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Attitudinal Measurement
Attitudinal Measurement
Attitude is one of the most pervasive notions in all of the marketing. 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 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
What is an attitude?
It is defined as a predisposition to respond to an idea or object. 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 In Marketing It Refers To The Consumers Predisposition To Respond To A Product , Idea and/or Service. If Predisposition Is Favorable, It Is Assumed That The Consumer Is Likely To Purchase The Product Or Service.
Elements Of Attitudes
Attitudes Are Composed Of Beliefs About The Object Of Concern, Such As Its Strength Or Economy. Emotional Feelings About The Object Such As Like And Dislikes. And Readiness Of The Individual To Respond Behaviorally To The Object That Is To Buy It There Is Tendency In Marketing To Bring These Three Elements Into What Is Called Image
Although Attitude Is One Of The Most Widely Used Ideas In Social Psychology, It Is Also One Of The Most Inconsistently Used Concepts . Though There Are Lot Of Interpretations Of The Concept, There Is A Broad Agreement Among The Academicians And Practitioners On The Following: 1. Attitude Represents A Predisposition To Respond To An Object, Not Actual Behavior Toward The Object. Attitude Thus Possess The Quality Of Readiness
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. 3. Attitude Is Latent Variable That Produces Consistency In Behavior, Either Verbal Or Physical 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
Attitudinal studies are useful in Market segmentation, Advertisement effectiveness, Brand positioning or Repositioning Attitudes are often complex and are not fully understood though attitudes can be changed, but they tend to be persistent. Strongly held attitudes can be changed only with great pressure Attitude measurement tends to focus on measurement of beliefs about a products (services) qualities and emotional feelings about those qualities.
MEASUREMENT PROCESS
Construct Development The goal of construct development is: to precisely identify and what is to be measured, including any dimensionality traits Scale measurement The goal of scale measurement is to determine how to precisely measure each construct To understand construct development and scale development we must understand the term Object It refers to any tangible item in a persons environment that can be clearly and easily identified through the senses.
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. Scale development is designing questions to measure the subjective properties of an object
CHARACTERISTICS OF SCALES
Description
Description refers to use of a unique descriptor, or label, to stand for each designation in the scale. Any descriptor can be used for response for instance, yes or no, agree or disagree and the number of years of a respondents age are descriptors of a simple scale
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 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 . If one describes respondents in a survey according to their occupation: Banker, doctor, computer programmer, One has used a nominal scale.
you
would
Ordinal scale
An ordinal scale is obtained by ranking objects or arranging them in order with regard to some common variable.
Interval scale
Interval scales are those in which the distance between each descriptor is known. It demonstrates absolute differences between each scale point. 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 In an interval scale the numbers used to rank the objects also represent equal increments of the attribute being measured
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. This characteristic allow us to construct ratios when comparing the results of measurement. 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. 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
Ratio-scaled questions
