1. 14 ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Attitude Measurement Chapter 14 Attitude Measurement Business Research Methods 9e Zikmund Babin Carr Griffin

2. LEARNING OUTCOMES LEARNING OUTCOMES ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 1. Describe how business researchers think of attitudes 2. Identify basic approaches to measuring attitudes 3. Discuss the use of rating scales for measuring attitudes 4. Represent a latent construct by constructing a summated scale 5. Summarize ways to measure attitudes with ranking and sorting techniques 6. Discuss major issues involved in the selection of a measurement scale 14-2

3. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. What is an Attitude? Attitude An enduring disposition (continuing) disposition to consistently respond in a given manner to various aspects of the world. E.g., if some one has a negative attitude toward broccoli, then that person is likely to avoid eating, smelling, or even approaching any dish with the obvious presence of broccoli. Tree Components of attitudes: Affective Component ◗ The feelings or emotions toward an object  More simply this is feeling of likely or not liking something. Cognitive Component ◗ Knowledge and beliefs about an object  i.e., what a person believes about the subject matter. Behavioral Component ◗ Represents action undertaken as a result of the affective and cognitive components  Predisposition to action  Intentions  Behavioral expectations  If the attitude is positive will display approach responses. If the attitude is negative, the person will display avoidance reaction (I will never each broccoli again) 3

4. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Attitudes as Hypothetical Constructs Hypothetical Construct Variables that are not directly observable but are measurable through indirect indicators, such as verbal expression or overt behavior. Also known a latent constructs or simply constructs. i.e., someone may have an attitude toward working on commission basis. We cannot actually see this attitude. Rather we can measure an attitude by making an inference based on the way an individual responses o multiple scale indicators. Common constructs: Job satisfaction Organizational commitment Personal values Feelings Role stress 14–4

5. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14–5 Techniques for Measuring Attitudes.. Cont’ed Sorting Presenting the respondent with several concepts typed on cards and requiring the respondent to arrange the cards into a number of piles or otherwise classify the concepts. Choice Asking a respondent to choose one alternative from among several alternatives; it is assumed that the chosen alternative is preferred over the others.

6. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14–6 Attitude Rating Scales Simple Attitude Scale Requires that an individual agree/disagree with a statement or respond to a single question. ◗ This type of self-rating scale classifies respondents into one of two categories (e.g., yes or no). Example: THE PRESIDENT SHOULD RUN FOR RE-ELECTION _______ AGREE______ DISAGREE

7. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14–7 Techniques for Measuring Attitudes Ranking Requiring the respondent to rank order objects in overall performance on the basis of a characteristic or stimulus. Ranking ◗ A measurement task that requires respondents to rank-order a small number of stores, brands, or objects on the basis of overall preference or some characteristic of the stimulus Rating Asking the respondent to estimate the magnitude (size) of a characteristic, or quality, that an object possesses by indicating on a scale where he or she would rate an object. Rating produce quantitative scores.

8. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14–8 Attitude Rating Scales (cont’d) Category Scale A more sensitive measure than a simple scale in that it can have more than two response categories. ◗ Question construction is an extremely important factor in increasing the usefulness of these scales. Example: How important were the following in your decision to visit San Diego? (check one for each item) VERYSOMEWHATNOT TOO IMPORTANTIMPORTANTIMPORTANT CLIMATE_________________________________ COST OF TRAVEL_________________________________ FAMILY ORIENTED_________________________________ EDUCATIONAL/HISTORICAL ASPECTS_________________________________ FAMILIARITY WITH AREA_________________________________

9. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Selected Category Scales “example of common wordings used in category scales”. 9

10. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14–10 Attitude Rating Scales (cont’d) Method of Summated Ratings: Likert Scale A popular means for measuring attitudes. Respondents indicate their own attitudes by checking how strongly they agree or disagree with statements. ◗ Typical response alternatives: “strongly agree,” “agree,” “uncertain,” “disagree,” and “strongly disagree.” Example: It is more fun to play a tough, competitive tennis match than to play an easy one. ___Strongly Agree ___Agree ___Not Sure ___Disagree ___Strongly Disagree

11. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. EXHIBIT 14.2 Likert Scale Items for Measuring Attitudes toward Patients’ Interaction with a Physician’s Service Staff 14–11

12. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14–12 Attitude Rating Scales (cont’d) Semantic Differential A measure of attitudes that consists of a series of seven-point rating scales that use bipolar adjectives, to anchor the beginning and end of each scale. ◗ such as “good” and “bad,” A weight is assigned to each position on the scale. Traditionally, scores are 7, 6, 5, 4, 3, 2, 1, or +3, +2, +1, 0, -1, -2, -3. ◗ In other word: the scale resulted reveal the respondent's attitude ranging from very positive to very negative Example : Exciting ___ : ___ : ___ : ___ : ___ : ___ : ___ Calm Interesting___ : ___ : ___ : ___ : ___ : ___ : ___ Dull Simple___ : ___ : ___ : ___ : ___ : ___ : ___ Complex Simple___ : ___ : ___ : ___ : ___ : ___ : ___ Complex Passive___ : ___ : ___ : ___ : ___ : ___ : ___ Active

13. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Attitudinal Rating Scales (cont’d) Semantic Differential A series of a series of bipolar rating scales with opposite terms on either end, such as “good” and “bad,” “modern” and “old- fashioned.” ◗ In other word: the scale resulted reveal the respondent's attitude ranging from very positive to very negative 13

14. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14–14 Attitude Rating Scales (cont’d) Numerical Scales Scales that have numbers as response options, rather than “semantic space” or verbal descriptions, to identify categories (response positions). ◗ In practice, researchers have found that a scale with numerical labels for intermediate points on the scale is as effective a measure as the true semantic differential. Example: A scale using five response positions is called a five –point numerical scale. A six- point scale has six positions and a seven –point scale has seven position, and so on. ◗ i.e., Now that you’ve had your automobile for about one year, please tell us how satisfied you are with your Ford Taurus. Extremely Dissatisfied 1 2 3 4 5 6 7 Extremely Satisfied

15. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14–15 Other Scale Types (cont’d) Stapel Scale A measure of attitudes that consists of a single adjective in the center of an even number of numerical values. ◗ So the modified Stapel scale places a single adjective in the center of an even number of numerical values (ranging from +3 to -3). The scale measure how close to or distance from the adjective a given stimulus is perceived to be. Uses as a substitute for the semantic differential when it is difficult to create pairs of bipolar adjectives. Tends to be easier to conduct and administer than a semantic differential scale.

16. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Example of Stapel Scale 14–16

17. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14–17 Other Scale Types (cont’d) Constant-Sum Scale Respondents are asked to divide a constant sum to indicate the relative importance of attributes. ◗ Respondents often sort cards, but the task may also be a rating task (e.g., indicating brand preference). Example: Divide 100 points among each of the following brands according to your preference for the brand: ◗ Brand A _________ ◗ Brand B _________ ◗ Brand C _________

18. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Example of Constant-Sum Scale 14–18

19. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14–19 Other Scale Types (cont’d) Graphic Rating Scale A measure of attitude that allows respondents to rate an object by choosing any point along a graphic continuum. Advantage: ◗ Allows the researcher to choose any interval desired for scoring purposes. Disadvantage: ◗ There are no standard answers.

20. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. EXHIBIT 14.8Graphic Rating Scale with Picture Response Categories Stressing Visual Communication 14–20 Researchers used happy face scale to investigate children’s attitudes.

21. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. EXHIBIT 14.7 A Ladder Scale 14–21 Graphic rating scales are not limited to straight lines as sources of usual communication. Example : On which rung of the ladder do you feel your life is today?

22. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14–22 Measuring Behavioral Intention Behavioral Component of an attitude involves: The behavioral expectations (expected future actions) of an individual toward an attitudinal object. i.e., researcher ask the respondent’s likelihood purchase or intention to perform some future action, by using this question: Example: How likely is it that you will purchase a Honda Fit? ◗ I definitely will buy ◗ I probably will buy ◗ I might buy ◗ I probably will not buy ◗ I definitely will not buy

23. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14–23 Measuring Behavioral Intention Behavioral Differential is used to measure the behavioral intentions of subjects toward an object or category of object. A rating scale instrument similar to a semantic differential, developed to measure the behavioral intentions of subjects toward future actions. ◗ A description of the object to be judged is placed on the top of a sheet, and the subjects indicate their behavioral intentions toward this object on a series of scales. Example: A 25 year-old woman sales representative Would ___ ___ ___ ___ ___ ___ ___ Would Not ask this person for advice.

24. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. EXHIBIT 14.9 Summary of Advantages and Disadvantages of Rating Scales 14–24

25. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14–25 Ranking An ordinal scale may be developed by asking respondents to rank order (from most preferred to least preferred) a set of objects or attributes. Paired comparisons Sorting

26. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14–26 Paired Comparison A measurement technique that involves presenting the respondent with two objects and asking the respondent to pick the preferred object; more than two objects may be presented, but comparisons are made in pairs. Number of comparisons = [(n)(n-1)/2] ◗ E.g., if researchers wish to compare 4 brands of pens on the basis of attractiveness or writing quality, 6 comparisons [(4)(4- 1)/2] = 6 will be necessary.

27. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14–27 Sorting Require that respondents indicate their attitudes or beliefs by arranging items on the basis of perceived similarity or some other attribute. Example: Here is a sheet that lists several airlines. Next to the name of each airline is a pocket. Here are ten cards. I would like you to put these cards in the pockets next to the airlines you would prefer to fly on your next trip. Assume that all of the airlines fly to wherever you would choose to travel. You can put as many cards as you want next to an airline, or you can put no cards next to an airline. Cards American Airlines_____ Delta Airlines_____ United Airlines _____ Southwest Airlines_____ Northwest Airlines_____

28. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14–28 Selecting a Measurement Scale Some Practical Questions: will help focus the choice of a measurement scale: 1.Is a ranking, sorting, rating, or choice technique best? 2.Should a monadic ( single concept ) or a comparative scale be used? 3.What type of category labels, if any, will be used for the rating scale? 4.How many scale categories or response positions are needed to accurately measure an attitude? 5.Should a balanced or unbalanced rating scale be chosen? 6.Should an even or odd number of response categories be provided? 7.Should a scale that forces a choice among predetermined options be used? 8.Should a single measure or an index measure be used?

29. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14–29 Selecting a Measurement Scale (cont’d) Now that you’ve had your automobile for about 1 year, please tell us how satisfied you are with its engine power and pickup. Monadic Rating Scale Asks about a single concept in isolation. The respondent is not given a specific frame of reference. Example:

30. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14–30 Please indicate how the amount of authority in your present position compares with the amount of authority that would be ideal for this position. TOO MUCH  ABOUT RIGHT  TOO LITTLE  Selecting a Measurement Scale (cont’d) Comparative Rating Scale Asks respondents to rate a concept in comparison with a benchmark explicitly used as a frame of reference. Example:

31. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14–31 Selecting a Measurement Scale (cont’d) What Type of Category Labels, If Any? Verbal labels for response categories help respondents better understand the response positions. The maturity and educational levels of the respondents will influence the labeling decision. How Many Scale Categories or Response Positions? Five to eight points are optimal for sensitivity. The researcher must determine the number of positions that is best for the specific project.

32. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14–32 Selecting a Measurement Scale (cont’d) Balanced Rating Scale A fixed-alternative rating scale with an equal number of positive and negative categories; a neutral point or point of indifference is at the center of the scale. Example: VeryNeither SatisfiedVery SatisfiedSatisfiedNor DissatisfiedDissatisfiedDissatisfied How satisfied are you with the bookstore in the Student Union?

33. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14–33 Selecting a Measurement Scale (cont’d) Unbalanced Rating Scale A fixed-alternative rating scale that has more response categories at one end than the other resulting in an unequal number of positive and negative categories. Example: Neither SatisfiedVery SatisfiedNor DissatisfiedDissatisfiedDissatisfied How satisfied are you with the bookstore in the Student Union? Other example : -Completely satisfied -satisfied -Somewhat satisfied -dissatisfied -Completely dissatisfied -The scale contains three “satisfied” response and only two “dissatisfied” response above

34. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14–34 Selecting a Measurement Scale (cont’d) Forced-choice Rating Scale A fixed-alternative rating scale that requires respondents to choose one of the fixed alternatives. Non-forced Choice Scale A fixed-alternative rating scale that provides a “don’t know” or “no opinion” category or allowing respondents to indicate that they cannot say which alternative is their choice.

35. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14–35 Selecting a Measurement Scale (cont’d) Factors affecting the choice of using a single measure or an index measure: The complexity of the issue to be investigated. The number of dimensions the issue contains. Whether individual attributes of the stimulus are part of a holistic attitude or are seen as separate items. The researcher’s conceptual (problem) definition will be helpful in making this choice.