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Attitude Measurement

Q: What factors have to be considered when selection a scale?

The nature of the construct being measured ; Type of scale: ease of administration and development, variable level required (ordinal of interval required to answer the problem?); Balanced ( same number of positive and negative ) versus nonbalanced scales ( weighted towards one end ): wide range of opinions = balanced, opinions focussed to one end = nonbalanced; Number of scale categories : too large = inability to discriminate among the different answer choices; Forced versus nonforced choice: forced = oncentrate on feeling OR may refuse to answer.

9 important questions on Attitude Measurement

What links between attitude and behaviour exist?

1 The more favorable the attitude, the higher the incidence for product usage;
2 The less favorable the attitude, the more likely consumers are to stop using a product;
3 Attitude of people who never tried a product tend to be normally distributed around the mean;
4 Attitude based on actually trying and experiencing is a good predictor for behaviour. Attitude based on advertisement is not.

What are scales and what types of scales exist?

A scale is a measurement tool.

Unidimensional scale: scales designed to measure only one attribute of a concept, respondent, or object (consumers of Toyota measured just as price sensitivity).
Multidimentsional scale: scales designed to measure several dimensions of a concept, respondent or object (consumers of Jaguar measured as price senstivity, wealth and appreciation of fine autos).

What is a graphic rating scale?

A measurement scale that includes a graphic continuum, anchored by two extremes.

Cons: Overly exterme anchors tend to force respondents toward the middle of the scale.

What are noncomparative scales?

Measurement scales in which judgement is made without reference to another object, concept or person. These scales include itemized and graphic scales.

What are rank-order scales?

Rank-order scales are comparative scales, in which the respondent compares two or more items and ranks them. They are easy to use and give ordinal measurements. There are some cons to consider: if not all alternative answes of the respondent are included, the results could be misleading. When the concept is completely outside a poerson's choice set, the results could be misleading (men don't use eye shadow, how can they can this?).

What are paired comparison scales?

Measurement scales that ask the respondent to pick on of two objects in a set, based on some stated criteria (tan evenly versus tan without burning etc.) Usually all pairs are examined. It is easier to use compared to rank-order scales. Overcomes bias because there is no ordering of answer choices that might affect later answers.

What is a constant sum scale?

A measurement scale that asks the respondent to devide a given number of points, typically 100, among two or more attributes, based on their importance to him or her.

What is a Likert scale?

A measurement scale in which the respondent specifies a level of agreement or disagreement with statements expressing either a favorable or an unfavorable attitude toward the concept under study.

What factors have to be considered when selection a scale?

The nature of the construct being measured;

Type of scale: ease of administration and development, variable level required (ordinal of interval required to answer the problem?);

Balanced (same number of positive and negative) versus nonbalanced scales (weighted towards one end): wide range of opinions = balanced, opinions focussed to one end = nonbalanced;

Number of scale categories: too large = inability to discriminate among the different answer choices;

Forced versus nonforced choice: forced = oncentrate on feeling OR may refuse to answer.

The question on the page originate from the summary of the following study material:

Marketing research. | 9781118112717 | Carl McDaniel, et al

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Attitude Measurement

9 important questions on Attitude Measurement

What links between attitude and behaviour exist?

What are scales and what types of scales exist?

What is a graphic rating scale?

What are noncomparative scales?

What are rank-order scales?

What are paired comparison scales?

What is a constant sum scale?

What is a Likert scale?

What factors have to be considered when selection a scale?

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