1 Pertemuan Kedelapan Measuring Attitudes Perceptions and Preferences Matakuliah: MN J0412/ Riset Pemasaran Tahun: 2007 Versi: 1 September 2005/ Revisi 0

2 Learning Outcomes Pada akhir pertemuan ini, diharapkan mahasiswa akan mampu : Mahasiswa dapat menghasilkan pengukuran terhadap sikap, persepsi dan preferensi

3 Outline Materi Materi 1: Attitudes Scaling Procedure Materi 2: Self Report Attitude Scales Materi 3: Other Rating Scales Materi 4: Other Considerations in Designing Scales Materi 5: Interpreting Rating Scales Materi 6: Perceptual Scaling Materi 7: Conjoint Analysis

4 Measuring Attitudes Perceptions and Preferences 1.Attitudes Scaling Procedure - Self-report - Indirect techniques - Performance of objectives tasks - Physiological reaction 2. Self Report Attitude Scales - Summated-Ratings (Likert) Scale - Semantic-Differential Scale - Stapel Scale

5 Example of Likert Summated Rating Form neither strongly agree nor strongly disagree disagree disagree agree agree 1.The bank offers courteous service.___ ___ ___ ___ ___ 2.The bank has a convenient location.___ ___ ___ ___ ___ 3.The bank has convenient hours.___ ___ ___ ___ ___ 4.The bank offers low interest rate loans.___ ___ ___ ___ ___

6 Example of Semantic Differential Scaling Form Service is discourteous___:___:___:___:___:___:___ Service is courteous Location is convenient___:___:___:___:___:___:___ Location is inconvenient Hours are convenient___:___:___:___:___:___:___ Hours are inconvenient Loan interest rates are high___:___:___:___:___:___:___ Loan interest rates are low

7 Contrasting Profiles of Banks A and B Service is discourteous___:___:___:___:___:___:___ Service is courteous Location is convenient___:___:___:___:___:___:___ Location is inconvenient Hours are convenient___:___:___:___:___:___:___ Hours are inconvenient Loan interest rates are high___:___:___:___:___:___:___ Loan interest rates are low Bank A Bank B

8 Example of a Stapel Scale Service is courteous           Location is convenient           Hours are convenient           Loan interest rates are high          

9 Measuring Attitudes Perceptions and Preferences 3: Other Rating Scales - Graphic-Ratings Scale - Itemized-Ratings Scale - Comparative-Ratings Scale

10 Graphic Rating Scale Please evaluate each quality in terms of how important it is to you personally by clicking the cursor at the position on the horizontal line that most reflects your feelings: notveryimportant Courteous service_______________________________________ Convenient location_______________________________________ Convenient hours_______________________________________ Low interest rate loans_______________________________________

11 Comparative Rating Scale Please divide 100 points among the following bank services in terms of relatively how important each is to you: ___Courteous service ___Convenient hours ___Convenient location ___Low interest rates 100

12 Measuring Attitudes Perceptions and Preferences 4. Other Considerations in Designing Scales - Reverse Scaling - Number of Items in a Scale - Number of Scale Positions - Including a “Don’t Know” Response Category. - Determining Which Type of Scale to Use

13 Measuring Attitudes Perceptions and Preferences 5. Interpreting Rating Scales RAW SCORES vs NORMS 6. Perceptual Scaling  Multidimensional scaling 7. Conjoint Analysis A technique in which repondent’ utilities or valuations of attributes are inferred from the preference they expres for various combinations of these attributes