Please indicate your age ---Years 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_ ) How much do you think a typical purchaser of a rs. 5 lakh term life insurance policy pays per month that policy? Rs ----What is the probability that you will use a lawyers services when you are ready to make a will? ______Percent
Typically the issues like quantity sold number of consumers probability of purchase etc. Form ratio scale measurement
INFORMATION REQUIREMENT: TO DETERMINE HOW OFTEN CUSTOMERS USE THEIR PRIMARY AUTOMOBILE SERVICE PROVIDERS FACILITIES / SERVICES
THE LOGICAL RESPONSES MIGHT BE: __NEVER __SELDOM __OCCASIONALLY __USUALLY __EVERY TIME
ASSESSING A RESPONDENTS 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
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
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 A LOT DISLIKE LIKE LIKE A LOT
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
SCALING PROPERTIES
SCALE
DESCRIPTION
ORDER
DISTANCE
ORIGIN
NO NO YES YES
NO NO NO YES
DESCRIPTIVE
INFERENTIAL
NOMINAL
PERCENTAGES MODE
DESCRIPTIVE ORDINAL
INFERENTIAL
NUMBERS INDICATE THE RELATIVE POSITIONS OF THE OBJECTS BUT NOT THE MAGNITUDE OF DIFFERENCES BETWEEN THEM
PERCENTILE,
ANOVA MEDIAN
DESCRIPTIVE INTERVAL DIFFERENCE BETWEEN THE OBJECTS CAN BE COMPARED; ZERO POINT IS ARBITRARY ATTITUDES, OPTIONS, INDEX NUMBERS ATTITUDES TOWARDS BRANDS GRADE POINT AVERAGE RANGE
INFERENTIAL
PRODUCT MOMENTCORRELATIONS MEAN t TESTS STANDARD DEVIATIONS ANOVA REGRESSION ANALYSIS FACTOR ANALYSIS
DESCRIPTIVE RATIO ZERO POINT IS FIXED; RATIOS OF SCALE VALUES CAN BE COMPUTED AGE, INCOME, COSTS, SALES, MARKET SHARES NO. OF PURCHASES PROBABILITY OF PURCHASE GEOMETRIC MEAN
INFERENTIAL
COEFFICIENT OF VARIATION
HARMONIC MEAN
IT IS A SCALE FORMAT THAT REQUIRES A JUDGMENT COMPARING ONE OBJECT, PERSON, OR CONCEPT AGAINST ANOTHER ON THE SCALE
FOR EXAMPLE, THE RESPONDENTS MIGHT BE ASKED WHETHER THEY PREFER COKE OR PEPSI
COMPARATIVE SCALE DATA MUST BE INTERPRETED IN RELATIVE TERMS AND HAVE ONLY ORDINAL OR RANK ORDER PROPERTIES
FOR EXAMPLE, RESPONDENTS MAY BE ASKED TO EVALUATE COKE ON A 1 TO 6 PREFERENCE SCALE (1= NOT AT ALL PREFERRED; 6 = GREATLY PREFERRED)
PAIRED COMPARISON RANK ORDER CONSTANT SUM Q-SORT AND OTHER PROCEDURES
COMPARATIVE SCALES
PAIRED COMPARISON RATING SCALE: THIS FORMAT CREATES
A PRE-SELECTED GROUP OF TRAITS PRODUCT CHARACTERISTICS OR FEATURES
RESPONDENTS ARE ASKED TO SELECT WHICH IN EACH PAIR IS MORE IMPORTANT TO THEM
A RESPONDENT IS PRESENTED WITH TWO OBJECTS AND ASKED TO SELECT ONE ACCORDING TO SOME CRITERION THE DATA OBTAINED ARE ORDINAL IN NATURE
PAIRED COMPARISON SCALES ARE FREQUENTLY USED WHEN STIMULUS OBJECTS ARE PHYSICAL PRODUCTS
EXAMPLE:
WE GOING TO PRESENT YOU WITH SEVERAL PAIRS OF TRAITS ASSOCIATED WITH A SALESPERSONS ON-THE-JOB ACTIVITIES
FOR EACH PAIR, PLEASE INDICATE WHICH TRAIT YOU FEEL IS MORE IMPORTANT FOR BEING A SALES PERSON
a. TRUST
b. COMPETENCE
a. COMPETENCE
USUALLY A TOTAL SUM OF 100, TO INDICATE THE RELATIVE IMPORTANCE OF THE ATTITUDE BEING STUDIED
RANKS
ASSIGNED TO THEM BY THE RESPONDENTS, BUT IT ALSO INDICATES THE AMOUNT OF DIFFERENCE THE RESPONDENTS SET BETWEEN EACH ALTERNATIVE
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
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 ____________
RANK ORDER SCALING IS COMMONLY USED TO MEASURE PREFERENCES FOR BRANDS AS WELL AS ATTRIBUTES
RANK ORDER DATA ARE FREQUENTLY OBTAINED FROM RESPONDENTS IN CONJOINT ANALYSIS BECAUSE RANK ORDER SCALING FORCES THE RESPONDENT TO DISCRIMINATE AMONG THE STIMULUS OBJECTS
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
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
BRAND COLGATE CREST AIM CLOSE-UP PEPSODENT ULTRA BRITE PLUS WHITE STRIPE GLEEM MACLEANS
RANK ORDER ________ ________ ________ ________ ________ ________ ________ ________ ________ ________
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
THE RESPONDENTS ARE NOT RESTRICTED TO SELECTING FROM MARKS PREVIOUSLY SET BY THE RESEARCHER
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
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
EXAMPLE:
HOW WOULD YOU RATE RELIANCE RETAIL AS A DEPARTMENT STORE?
