ATTITUDE MEASUREMENT AND SCALING TECHNIQUES

1. ATTITUDE MEASUREMENT AND SCALING TECHNIQUES DR. SK LAROIYA DEPARTMENT OF ECONOMICS HANSRAJ COLLEGE UNIV OF DELHI

2. ATTITUDE IS ONE OF THE MOST PERVASIVE NOTIONS IN ALL OF THE MARKETING

3. PLAYS A PIVOTAL ROLE IN THE MAJOR MODELS DESCRIBING CONSUMER BEHAVIOR, AS WELL AS IN MANY, IF NOT MOST INVESTIGATIONS OF CONSUMER BEHAVIOR THAT DO NOT RELY ON A FORMAL INTEGRATED MODEL

4. MANY MARKETERS BELIEVE THAT ATTITUDES DIRECTLY AFFECT PURCHASE DECISIONS AND THEIR PURCHASE AND USE EXPERIENCES, IN TURN, DIRECTLY AFFECT THEIR SUBSEQUENT ATTITUDES TOWARD THE PRODUCT OR SERVICE

5. WHAT IS AN ATTITUDE? IT IS DEFINED AS A PREDISPOSITION TO RESPOND TO AN IDEA OR OBJECT

6. ATTITUDES ARE STATE-OF-MIND CONSTRUCTS THAT ARE NOT DIRECTLY OBSERVABLE THE TRUE STRUCTURE OF AN ATTITUDE LIES IN THE MIND OF INDIVIDUAL HOLDING THAT ATTITUDE

7. IN MARKETING IT REFERS TO THE CONSUMER’S PREDISPOSITION TO RESPOND TO A PRODUCT IDEA OR SERVICE

8. IF PREDISPOSITION IS FAVORABLE, IT IS ASSUMED THAT THE CONSUMER IS LIKELY TO PURCHASE THE PRODUCT OR SERVICE

9. ELEMENTS OF ATTITUDES ATTITUDES ARE COMPOSED OF BELIEFS ABOUT THE OBJECT OF CONCERN, SUCH AS ITS STRENGTH OR ECONOMY

10. EMOTIONAL FEELINGS ABOUT THE OBJECT SUCH AS LIKE AND DISLIKES

11. AND READINESS OF THE INDIVIDUAL TO RESPOND BEHAVIORALLY TO THE OBJECT THAT IS TO BUY IT

12. THERE IS TENDENCY IN MARKETING TO BRING THESE THREE ELEMENTS INTO WHAT IS CALLED IMAGE

13. ALTHOUGH ATTITUDE IS ONE OF THE MOST WIDELY USED IDEAS IN SOCIAL PSYCHOLOGY, IT IS ALSO ONE OF THE MOST INCONSISTENTLY USED CONCEPTS

14. THOUGH THERE ARE LOT OF INTERPRETATIONS OF THE CONCEPT, THERE IS A BROAD AGREEMENT AMONG THE ACADEMICIANS AND PRACTITIONERS ON THE FOLLOWING:

15. ATTITUDE REPRESENTS A PREDISPOSITION TO RESPOND TO AN OBJECT, NOT ACTUAL BEHAVIOR TOWARD THE OBJECT. ATTITUDE THUS POSSESS THE QUALITY OF READINESS

16. 2. ATTITUDE IS PERSISTENT OVER A PERIOD OF TIME IT CAN CHANGE, TO BE SURE, BUT ALTERATION OF AN ATTITUDE THAT IS STRONGLY HELD REQUIRES SUBSTANTIAL PRESSURE

17. 3. ATTITUDE IS LATENT VARIABLE THAT PRODUCES CONSISTENCY IN BEHAVIOR, EITHER VERBAL OR PHYSICAL

18. 4. ATTITUDE HAS A DIRECTIONAL QUALITY IT CONNOTES A PREFERENCE REGARDING THE OUTCOMES INVOLVING THE OBJECT EVALUATIONS OF THE OBJECT OR POSITIVE/NEGATIVE/NEUTRAL FEELINGS FOR THE OBJECT

19. ATTITUDINAL STUDIES ARE USEFUL IN MARKET SEGMENTATION ADVERTISEMENT EFFECTIVENESS BRAND POSITIONING OR REPOSITIONING

20. ATTITUDES ARE OFTEN COMPLEX AND ARE NOT FULLY UNDERSTOOD THOUGH ATTITUDES CAN BE CHANGED, BUT THEY TEND TO BE PERSISTENT

21. STRONGLY HELD ATTITUDES CAN BE CHANGED ONLY WITH GREAT PRESSURE

22. ATTITUDE MEASUREMENT TENDS TO FOCUS ON MEASUREMENT OF BELIEFS ABOUT A PRODUCT’S (SERVICE’S) QUALITIES AND EMOTIONAL FEELINGS ABOUT THOSE QUALITIES

23. THE CONCEPT OF MEASUREMENT AND SCALING MEASUREMENT CAN BE DEFINED AS A STANDARDIZED PROCESS OF ASSIGNING NUMBERS OR OTHER SYMBOLS TO CERTAIN CHARACTERISTICS OF THE OBJECTS OF INTEREST

24. RESEARCHERS ENGAGE IN USING THE MEASUREMENT PROCESS BY ASSIGNING EITHER NUMBERS OR LABELS

25. TO PEOPLE’S THOUGHTS, FEELINGS, BEHAVIORS, AND CHARACTERISTICS THE FEATURES OR ATTRIBUTES OF OBJECTS THE ASPECTS OF CONCEPTS / IDEAS

26. ANY TYPE OF PHENOMENON OR EVENT USING SPECIFIC RULES TO REPRESENT QUANTITIES AND QUALITIES OF THE FACTORS BEING INVESTIGATED

27. MEASUREMENT PROCESS CONSISTS OF CONSTRUCT DEVELOPMENT SCALE MEASUREMENT

28. THE GOAL OF CONSTRUCT DEVELOPMENT IS: TO PRECISELY IDENTIFY AND WHAT IS TO BE MEASURED, INCLUDING ANY DIMENSIONALITY TRAITS

29. THE GOAL OF SCALE MEASUREMENT IS TO DETERMINE HOW TO PRECISELY MEASURE EACH CONSTRUCT

30. TO UNDERSTAND CONSTRUCT DEVELOPMENT AND SCALE DEVELOPMENT WE MUST UNDERSTAND THE TERM OBJECT

31. WHAT IS AN OBJECT ? IT REFERS TO ANY TANGIBLE ITEM IN A PERSON’S ENVIRONMENT THAT CAN BE CLEARLY AND EASILY IDENTIFIED THROUGH THE SENSES -

32. SIGHT SOUND TOUCH SMELL TASTE

33. IT HAS TWO PROPERTIES: OBJECTIVE PROPERTIES SUBJECTIVE PROPERTIES

34. OBJECTIVE PROPERTIES RESEARCHERS DO NOT MEASURE THE OBJECTS PER SE BUT RATHER THE ELEMENTS THAT MAKES UP THE OBJECT OBJECTIVE PROPERTIES ARE USED TO IDENTIFY AND DISTINGUISH AN OBJECT FROM ANOTHER

35. THESE PROPERTIES REPRESENT ATTRIBUTES THAT MAKE UP AN OBJECT OF INTEREST AND ARE DIRECTLY OBSERVABLE PHYSICALLY VERIFIABLE AND MEASURABLE IN NATURE

