CHAPTER Eight

LearningObjectives

The Concept
of
Measurement
and Attitude
Scales

Copyright 2004
John Wiley and Sons, Inc.

LearningObjectives

Learning Objectives

1. To understand the concept of measurement.

2. To understand the four levels of scales and
their typical usage.
3. To explore the concepts of reliability and
validity.
4. To become familiar with the concept of
scaling.
5. To learn about the various types of attitude
scales.

LearningObjectives

6.Toexaminesomebasicconsiderationsin
selectingatypeofscale.
7.Torealizetheimportanceofattitude
measurementscalesinmanagement
decisionmaking.

LearningObjectives
The Concept of Measurement
and Measurement Scales

To understand the concept of

measurement.

Measurement
The process of assigning numbers or labels to objects,
persons, states, or events in accordance with specific
rules.
Rule
A guide that tells the researcher what to do

LearningObjectives
The Concept of Measurement
and Measurement Scales

To understand the four levels of

scales and their typical usage.

Nominal Scales
Partitions data into categories that are mutually
exclusive and collectively exhaustive.
Ordinal Scales
Used strictly to indicate rank order.

LearningObjectives
The Concept of Measurement
and Measurement Scales

To understand the four levels of

scales and their typical usage.

Interval Scales
Contains all the features of ordinal scales
Added dimension that the intervals between the
data points on the scale are equal.
Ratio Scales
All powers of those mentioned as well as a
meaningful absolute zero or origin.

The Concept of Measurement and

Measurement Scales

LearningObjectives
To explore the concepts of reliability
and validity.

Evaluating the Reliability and Validity of Measurement

Sources of Measurement Differences
M=A+E
where: M = measurement
A = accuracy
E = error: random or systematic
1. A true difference in the characteristic being measured.
2. Differences due to stable characteristics of individual
respondents.

Step Six: Evaluate the Reliability

and Validity of the Measurement

LearningObjectives
To explore the concepts of reliability
and validity.

3. Differences due to short-term personal factors.

4. Differences caused by situational factors.
5. Differences resulting from variations in administering the
survey.
6. Differences due to the sampling of items included in the
questionnaire.
7. Differences due to a lack of clarity in the measurement
instrument
8. Differences due to mechanical or instrument factors.

Step Six: Evaluate the Reliability

and Validity of the Measurement

LearningObjectives
To explore the concepts of reliability
and validity.

Reliability
Consistent results over time.
Measures are free from random error.
Test-Retest Reliability
Obtained by repeating the measurement using the
same instrument under as nearly the same conditions
as possible.
Stability:
Few differences in scores are found between the
first and second tests.

Step Six: Evaluate the Reliability

and Validity of the Measurement

LearningObjectives
To explore the concepts of reliability
and validity.

Equivalent Form Reliability

Avoids the test-retest by creating equivalent forms of
measurement instrument.
Determined by measuring the correlation of the scores
on the two instruments.
Internal Consistency Reliability
Assesses the ability to produce the similar results
using different samples to measure a phenomenon.

Step Six: Evaluate the Reliability

and Validity of the Measurement

LearningObjectives
To explore the concepts of reliability
and validity.

Validity
Addresses the issue of whether what we tried to measure
was actually measured.
Face Validity
Content Validity
Criterion-Related Validity
Predictive Validity
Concurrent Validity

Step Six: Evaluate the Reliability

and Validity of the Measurement

LearningObjectives
To explore the concepts of reliability
and validity.

Construct Validity
Convergent Validity
Discriminate Validity
Relating the Measures to Assess Validity
All types of validity are interrelated in both theory and
practice.

Step Six: Evaluate the Reliability

and Validity of the Measurement

LearningObjectives
To explore the concepts of reliability
and validity.

Reliability and Validity --- A Concluding Comment

See Figure 8.1 --- next slide
Situation 1: The lack of consistency means there is no
reliability
Situation 2: High reliability, but lacks validity
Situation 3: Reliable, consistent, and valid

LearningObjectives
and
Figure 8.1 Illustrations of Possible Reliability
Validity Situations in Measurement

Situation 1

Neither Reliable
nor Valid

Situation 2

Highly Reliable
nor Not Valid

Situation 3

Highly Reliable
and Valid

Attitude Measurement
Scales

LearningObjectives
To become familiar with the concept
of scaling.

Scaling Defined
Procedures for attempting to determine quantitative
measures of subjective and sometimes abstract concepts.
Unidimensional scaling: one attribute
Multidimensional scaling: several dimensions

Attitudes, Behavior, and

Marketing Effectiveness

LearningObjectives
To understand the linkage among
attitudes, behavior and marketing
effectiveness.

