measurement scales 13-7-10

Attitude Measurement Using Scales

(Methods of Data Collection)

Session CoverageMeasurement and ScalingDifferent types of Scales

NominalOrdinalIntervalRatio

Classification of Scaling TechniquesSingle V/S Multiple Item ScalesMethodological Limitations

What is ATTITUDE?Example of Attitude towards Big Bazar:

Vijay loves shopping at Big Bazar. He believes it is clean, conveniently located and has the lowest prices. He intends to shop there every month for groceries.

An Attitude is:Persistent over a period of time (changing a strongly held attitude requires substantial pressure).Plays very important role in influencing behavior.Marketers believe that attitude directly effect purchase decisions.People hold attitude virtually about everything and marketers study many of them.

Measurement

“If you can’t measure it,you can’t manage it.”

Bob Donath, Consultant

Measurement

Assignment of numbers or symbols to characteristics of object acc to rules.We Do not measure objects, measure characteristics.Thus we do not measure consumers we measure their:

PerceptionAttitudePreferences etc.

ScalingAn Extension of Measurement

Involves creating a continuum upon which measured objects are to be located. Ex.

Extremely Unfavorable (1) Extremely Favorable (100)

Attitude towards departmental Store

Process of placing respondents on a continuum with respect to their attitude.

Primary Scales of Measurement

Nominal Scales

Ordinal Scales

Interval Scales

Ratio Scales

PRIMARY SCALES OF MEASUREMENT

F – Figurative / Nominal ScaleO – Ordinal ScaleU – Unconstrained zero point / Interval ScaleR – Ratio Scale

1. Nominal ScaleThe numbers serve only as labels for identifying and classifying objects.

Strict one-to-one correspondence between the numbers and the objects.

The numbers do not reflect the amount of the characteristicpossessed by the objects.

The only permissible operation on the numbers in a nominal scale is counting.

Only a limited number of statistics, all of which are based on frequency counts, are permissible, e.g., percentages and mode

Common Examples: PAN / email IDNumbering of cricket players

Marketing Examples:Brand NumbersGender Classification

2. Ordinal Scale (Ranking Scale)

Allows us to know if one object has more characteristics than other.But not how much or less

Any series of numbers can be assigned that preserves the ordered relationships between the objects.

In addition to the counting operation allowable for nominal scale data, ordinal scales permit the use of statistics based on centiles, e.g., percentile, quartile, median.


O – Ordinal ScaleRelative positions of the objects, not the magnitude of differenceCommon Examples

Quality RankingsICC Ranking

Marketing ExamplesMarket PositionPreference Rankings

Reasons for Use-Ordinal ScaleForce customers to distinguish among choices.Which of the attributes of xyz product are important to you?Many customers simply rate many attributes as fairly important. Not great information for companyINSTEAD..If customers are asked to rank attributes.They have to make decision about one feature being more important than other.

3. Interval Scale

Numerically equal distances on the scale

Permits comparison of the differences between objects.

The location of the zero point is not fixed. Both the zero point and the units of measurement are arbitrary.

It is not meaningful to take ratios of scale values.

Statistical techniques that may be used include all of those that can be applied to nominal and ordinal data, and in addition the arithmetic mean, standard deviation, and other statistics commonly used in marketing research.


U – Unconstrained zero point / Interval ScaleDifference between objects can be comparedZero point is arbitraryCommon Examples

TemperatureMarketing Examples

AttitudeOpinion

Ratio Scale

• Possesses all the properties of the nominal, ordinal, andinterval scales.

• It has an absolute zero point.Difference between 2-5 is same as 25-28.

• It is meaningful to compute ratios of scale values.

• All statistical techniques can be applied to ratio data.


R – Ratio ScaleZero point is fixedRatios of scale values can be computedCommon Examples

Length, WeightMoney

Marketing ExamplesSalesMarket Share

Measurement ScalesWhat measurement scale will you use for the following?