36. SUCH AS THE PHYSICAL AND DEMOGRAPHIC CHARACTERISTICS OF A PERSON AGE SEX OCCUPATION STATUS COLOR OF EYE ETC.

37. OR THE ACTUAL NUMBER OF PURCHASES MADE OF A PARTICULAR PRODUCT

38. OR THE TANGIBLE FEATURES OF THE OBJECT HORSEPOWER, STYLE, COLOR, STEREO SYSTEM OF AN AUTOMOBILE ETC.

39. SUBJECTIVE PROPERTIES SUBJECTIVE PROPERTIES ARE ABSTRACT, INTANGIBLE CHARACTERISTICS THAT CAN NOT BE DIRECTLY OBSERVED OR MEASURED

40. WHY? BECAUSE THEY ARE THE MENTAL IMAGES (ASPECTS) A PERSON ATTACHES TO AN OBJECT, SUCH AS

41. ATTITUDES, FEELINGS, PERCEPTIONS, EXPECTATIONS, OR EXPRESSIONS OF FUTURE ACTIONS (i.e., PURCHASE INTENTIONS)

42. CONSTRUCT DEVELOPMENT CAN BE VIEWED AS AN INTEGRATIVE PROCESS IN WHICH RESEARCHERS FOCUS THEIR EFFORTS ON

43. IDENTIFYING THE SUBJECTIVE PROPERTIES FOR WHICH DATA SHOULD BE COLLECTED FOR SOLVING THE DEFINED RESEARCH PROBLEM

44. OBJECTIVE PROPERTIES- AIR PLANE NO. OF ENGINES HEIGHTS WEIGHT LENGTH SEATING CAPACITY PHYSICAL CHARACTERISTICS OF SEATS TYPE OF AIRPLANE

45. AIR PLANE SUBJECTIVE PROPERTIES QUALITY OF IN FLIGHT SERVICE COMFORT ABILITY OF SEATS SMOOTHNESS OF TAKE-OFF AND LANDING ETC.

46. CONSUMER OBJECTIVE PROPERTIES : AGE, SEX, MARITAL STATUS, INCOME, BRAND LAST PURCHASED, RUPEE AMOUNT OF PURCHASES TYPES OF PRODUCTS PURCHASED COLOR OF EYES AND HAIR

47. CONSUMER SUBJECTIVE PROPERTIES ATTITUDES TOWARDS A PRODUCT BRAND LOYALTY HIGH INVOLVEMENT PURCHASES EMOTIONS (LOVE, FEAR, ANXIETY ETC) INTELLIGENCE, PERSONALITY, RISK TAKER

48. ORGANIZATION OBJECTIVE PROPERTIES NAME OF COMPANY NO. OF EMPLOYEES TOTAL ASSETS TYPE AND NO. OF PRODUCT OFFERINGS

49. ORGANIZATION SUBJECTIVE PROPERTIES COMPETENCE OF EMPLOYEES QUALITY CONTROL, CHANNEL POWER, COMPETITIVE ADVANTAGE, COMPANY IMAGE, CONSUMER ORIENTED PRACTICES ETC

50. SCALE MEASUREMENT SCALING IS THE PROCESS OF CREATING A CONTINUUM ON WHICH OBJECTS ARE LOCATED ACCORDING TO THE AMOUNT OF THE MEASURED CHARACTERISTIC THEY POSSESS

51. SCALE DEVELOPMENT IS DESIGNING QUESTIONS TO MEASURE THE SUBJECTIVE PROPERTIES OF AN OBJECT

52. THERE ARE SEVERAL TYPES OF SCALES, EACH OF WHICH POSSESSES DIFFERENT CHARACTERISTIC

53. THE CHARACTERISTICS OF A SCALE DETERMINE THE SCALE’S LEVEL OF MEASUREMENT

54. CHARACTERISTICS OF SCALES DESCRIPTION ORDER DISTANCE ORIGIN

55. DESCRIPTION DESCRIPTION REFERS TO USE OF A UNIQUE DESCRIPTOR, OR LABEL, TO STAND FOR EACH DESIGNATION IN THE SCALE

56. WHEN ACTIVATED, THIS PROPERTY ALLOWS A RESEARCHER TO TAKE THE RESPONSES AND CATEGORIZE THEM INTO MUTUALLY EXCLUSIVE GROUPS EACH WITH ITS OWN IDENTITY

57. ANY DESCRIPTOR CAN BE USED FOR RESPONSE FOR INSTANCE, “YES” OR “NO”, “AGREE” OR “DISAGREE” AND THE NUMBER OF YEARS OF A RESPONDENT’S AGE ARE DESCRIPTORS OF A SIMPLE SCALE

58. ALL SCALES INCLUDE DESCRIPTION IN THE FORM OF CHARACTERISTIC LABELS THAT IDENTIFY WHAT IS BEING MEASURED

59. ORDER ORDER REFERS TO THE RELATIVE SIZES OF THE DESCRIPTORS OR RELATIVE MAGNITUDE BETWEEN THE DESCRIPTORS, OR LABELS, USED AS SCALE POINTS

60. HERE THE KEY WORD IS “RELATIVE’ AND INCLUDES SUCH DESCRIPTORS AS “GREATER THAN” “LESS THAN” AND “EQUAL TO”

61. EXAMPLE “1 IS LESS THAN 5” “EXTREMELY SATISFIED” IS MORE INTENSE THAN “SOMEWHAT SATISFIED” “MOST IMPORTANT” HAS GREATER IMPORTANCE THAN “ONLY SLIGHTLY IMPORTANT”

62. WHEN ORDER CHARACTERISTIC IS INCORPORATED INTO SET OF SCALE POINTS, IT ALLOWS THE RESEARCHER TO ESTABLISH EITHER A “HIGHEST TO LOWEST” OR “LOWEST TO HIGHEST” RANK ORDER AMONG THE NEW RESPONSES

63. ORDER IDENTIFIES ONLY THE RELATIVE DIFFERENCES BETWEEN THE RESPONSES AND NOT THE ABSOLUTE DIFFERENCES

64. NOT ALL SCALES POSSESS ORDER CHARACTERISTICS FOR INSTANCE, IS A ‘BUYER’ GREATER THAN OR LESS THAN A ‘NON-BUYER’? WE HAVE NO WAY OF MAKING A RELATIVE SIZE DISTINCTION

65. DISTANCE A SCALE HAS THE CHARACTERISTIC OF DISTANCE WHEN ABSOLUTE DIFFERENCES BETWEEN THE DESCRIPTORS ARE KNOWN AND MAY BE EXPRESSED IN UNITS

66. THE RESPONDENT WHO BUYS THREE BOTTLES OF DIET COLA BUYS MORE THAN THE ONE WHO BUYS ONLY ONE BOTTLE A THREE CAR FAMILY OWNS A ONE MORE AUTOMOBILE THAN A TWO CAR FAMILY

67. WHEN THE CHARACTERISTIC OF DISTANCE EXISTS WE ARE ALSO GIVEN THE ORDER WE KNOW NOT ONLY THAT THE THREE CAR FAMILY HAS “MORE THAN” THE NUMBER OF CARS OF THE TWO CAR FAMILY, BUT WE ALSO KNOW THE DISTANCE BETWEEN THE TWO (1 CAR)

