1. Essentials of Marketing Research (Second Edition)
Kumar, Aaker & Day
Instructor’s Presentation Slides
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

2. Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day
Chapter Nine
Attitude Measurement
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

3. Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day
Attitude Measurement
Majority of questions in marketing research are designed to measure attitudes
Attitudes include
Information possessed
Feelings of like and/or dislike
Intentions to behave
Management wants to understand and influence behavior
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

4. Reasons for Measuring Attitudes
Attitudes lead to behavior
More feasible to ask questions on attitudes than to observe and interpret behavior
Large capacity for diagnosis and explanation
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

5. Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day
Attitude Research
Attitudes directly affect purchase decisions and these in turn, directly affect attitudes.
Attitude
Action/
Behavior
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

6. Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day
What Are Attitudes?
Mental states used by individuals to structure the way they perceive their environment and guide the way they respond to it
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

7. Components of Attitude
Cognitive or Knowledge Component
Liking or Affective Component
Intentions or Actions Components
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

8. Three Components of Attitude
Cognitive
Component
Affective
Component
Action
Component
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

9. Measurement and Scaling
Standardized process of assigning numbers or other symbols to certain characteristics of objects of interests according to pre-specified rules
Characteristics for Standardization
One-to-one correspondence between the symbol and the characteristic in the object that is being measured
Rules for assignment should be invariant over time and the objects being measured
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

10. Measurement and Scaling (Contd.)
Process of creating a continuum on which objects are located according to the amount of the measured characteristic that the object possesses
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

11. Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day
Measurement
Standardized process of assigning numbers to certain characteristics of objects
Type of measurement depends on type of data!
Type of Measurement
Nominal
Ordinal
Interval
Ratio
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

12. Types of Scales and Their Properties
Type of Measurement Scale
Types of Attitude Scale
Rules for Assigning Number
Typical Application
Statistics / Statistical Tests
Nominal
Dichotomous “yes” or “no” scales.
Objects are either identical or different
Classification (by sex, geographic are, social class)
Percentages, mode / chi -square
Ordinal or Rank Order
Comparative, Rank order, Itemized Category, Paired Comparison
Objects are greater or smaller
Rankings (preference, class standing)
Percentile, median, rank-order correlation / Friedman ANOVA
Interval
Likert, Thurstone, Stapel, Associative Semantic-Differential
Intervals between adjacent ranks are equal
Index numbers, temperature scales, attitude measures
Mean, standard deviation, product moment correlations / t-tests, ANOVA, regression, factor analysis
Ratio
Certain scales with special instructions
There is a meaningful zero, so comparison of absolute magnitudes is possible
Sales, incomes, units produced, costs, age
Geometric and harmonic mean, coefficient of variation
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

13. Measurement Scales: Nominal
Numbers identify and classify objects
No ordering or spacing are implied
Only possible arithmetic operation is a count of each category
Examples:
Players in a football team
Colors of traffic light
Gender
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

14. Measurement Scales: Ordinal
Objects are ranked in order
Numbers indicate the relative position of objects but not the magnitude of difference
Arithmetic operations are limited to statistics such as median or mode
Examples:
Result of 100 meter dash
Ranking of largest fast food companies
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

15. Measurement Scales: Interval
Object is measured on a continuum
Arbitrary zero point
Differences between objects can be compared
Entire range of statistical operations can be employed (mean, correlation, ANOVA, regression)
Examples:
Temperature
Attitudes
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

16. Measurement Scales: Ratio
Interval scale with fixed zero point
Ratio of scale values can be computed
Examples:
Weight, length
Age
Store sales
Market shares
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

17. Attitude Rating Scales
Present a respondent with a continuum of numbered categories that represent the range of possible attitude adjustments
Single item or multiple item scales
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

18. Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day
Attitude Scales
Attitude scales exist for each measurement type
The rating scale (interval data) is the most common type of attitude scale
Continuous scales
Single item scales
Multiple item scales
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

19. Classification of attitude scales
Single-Item Scales
Continuous Scales
Multi-Item Scales
Itemized Category Scales
Comparative Scales
Q-sort Scales
Paired Comparison Scales
Semantic Differential Scales
Associative Scales
Rank-Order Scales
Constant Sum Scales
Pictorial Scales
Likert Scales
Stapel Scales
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

20. Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day
Continuous Scales
Respondents rate objects by placing a mark at appropriate position on a line running from one extreme of the criterion variable to the other.
Easy to construct
How would you rate Sears as a department store?
Version 1:
Probably the worst Probably the best
Version 2:
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

21. Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day
Single Item Scales
Only have one item to measure a construct
Itemized-category scale is most widely used by marketing researchers
Other single item scales
Comparative
Rank-order
Pictorial
Constant sum
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

