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CHAPTER NO. 11 DIRECT RESPONSE ATTITUDE   SCALES AND MEASURES OF  EMOTIONS
Attitude Attitude is defined as  an overall evaluation that enables one to respond in a consistently favorable or unfavorable manner with respect to a given object or alternative. Attitudes depend on the information consumers have about a product.
RATING SCALES ,[object Object],[object Object],[object Object]
[object Object],[object Object]
Ratings Scale
[object Object]
Limitations of Scaling Procedures ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
Comparative Scaling
Some Key Concepts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],Some Key Concepts
Figure 9.3 Primary Scales of Measurement  Primary  Scales Nominal  Scale Ordinal  Scale Ratio Scale Interval Scale Primary Scales of Measurement
[object Object],[object Object],[object Object],[object Object],Primary Scales of Measurement
[object Object],[object Object],[object Object],[object Object],Primary Scales of Measurement
[object Object],[object Object],[object Object],Primary Scales of Measurement
Figure 9.4 Primary Scales of Measurement  Scale Nominal   Numbers Assigned  1  31  8 to Drivers/Cars  Ordinal   Rank Order  Third  Second  First of race finishers  Place  Place  Place  Interval  Championship  Points earned  170  175  185 Ratio  Time to Finish,  behind winner  5.1  2.3  0.0 Primary Scales of Measurement
[object Object],[object Object],[object Object],[object Object],Classifying Scaling Techniques
Figure 9.5 A Classification of Scaling Techniques Scaling Techniques Comparative Scales Paired Comparison Constant Sum Rank Order Noncomparative Scales Itemized Rating Scales Continuous  Rating Scales Likert Semantic  Differential Stapel Classifying Scaling Techniques
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Paired Comparison Scaling
Paired Comparison Scaling: Example For each pair of professors, please indicate the professor from whom you prefer to take classes with a 1. 0 2 1 3 # of times preferred 0 1 1 1 Thomas 0 0 1 Parker 0 1 1 Day 0 0 0 Cunningham Thomas Parker Day Cunningham
[object Object],[object Object],[object Object],[object Object],Rank Order Scaling
[object Object]
Rank Order Scaling Please rank the instructors listed below in order of preference.  For the instructor you prefer the most, assign a “1”, assign a “2” to the instructor you prefer the 2 nd  most, assign a “3” to the instructor that you prefer 3 rd  most, and assign a “4” to the instructor that you prefer the least. 4 Thomas 2 Parker 3 Day 1 Cunningham Ranking Instructor
[object Object],[object Object],[object Object],[object Object],Constant Sum Scaling
Constant Sum Scaling Listed below are 4 marketing professors, as well as 3 aspects that students typically find important.  For each aspect, please assign a number that reflects how well you believe each instructor performs on the aspect.  Higher numbers represent higher scores.  The total of all the instructors’ scores on an aspect should equal 100. 25 15 15 Thomas 100 100 100 Sum Total 25 25 25 Parker 25 25 30 Day 25 35 30 Cunningham Easy Tests Fairness Availability Instructor
Consistent Preference Discrimination test   ,[object Object],[object Object]
[object Object],[object Object]
Triangle Discrimination and Triangle Preference Tests   ,[object Object]
Response Latency   ,[object Object]
[object Object],[object Object]
[object Object],[object Object],[object Object]
[object Object]
[object Object]
[object Object],[object Object]
Simulated-Purchase Chip Testing   ,[object Object]
 
Non-Comparative Scaling
Figure 10. 3 A Classification of Non Comparative Rating Scales Noncomparative  Rating Scales Continuous Rating Scales Itemized Rating Scales Semantic Differential Stapel Likert Classifying Noncomparative Scaling Techniques
Continuous Rating Scale Example Very Poor Very Good 0  10  20  30  40  50  60  70  80  90  100 X
Method of Summated Ratings:  The Likert Scale ,[object Object],[object Object],[object Object],[object Object],[object Object]
Semantic Differential Scales ,[object Object],[object Object],[object Object],[object Object]
Semantic Differential Scales for Measuring Attitudes Toward Tennis ,[object Object],[object Object],[object Object],[object Object]
Stapel Scales ,[object Object],[object Object]
[object Object]
A Stapel Scale  for Measuring a Store’s Image ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Graphic Rating Scales ,[object Object]
Graphic Rating Scales A Ladder Scale ,[object Object],[object Object],[object Object]
Graphic Rating Scale Stressing Pictorial Visual Communications   3  2   1 Very   Very Good   Poor
Figure 10.4 Balanced and Unbalanced Scales  Surfing the Internet is ____ Extremely Good ____ Very Good ____ Good ____ Bad ____ Very Bad ____ Extremely Bad Surfing the Internet is ____ Extremely Good ____ Very Good ____ Good ____ Somewhat Good ____ Bad ____ Very Bad Balanced Scale Unbalanced Scale Balanced and Unbalanced  Scales
Basic Noncomparative Scales Confusing difficult to apply Easy to construct, can administer over telephone Measurement of attitudes & images Unipolar numbered scale, no neutral point Stapel Scale Difficult to construct appropriate bipolar adjectives Versatile Brand, product, & company images Numbered scale with bipolar labels Semantic Differential More time consuming Easy to construct, administer, & understand Measurement of attitudes, perceptions Degree of agreement on a numbered scale Likert Scale Itemized Rating Scales Cumbersome scoring unless computerized Easy to construct Reaction to TV commercials Place a mark on a continuous line Continuous Rating Scale Disadvantages Advantages Examples Basic Characteristics Scale
Table 10.2 Summary of Itemized Scale Decisions
Table 10.2 Summary of Itemized Scale Decisions (Cont.)
Figure 10.6 Scale Evaluation Scale Evaluation Scale  Evaluation Reliability Validity Test-Retest Internal Consistency Alternative  Forms Construct Criterion Content Convergent  Validity Discriminant  Validity Nomological Validity
Reliability ,[object Object],[object Object],[object Object],[object Object],[object Object]
Reliability ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Validity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Construct Validity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Relationship Between Reliability and Validity ,[object Object],[object Object],[object Object],[object Object]
Reliability and Validity on Target Old Rifle New Rifle New Rifle Sunglare Low Reliability High Reliability Reliable but Not  Valid (Target A) (Target B) (Target C)
Measuring Behavioral Intention(s) ,[object Object],[object Object],[object Object],[object Object]
MEASURING EMOTIONS ,[object Object],[object Object]
[object Object]
[object Object]
[object Object]
[object Object],[object Object]
[object Object]
Pictures used in BBDO's Emotional Measurement System
[object Object]
[object Object]
[object Object]
[object Object]