68. ORIGIN A SCALE IS SAID TO HAVE A CHARACTERISTIC OF ORIGIN IF THERE IS A UNIQUE BEGINNING OR TRUE ZERO POINT FOR THE SCALE

69. THE ORIGIN PROPERTY RELATES TO A NUMBERING SYSTEM WHERE ZERO IS DISPLAYED OR REFERENCED STARTING POINT IN A SET OF POSSIBLE RESPONSES

70. NORMALLY, THIS SCALING PROPERTY IS ACTIVATED WHEN RESEARCHER ASKS A SPECIFIC QUESTION THAT REQUIRES A NUMERICAL RESPONSE

71. ZERO IS THE ORIGIN FOR AN AGE SCALE JUST AS IT IS FOR NUMBER OF MILES TRAVELED TO THE STORE

72. NOT ALL SCALES HAVE A TRUE ZERO POINT FOR THE PROPERTY THEY ARE MEASURING IN FACT, MANY SCALES USED BY MARKETING RESEARCHERS HAVE ARBITRARY NEUTRAL POINTS, BUT THEY DO POSSESS ORIGINS

73. FOR INSTANCE, WHEN A RESPONDENT SAYS, “NO OPINION,” TO A QUESTION “DO YOU AGREE OR DISAGREE WITH THE STATEMENT, “THE INDICA IS THE BEST CAR IN THE SMALL CAR SEGMENT ON THE ROAD TODAY”? WE CANNOT SAY THAT THE PERSON HAS A TRUE ZERO LEVEL OF AGREEMENT

74. EACH SCALING PROPERTY BUILDS ON THE PREVIOUS ONE THIS IMPLIES: ANY SCALE WILL HAVE DESCRIPTION PROPERTY A SCALE THAT INCLUDES ORDER PROPERTY AUTOMATICALLY POSSESSES DESCRIPTION PROPERTY

75. A SCALE HAVING DISTANCE PROPERTY, HAS ORDER AND DESCRIPTION PROPERTIES

76. THE SCALE THAT IS BUILD ON ORIGIN PROPERTY ALSO HAVE DESCRIPTION, ORDER, AND DISTANCE PROPERTIES

77. NOMINAL SCALE NOMINAL SCALES ARE DEFINED AS THOSE THAT USE ONLY LABEL; THAT IS, THEY POSSESS ONLY THE CHARACTERISTIC OF DESCRIPTION THE RESPONSE DOES NOT INCLUDE ANY LEVEL OF INTENSITY

78. EXAMPLES DESIGNATIONS AS TO RACE, RELIGION, TYPE OF DWELLING GENDER BRAND LAST PURCHASED ANSWERS THAT INVOLVE YES-NO, AGREE-DISAGREE OR ANY OTHER INSTANCE IN WHICH DESCRIPTORS CAN NOT BE DIFFERENTIATED EXCEPT QUALITATIVELY

79. IF ONE DESCRIBES RESPONDENTS IN A SURVEY ACCORDING TO THEIR OCCUPATION— BANKER, DOCTOR, COMPUTER PROGRAMMER— ONE HAS USED A NOMINAL SCALE

80. NOMINAL- SCALED QUESTIONS CHECK ALL THE BRANDS YOU WOULD CONSIDER PURCHASING SONY VIDEOCON SAMSUNG LG

81. DO YOU AGREE OR DISAGREE THAT “DELTA IS READY WHEN YOU ARE”? AGREE DISAGREE

82. WHICH OF THE FOLLOWING SUPERMARKETS HAVE YOU SHOPPED IN THE LAST 30 DAYS? EBONY STAR MALL SAB MALL MIGROS SAHARA MALL

83. DO YOU LIKE OR DISLIKE CHOCOLATE ICE CREAM? LIKE DISLIKE

84. ORDINAL SCALE AN ORDINAL SCALE IS OBTAINED BY RANKING OBJECTS OR ARRANGING THEM IN ORDER WITH REGARD TO SOME COMMON VARIABLE

85. THE QUESTION IS SIMPLY WHETHER EACH OBJECT HAS MORE OR LESS THAN SOME OTHER OBJECT

86. IT PERMITS THE RESEARCHER TO RANK ORDER THE RESPONDENTS OR THEIR RESPONSES THE RESEARCHER CAN RANK ORDER THE RESPONSES INTO HIERARCHICAL PATTERN

87. THIS SCALE DOES NOT ALLOW A RESEARCHER TO DETERMINE THE ABSOLUTE DIFFERENCE IN ANY OF THE ORDINAL RELATIONSHIPS

88. ORDINAL- SCALED QUESTIONS PLEASE RANK EACH BRAND IN TERMS OF YOUR PREFERENCE PLEASE PLACE “1” BY YOUR FIRST CHOICE, A “2” BY YOUR SECOND CHOICE, AND SO ON SONY VIDEOCON SAMSUNG LG BPL PHILLIPS

89. INTERVAL SCALE INTERVAL SCALES ARE THOSE IN WHICH THE DISTANCE BETWEEN EACH DESCRIPTOR IS KNOWN IT DEMONSTRATES ABSOLUTE DIFFERENCES BETWEEN EACH SCALE POINT

90. THE DISTANCE IS NORMALLY DEFINED AS ONE SCALE UNIT FOR EXAMPLE, A COFFEE BRAND RATED “3” IN TASTE IS ONE UNIT AWAY FROM ONE RATED “4”

91. IN AN INTERVAL SCALE THE NUMBERS USED TO RANK THE OBJECTS ALSO REPRESENT EQUAL INCREMENTS OF THE ATTRIBUTE BEING MEASURED

92. THIS MEANS THAT DIFFERENCES CAN BE COMPARED THE DIFFERENCE BETWEEN 1 AND 2 IS SAME AS BETWEEN 2 AND 3 BUT ONLY HALF THE DIFFERENCE BETWEEN 2 AND 4

93. THE LOCATION OF ZERO POINT IS NOT FIXED, SINCE ZERO DOES NOT DENOTE THE ABSENCE OF THE ATTRIBUTE BOTH ZERO POINT AND UNITS OF MEASUREMENT ARE ARBITRARY

94. SOME TIME A RESEARCHER MUST IMPOSE A BELIEF THAT EQUAL INTERVALS EXIST BETWEEN THE DESCRIPTORS

95. THAT IS: IF YOU WERE ASKED TO EVALUATE A STORE’S SALES PEOPLE BY SELECTING A SINGLE DESIGNATION FROM THE LIST OF EXTREMELY FRIENDLY VERY FRIENDLY SOME WHAT FRIENDLY SOME WHAT UNFRIENDLY VERY UNFRIENDLY EXTREMELY UNFRIENDLY

96. THE RESEARCHER WOULD PROBABLY ASSUME THAT EACH DESIGNATION WAS ONE UNIT AWAY FROM THE PRECEDING ONE IN THESE CASES WE SAY THAT THE SCALE IS “ASSUMED INTERVAL”

97. INTERVAL – SCALED QUESTIONS PLEASE RATE EACH BRAND IN TERMS OF ITS OVERALL PERFORMANCE BRAND RATING (CIRCLE ONE) VERY POOR VERY GOOD MONT BLANC 1 2 3 4 5 6 7 8 9 10 PARKER CROSS

98. INDICATE YOUR DEGREE OF AGREEMENT WITH FOLLOWING STATEMENTS BY CIRCLING THE APPROPRIATE NUMBER STATEMENT STRONGLY STRONGLY AGREE DISAGREE I ALWAYS LOOK FOR BARGAINS 1 2 3 4 5 I ENJOY BEING OUT DOORS 1 2 3 4 5 I LOVE TO COOK 1 2 3 4 5

99. IN A TYPICAL WEEK (7 DAY PERIOD), HOW OFTEN YOU ACCESS INTERNET FROM A HOME COMPUTER? ___ MORE THAN 20 TIMES ___16 TO 20 TIMES ___11 TO 15 TIMES ___6 TO 10 TIMES ___1 TO 5 TIMES ___DO NOT ACCESS IT

100. RATIO SCALE RATIO SCALES ARE THE ONES IN WHICH TRUE ZERO ORIGIN EXISTS— SUCH AS -ACTUAL NUMBER OF PURCHASES IN A CERTAIN TIME PERIOD, -RUPEES SPENT, MILES TRAVELED ETC.

