Amity Business School

Sonia singh ssingh6@amity.edu Amity Business School

Amity Business School

Attitude Measurement

Methods for Assessing Attitude

Amity Business School

Observation of Behavior Indirect Techniques Performance of Objective Tasks Physiological Reactions Self-Report Techniques
I2

I1

I3
I4 I5

Scales of Measurement

Scale Nominal

Basic Comparisons
Identity

Typical Examples
Male-female User-nonuser Occupations Uniform numbers

Amity Measures School Business of Average

Mode

Ordinal

Order

Preference for brands Social class Hardness of minerals Graded quality of lumber Temperature scale Grade point average Attitude toward brands Awareness of advertising Units sold Number of purchasers Probability of purchase Weight

Median

Interval

Comparison of intervals

Mean

Ratio

Comparison of absolute magnitudes

Geometric mean Harmonic mean

Figure 1: Assessing a Respondents Liking of Soft Drinks With Nominal, Ordinal, Interval, and Ratio Scales Amity Business School Nominal
Which of the soft drinks in the following list do you like? (Check ALL that apply): ___Coke ___Dr. Pepper ___Mountain Dew ___Pepsi ___Seven Up ___Sprite

Ordinal
Rank the soft drinks according to how much you like each (most preferred drink = 1, and least preferred drink = 6): ___Coke ___Dr. Pepper ___Mountain Dew ___Pepsi ___Seven Up ___Sprite

Interval

Ratio

Please indicate how much you like each soft Please divide 100 points among these soft drinks drink by checking the appropriate position on the represent how much you like each: To scale: dislike like a lot dislike like a lot ___Coke Coke ____ ____ ____ ___ ___Dr. Pepper Dr. Pepper ____ ____ ____ ___ ___Mountain Dew Mountain Dew ____ ____ ____ ___ ___Pepsi Pepsi ____ ____ ____ ___ ___Seven Up Seven Up ____ ____ ____ ___ ___Sprite Sprite ____ ____ ____ ___ 100

Amity Business School Figure 2: Thurstone Equal-Appearing Interval Continuum

Unfavorable

Neutral

Favorable

Figure 3: Example of Likert Summated Rating Form

Amity Business School

1. 2. 3. 4.

The bank offers courteous service. The bank has a convenient location. The bank has convenient hours.

strongly disagree agree

neither agree nor disagree disagree

___

___

___ ___ ___ ___

strongly agree

___

___

___ ___ ___

___ ___ ___

___ ___ ___

The bank offers low interest rate loans. ___

Amity Business School Figure 4: Example of Semantic Differential Scaling Form

Service is discourteous ___:___:___:___:___:___:___ Service is courteous Location is convenient ___:___:___:___:___:___:___ Location is inconvenient Hours are convenient ___:___:___:___:___:___:___ Hours are inconvenient Loan interest rates are high ___:___:___:___:___:___:___ Loan interest rat

Figure 5: Contrasting Profiles of Banks A and B

Amity Business School

Service is discourteous Location is convenient Hours are convenient

___:___:___:___:___:___:___ Service is courteous ___:___:___:___:___:___:___ Location is inconvenient ___:___:___:___:___:___:___ Hours are inconvenient

Loan interest rates are high

Bank A Bank B

___:___:___:___:___:___:___ Loan interest rat

Figure 6: Example of a Stapel Scale

Amity Business School

Service is courteous Location is convenient Hours are convenient

-5 -4 -3 -2 -1 1 2 3 4 5

Loan interest rates are high

10

Figure 7: Graphic Rating Scale

Amity Business School

Please evaluate each quality in terms of how important it is to you personally by clicking the cursor at the position on the horizontal line that most reflects your feelings: not important important Courteous service _______________________________________ Convenient location _______________________________________ very

Convenient hours _______________________________________

Low interest rate loans _______________________________________

11

Amity Business School

Figure 8: Comparative Rating Scale

Please divide 100 points among the following bank services in terms of relatively how important each is to you:

___Courteous service ___Convenient hours ___Convenient location ___Low interest rates 100

12

Figure 9: Sad-to-Happy Faces that Work with Children (and Adults!)

Amity Business School

13

Potential Sources of Difference in Obtained Scores

Amity Business School

* True differences in the characteristic being measured * True differences in other relatively stable characteristics of the people or objects that affect their scores * Differences due to transient personal factors * Differences due to situational factors * Differences due to variations in administration * Differences due to sampling of items * Differences due to lack of clarity of the measuring instrument

* Differences due to mechanical factors 14

Evidence Used to Infer the Validity of a Measure

Amity Business School

Indirect Evidence Via Reliability Coefficients

Test-retest Alternate forms Split half Coefficient

Predictive validity

Direct Evidence Via Validity Coefficients

Content validity
Construct validity Convergent validity Discriminant validity

15

Figure 3: Procedure for Measurement Development

Amity Business School

Step 1:

Specify Domain of the Construct

Step 2:

Generate Sample of Items

Step 3:

Collect Data

Step 4:

Purify Measure

Step 5:

Assess Validity
16

Comparison of Measurement Scales

Label Order Distance Origin Nominal scale Ordinal scale Interval scale Ratio scale Yes Yes Yes Yes No Yes Yes Yes No No Yes Yes No No No Yes
17

Amity Business School

A Classification of Scaling TechniquesSchool Amity Business

SCALING TECHNIQUES

Comparative Scales

Non-Comparative Scales

Paired Comparison

Rank Order

Constant Sum

Others

Continuous Rating Scales

Itemized Rating Scales

Likert

Semantic Differential

18

Stapel

Attitudes

Amity Business School

Expressions of inner feelings that reflect whether a person is favorably or unfavorably predisposed to some object -- a brand, a brand name, a service, a service provider, a retail store, a company, an advertisement, in essence, any marketing stimuli. Opinions A large amount of questions in marketing research are designed to measure attitudes Marketing managers want to understand consumers attitudes in order to influence their behavior
19

Three Components of Attitudes

The ABCs of attitudes:
The Affective Component (based on feelings or

Amity Business School

overall evaluation) Feelings of like or dislike

The Behavioral Component (likely action toward object; e.g. from a consumer behavior point of view, the consumers intention to buy a product) Intentions to behave The Cognitive Component (based on beliefs; what you think about a marketing stimulus)

Information possessed

20