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Final.Ppt007

  • 1. CHAPTER NO. 11 DIRECT RESPONSE ATTITUDE SCALES AND MEASURES OF EMOTIONS
  • 2. Attitude Attitude is defined as an overall evaluation that enables one to respond in a consistently favorable or unfavorable manner with respect to a given object or alternative. Attitudes depend on the information consumers have about a product.
  • 3.
  • 4.
  • 6.
  • 7.
  • 8.
  • 10.
  • 11.
  • 12. Figure 9.3 Primary Scales of Measurement Primary Scales Nominal Scale Ordinal Scale Ratio Scale Interval Scale Primary Scales of Measurement
  • 13.
  • 14.
  • 15.
  • 16. Figure 9.4 Primary Scales of Measurement Scale Nominal Numbers Assigned 1 31 8 to Drivers/Cars Ordinal Rank Order Third Second First of race finishers Place Place Place Interval Championship Points earned 170 175 185 Ratio Time to Finish, behind winner 5.1 2.3 0.0 Primary Scales of Measurement
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  • 18. Figure 9.5 A Classification of Scaling Techniques Scaling Techniques Comparative Scales Paired Comparison Constant Sum Rank Order Noncomparative Scales Itemized Rating Scales Continuous Rating Scales Likert Semantic Differential Stapel Classifying Scaling Techniques
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  • 20. Paired Comparison Scaling: Example For each pair of professors, please indicate the professor from whom you prefer to take classes with a 1. 0 2 1 3 # of times preferred 0 1 1 1 Thomas 0 0 1 Parker 0 1 1 Day 0 0 0 Cunningham Thomas Parker Day Cunningham
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  • 23. Rank Order Scaling Please rank the instructors listed below in order of preference. For the instructor you prefer the most, assign a “1”, assign a “2” to the instructor you prefer the 2 nd most, assign a “3” to the instructor that you prefer 3 rd most, and assign a “4” to the instructor that you prefer the least. 4 Thomas 2 Parker 3 Day 1 Cunningham Ranking Instructor
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  • 25. Constant Sum Scaling Listed below are 4 marketing professors, as well as 3 aspects that students typically find important. For each aspect, please assign a number that reflects how well you believe each instructor performs on the aspect. Higher numbers represent higher scores. The total of all the instructors’ scores on an aspect should equal 100. 25 15 15 Thomas 100 100 100 Sum Total 25 25 25 Parker 25 25 30 Day 25 35 30 Cunningham Easy Tests Fairness Availability Instructor
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  • 38. Figure 10. 3 A Classification of Non Comparative Rating Scales Noncomparative Rating Scales Continuous Rating Scales Itemized Rating Scales Semantic Differential Stapel Likert Classifying Noncomparative Scaling Techniques
  • 39. Continuous Rating Scale Example Very Poor Very Good 0 10 20 30 40 50 60 70 80 90 100 X
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  • 48. Graphic Rating Scale Stressing Pictorial Visual Communications 3 2 1 Very Very Good Poor
  • 49. Figure 10.4 Balanced and Unbalanced Scales Surfing the Internet is ____ Extremely Good ____ Very Good ____ Good ____ Bad ____ Very Bad ____ Extremely Bad Surfing the Internet is ____ Extremely Good ____ Very Good ____ Good ____ Somewhat Good ____ Bad ____ Very Bad Balanced Scale Unbalanced Scale Balanced and Unbalanced Scales
  • 50. Basic Noncomparative Scales Confusing difficult to apply Easy to construct, can administer over telephone Measurement of attitudes & images Unipolar numbered scale, no neutral point Stapel Scale Difficult to construct appropriate bipolar adjectives Versatile Brand, product, & company images Numbered scale with bipolar labels Semantic Differential More time consuming Easy to construct, administer, & understand Measurement of attitudes, perceptions Degree of agreement on a numbered scale Likert Scale Itemized Rating Scales Cumbersome scoring unless computerized Easy to construct Reaction to TV commercials Place a mark on a continuous line Continuous Rating Scale Disadvantages Advantages Examples Basic Characteristics Scale
  • 51. Table 10.2 Summary of Itemized Scale Decisions
  • 52. Table 10.2 Summary of Itemized Scale Decisions (Cont.)
  • 53. Figure 10.6 Scale Evaluation Scale Evaluation Scale Evaluation Reliability Validity Test-Retest Internal Consistency Alternative Forms Construct Criterion Content Convergent Validity Discriminant Validity Nomological Validity
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  • 59. Reliability and Validity on Target Old Rifle New Rifle New Rifle Sunglare Low Reliability High Reliability Reliable but Not Valid (Target A) (Target B) (Target C)
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  • 67. Pictures used in BBDO's Emotional Measurement System
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