101. THIS CHARACTERISTIC ALLOW US TO CONSTRUCT RATIOS WHEN COMPARING THE RESULTS OF MEASUREMENT

102. A RATIO SCALE TENDS TO BE MOST SOPHISTICATED SCALE IN THE SENSE THAT IT ALLOWS THE RESEARCHER NOT ONLY TO IDENTIFY THE ABSOLUTE DIFFERENCES BETWEEN EACH SCALE POINT BUT ALSO TO MAKE ABSOLUTE COMPARISONS BETWEEN THE RESPONSES

103. EXAMPLE IN COLLECTING DATA ABOUT HOW MANY CARS ARE DRIVEN BY HOUSEHOLDS IN DELHI, A RESEARCHER KNOWS THAT DIFFERENCE BETWEEN DRIVING ONE CAR AND DRIVING THREE CARS IS ALWAYS GOING TO TWO

104. FURTHER MORE, WHEN COMPARING A ONE – CAR FAMILY TO THREE – CAR FAMILY WILL HAVE SIGNIFICANTLY HIGHER TOTAL CAR INSURANCE AND MAINTENANCE COSTS THAN A ONE – CAR FAMILY

105. SUCH RATIOS ARE INAPPROPRIATE FOR INTERVAL SCALES, SO WE ARE NOT ALLOWED TO SAY THAT ONE STORE WAS ONE HALF AS FRIENDLY AS ANOTHER

106. RATIO-SCALED QUESTIONS PLEASE INDICATE YOUR AGE --- YEARS

107. APPROXIMATELY HOW MANY TIMES IN THE LAST MONTH HAVE YOU PURCHASED ANY THING OVER Rs.1000 IN VALUE AT NANZ STORE? 0 1 2 3 4 5 MORE ( SPECIFY_ )

108. HOW MUCH DO YOU THINK A TYPICAL PURCHASER OF A Rs. 5 LAKH TERM LIFE INSURANCE POLICY PAYS PER MONTH THAT POLICY? Rs.__________

109. WHAT IS THE PROBABILITY THAT YOU WILL USE A LAWYER’S SERVICES WHEN YOU ARE READY TO MAKE A WILL? ______PERCENT

110. TYPICALLY THE ISSUES LIKE QUANTITY SOLD NUMBER OF CONSUMERS PROBABILITY OF PURCHASE ETC. FORM RATIO SCALE MEASUREMENT

111. Nominal, Ordinal, Interval, and Ratio Scales Provide Different Information

112. Facts About the Four Levels of Scales

113. Facts About the Four Levels of Scales (cont’d)

114. EXAMPLE OF FOUR BASIC TYPES OF QUESTION PHRASINGS: INFORMATION REQUIREMENT: TO DETERMINE HOW OFTEN CUSTOMERS USE THEIR PRIMARY AUTOMOBILE SERVICE PROVIDER’S FACILITIES / SERVICES

115. NOMINAL QUESTION PHRASING: WHEN YOUR VEHICLE REQUIRES MAINTENANCE SERVICE OR YOU HAVE PROBLEMS DO YOU USUALLY TAKE THE VEHICLE TO YOUR PRIMARY AUTOMOBILE SERVICE PROVIDER? THE LOGICAL RESPONSE TO THIS QUESTION WOULD BE A YES OR NO

116. ORDINAL QUESTION PHRASING: WHEN YOUR VEHICLE REQUIRES MAINTENANCE SERVICE OR YOU HAVE PROBLEMS, HOW OFTEN DO YOU TAKE IT TO YOUR PRIMARY AUTOMOBILE SERVICE PROVIDER? (CHECK ONLY ONE RESPONSE)

117. THE LOGICAL RESPONSES MIGHT BE: __NEVER __SELDOM __OCCASIONALLY __USUALLY __EVERY TIME

118. INTERVAL QUESTION PHRASING: SINCE PURCHASING YOUR VEHICLE, APPROXIMATELY HOW OFTEN HAVE YOU USED THE SERVICES AT YOUR PRIMARY AUTOMOBILE SERVICE PROVIDER? (CHECK THE ONE APPROPRIATE RESPONSE)

119. LESS THAN 3 TIMES 4 TO 8 TIMES 9 TO 12 TIMES 13 TO 16 TIMES OVER 16 TIMES

120. RATIO QUESTION PHRASING: IN THE PAST 12 MONTHS HOW MANY TIMES DID YOU TAKE YOUR VEHICLE FOR SERVICE OR REPAIRS TO YOUR PRIMARY AUTOMOBILE SERVICE PROVIDER? ___NO. OF TIMES

121. ASSESSING A RESPONDENT’S LIKING OF SOFTDRINKS WITH NOMINAL ORDINAL, INTERVAL AND RATIO SCALES NOMINAL SCALE WHICH OF THE FOLLOWING SOFT DRINKS ON THE FOLLOWING LIST DO YOU LIKE? CHECK ALL THAT APPLY COKE THUMS UP MOUNTAIN DEW PEPSI SEVEN UP SPRTIE

122. ORDINAL SCALE PLEASE RANK THE SOFT DRINKS ON THE FOLLOWING LIST ACCORDING TO YOUR DEGREE OF LIKING FOR EACH, ASSIGNINIG MOST PREFERRED DRINK RANK=1 AND YOUR LEAST PREFERRED DRINK RANK=6 COKE THUMS UP MOUNTAIN DEW PEPSI SEVEN UP SPRTIE

123. INTERVAL SCALE PLEASE INDICATE YOUR DEGREE OF LIKING OF EACH OF THE SOFTDRINKS ON THE FOLLOWING LIST BY CHECKING THE APPROPRIATE POSITION ON THE SCALE DISLIKE DISLIKE LIKE LIKE A LOT A LOT COKE THUMS UP MOUNTAIN DEW PEPSI SEVEN UP SPRTIE

124. RATIO SCALE PLEASE DIVIDE 100 POINTS AMONG EACH OF THE FOLLOWING SOFT DRINKS ACCORDING TO YOUR DEGREE OF LIKING FOR EACH COKE THUMS UP MOUNTAIN DEW PEPSI SEVEN UP SPRTIE

125. RELATIONSHIP BETWEEN SCALES AND SCALING PROPERTIES SCALING PROPERTIES SCALE DESCRIPTION ORDER DISTANCE ORIGIN NOMINAL YES NO NO NO ORDINAL YES YES NO NO INTERVAL YES YES YES NO RATIO YES YES YES YES

126. SCALE AND TYPE OF STATISTICAL TECHNIQUES

127.

