1. 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

2. 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. 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.

4. 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???

5. 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.

6. 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.

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

8. 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.

9. 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

10. Story completion
Pictorial Techniques

11. 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?

12. Cartoon Techniques

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

14. 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 :___

15. 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

16. 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

17. 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

18. 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.

19. 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 :____

20. 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.

21. 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

22. THANK YOU