Do you own a washing machine?What is your marital status ?How many books are there in your library?How satisfactory is bank’s service?Describe your preference for brands of shampoo?Your attendance in the Marketing Research class ?How many members watch StarPlus during the prime time in your household?

Primary Scales of Measurement

7 38

Scale Nominal Numbers Assigned to Runners

Ordinal Rank Orderof Winners

Interval PerformanceRating on a 0 to 10 Scale

Ratio Time to Finish, in Seconds

Thirdplace

Secondplace

Firstplace

Finish

Finish

8.2 9.1 9.6

15.2 14.1 13.4

Assessment using All ScalesNominal Scale:Which of the soft drinks in the following list do you like?

CokePepsi7-upSprite Mountain dew

Ordinal Scale:Rank soft drinks according to how much do you like each.(1-Least Preferred, 5-Most Preferred)


Interval Scale:Please indicate how much do you like each soft drink, by checking appropriate position on scale.Dislike a lot Dislike Like Like a lot


Ratio Scale:How much Rupees have you spent in buying these soft drinks last month.Rupees


Illustration of Primary Scales of Measurement

Nominal Ordinal RatioScale Scale ScalePreference Rs spent last No. Store Rankings month

1. Spancer2. More3. Reliance Mart4. Food Word5. West Side 6. Spar 7. Easy Day8. Big Bazar9. Vishal 10.Wal-Mart

IntervalScale Preference Ratings

1-7

Scaling Attributes

We could end up writing a survey item that yields only nominal and ordinal level variables.More powerful scales (interval, ratio) allows stronger comparisons, analysis and conclusion.

PERMISSIBLE STATISTICS

A Classification of Scaling Techniques

Likert Semantic Differential

Stapel

Scaling Techniques

Noncomparative

Scales

Comparative Scales

Paired Comparison

Rank Order

Constant Sum

Q-Sort and Other Procedures

Continuous Rating Scales

Itemized Rating Scales

A Comparison of Scaling Techniques

Comparative scales involve the direct comparison of stimulus objects. Comparative scale data must be interpreted in relative terms and have only ordinal or rank order properties. Non-Comparative scales, each object is scaled independently of the others in the stimulus set. The resulting data are generally assumed to be interval or ratio scaled.

Implementing Scaling

Comparative Scaling (Ordinal / Rank Property)

– Comparing two or more stimuli (Products, brands, attributes.. At one time)Example: Do you prefer Coke or Pepsi?

Small Difference can be detectedOnce compared, respondents are forced to choose

Implementing Scaling

Non comparative scaling(Interval and Ratio Properties)

– Each object is scaled (measured) independently of other objects

– Evaluate Coke on a 1-6 preference scale (1=not at all preferred, 6=Greatly preferred).

TYPES of COMPARATIVE SCALES

I. Paired Comparison Scaling

Most Widely Used in Marketing ResearchUsed when Stimulus Objects are Physical Products.Coca-Cola Used 2,00000 paired comparison tests before launching New Coke

Comparative Scaling technique

I. Paired Comparison ScalingUnder Assumption of Transitivity, we can convert paired data into rank data

A is pref to B, B pref to C, So A pref to C.Most commonly used in Taste TestingTaste 2 different products and select 1 with appropriate taste.Minimum of 1000 respondents considered adequate.


Obtaining Shampoo PreferencesUsing Paired Comparisons

II. Rank Order Scaling(Ordinal Scale)

Most commonly used to measure preferences for brands.Forces respondents to discriminate among stimulus objects.Takes less time in comparison to paired comparison.


Preference for Toothpaste Brands Using Rank Order Scaling

Instructions: Rank the various brands of toothpaste in order of preference. Begin by picking out the one brand that you like most and assign it a number 1. Then find the second most preferred brand and assign it a number 2. Continue this procedure until you have ranked all the brands of toothpaste in order of preference. The least preferred brand should be assigned a rank of 10.

No two brands should receive the same rank number.

The criterion of preference is entirely up to you. There is no right or wrong answer. Just try to be consistent.