130. THE SCALING TECHNIQUES THE COMPARATIVE SCALES THE NON – COMPARATIVE SCALES

131. THE COMPARATIVE SCALES COMPARATIVE SCALES INVOLVE THE DIRECT COMPARISON OF STIMULUS OBJECT

132. IT IS A SCALE FORMAT THAT REQUIRES A JUDGMENT COMPARING ONE OBJECT, PERSON, OR CONCEPT AGAINST ANOTHER ON THE SCALE

133. FOR EXAMPLE, THE RESPONDENTS MIGHT BE ASKED WHETHER THEY PREFER COKE OR PEPSI

134. COMPARATIVE SCALE DATA MUST BE INTERPRETED IN RELATIVE TERMS AND HAVE ONLY ORDINAL OR RANK ORDER PROPERTIES

135. FOR THIS REASON, COMPARATIVE SCALING IS REFERRED TO AS NON-METRIC SCALING

136. NON COMPARATIVE SCALES NON-COMPARATIVE SCALES REFER TO A SCALE FORMAT THAT REQUIRES A JUDGMENT WITHOUT REFERENCE TO ANOTHER OBJECT, PERSON, OR CONCEPT

137. THESE SCALES ARE ALSO REFERRED TO AS MONADIC OR METRIC SCALES

138. THE RESULTING DATA ARE GENERALLY ASSUMED TO BE INTERVAL OR RATIO SCALED

139. FOR EXAMPLE, RESPONDENTS MAY BE ASKED TO EVALUATE COKE ON A 1 TO 6 PREFERENCE SCALE (1= NOT AT ALL PREFERRED; 6 = GREATLY PREFERRED)

140. TYPES OF COMPARATIVE SCALES PAIRED COMPARISON RANK ORDER CONSTANT SUM Q-SORT AND OTHER PROCEDURES

141. TYPES OF NON- COMPARATIVE SCALES CONTINUOUS RATING SCALES ITEMIZED RATING SCALES LIKERT SCALE SEMANTIC DIFFERENTIAL SCALE STAPEL SCALE THURSTONE SCALE

142. COMPARATIVE SCALES PAIRED COMPARISON RATING SCALE: THIS FORMAT CREATES A PRE-SELECTED GROUP OF TRAITS PRODUCT CHARACTERISTICS OR FEATURES THAT ARE PAIRED AGAINST ONE ANOTHER INTO TWO GROUPS

143. RESPONDENTS ARE ASKED TO SELECT WHICH IN EACH PAIR IS MORE IMPORTANT TO THEM

144. A RESPONDENT IS PRESENTED WITH TWO OBJECTS AND ASKED TO SELECT ONE ACCORDING TO SOME CRITERION THE DATA OBTAINED ARE ORDINAL IN NATURE

145. PAIRED COMPARISON SCALES ARE FREQUENTLY USED WHEN STIMULUS OBJECTS ARE PHYSICAL PRODUCTS

146. EXAMPLE: WE GOING TO PRESENT YOU WITH SEVERAL PAIRS OF TRAITS ASSOCIATED WITH A SALESPERSON’S ON-THE-JOB ACTIVITIES FOR EACH PAIR, PLEASE INDICATE WHICH TRAIT YOU FEEL IS MORE IMPORTANT FOR BEING A SALES PERSON

148. CONSTANT SUM SCALE: THIS SCALE PROVIDES A BETTER PERSPECTIVE OF DISTANCE BETWEEN THE POINTS ON A CONTINUUM

149. WITH THIS TYPE OF SCALE, THE RESPONDENT IS ASKED TO DIVIDE OR ALLOCATE A NUMBER OF POINTS, PERCENTAGES, OR RUPEES, USUALLY A TOTAL SUM OF 100, TO INDICATE THE RELATIVE IMPORTANCE OF THE ATTITUDE BEING STUDIED

150. THE AMOUNTS THAT ARE ALLOCATED TO EACH ALTERNATIVE INDICATES THE RANKS ASSIGNED TO THEM BY THE RESPONDENTS, BUT IT ALSO INDICATES THE AMOUNT OF DIFFERENCE THE RESPONDENTS SET BETWEEN EACH ALTERNATIVE

151. IMPORTANCE OF BATHING SOAP ATTRIBUTES USING A CONSTANT SUM SCALE INSTRUCTIONS BELOW ARE THE EIGHT ATTRIBUTES OF BATHING SOAPS PLEASE ALLOCATE 100 POINTS AMONG THE ATTRIBUTES SO THAT YOUR ALLOCATION REFLECTS THE RELATIVE IMPORTANCE YOU ATTACH TO EACH ATTRIBUTE THE MORE POINTS AN ATTRIBUTES RECEIVES, THE MORE IMPORTANT IT IS IF AN ATTRIBUTE IS NOT AT ALL IMPORTANT, ASSIGN IT ZERO POINTS IF AN ATTRIBUTE IS TWICE AS IMPORTANT AS SOME OTHER ATTRIBUTE, IT SHALL RECEIVE TWICE AS MANY POINTS

152. AVERAGE RESPONSES OF THREE SEGMENTS ATTRIBUTE SEGMENT I SEGMENT II SEGMENT III MILDNESS 8 2 4 LATHER 2 4 17 SHRINKAGE 3 9 7 PRICE 53 17 9 FRAGRANCE 9 0 19 PACKAGING 7 5 9 MOISTURIZING 5 3 20 CLEANING POWDER 13 60 15 SUM 100 100 100

153. EXAMPLE: IF YOU HAD Rs. 1000 TO ALLOCATE TO THE FOLLOWING CHARITABLE ORGANIZATIONS, HOW WOULD YOU ALLOCATE YOUR MONEY? YOU MAY GIVE ALL YOUR RUPEES TO ANY ONE ORGANIZATION, BUT YOUR TOTAL MUST ADD UP TO Rs. 1000 INDIAN RED CROSS ____________ INDIAN CANCER FOUNDATION____________ INDIAN SPASTIC SOCIETY ____________ CRY ____________ HEART CARE FOUNDATION ____________ OLD AGE HOME ____________

154. RANK ORDER SCALE: IN THIS SCALE OF MEASUREMENT THE RESEARCHER USES RANKING QUESTIONS AS THESE ARE CONSTRUED TO BE A FORM OF OPINION QUESTIONS IN WHICH RESPONDENT IS ASKED TO RANK COMPARATIVELY THE ITEMS LISTED

155. THESE ALLOW THE RESPONDENTS TO COMPARE THEIR OWN RESPONSES BY INDICATING THEIR FIRST CHOICE, SECOND, THIRD AND FOURTH PREFERENCES AND SO FORTH, UNTIL ALL THE RESPONSES ARE PLACED IN A RANK ORDER

156. RANK ORDER SCALING IS COMMONLY USED TO MEASURE PREFERENCES FOR BRANDS AS WELL AS ATTRIBUTES

157. RANK ORDER DATA ARE FREQUENTLY OBTAINED FROM RESPONDENTS IN CONJOINT ANALYSIS BECAUSE RANK – ORDER SCALING FORCES THE RESPONDENT TO DISCRIMINATE AMONG THE STIMULUS OBJECTS

