Marketing Research Chapter 6 Measurement and Attitude Scaling

Scale

A device providing a range of values that correspond to different characteristics or amounts of a characteristic exhibited in observing a concept.

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.

Non-forced Choice Scale

A fixed-alternative rating scale that provides a "no opinion" or category that allows respondents to indicate that they cannot say (don't know) which alternative is their choice.

Forced-choice Rating Scale

A fixed-alternative rating scale that requires respondents to choose one of the fixed alternatives.

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.

Concept

A generalized idea about a class of objects, attributes, occurrences, or processes.

Graphic Rating Scale (Attitude Rating Scales)

A measure of attitude that allows respondents to rate an object by choosing any point along a graphic continuum.

Sensitivity

A measurement instrument's ability to accurately measure variability in stimuli or responses.

Paired Comparison (Attitude Rating Scales)

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.

Category Scale (Attitude Rating Scales)

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.

Method for Summated Ratings: Likert Scale (Attitude Rating Scales)

A popular means for measuring attitudes. Respondents indicate their attitudes by checking how strongly they agree or disagree with statements. +Typical response alternatives: "strongly agree", "agree", "uncertain", "disagree", and "strongly disagree".

Face Validity / Content Validity

A scale's content logically appears to reflect what was intended to be measured. The degree that a measure covers the breadth of the domain of interest.

Semantic Differential (Attitude Rating Scales)

A series of seven-point rating scales with bipolar adjectives, such as "good" and "bad", anchoring the ends (or poles) of the scale. +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.

Components of attitudes:

Affective Component Cognitive Component Behavioral Component

Attitude

An enduring disposition to consistently respond in a given manner to various aspects of the world.

Convergent Validity

Another way of expressing internal consistency; highly reliable scales contain convergent validity.

Variable

Anything that varies or changes from one instance to another.

Index Measures

Assign a value based on how much of the concept being measured is associated with an observation. Indexes often are formed by putting several variables together.

Composite Measures

Assign a value to an observation based on a mathematical derivation of multiple variables.

Nominal

Assigns a value to an object for identification or classification purposes.

Interval

Captures information about differences in quantities of a concept

Choice

Choice between two or more alternatives is another type of attitude measurement - it is assumed that the chosen object is preferred over the other based on some criteria.

Measuring Attitudes techniques

Choosing a preferred alternative Ranking in order of preference Rating in order of magnitude Sorting to arrange or classify

Constructs

Concepts measured with multiple variables.

Construct Validity

Exists when a measure reliably measures and truthfully represents a unique concept. +Convergent Validity +Discriminant Validity

Approaches to Establishing Validity

Face Validity / Content Validity Criterion Validity Construct Validity

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.

Ratio

Have all the properties of interval scales with the additional attribute of representing absolute quantities.

Example of Behavioral Component

How likely is it that you will purchase a new Ford truck in the next month? I definitely will buy I probably will buy I might buy I probably will not buy I definitely will not buy

Correspondence rules

Indicate the way that a certain value on a scale corresponds to some true value of a concept.

Cognitive Component

Knowledge and beliefs about an object

Types of Scales

Nominal Ordinal Interval Ratio

Behavioral Component

Predisposition to action Intentions Behavioral expectations

Ordinal

Ranking scales allowing things to be arranged based on how much of some concept they possess.

Three Criteria for Good Measurement

Reliability Validity Sensitivity

+Discriminant Validity

Represents how unique or distinct is a measure; a scale should not correlate too highly with a measure of a different construct.

Sorting (Attitude Rating Scales)

Require that respondents indicate their attitudes or beliefs by arranging items on the basis of perceived similarity or some other attribute.

Simple Attitude Scale (Attitude Rating Scales)

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).

Constant-sum Scale (Attitude Rating Scales)

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).

Ranking (Attitude Rating Scales)

Respondents simply order alternatives on some characteristic. An ordinal scale may be developed by asking respondents to rank order (from most preferred to least preferred) a set of objects or attributes.

Numerical Scales (Attitude Rating 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.

Attributes

Single characteristics or fundamental features that pertain to an object, person, or issue

Criterion Validity

The ability of a measure to correlate with other standard measures of similar constructs or established criteria.

Validity

The accuracy of a measure or the extent to which a score truthfully represents a concept Does a scale measure what was intended to be measured? .

Behavioral Component

The behavioral expectations (expected future actions) of an individual toward an attitudinal object.

Reliability

The degree to which measures are free from random error and therefore yield consistent results. An indicator of a measure's internal consistency.

Affective Component

The feelings or emotions toward an object

the labeling decision is influenced by

The maturity and educational levels of the respondents will influence

Measurement

The process of describing some property of a phenomenon of interest, usually by assigning numbers in a reliable and valid way.

Operationalization

The process of identifying scales that correspond to variance in a concept involved in a research process.

Ordinal Scale Properties

Uniquely Classifies Preserves Order +Excellent, Good, Fair, Poor +Win, Place, & Show +Rank Ordering (1, 2, 3, etc) +Grades (A, B, C, D, F)

Ratio Scale Properties

Uniquely Classifies Preserves Order Equal Intervals Natural Zero +Weight and Distance +Money +Age

Interval Scale Properties

Uniquely Classifies Preserves Order Equal Intervals Zero Needs Definition: Fahrenheit Temperature Time Scales Created

Nominal Scale Properties

Uniquely Classifies: +Social Security Number +Credit Card Number +Jersey Number +Data Entry Codes

Some questions to consider in choosing a measurement scale:

What is being measured? Strength and direction of opinion Relative position/order Basic knowledge of respondent Preference Intent/ predisposition How will it be used for decision making? Statistical/ non-statistical analysis Group comparisons (differences/ similarities) As a splitting/ sorting variable How can the respondent give best response? Check a box/ circle a number Fill in a blank Choose from a list Check all that apply

Composite measures allow for

a greater range of possible scores, they are more sensitive than single-item scales.

Sensitivity is generally increased by

adding more response points or adding scale items.

Rating

asks the respondent to estimate the magnitude of a characteristic, or quality, that an object possesses. The respondent's position on a scale(s) is where he or she would rate an object.

Sorting

might present the respondent with several concepts typed on cards and require that the respondent arrange the cards into a number of piles or otherwise classify the concepts based on some criteria.

Verbal labels for response categories help

respondents better understand the response positions.

Ranking tasks require

that the respondent rank order a small number of objects in overall performance on the basis of some characteristic or stimulus.

Buying intention:

the behavioral tendency to seek additional information, or plans to visit a showroom