Preference for Toothpaste BrandsUsing Rank Order Scaling

III. Constant Sum Scale(Ordinal Scale)

Respondents allocate a constant sum of units, such as 100Points to attributes of a product to reflect their importance.If an attribute is not important, the respondent assigns it zero point.If an attribute is twice as important as some other attribute, it receives twice as many points.The sum of all the points is 100.


Importance of Bathing Soap AttributesUsing a Constant Sum Scale

InstructionsOn the next slide, there are eight attributes of bathing soaps. Please allocate 100 points among the attributes so that your allocation reflects the relative importance you attach to each attribute. The more points an attribute receives, the more important the attribute is. If an attribute is not at all important, assign it zero points. If an attribute is twice as important as some other attribute, it should receive twice as many points.

Soap Attributes

FormAverage Responses of Three Segments Attribute Segment I Segment II Segment III1. Mildness2. Lather 3. Shrinkage 4. Price 5. Fragrance 6. Packaging 7. Moisturizing 8. Cleaning Power

Sum

8 2 42 4 1

73 9 753

17

99 0 1

97 5 95 3 2

013

60

1510

0100

100

Importance of Bathing Soap AttributesUsing a Constant Sum Scale

IV. Q-Sort Scale(Ordinal Scale)

Developed to Differentiate quickly among large number of objects.Respondent given 100 cards each having product and different attribute.Asked to make 11 different piles such that pile 1 contains most preferred and 11 least preferred least preferred.Example: Toys


Noncomparative Scaling Techniques

Respondents evaluate only one object at a time, and for this reason non-comparative scales are often referred to as monadic scales.

Non-comparative techniques consist of:

Continuous Rating Scale / Graphic Rating Scale

Itemized Rating Scale

A Classification of Non-Comparative Rating Scales

Non-comparative Rating Scales

ContinuousRating Scales

ItemizedRating Scales

SemanticDifferential Stapel Likert

FIGURE

10.

3

A

CLASSIFICATION

OF

NON

COMPARATIVE

RATING

SCALES

Continuous Rating Scale / Graphic Rating Scale

Respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.The form of the continuous scale may vary considerably.How would you rate Big Bazar as a department store?Version 1Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - Probably the bestVersion 2Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - --Probably the best0 10 20 30 40 50 60 70 80 90 100Version 3Very bad Neither good Very goodnor badProbably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - ---Probably the best0 10 20 30 40 50 60 70 80 90 100

Noncomparative Scaling technique

Itemized Rating Scales

The respondents are provided with a scale that has a number or brief description associated with each category.

The categories are ordered in terms of scale position, and the respondents are required to select the specified category that best describes the object being rated.

The commonly used itemized rating scales are the Likert, semantic differential, and Stapel scales.


Likert ScaleThe Likert scale requires the respondents to indicate a degree of agreement ordisagreement with each of a series of statements about the stimulus objects. Strongly Disagree Neither Agree Strongly disagree agree nor agree disagree1. Vishal MM sells high quality merchandise. 1 2X 3 4 52. Vishal MM has poor in-store service. 1 2X 3 4 53. I like to shop at Vishal. 1 2 3X 4 5

The analysis can be conducted on an item-by-item basis (profile analysis), or a total (summated) score can be calculated.

When arriving at a total score, the categories assigned to the negative statements by the respondents should be scored by reversing the scale.


ADVANTAGESEasy to construct & administer

The analysis can be conducted on an item-by-item basis (profile analysis), or a total (summated) score can be calculated.

Widely used in Marketing Research e.g Used in Mails, Telephone or Personal Interview

Disadvantage

Takes more time to complete than other itemized rating scales

Semantic Differential ScaleThe semantic differential is a seven-point rating scale with end points associated with bipolar labels that have semantic meaning.

Blue Star is:Powerful --:--:--:--:-X-:--:--: WeakUnreliable --:--:--:--:--:-X-:--: ReliableModern --:--:--:--:--:--:-X-: Old-fashioned

The negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right. This controls the tendency of some respondents, particularly those with very positive or very negative attitudes, to mark the right- or left-hand sides without reading the labels. Individual items on a semantic differential scale may be scored on either a -3 to +3 or a 1 to 7 scale.