158. EXAMPLE:QUESTIONNAIRE SEEKING DATA FOR A STAFF EXECUTIVE JOB DESCRIPTION IN YOUR JOB YOU MAY PERFORM ANY OF THE SEVEN ROLES LISTED HERE. CONSIDER HOW MUCH TIME YOU SPEND IN EACH ROLE. THEN RANK THE ROLES FROM 1 TO 7 IN TIME SPENT ON EACH. WRITE A '1' AFTER THAT GIVEN THE MOST TIME-- AND A '7' AFTER THE LEAST TIME. COORDINATOR _______________________ ENTREPRENEUR ________________________ EXPEDITER _______________________ EXPERT _______________________ FORECASTER _______________________ INNOVATOR _______________________ INTEGRATOR

159. EXAMPLE: INSTRUCTIONS: RANK THE VARIOUS BRANDS OF TOOTHPASTES IN ORDER OF PREFERENCE BEGIN BY PICKING OUT THE ONE BRAND THAT YOU LIKE MOST ASSIGN IT A NUMBER 1 THEN FIND THE SECOND MOST PREFERRED BRAND AND ASSIGN IT A NUMBER 2 CONTINUE THE PROCEDURE UNTIL YOU HAVE RANKED ALL BRANDS OF TOOTHPASTE IN ORDER OF PREFERENCE THE LEAST PREFERRED BRAND SHOULD BE ASSIGNED A RANK OF 10

160. NO TWO BRANDS SHOULD RECEIVE THE SAME RANK THE CRITERION OF PREFERENCE IS ENTIRELY UP TO YOU. THERE IS NO RIGHT OR WRONG ANSWER. JUST TRY TO BE CONSISTENT

161. BRAND RANK ORDER COLGATE ________ CREST ________ AIM ________ CLOSE-UP ________ PEPSODENT ________ ULTRA BRITE ________ PLUS WHITE ________ STRIPE ________ GLEEM ________ MACLEANS ________

162. NON-COMPARATIVE SCALING TECHNIQUES ONE OF THE TWO TYPES OF SCALING TECHNIQUES IN WHICH EACH STIMULUS OBJECT IS SCALED INDEPENDENTLY OF THE OTHER OBJECT IN THE STIMULUS SET

163. THESE CONSIST OF CONTINUOUS RATING SCALES ITEMIZED RATING SCALES

164. CONTINUOUS RATING SCALE: A SCALE MEASURE THAT USES A SCALE POINT FORMAT THAT PRESENTS THE RESPONDENT WITH SOME TYPE OF GRAPHIC CONTINUUM AS THE SET OF POSSIBLE RESPONSES TO A GIVEN QUESTION

165. IT IS ALSO REFERRED TO AS GRAPHIC RATING SCALES

166. RESPONDENTS RATE THE OBJECTS BY PLACING A MARK AT THE APPROPRIATE POSITION ON A LINE THAT RUNS FROM ONE EXTREME OF THE CRITERION VARIABLE TO THE OTHER

167. THE RESPONDENTS ARE NOT RESTRICTED TO SELECTING FROM MARKS PREVIOUSLY SET BY THE RESEARCHER

168. THE FORM OF THE CONTINUOUS SCALE MAY VARY CONSIDERABLY: THE LINES MAY BE VERTICAL OR HORIZONTAL SCALE POINTS IN THE FORM OF NUMBERS OR BRIEF DESCRIPTIONS MAY BE PROVIDED AND IF PROVIDED, SCALE POINTS MAY BE FEW OR MANY

169. ONCE THE RESPONDENT HAS PROVIDED THE RATINGS, THE RESEARCHER DIVIDES THE LINE INTO AS MANY CATEGORIES AS DESIRED AND ASSIGNS SCORES BASED ON CATEGORIES INTO WHICH THE RATINGS FALL

170. THESE SCORES ARE TREATED AS INTERVAL DATA

171. EXAMPLE: HOW WOULD YOU RATE RELIANCE RETAIL AS A DEPARTMENT STORE? VERSION 1 PROBABLY THE WORST---------------I---------------------------------------PROBABLY THE BEST

172. VERSION 2 PROBABLY THE WORST---------------I---------------------------------------PROBABLY THE BEST 0 10 20 30 40 50 60 70 80 90 100

173. VERSION 3 VERY BAD NEITHER VERY GOOD GOOD NOR BAD PROBABLY THE WORST---------------I---------------------------------------PROBABLY THE BEST 0 10 20 30 40 50 60 70 80 90 100

174. ITEMIZED RATING SCALE: THE ITEMIZED RATING SCALE IS, PERHAPS, THE MOST FREQUENTLY USED IN MARKETING RESEARCH BECAUSE OF ITS SIMPLICITY AND ADAPTABILITY TO MOST MEASUREMENT SITUATIONS

175. THIS FORM OF RATING SCALE REQUIRES A RESPONDENT TO INDICATE HIS OR HER ATTITUDE BY SELECTING A POSITION ON A CONTINUUM THAT REFLECTS A RANGE OF POSSIBLE VIEWS REGARDING AN OBJECT

176. THE VARIOUS POSITIONS ON THE CONTINUUM ARE SET UP IN A SEQUENTIAL ORDER IN TERMS OF THE SCALE POSITIONS (IN OTHER WORDS, REPRESENTING THE DEGREE OF ATTITUDE HELD)

177. THE SCALE POSITIONS ARE CLEARLY MARKED WITH A DESCRIPTIVE STATEMENT OF SOME KIND

178. TYPES OF ITEMIZED SCALES: SEMANTIC DIFFERENTIAL SCALE LIKERT SCALE STAPEL SCALE THURSTONE SCALE

179. SEMANTIC DIFFERENTIAL SCALE: A UNIQUE BIPOLAR ORDINAL SCALE FORMAT THAT CAPTURES A PERSON’S ATTITUDES OR FEELINGS ABOUT A GIVEN OBJECT

180. THIS TYPE OF SCALE IS UNIQUE IN ITS USE OF BIPOLAR ADJECTIVES AND ADVERBS (GOOD/BAD, LIKE/DISLIKE, COMPETITIVE/NONCOMPETITIVE, HELPFUL/UNHELPFUL, ETC.)

