Measurement Using Measurement Using Scales Scales

MKTG 3342MKTG 3342

Fall 2008Fall 2008

Professor Edward FoxProfessor Edward Fox

Scales in Marketing ResearchScales in Marketing Research

Definition – Procedures for attempting to determine quantitative measures of subjective and sometimes abstract concepts

Scaling is a measurement toolAssigns numbers or symbols to properties of

an object

May be either unidimensionalunidimensional or multidimensionalmultidimensional

Important Scales in Marketing Important Scales in Marketing ResearchResearch

Graphic Rating ScalesGraphic Rating Scales (uncommon): Respondents select a point on a graphic continuum anchored at the extremes

Itemized Rating ScalesItemized Rating Scales (common): Similar to graphic rating scales, except that respondents must select from a limited number of ordered categories rather than placing a check mark on a continuous scale

Semantic Differential ScaleSemantic Differential Scale

Begins by determining the concept to be rated.

Then select dichotomous pairs of words or phrases that could be used to describe the concept

Respondents then rate the concept on a scale

Finally, compute the mean of these responses for each pair of adjectives and plotted as a “profile” or image

Semantic Differential Scale - Semantic Differential Scale - ExampleExample

Service is discourteous 1…2…3…4…5…6…7 Service is courteousService is discourteous 1…2…3…4…5…6…7 Service is courteous

Location is convenientLocation is convenient 1…2…3…4…5…6…7 Location is 1…2…3…4…5…6…7 Location is inconvenientinconvenient

Hours are inconvenient Hours are inconvenient 1…2…3…4…5…6…7 Hours are convenient 1…2…3…4…5…6…7 Hours are convenient

Loan interest ratesLoan interest rates 1…2…3…4…5…6…7 Loan interest rates1…2…3…4…5…6…7 Loan interest rates

are highare high are low are low

Profile Analysis (Snake Diagram) Profile Analysis (Snake Diagram) - Example- Example

Service is discourteous 1…2…3…4…5…6…7 Service is courteousService is discourteous 1…2…3…4…5…6…7 Service is courteous

Location is convenientLocation is convenient 1…2…3…4…5…6…7 Location is 1…2…3…4…5…6…7 Location is inconvenientinconvenient

Hours are inconvenient Hours are inconvenient 1…2…3…4…5…6…7 Hours are convenient 1…2…3…4…5…6…7 Hours are convenient

Loan interest ratesLoan interest rates 1…2…3…4…5…6…7 Loan interest rates1…2…3…4…5…6…7 Loan interest rates

are highare high are low are low

Bank A

Bank B

Rank-Order ScaleRank-Order ScaleDescription - respondent is asked to

judge one item against another.

Example - Rank the following brands Example - Rank the following brands of cereal according to your of cereal according to your preference (1=most preferred).preference (1=most preferred).

__ Kellogg’s Corn Flakes__ Kellogg’s Corn Flakes

__ Rice Krispies__ Rice Krispies

__ Wheaties__ Wheaties

__ Kellogg’s Raisin Bran ...__ Kellogg’s Raisin Bran ...

Paired ComparisonsPaired Comparisons

Description - Paired comparison scales ask a respondent to pick one of two objects from a set based upon a given criterion

Example - Which brand do you prefer? ___ Coca-Cola ___ Pepsi ___ Dr. Pepper ___ Pepsi___ Coca-Cola ___ Seven-Up___ Dr. Pepper ___ Seven-Up

Constant Sum ScalesConstant Sum Scales

This technique requires the respondent to divide a given number of points, typically 100, among two or more attributes based on their importance

Constant sum scales are used more often than paired comparisons because the long list of paired items is avoided

Purchase or Behavioral Intent Purchase or Behavioral Intent ScalesScales

Scale designed to measure the likelihood that a potential customer will purchase a product or service or behave in a certain way.

Example: If a season ticket were offered for the Dallas Stars (hockey) games for $240, how likely are you to buy it?__ Definitely will buy__ Probably will buy__ Probably will not buy__ Definitely will not buy

Multiple Item ScalesMultiple Item Scales Measurement of several aspects of an individual’s Measurement of several aspects of an individual’s

attitude towards an objectattitude towards an object Two or more single-item rating scales combined in Two or more single-item rating scales combined in

specific waysspecific ways

Using aUsing a Likert (Summated) Scale Likert (Summated) Scale (very common) (very common) Allows the respondent to express intensity of feelingAllows the respondent to express intensity of feeling Construction: Subjects are asked to indicate their Construction: Subjects are asked to indicate their

degree of agreement or disagreement with each degree of agreement or disagreement with each and every statement in a series by checking the and every statement in a series by checking the appropriate cellappropriate cell

