ch. 11

Net Promoter Score (NPS)

A measure of satisfaction; the percentage of promoters minus the percentage of detractors when answering the question, "Would you recommend this to a friend?"

Attitude Measurement Scales : itemized rating scale

A measurement scale that has numbers and/or brief descriptions associated with each category. The categories are ordered in terms of scale position. -are similar to graphic rating scales, except that respondents must select from a limited number of ordered categories rather than placing a mark on a continuous scale

Choosing a Method for Identifying Determinant Attitudes

Direct questioning, indirect questioning, and observation each have some limitations in identifying determinant attitudes. Therefore, the marketing researcher should use two or more of the techniques.

attitude

Enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of a person's environment.

noncomparative scales

Itemized and graphic scales are considered to be _____________scales because the respondent makes a judgment without reference to another object, concept, or person

Likert Scale

Measurement scales in which the respondent specifies a level of agreement or disagreement with statements expressing either a favorable or an unfavorable attitude toward the concept under study. -With the Likert scale, the respondent is required to consider only one statement at a time, with the scale running from one extreme to the other.

nonbalanced scale

Measurement scales that are weighted toward one end or the other of the scale.

constant sum scales

Measurement scales that ask the respondent to divide a given number of points, typically 100, among two or more attributes, based on their importance to him or her.

paired comparison scaling

Measurement scales that ask the respondent to pick one of the two objects in a set, based on some stated criteria.

semantic differential scale

Measurement scales that examine the strengths and weaknesses of a concept by having the respondent rank it between dichotomous pairs of words or phrases that could be used to describe it; the means of the responses are then plotted as a profile or image.

balanced scale

Measurement scales that have the same number of positive and negative categories.

Attitude Measurement Scales: graphic rating scales

Measurement scales that include a graphic continuum, anchored by two extremes.

Stapel Scale

Measurement scales that require the respondent to rate, on a scale ranging from +5 to −5, how closely and in what direction a descriptor adjective fits a given concept.

scaling

Procedures for assigning numbers (or other symbols) to properties of an object in order to impart some numerical characteristics to the properties in question.

unidimensional scales

Scales designed to measure only one attribute of a concept, respondent, or object.

multidimensional scales

Scales designed to measure several dimensions of a concept, respondent, or object.

purchase-intent scale

Scales used to measure a respondent's intention to buy or not buy a product.

direct questioning

The most obvious way to approach determinant attitudes is to ask consumers directly what factors they consider important in a purchasing decision. Through direct questioning, respondents may be asked to explain their reasons for preferring one product or brand over another. Or they may be asked to rate their "ideal brand" for a given product in terms of several product attributes so that a model profile can be constructed (see the discussion of semantic differential scales). This approach has the appeal of seeming to get directly to the issue of "Why do you buy?" Unfortunately, it rests on two very questionable assumptions: (1) respondents know why they buy or prefer one product over another and (2) they will willingly explain what these reasons are. Another direct questioning approach is "dual questioning," which involves asking two questions concerning each product attribute that might be determinant. Consumers are first asked what factors they consider important in a purchasing decision and then asked how they perceive these factors as differing among the various products or brands.

determinant attitudes

Those consumer attitudes most closely related to preferences or to actual purchase decisions.

indirect questioning

asking questions in a roundabout way to retrieve information that will make you more competitive, help you make better choices, and help you survive in an organization

rank order scales by contrast are

comparative scales because the respondent is asked to compare two or more items and rank each item.

Considerations in Selecting a Scale

the nature of the construct being measured, type of scale, balanced versus nonbalanced scale, number of scale categories, and forced versus nonforced choice.