181. IN SEMANTIC DIFFERENTIAL SCALE, THE RESPONDENTS ARE ASKED TO EXPRESS THEIR FEELINGS ABOUT WHATEVER BEING EVALUATED BY RECORDING THEIR RESPONSES ON A SCALE OF ADJECTIVES (SUCH AS STRONG -- MILD), WHICH ARE PAIRED POLAR OPPOSITES

182. THE SEVEN SCALE POSITIONS ARE INTENDED TO SIGNIFY: EXTREMELY X QUITE X SLIGHTLY X NEITHER X NOR Y; EQUALLY X AND EQUALLY Y SLIGHTLY Y QUITE Y EXTREMELY Y

183. THIS SCALE TYPE IS BEST FOR IDENTIFYING A “PERCEPTUAL IMAGE PROFILE” ABOUT THE OBJECT OR BEHAVIOR OF CONCERN

184. INDIVIDUAL ITEMS ON A SEMANTIC DIFFERENTIAL SCALE MAY BE SCORED ON EITHER A +3 TO - 3 OR A 1 TO 7 SCALE

185. THE RESULTING DATA ARE COMMONLY ANALYZED THROUGH PROFILE ANALYSIS

186. MEANS OR MEDIAN VALUES ON EACH RATING SCALE ARE CALCULATED AND COMPARED BY PLOTTING STATISTICAL ANALYSIS

187. THIS HELPS DETERMINE OVERALL DIFFERENCES AND SIMILARITIES AMONG THE OBJECTS

188. TO ASSESS THE DIFFERENCES ACROSS THE SEGMENTS, THE RESEARCHER CAN COMPARE MEAN RESPONSES OF DIFFERENT SEGMENTS

189. IN CASES WHERE THE RESEARCHER REQUIRES AN OVERALL COMPARISON OF OBJECTS, SUCH AS TO DETERMINE STORE PREFERENCES, THE INDIVIDUAL ITEMS ARE SUMMED TO ARRIVE AT TOTAL SCORE

190. IT IS WIDELY USED IN COMPARING BRANDS PRODUCTS COMPANY IMAGES DEVELOP ADVERTISING AND PROMOTIONAL STRATEGIES NEW – PRODUCT DEVELOPMENT STUDIES

191. EXAMPLE: THIS PART OF THE STUDY MEASURES WHAT CERTAIN DEPARTMENT STORES MEAN TO YOU BY HAVING YOU JUDGE THEM ON A SERIES OF DESCRIPTIVE SCALES BOUNDED AT EACH END BY ONE OF TWO BIPOLAR ADJECTIVES

192. PLEASE MARK (X) THE BLANK THAT BEST INDICATE HOW ACCURATELY ONE OR THE OTHER ADJECTIVE DESCRIBES WHAT THE STORE MEANS TO YOU PLEASE BE SURE TO MARK EVERY SCALE, DO NOT OMIT ANY SCALE

193. FORM HARRODS IS: POWERFUL -- -- -- -- -- -- --WEAK UNRELIABLE -- -- -- -- -- -- --RELIABLE MODERN -- -- -- -- -- -- --OLD FASHIONED COLD -- -- -- -- -- -- --WARM CAREFUL -- -- -- -- -- -- --CARELESS

194. THE ACTUAL DESIGN OF A SEMANTIC DIFFERENTIAL SCALE CAN VARY FROM SITUATION TO SITUATION

195. IF A RESEARCHER IS INTERESTED IN DEVELOPING A CREDIBILITY SCALE THAT COULD BE USED BY REVLON TO ASSESS THE CREDIBILITY OF SUSHMITA SEN AS A SPOKESPERSON IN TV OR PRINT ADVERTISEMENTS FOR REVLON BRANDS OF GROOMING PRODUCTS

196. THE RESEARCHER DETERMINES THAT THE CREDIBILITY CONSTRUCT CONSISTS OF THREE FACTORS EXPERTISE TRUSTWORTHINESS ATTRACTIVENESS

197. WITH EACH FACTOR MEASURED USING A SPECIFIC SET OF FIVE BIPOLAR SCALES

198. EXAMPLE OF SEMANTIC DIFFERENTIAL SCALE FORMAT FOR SUSHMITA SEN AS A CREDIBILITY SPOKESPERSON

199. NOW WITH RESPECT TO SUSHMITA SEN AS THE SPOKESPERSON FOR REVLON GROOMING PRODUCTS, WE WOULD LIKE TO KNOW YOUR OPINION ABOUT THE EXPERTISE, TRUSTWORTHINESS, AND ATTRACTIVENESS THAT YOU BELIEVE SHE BRINGS TO THE ADVERTISEMENT EACH DIMENSION HAS FIVE FACTORS THAT MAY OR MAY NOT REPRESENT YOUR OPINION

200. FOR EACH LISTED FACTOR, PLEASE CHECK THE POINT THAT BEST EXPRESSES YOUR OPINION ABOUT THE FACTOR

201. EXPERTISE: 1 2 3 4 5 6 7 KNOWLEDGEABLE UNKNOWLEDGEABLE EXPERT NOT AN EXPERT SKILLED UNSKILLED QUALIFIED UNQUALIFIED EXPERIENCED INEXPERIENCED

202. TRUST WORTHINESS 1 2 3 4 5 6 7 RELIABLE UNRELIABLE SINCERE INSINCERE TRUSTWORTHY UNTRUSTWORTHY DEPENDABLE UNDEPENDABLE HONEST DISHONEST

203. ATTRACTIVENESS 1 2 3 4 5 6 7 SEXY NOT SEXY BEAUTIFUL UGLY ATTRACTIVE UNATTRACTIVE CLASSY NOT CLASSY ELEGANT PLAIN

204. EXAMPLE: A SEMANTIC DIFFERENTIAL SCALE FOR MEASURING SELF CONCEPTS PERSON CONCEPTS PRODUCT CONCEPTS

205. RUGGED DELICATE EXCITABLE CALM UNCOMFORTABLE COMFORTABLE DOMINATING SUBMISSIVE THRIFTY INDULGENT PLEASANT UNPLEASANT CONTEMPORARY NON-CONTEMPORARY

206. ORGANIZED NO-ORGANIZED RATIONAL EMOTIONAL YOUTHFUL MATURE FORMAL INFORMAL ORTHODOX LIBERAL COMPLEX SIMPLE COLORLESS COLORFUL MODEST VAIN

207. EXAMPLE Contd… INDICATE YOUR IMPRESSION OF BUKHARA RESTAURANT BY CHECKING THE LINE CORRESPONDING TO YOUR OPINION FOR EACH PAIR OF DESCRIPTORS

208. Convenient location inconvenient location High prices low prices For me not for me Warm atmosphere cold atmosphere Wide menu limited menu Fast service slow service High quality food low quality food A special place an every day place

209. A SURVEY CAN BE ORGANIZED WHERE IN RESPONDENTS COULD BE ASKED TO GIVE THEIR OPINION ON THESE PARAMETERS FOR A SET OF RESTAURANTS– LET US SAY FRONTIER TO BE COMPARED WITH BUKHARA

210. A PERCEPTUAL DIAGRAM CAN BE CONSTRUCTED THAT COULD GIVE US AS TO HOW THE TWO RESTAURANTS ARE PERCEIVED BY THE RESPONDENTS

211. Image Profile of Commuter Airlines versus Major Airlines

212. BRAND PROFILING – CAR CARE

213. A SIMILAR STUDY COULD BE DESIGNED FOR IA AND TRACKING COULD BE UNDERTAKEN ON A REGULAR INTERVAL - SAY AFTER EVERY THREE MONTHS- TO HAVE A BETTER UNDERSTANDING OF THE IA’S FLYERS

214. EXAMPLE: THE QUALITY OF FOOD CHECK IN FACILITIES CABIN CREW’S RESPONSE TIME ETC. CAN BE EVALUATED USING THIS TECHNIQUE

215. A SAMPLE OF FLIERS CAN BE REQUESTED TO RATE THE FOOD QUALITY ON A SCALE OF 1 (EXTREMELY POOR) TO 7 (EXTREMELY GOOD) THIS CAN BE COMPARED WITH THEIR PERCEPTION OF IA’S COMPETITOR