Use: Sum the scores across items -- an indicator of Use: Sum the scores across items -- an indicator of overall attitudeoverall attitude

Likert Scale (Multi Item) - ExampleLikert Scale (Multi Item) - Example

1.1. Nordstrom’s is an attractive store.Nordstrom’s is an attractive store. NeitherNeither

StronglyStrongly Agree Nor Agree Nor Strongly StronglyAgreeAgree Agree Agree Disagree Disagree DisagreeDisagree

DisagreeDisagree

1 2 3 4 51 2 3 4 5

2.2. The service at Nordstrom’s is slow.The service at Nordstrom’s is slow. NeitherNeither

StronglyStrongly Agree Nor Agree Nor Strongly StronglyAgreeAgree Agree Agree Disagree Disagree DisagreeDisagree

DisagreeDisagree

1 2 3 4 51 2 3 4 5

3.3. Nordstrom’s has attractive prices. Nordstrom’s has attractive prices. NeitherNeither

StronglyStrongly Agree Nor Agree Nor Strongly StronglyAgreeAgree Agree Agree Disagree Disagree DisagreeDisagree

DisagreeDisagree

1 2 3 4 51 2 3 4 5

Considerations When Considerations When Constructing Itemized Rating Constructing Itemized Rating

ScalesScalesNature of Verbal Description

Balanced Versus Nonbalanced Alternatives

Number of Categories Odd or Even Number of Scale Categories

Forced Versus Non-Forced Choice

Examples Of Category (Itemized) Examples Of Category (Itemized) Rating ScalesRating Scales

1.1. Balanced, forced-choice, odd-interval scale focusing on an Balanced, forced-choice, odd-interval scale focusing on an attitude toward a specific attributeattitude toward a specific attribute

(1) How do you like the taste of Classic Coke?(1) How do you like the taste of Classic Coke?

______ ______ ___ ___ ___ ___ ______Like ItLike It Like itLike it Neither Like Dislike ItNeither Like Dislike It Strongly Strongly

Very MuchVery Much Nor Dislike ItNor Dislike It Dislike It Dislike It

2.2. Balanced, forced-choice, even-interval scale focusing on an Balanced, forced-choice, even-interval scale focusing on an overall attitudeoverall attitude

(2) Overall, how would you rate Ultra Brite Toothpaste?(2) Overall, how would you rate Ultra Brite Toothpaste?

______ ___ ______ ___ ___ ___ ___ ___ ___ ___ExtremelyExtremely Very Somewhat Somewhat Very ExtremelyVery Somewhat Somewhat Very Extremely

Good Good Good Bad Bad BadGood Good Good Bad Bad Bad

3.3. Unbalanced, forced-choice, odd-interval scale focusing on Unbalanced, forced-choice, odd-interval scale focusing on

an overall attitudean overall attitude

(3) What is your reaction to this advertisement?(3) What is your reaction to this advertisement?

______ ___ ___ ___ ___ ___ ___ ___ ___Enthusiastic Very Favorable Favorable Neutral UnfavorableEnthusiastic Very Favorable Favorable Neutral Unfavorable

4.4. Balanced, non-forced, odd-interval scale focusing on a Balanced, non-forced, odd-interval scale focusing on a specific attributespecific attribute

(4) How would you rate the friendliness of the sales (4) How would you rate the friendliness of the sales personnel at Sears’ downtown store?personnel at Sears’ downtown store?

__ __ __ __ __ __ __ ____ __ __ __ __ __ __ __Very Moderately Slightly Neither Slightly Moderately Very Don’tVery Moderately Slightly Neither Slightly Moderately Very Don’t

Friendly Friendly Friendly Friendly Unfriendly Unfriendly Unfriendly KnowFriendly Friendly Friendly Friendly Unfriendly Unfriendly Unfriendly Know

Nor Un- Nor Un-

FriendlyFriendly

Examples Of Category (Itemized) Examples Of Category (Itemized) Rating ScalesRating Scales

Other ScalesOther Scales

There are numerous other scales. Examples:Stapel ScaleQ-Sort ScaleThermometer ScaleHappy Face ScaleFishbein weighted sum scale

Choosing an Attitude ScaleChoosing an Attitude Scale

Choice is complicated by two Choice is complicated by two problems: problems: Many scales, each with its own Many scales, each with its own

advantages/ disadvantagesadvantages/ disadvantagesVirtually any technique can be adapted Virtually any technique can be adapted

to the measurement of attitude.to the measurement of attitude.Ultimately choice is shaped by: Ultimately choice is shaped by:

Specific information requiredSpecific information requiredAdaptability of scale to method of Adaptability of scale to method of

administrationadministrationCompatibility of scale with the structure Compatibility of scale with the structure

of the respondent’s attitudeof the respondent’s attitude