Attitude
An enduring organization of motivational, emotional,
perceptual, and cognitive processes with respect to
some aspect of a persons environment.

Attitude Measurement
Scales

LearningObjectives
To become familiar with the concept
of scaling.

Graphic Rating Scales

A graphic continuum typically anchored by two extremes
Easily constructed and simple to use.
Ability to discern fine distinctions
Itemized Rating Scales
Respondents must select from a limited number of
ordered categories rather than placing a check mark on a
continuous scale.

LearningObjectives
Figure 8.2 Three Types of Rationing Scales
Scale A

Uncomfortable

Comfortable

Scale B

10

Uncomfortable

20

30

40

50
Neutral

60

70

80

90

100

Comfortable

LearningObjectives
Figure 8.3 Three Types of Rationing Scales
Scale C

Very
very
Uncomfortable

10

Very
very
Comfortable

Attitude Measurement
Scales

LearningObjectives
To learn about various types of
attitude scales.

Rank Order Scale

Respondent judges one item against another.
Q-Sorting
A sophisticated form form of rank ordering.
A set of objects is given to an individual to sort into piles
to specified rating categories

Attitude Measurement
Scales

LearningObjectives
To learn about the various types of
attitude scales.

Paired Comparison Scales

Asks a respondent to pick one of two objects from a set
based upon some stated criteria.
The respondent makes a series of paired judgements
between objects.
Constant Sum Scales
Requires the respondent to divide a given number of
points, typically 100, among two or more attributes based
on the importance to the person.

Attitude Measurement
Scales

LearningObjectives
To learn about the various types of
attitude scales.

The Semantic Differential

Begins with the determination of a concept to be rated.
The researcher selects opposite pairs of words or
phrases that describe the object
Respondents rate on a scale.
The mean is computed and plotted as a profile or image.

Attitude Measurement
Scales

LearningObjectives
To learn about the various types of
attitude scales.

Stapel Scale
Designed to measure both the direction and intensity of
attitudes simultaneously.
Likert Scales
A series of statements that express either a favorable or
unfavorable attitude toward the concept under study.
The respondent is asked the level of agreement or
disagreement with each statement.

Attitude Measurement
Scales

LearningObjectives
To learn about the various types of
attitude measurement scales.

Each respondent is given a numerical score to reflect

how favorable or unfavorable her attitude is toward each
statement.
The scores are then totaled to measure the respondents
attitude.
Purchase Intent Scales
During new product development: provides a rough
idea of demand.
During product development: demand estimates are
refined.
Final version: tested in homes

Considerations in
Selecting a Scale

LearningObjectives
To examine some basic
considerations in selecting a type of
scale.

Some Basic Considerations When Selecting a Scale

Type of Scale: Selecting a Rating, Ranking, Sorting, or
Purchase Intent Scale
Balanced Versus Nonbalanced Alternatives
Number of Scale Categories: odd or even number
Forced Verses Nonforced Choice

Enhancing the Value of

Attitude Measures for
Management Decision Making

LearningObjectives
To understand the importance of
attitude scales in management
decision making.

Direct Questioning
Ask consumers directly what factors they consider
important in a purchasing decision.
Respondents are asked to state their reasons for
preferring one product or brand to another.
Or, to rate their ideal brand for a given product in terms
of several product attributes so that an ideal profile can
be constructed.

Enhancing the Value of

Attitude Measures for
Management Decision Making

LearningObjectives
To understand the linkage between
attitudes and marketing effectiveness.

Dual Questioning
Involves asking two questions concerning each
product attribute that might be determinant.
Consumers are first asked directly what factors
they consider important in a purchasing
decision, and how they perceive these factors.

Enhancing the Value of

Attitude Measures for
Management Decision Making

LearningObjectives
To realize the importance of attitude
scales in management decision
making.

Indirect Questioning
Any interviewing approach that does not directly ask
respondents to indicate the reasons why they bought the
product or service.
Observation
Shoppers are observed
Detailed reports are recorded of movements and
statements when interacting with a product
Conclusions are drawn

LearningObjectives

SUMMARY

The Concept of Measurement and Measurement Scales

Four basic levels of measurement
Concepts of Reliability and Validity
Three ways to test assess reliability

LearningObjectives

SUMMARY

Attitudes, Behavior, and Marketing Effectiveness

Concept of Scaling and various types of scales
Considerations in selecting a type of scale
Enhancing the Value of Attitude Measures for Management
Decision Making

LearningObjectives

The End

Copyright 2004 John Wiley and Sons, Inc.