216. THIS COULD BECOME A RELEVANT INPUT IN DECISION MAKING PROCESS FOR THE IA MANAGEMENT TO IMPROVE ITS BRAND IMAGE

217. LIKERT SCALE AN ORDINAL SCALE FORMAT THAT ASKS THE RESPONDENTS TO INDICATE THE EXTENT TO WHICH THEY AGREE OR DISAGREE WITH A SERIES OF MENTAL BELIEF OR BEHAVIORAL BELIEF STATEMENTS ABOUT A GIVEN OBJECT

218. THIS SCALE WAS DEVELOPED BY RENSIS LIKERT AND IS WIDELY USED RATING SCALE

219. IN THE LIKERT SCALE, THE MATTER OF CHOOSING OPPOSITE ADJECTIVES IS AVOIDED RATHER, IT MAKES A STATEMENT OR POSES ONE DESCRIPTION (OR ADJECTIVE) FOR WHATEVER IS BEING EVALUATED

220. THE RESPONDENT IS THEN GIVEN A SCALE WHOSE POSITION RANGE FROM “STRONGLY AGREE" TO “STRONGLY DISAGREE"

221. THEY ARE ALSO CALLED SUMMATED SCALES BECAUSE THE SCORES ON THE INDIVIDUAL ITEMS ARE SUMMED TO PRODUCE A TOTAL SCORE FOR THE RESPONDENT

222. A LIKERT SCALE USUALLY CONSISTS OF TWO PARTS: ITEM PART EVALUATIVE PART

223. THE ITEM PART IS ESSENTIALLY A STATEMENT ABOUT A CERTAIN PRODUCT EVENT OR ATTITUDE

224. THE EVALUATIVE PART IS A LIST OF RESPONSE CATEGORIES RANGING FROM “STRONGLY AGREE” TO “STRONGLY DISAGREE”

225. AN IMPORTANT ASSUMPTION OF THIS METHOD IS THAT EACH OF THE ITEMS (STATEMENTS) MEASURES SOME ASPECT OF SINGLE COMMON FACTOR

226. OTHERWISE, THE ITEMS CANNOT LEGITIMATELY BE SUMMED IN OTHER WORDS, THE RESULTING SCALE IS UNI DIMENSIONAL

227. TO CONDUCT THE ANALYSIS, EACH STATEMENT IS ASSIGNED A NUMERICAL SCORE, RANGING EITHER FROM -2 TO +2 OR 1 TO 5

228. THE ANALYSIS CAN BE CONDUCTED ON: AN ITEM BY ITEM BASIS (PROFILE ANALYSIS) OR A TOTAL (SUMMATED) SCORE CAN BE CALCULATED FOR EACH RESPONDENT BY SUMMING UP ACROSS ITEMS

229. EXAMPLE: LET US LOOK AT A SET OF TEN STATEMENTS WHICH REFLECT THE ATTITUDE OF AN INDIAN AIRLINES FLYER WE LIKE TO EVALUATE THESE STATEMENTS IN TERMS OF FLYER’ PERCEPTION ABOUT INDIAN AIRLINES

230. EACH STATEMENT SHALL BE EVALUATED ON A SCALE OF 1 TO 5 1-STRONGLY DISAGREE 2-DISAGREE 3-NEITHER AGREE NOR DISAGREE 4-SOMEWHAT AGREE 5-STRONGLY AGREE

231. IA IS ALWAYS ON TIME THE SEATS ARE VERY COMFORTABLE I LOVE THE FOOD THEY PROVIDE THEIR AIR HOSTESSES ARE VERY BEAUTIFUL MY BOSS/FRIEND FLIES WITH IA

232. IA HAS YOUNGER AIRCRAFTS I GET ADVANTAGE OF FREQUENT FLIER PROGRAM IT(THE FLIGHT TIMING) SUITS MY SCHEDULE MY WIFE/MOM FEELS SAFE WHEN I FLY IA FLYING IA COMPLEMENTS MY LIFE STYLE AND SOCIAL STANDING IN THE SOCIETY

233. A SAMPLE OF FLYERS CAN BE REQUESTED TO BE A PART OF SURVEY WHERE IN EACH OF THE FLYER SHALL EVALUATE EACH STATEMENT AND ASSIGN A VALUE RANGING FROM 1 TO 5 DEPENDING UPON HIS AGREEING OR DISAGREEING WITH THE STATEMENT

234. THEN A SCORE CAN BE ARRIVED AT FOR EACH INDIVIDUAL AND TOTAL SCORE GIVEN TO EACH STATEMENT BY FLIERS

235. AND THE STATEMENTS HAVING LOWER/ HIGHER SCORE REFLECT THE PERCEPTION OF THE FLYER ABOUT THE IA ACCORDINGLY IA CAN REPOSITION IT SELF VIS A VIS ITS COMETITORS

236. STAPEL SCALE: THE STAPEL SCALE IS A SIMPLIFICATION OF THE SEMANTIC DIFFERENTIAL DEVELOPED BY JAN STAPEL

237. UNIPOLAR SCALE WITH 10 CATEGORIES NUMBERED FROM - 5 TO +5, WITHOUT A NEUTRAL POINT (ZERO), WITH VALUES PROGRESSIONS RANGING FROM POSITIVE TO NEGATIVE WHICH MEASURE DIRECTION AND INTENSITY SIMULTANEOUSLY

238. USUALLY PRESENTED VERTICALLY RESPONDENTS ARE ASKED TO INDICATE THE OBJECT BY SELECTING A NUMERICAL RESPONSE CATEGORY

239. THE HIGHER THE POSITIVE SCORE, THE BETTER THE ADJECTIVE DESCRIBES THE OBJECT

240. THE MAIN VIRTUE OF THIS SCALE IS THAT IT IS EASY TO ADMINISTER AND CONSTRUCT BECAUSE THERE IS NO NEED TO PROVIDE ADJECTIVES OR PHRASES TO ASSURE BI-POLARITY

241. A Stapel Scale for Measuring a Store’s Image

242. EXAMPLE:APPLICATION OF STAPEL SCALE FOR THE RETAIL STORE IMAGE STUDY +5 +5 +5 +4 +4 +4 +3 +3 +3 +2 +2 +2 +1 +1 +1 WIDE LESSER HIGH SELECTION KNOWN QUALITY BRAND - 1 - 1 - 1 - 2 - 2 - 2 - 3 - 3 - 3 - 4 - 4 - 4 - 5 - 5 - 5 _____________________________________________

243. EXAMPLE : BANK STUDY -5 -4 -3 -2 -1 +1 +2 +3 +4 +5 SERVICE IS COURTEOUS LOCATION IS CONVENIENT HOURS ARE CONVENIENT LOAN INTERSET RATES ARE HIGH

244. Summary of Advantages and Disadvantages of Rating Scales

245. SORTING Sorting Tasks Require that respondents indicate their attitudes or beliefs by arranging items on the basis of perceived similarity or some other attribute. Example: Here is a sheet that lists several airlines. Next to the name of each airline is a pocket. Here are ten cards. I would like you to put these cards in the pockets next to the airlines you would prefer to fly on your next trip. Assume that all of the airlines fly to wherever you would choose to travel. You can put as many cards as you want next to an airline, or you can put no cards next to an airline. Cards American Airlines_____ Delta Airlines _____ United Airlines _____ Southwest Airlines_____ Northwest Airlines_____