Attitude Scaling

ExploringMarketingResearchWilliamG.Zikmund,Chapter14:AttitudeScaling,Attitude,Anenduringdispositiontoconsistentlyrespondinagivenmatter,Copyright2000Harcourt,Inc.Allrightsreserved.,Copyright2000Harcourt,Inc.Allrightsreserved.,AttitudesasHypotheticalConstructs,Thetermhypotheticalconstructisusedtodescribeavariablethatisnotdirectlyobservable,butismeasurablebyanindirectmeanssuchasverbalexpressionorovertbehavior-attitudesareconsideredtobesuchvariables.,Copyright2000Harcourt,Inc.Allrightsreserved.,ThreeComponentsofanAttitude,AffectiveCognitiveBehavioral,Affective,Thefeelingsoremotionstowardanobject,Copyright2000Harcourt,Inc.Allrightsreserved.,Copyright2000Harcourt,Inc.Allrightsreserved.,Cognitive,Knowledgeandbeliefs,Copyright2000Harcourt,Inc.Allrightsreserved.,Behavioral,PredispositiontoactionIntentionsBehavioralexpectations,Copyright2000Harcourt,Inc.Allrightsreserved.,MeasuringAttitudes,RankingRatingSortingChoice,Copyright2000Harcourt,Inc.Allrightsreserved.,Copyright2000Harcourt,Inc.Allrightsreserved.,TheAttitudeMeasuringProcess,Ranking-RankorderpreferenceRating-EstimatesmagnitudeofacharacteristicSorting-ArrangeorclassifyconceptsChoice-Selectionofpreferredalternative,Copyright2000Harcourt,Inc.Allrightsreserved.,Rankingtasksrequirethattherespondentrankorderasmallnumberofobjectsinoverallperformanceonthebasisofsomecharacteristicorstimulus.,Copyright2000Harcourt,Inc.Allrightsreserved.,Ratingaskstherespondenttoestimatethemagnitudeofacharacteristic,orquality,thatanobjectpossesses.Therespondentspositiononascale(s)iswhereheorshewouldrateanobject.,Copyright2000Harcourt,Inc.Allrightsreserved.,Sortingmightpresenttherespondentwithseveralconceptstypedoncardsandrequirethattherespondentarrangethecardsintoanumberofpilesorotherwiseclassifytheconcepts.,Copyright2000Harcourt,Inc.Allrightsreserved.,Choicebetweentwoormorealternativesisanothertypeofattitudemeasurement-itisassumedthatthechosenobjectispreferredovertheother.,Copyright2000Harcourt,Inc.Allrightsreserved.,Physiologicalmeasuresofattitudesprovideameansofmeasuringattitudeswithoutverballyquestioningtherespondent.forexample,galvanicskinresponses,measurebloodpressureetc.,Copyright2000Harcourt,Inc.Allrightsreserved.,SimpleAttitudeScaling,Initsmostbasicform,attitudescalingrequiresthatanindividualagreewithastatementorrespondtoasinglequestion.Thistypeofself-ratingscalemerelyclassifiesrespondentsintooneoftwocategories;,Copyright2000Harcourt,Inc.Allrightsreserved.,SimplifiedScalingExample,THEPRESIDENTSHOULDRUNFORRE-ELECTION_AGREE_DISAGREE,Copyright2000Harcourt,Inc.Allrightsreserved.,CategoryScales,Acategoryscaleisamoresensitivemeasurethanascalehavingonlytworesponsecategories-itprovidesmoreinformation.Questionsworkingisanextremelyimportantfactorintheusefulnessofthesescales.,Copyright2000Harcourt,Inc.Allrightsreserved.,ExampleofCategoryScale,HowimportantwerethefollowinginyourdecisiontovisitSanDiego(checkoneforeachitem)VERYSOMEWHATNOTTOOIMPORTANTIMPORTANTIMPORTANTCLIMATE_COSTOFTRAVEL_FAMILYORIENTED_EDUCATIONAL/HISTORICALASPECTS_FAMILIARITYWITHAREA_,Copyright2000Harcourt,Inc.Allrightsreserved.,MethodofSummatedRatings:TheLikertScale,Anextremelypopularmeansformeasuringattitudes.Respondentsindicatetheirownattitudesbycheckinghowstronglytheyagreeordisagreewithstatements.Responsealternatives:“stronglyagree”,“agree”,“uncertain”,“disagree”,and“stronglydisagree”.,Copyright2000Harcourt,Inc.Allrightsreserved.,LikertScaleforMeasuringAttitudesTowardTennis,Itismorefuntoplayatough,competitivetennismatchthantoplayaneasyone._StronglyAgree_Agree_NotSure_Disagree_StronglyDisagree,Copyright2000Harcourt,Inc.Allrightsreserved.,LikertScaleforMeasuringAttitudesTowardTennisCont.,Thereisreallynosuchthingasatennisstrokethatcannotbemastered._StronglyAgree_Agree_NotSure_Disagree_StronglyDisagree,Copyright2000Harcourt,Inc.Allrightsreserved.,Playingtennisisagreatwaytoexercise._StronglyAgree_Agree_NotSure_Disagree_StronglyDisagree,LikertScaleforMeasuringAttitudesTowardTennisCont.,Copyright2000Harcourt,Inc.Allrightsreserved.,SemanticDifferential,Aseriesofseven-pointbipolarratingscales.Bipolaradjectives,suchas“good”and“bad”,anchorbothends(orpoles)ofthescale.,Copyright2000Harcourt,Inc.Allrightsreserved.,Aweightisassignedtoeachpositionontheratingscale.Traditionally,scoresare7,6,5,4,3,2,1,or+3,+2,+1,0,-1,-2,-3.,Copyright2000Harcourt,Inc.Allrightsreserved.,SemanticDifferentialScalesforMeasuringAttitudesTowardTennis,Exciting_:_:_:_:_:_:_:CalmInteresting_:_:_:_:_:_:_:DullSimple_:_:_:_:_:_:_ComplexPassive_:_:_:_:_:_:_Active,Copyright2000Harcourt,Inc.Allrightsreserved.,NumericalScales,Numericalscaleshavenumbersasresponseoptions,ratherthan“semanticspaceorverbaldescriptions,toidentifycategories(responsepositions).,Copyright2000Harcourt,Inc.Allrightsreserved.,StapelScales,ModernversionsoftheStapelscaleplaceasingleadjectiveasasubstituteforthesemanticdifferentialwhenitisdifficulttocreatepairsofbipolaradjectives.TheadvantageanddisadvantagesofaStapelscale,aswellastheresults,areverysimilartothoseforasemanticdifferential.However,theStapelscaletendstobeeasiertoconductandadminister.,Copyright2000Harcourt,Inc.Allrightsreserved.,AStapelScaleforMeasuringaStoresImage,DepartmentStoreName+3+2+1WideSelection-1-2-3,Copyright2000Harcourt,Inc.Allrightsreserved.,Selectaplusnumberforwordsthatyouthinkdescribethestoreaccurately.themoreaccuratelyyouthinktheworkdescribesthestore,thelargertheplusnumberyoushouldchoose.Selectaminusnumberforwordsyouthinkdonotdescribethestoreaccurately.Thelessaccuratelyyouthinktheworddescribesthestore,thelargetheminusnumberyoushouldchoose,therefore,youcanselectanynumberfrom+3forwordsthatyouthinkareveryaccurateallthewayto-3forwordsthatyouthinkareveryinaccurate.,Copyright2000Harcourt,Inc.Allrightsreserved.,Behavioraldifferential:thebehavioraldifferentialinstrumenthasbeendevelopedformeasuringthebehavioralintentionsofsubjectstowardsanyobjectorcategoryofobjects.Adescriptionoftheobjecttobejudgedisplacedonthetopofasheet,andthesubjectsindicatetheirbehavioralintentionstowardthisobjectonaseriesofscales.Forexample:A25-yearoldwomansalesrepresentativeWould_:_:_:_:_:_:_:WouldNotAskthispersonforadvice.,Copyright2000Harcourt,Inc.Allrightsreserved.,PairedComparisons,Inpairedcomparisonstherespondentsarepresentedwithtwoobjectsatatimeandaskedtopicktheonetheyprefer.Rankingobjectswithrespecttooneattributeisnotdifficultifonlyafewproductsarecompared,butasthenumberofitemsincreases,thenumberofcomparisonsincreasesgeometrically(n*(n-1)/2).Ifthenumberofcomparisonsistoogreat,respondentsmayfatigueandnolongercarefullydiscriminateamongthem.,Copyright2000Harcourt,Inc.Allrightsreserved.,Divide100pointsamongeachofthefollowingbrandsaccordingtoyourpreferenceforthebrand:BrandA_BrandB_BrandC_,Copyright2000Harcourt,Inc.Allrightsreserved.,GraphicRatingScales,Agraphicratingscalepresentsrespondentswithagraphiccontinuum.,Copyright2000Harcourt,Inc.Allrightsreserved.,GraphicRatingScaleStressingPictorialVisualCommunications,321VeryVeryGoodPoor,MonadicRatingScale,AMonadicRatingScaleasksaboutasingleconceptNowth