22. Itemized Category Scales
Scales in which the respondent selects from a limited number of categories
What is your overall satisfaction with McDonalds Hamburgers?
Very satisfied Quite Satisfied Somewhat satisfied Not at all satisfied
   
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

23. Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day
Rank Order Scales
Scale in which the respondent compares one item with another or a group of items against each other and ranks them
Brand A
Flavor B
Size A
Brand B
Flavor C
Size C
Flavor A
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

24. Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day
Constant Sum Scale
Respondents allocate a fixed number of rating points among several objects to reflect relative preference
Divide 100 points among the following attributes of a PC
Clock Speed: 30
Hard drive size: 20
RAM size: 10
Price: 40
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

25. Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day
Pictorial Scales
Various categories of the scale are depicted pictorially
Format must be comprehensible to respond and allow accurate response Example: The taste of Honey Munch Cereal is:
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

26. Designing Single Item Scales
Number of Scale Categories
2 to 15
Strength of the Anchors
colorful vs. very colorful vs. extremely colorful
Labeling of the Categories
no labels vs. some labels vs. all labels
Balance of a Scale
balanced vs. unbalanced
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

27. Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day
Multiple-item Scales
Developed to measure a sample of beliefs toward the attitude objects and combine the set of answers into an average score
Multiple item Scales
Likert
Semantic Differential
Stapel
Associative Scaling
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

28. Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day
Likert Scale
Requires respondent to indicate degree of agreement or disagreement with a variety of statements related to the attitude object
Typically used for intangible constructs. Each item (statement) measures some aspect of the common construct.
Scores on individual items are summed to give total score for respondents
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

29. Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day
Likert Scale
Satisfaction survey for a bank:
Strongly Strongly Disagree Disagree Neutral Agree Agree
1. The bank offers courteous 
service
2. The bank has convenient 
locations
3. The bank has convenient hours 
4. The bank offers low interest 
rate loans
This is a
single item
Together, the 4 items
constitute the scale
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

30. Analysis of Bank Survey
Assign numbers to categories
Strongly Strongly Disagree Disagree Neutral Agree Agree
2. Compute results:
a) for each item compute mean across respondents (e.g. the average score for all respondents for item 1 is 3.5)
b) for all items compute mean for each respondent (e.g. the average satisfaction score for respondents 1 is 3.0)
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

31. Semantic Differential Scale
Respondents rate each attribute object on a number of five or seven-point rating scales bounded by polar adjectives or phrases
With bipolar scale, the midpoint is a neutral point
Used for image analysis, profile analysis
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

32. Characteristics of Semantic Differential
Scales in Marketing Applications:
Pairs of objects or phrases must be meaningful in market being studied and often correspond to product/service attributes
Avoid "halo" effect by placing negative pole on either side
Category increments are treated as interval scales so group mean values can be computed for each object on each scale
May also be analyzed as a summated rating scale
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

33. Characteristics of Semantic Differential (Contd.)
Profile Analysis
Application of semantic differential scale
Plot mean ratings of each object on each scale for visual comparison
Overall comparison of brands hard to grasp with many brands and attributes
Not all attributes are independent
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

34. Multiple-item Scales (Contd.)
Stapel Scales
Uses one pole rather than two opposite poles
Respondents select a numerical response category
High positive score reflects good fit between adjective and object
Easy to administer and construct
No need to assure bipolarity
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

35. Steps in multiple-item scale development
Determine clearly what you are going to measure
Generate as many items as possible
Ask experts in the field to evaluate the initial pool of items
Determine the type of attitudinal scale to be used
Include some items that will help in the validation of the scale
Administer the items to an initial sample
Evaluate and refine the items
Finally, optimize the scale length
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

36. Accuracy of Attitude Measurements
Validity
An attitude measure has validity if it measures what it is supposed to measure
Face Validity
The extent to which the content of a measurement scale appears to tap all relevant facets of the construct
Construct Validity
A scale evaluation criterion that relates to the underlying question "what is the nature of the underlying variable or construct measured by the scale?"
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

37. Accuracy of Attitude Measurements (Contd.)
Convergent Validity
A form of construct validity that represents the association between the measured construct and measures of other constructs with which the construct is related on theoretical grounds
Discriminant Validity
A form of construct validity that represents the extent to which the measured construct is not associated with which the construct is related on theoretical grounds
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

38. Accuracy of Attitude Measurements (Contd.)
Reliability
The consistency with which the measure produces the same results with the same or comparable population
Sensitivity
Extent to which ratings provided by a scale are able to discriminate between the respondents who differ with respect to the construct being measured
Relevancy
Relevance = reliability * validity
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day

39. Scales in Cross-national Research
Responses Can Be Affected by
Low literacy and educational levels
Culture in a country
Semantic differential scale is closest to pan cultural scale
Adapting response formats, particularly their calibration, for specific countries and cultures
Essentials of Marketing Research ,Second Edition Kumar, Aaker& Day