Stapel ScaleThe Stapel scale is a unipolar rating scale with ten categoriesnumbered from -5 to +5, without a neutral point (zero). This scaleis usually presented vertically. Blue Star+5 +5+4 +4+3 +3+2 +2X+1 +1HIGH QUALITY POOR SERVICE-1 -1-2 -2-3 -3-4X -4-5 -5

The data obtained by using a Stapel scale can be analyzed in thesame way as semantic differential data.

Scale Basic Characteristics

Examples Advantages Disadvantages

Continuous Rating Scale

Place a mark on a continuous line

Reaction to TV commercials

Easy to construct

Scoring can be cumbersome unless computerizedItemized Rating Scales

Likert Scale

Degrees of agreement on a 1 (strongly disagree) to 5 (strongly agree) scale

Measurement of attitudes

Easy to construct, administer, and understand

More time-consumin

g

Semantic Differential

Seven

- point scale with bipolar labels

Brand, product, and company images

Versatile

Controversy as to whether the data are interval

Stapel Scale

Unipolar ten - point scale, - 5 to +5, witho ut a neutral point (zero)

Measurement of attitudes and images

Easy to construct, administer over telephone

Confusing and difficult to apply

Basic Noncomparative Scales

Thermometer Scale Instructions: Please indicate how much you like McDonald’s hamburgers by coloring in the thermometer. Start at the bottom and color up to the temperature level that best indicates how strong your preference is. Form:

Smiling Face Scale Instructions: Please point to the face that shows how much you like the Barbie Doll. If you do not like the Barbie Doll at all, you would point to Face 1. If you liked it very much, you would point to Face 5. Form:1 2 3 4 5

Like very much

Dislike very much

100 75 50 25 0

Some Unique Rating Scale Configurations

Single V/S Multiple Item ScalesOnly 1 Item to MeasureExample: Overall Satisfaction of Health Insurance----Very Satisfied---Quite Satisfied---Somewhat Satisfied---Not Satisfied

Multiple Item ScaleStore Image

QualityVariety of assortmentService of store personPricesConvenience of locationLayout of storeCredit and billing policy

Multiple Item Scales

Product Quality:Quality of most products is as good as it can be expected.I am satisfied with most of the products I buyMost products I buy wear out too quickly ®Products are not made as well as they used to beCompanies that make products don’t care about how well they perform ®Quality of products I buy has improved over a period of time.

Price of Products: Most products I buy are overpricedBusiness can charge lower price and still be profitableCompetition between companies keep prices reasonableI general I am satisfied with the prices I payMost prices are reasonable, considering the high cost of doing business.

Advertisements for products:Most advertizing provides consumers with essential informationI enjoy most adsAdvertizing should be more closely regulatedMost advertizing is intended to deceive rather than inform consumersMost advertisements makes false claimsMost advertisements' are annoying

Retailing or selling:Most retail stores serve their customers wellI find most of the salesperson to be very helpfulIn general most middleman make excessive profit.Whenever I need assistance in store, I am not able to get it.Because of the way retailers treat me, my shopping experience is unpleasant.Most retailers provide adequate service.

Generate large no of statements from literature search, discussion with knowledgeable people, personal experience etc.

Scale EvaluationReliability: Extent to which scales produces consistent results if repeated measurements are made. Extent to which measurement are free from random bias.Types:

Test Re-TestAlternate FormInternal Consistency Reliability

Validity: When scale measures what it is expected to measure.

SCALE EVALUATIONMeasurement is not the true value of the characteristic of interest but an observation of itTrue score model provides a framework for understanding the accuracy of measurement

XO = XT + XS + XR

XO = Observed score or measurementXT = True score of the characteristicXS = Systematic errorXR = Random error

CHOOSING A SCALING TECHNIQUE

Practical factorsLevel of information desiredCapabilities of the respondents

More than one scaling technique for more accuracy

measurement scales 13-7-10

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