Slide 10-1 © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Using Measurement Scales to Build Marketing Effectiveness Carl McDaniel, Jr. Roger Gates Slides Prepared by Bruce R. Barringer University of Central Florida Chapter 10

Slide 10-2 © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Learning Objectives Slide 1 of 2 To understand the linkage between attitudes and marketing effectiveness. To become familiar with the concept of scaling. To learn about the various types of attitude scales.

Slide 10-3 © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Learning Objectives Slide 2 of 2 To realize the importance of purchase intent scales in marketing research.

Slide 10-4 © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Attitude An attitude is an enduring organization of motivation, emotion, perceptual, and cognitive processes with respect to some aspect of the environment.

Slide 10-5 © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Attitudes and Behavior Slide 1 of 3 The link between attitudes and behavior is complex. The prediction of future behavior for a group of consumers tends to be higher than the prediction of behavior for a single consumer.

Slide 10-6 © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Attitudes and Behavior Slide 2 of 3 Specifically, researchers have found the following: – –The more favorable the attitudes of consumers, the higher the incidence of product usage. – –The less favorable the attitude, the lower is the incidence of usage. – –The more unfavorable people’s attitudes are toward a product, the more likely they are to stop using it.

Slide 10-7 © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Attitudes and Behavior Slide 3 of 3 Specifically, researchers have found the following: – –The attitudes of people who have never tried a product tend to be distributed around the mean in the shape of a normal distribution. – –When attitudes are based on actually trying and experiencing a product, attitudes predict behavior quite well. Conversely, when attitudes are based on advertising, attitude behavior consistency is significantly reduced.

Slide 10-8 © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Factors to Consider When Assessing if Attitude Research Findings Will Predict Behavior Involvement of the customer Attitude measurement Effects of other people Situational factors Effects of other brands Attitude strength

Slide 10-9 © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Enhancing Marketing Effectiveness Attitudes are truly the essence of the “human change agent” that all marketers strive to influence. Marketing managers realize that there is not a perfect correlation between attitudes and behaviors. Yet in designing a marketing mix, or modifying a marketing mix, attitude measures are often the “best tool available” when attempting to create an effective mix.

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Attitude Scales: Scaling Defined The term scaling refers to procedures for attempting to determine quantitative measures of subjective and sometimes abstract concepts. It is defined as a procedure for the assignment of numbers to a property of objects in order to impart some of the characteristics of numbers to the properties in question.

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Unidimensional and Multidimensional Scaling Unidimensional Scaling Multidimensional Scaling Procedures designed to measure only one attribute of a respondent or object Procedures designed to measure several dimensions of a respondent or object

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Graphic Rating Scales Description – –Present respondents with a graphic continuum typically anchored by two extremes.

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Itemized Rating Scale Description – –Itemized rating scales are very similar to graphic rating scales, except that respondents must select from a limited number of ordered categories rather than placing a check mark on a continuous scale.

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Rank-Order Scale Description – –Itemized and graphic scales are noncomparative because the respondent makes a judgment without reference to another object, concept, or person. Rank-order scales, on the other hand, are comparative because the respondent is asked to judge one item against another.

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Rank-Order Scale Advantages/Disadvantages: - Easy to use and understand - Forced choice between alternatives - If not exhaustive, potential problem - Object may not be in S’s consideration set - No equal intervals, only order - No strength of agreement on item, just relative

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Paired Comparisons Description – –Paired comparison scales ask a respondent to pick one of two objects from a set based upon some stated criteria. – –A: smaller # of comparisons – –A: No order bias – –D: Can’t do large sets (respondent fatigue)

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Constant Sum Scales Description – –Constant sum scales are used more often by market researchers than paired comparisons because the long list of paired items is avoided. – –Also, respondent can indicate equivalency of items – –This technique requires the respondent to divide a given number of points, typically 100, among two or more attributes based on their importance to the persons. – –D: larger sets can produce confusion

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Semantic Differential Scale Description – –The construction of the semantic differential scale begins with the determination of a concept to be rated. The researcher selects dichotomous pairs of words or phrases that could be used to describe the concept. Respondents then rate the concept on a scale. The mean of these responses for each pair of adjectives is computed and plotted as a “profile” or image.

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Stapel Scales Semantic Differential with one adjective in center and numbered points at each end Advantage: Shows both direction and intensity Advantage: Don’t have to come up with pairs of adjectives as in semantic differential Not used much in MR

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Likert Scales Description – –The Likert scale consists of a series of statements that express either a favorable or an unfavorable attitude toward the concept under study.

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Likert Scales Advantages/Disadvantages: - Fast/easy - Generalizable - Reliable and valid - Potential problems can be overcome by: 1. Using “right” number of points (7) 2. Reversing polarity to reduce acquiescence bias

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Purchase Intent Scales Description – –Scale designed to measure the likelihood that a potential customer will purchase a product or service.

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Some Basic Considerations When Selecting a Scale Whether to Select a Rating, Ranking, Sorting, or Purchase Intent Scale Balanced Versus Nonbalanced Alternatives (Weighted toward either positive or negative) Number of Categories 5-9 Odd or Even Number of Scale Categories (i.e., no neutral point) Forced Versus Nonforced Choice (Addition of “don’t know” category)

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Summary of Key Points Slide 1 of 4 An attitude is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of the environment. Scaling refers to procedures for attempting to determine quantitative measures of subjective and sometimes abstract concepts.

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Summary of Key Points Slide 2 of 4 The scale used most often and perhaps most important to market researchers is the purchase intent scale. The purchase intent scale is used to measure a respondent’s intention to buy or not buy a product.

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Summary of Key Points Slide 3 of 4 When attempting to select a particular scale for a study, several factors should be considered. The first is whether to use a rating, ranking, or choice scale. Next, considerations must be given to the use of a balanced scale versus nonbalanced scale. (continued on next slide)

Slide © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Summary of Key Points Slide 4 of 4 The number of categories also must be determined. Another factor is whether to use an odd or even number of scale categories. Finally, the researcher must consider whether to use forced versus nonforced choice sets.