 4, 3, 2, 1 : Bad Songs : Bad: 1, 2, 3, 4, 5, 6, 7 : Good Casting : Good: ___,___,___,___,___,___,___: Bad

Types of Rating scale Constant sum scale- Respondent allocates points to more than one attribute or property, such that they total a constant sum, usually 10 or 100. e.g. Success of ‘Singham returns’ Story: ____ Music : ____ Songs : ____ Casting : ____ Total : 100

Types of Rating scale Graphic rating scales- Respondents are asked to mark their response at any point on continuum. The score is measure of length from either endpoint. e.g. How much you like ‘Singham returns’ Very much: | :Not at all 6.8 Pictures, icons, smileys or other communication symbols can also be used instead of ‘WORD’ symbols.

Ranking scales- A scale that scores an object or property by making a comparison and determining order among two or more objects or properties. e.g. Rank the movie as per your liking and assign rank number Haider :____ Tamanche :____ Bang-Bang :____

Types of Ranking scale Paired comparison scale- Respondent has to choose a preferred object between several pairs of objects on some property, results in rank ordering of objects. e.g. Give your preference for bikes- Pulsar CBZ Shine Passion Plus Activa Wego Pleasure Pep Plus For 8 bikes we will have 56 pairs for comparison Time consuming & tiresome for respondents.

Types of Ranking scale Forced ranking- a scale where the participant orders several objects or properties of objects. e.g. Rank the bikes in your order of preference. Place the number 1 to the most preferred, 2 by the second choice, and so forth. ____ Pulsar ____ CBZ ____ Passion plus ____ Shine ____ Activa ____ Wego ____ Pleasure

THANK YOU