Professional Documents
Culture Documents
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Scale Nominal
Ordinal
Finish
Interval
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Ratio
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Ordinal Scale
Preference Rankings
7 2 8 3 1 5 9 6 4 10
Interval Scale
Preference Ratings 1-7
5 7 4 6 7 5 4 5 6 2
Ratio Scale
$ spent last 3 months
0 200 0 100 250 35 0 100 0 10
2. Macys 3. Kmart 4. Richs 5. J.C. Penney 6. Neiman Marcus 7. Target 8. Saks Fifth Avenue 9. Sears 10.Wal-Mart
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Marketing Permissible Statistics Examples Descriptive Inferenti Brand nos., store Percentages, Chi-square types mode binomial te
Rank-order correlation,
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Comparative Scales
Paired Comparison
Rank Order
Constant Sum
Likert
Semantic Differential
Stapel
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In noncomparative scales, each object is scaled independently of the others in the stimulus set. The resulting data are generally assumed to be interval or ratio scaled.
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0 1a 1 0 1 3 1 0 1 2
Sassoon Shoulders 0 1 0 0 0 0 1 4 1 1
0 0 1 0 1
1 in a particular box means that the brand in that column was preferred over the brand in the corresponding row. A 0 means that the row brand was preferred over the column brand. bThe number of times a brand was preferred is obtained by summing the 1s in each column.
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3. Aim
4. Gleem 5. Macleans 6. Ultra Brite
_________
_________ _________ _________
7. Close Up
8. Pepsodent 9. Plus White 10. Stripe
_________
_________ _________ _________
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On the next slide, there are 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 attribute receives, the more important the attribute 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 should receive twice as many points.
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Attribute 1. Mildness 2. Lather 3. Shrinkage 4. Price 5. Fragrance 6. Packaging 7. Moisturizing 8. Cleaning Power Sum
Segment II
2 4 9 17 0 5 3 60 100
Segment III
4 17 7 9 19 9 20 15 100
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Sorting might present the respondent with several concepts typed on cards and require that the respondent arrange the cards into a number of piles or otherwise classify the concepts.
Q-Sort scales
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When the number of objects or characteristics to be ranked are very large in number it becomes tedious to rank order Here respondents are asked to sort out various objects or characteristics into various groups with pre-specified no. in each group often to result in roughly normal distribution . If respondents have to rank 100 different newly thought out toy products according to their tastes & preferences ,each will be given100 cards containing a product & is feature. Customers are asked to segregate cards into 10 stacks so that first stack contains set of cards highly preferred and tenth stack contains least preferred cards Cards in each stack should be arranged in respondents order of preference It asks a lot of time & effort on the part of respondents
Attitude
An enduring disposition to consistently respond in a given manner Attitudes are positive , negative or neutral Difficult to measure attitudes but attempts are made to do this by using various scales
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Cognitive
Knowledge and beliefs
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Cognitive Component
Air Traveller remembers names of several airlines He has knowledge about different features of the airlines gained through Ads, Dailies, Magazines, friends He has certain beliefs about their services. Once the positive beliefs increase they give rise to a favourable cognitive component towards a particular airline
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Affective
The feelings or emotions toward an object
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Affective Component
A woman says that she loves shopping at lifestyle This is based on womans overall emotional feelings which forms affective component Two persons may share a cognitive component but when it comes to affective component one may have a positive affective component and the other a negative affective component towards the same object
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Behavioral
Persons future actions Intentions Behavioral expectations If the air traveler wants to fly a particular airlines in future too or the lady wants to shop from lifestyle for her next shopping it is behavioral component of the attitude
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Measuring Attitudes
Ranking Rating Sorting Choice
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Ranking tasks require that the respondent rank order a small number of objects in overall performance on the basis of some characteristic or stimulus.
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Rating asks the respondent to estimate the magnitude of a characteristic, or quality, that an object possesses. The respondents position on a scale(s) is where he or she would rate an object.
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Sorting might present the respondent with several concepts typed on cards and require that the respondent arrange the cards into a number of piles or otherwise classify the concepts.
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Choice between two or more alternatives is another type of attitude measurement it is assumed that the chosen object is preferred over the other.
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Physiological measures of attitudes provide a means of measuring attitudes without verbally questioning the respondent. for example, galvanic skin responses, measure blood pressure & pupil dilation may be used for assessing affective component of the attitude
Attitude scales
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Two major types of scales --Single Item scales --Multi item scales Single item scales are those with only one item to measure. Customer satisfaction can be measured as overall attitude using single item scale where respondents can select 1 if they are least satisfied ,3 if they are moderately satisfied&6 if they are totally satisfied Multiple item scales are those where several attributes are used to measure peoples attitude .Motivational level is measured in terms of -work environment, - interpersonal relationship, -behaviour of top management -compensation procedure