VERSION 1
PROBABLY THE WORST---------------I---------------------------------------PROBABLY THE BEST
VERSION
VERSION
3
VERY BAD NEITHER GOOD NOR BAD VERY GOOD
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
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)
THE SCALE POSITIONS ARE CLEARLY MARKED WITH A DESCRIPTIVE STATEMENT OF SOME KIND
THIS TYPE OF SCALE IS UNIQUE IN ITS USE OF BIPOLAR ADJECTIVES AND ADVERBS (GOOD/BAD, LIKE/DISLIKE, COMPETITIVE/NONCOMPETITIVE, HELPFUL/UNHELPFUL, ETC.)
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
THE SEVEN SCALE POSITIONS ARE INTENDED TO SIGNIFY: 1. 2. 3. 4. 5. 6. 7. EXTREMELY X QUITE X SLIGHTLY X NEITHER X NOR Y; EQUALLY X AND EQUALLY Y SLIGHTLY Y QUITE Y EXTREMELY Y
THIS SCALE TYPE IS BEST FOR IDENTIFYING A PERCEPTUAL IMAGE PROFILE ABOUT THE OBJECT OR BEHAVIOR OF CONCERN
MEANS OR MEDIAN VALUES ON EACH RATING SCALE ARE CALCULATED AND COMPARED BY PLOTTING STATISTICAL ANALYSIS
THIS HELPS DETERMINE OVERALL DIFFERENCES AND SIMILARITIES AMONG THE OBJECTS
TO ASSESS THE DIFFERENCES ACROSS THE SEGMENTS, THE RESEARCHER CAN COMPARE MEAN RESPONSES OF DIFFERENT SEGMENTS
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
IT IS WIDELY USED IN COMPARING BRANDS PRODUCTS COMPANY IMAGES DEVELOP ADVERTISING AND PROMOTIONAL STRATEGIES NEW PRODUCT DEVELOPMENT STUDIES
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
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
FORM HARRODS IS: POWERFUL -- -- -- -- -- -- --WEAK UNRELIABLE -- -- -- -- -- -- --RELIABLE MODERN -- -- -- -- -- -- --OLD FASHIONED COLD -- -- -- -- -- -- --WARM CAREFUL -- -- -- -- -- -- --CARELESS
THE ACTUAL DESIGN OF A SEMANTIC DIFFERENTIAL SCALE CAN VARY FROM SITUATION TO SITUATION
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
THE RESEARCHER DETERMINES THAT THE CREDIBILITY CONSTRUCT CONSISTS OF THREE FACTORS EXPERTISE TRUSTWORTHINESS ATTRACTIVENESS
WITH EACH FACTOR MEASURED USING A SPECIFIC SET OF FIVE BIPOLAR SCALES
EXAMPLE OF SEMANTIC DIFFERENTIAL SCALE FORMAT FOR SUSHMITA SEN AS A CREDIBILITY SPOKESPERSON
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
FOR EACH LISTED FACTOR, PLEASE CHECK THE POINT THAT BEST EXPRESSES YOUR OPINION ABOUT THE FACTOR
EXPERTISE:
1 2 3 4 5 6 7
TRUST WORTHINESS
1 2 3 4 5 6 7
ATTRACTIVENESS
EXAMPLE:
A SEMANTIC DIFFERENTIAL SCALE FOR MEASURING SELF CONCEPTS PERSON CONCEPTS PRODUCT CONCEPTS
CONTEMPORARY
NON-CONTEMPORARY
EXAMPLE Contd
INDICATE YOUR IMPRESSION OF BUKHARA RESTAURANT BY CHECKING THE LINE CORRESPONDING TO YOUR OPINION FOR EACH PAIR OF DESCRIPTORS
Convenient location High prices For me Warm atmosphere Wide menu Fast service High quality food A special place
inconvenient location low prices not for me cold atmosphere limited menu slow service low quality food an every day place
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
A PERCEPTUAL DIAGRAM CAN BE CONSTRUCTED THAT COULD GIVE US AS TO HOW THE TWO RESTAURANTS ARE PERCEIVED BY THE RESPONDENTS
Source: J. Richard Jones and Sheila I. Cocke, A Performance Evaluation of Commuter Airlines: The Passengers View, Proceedings: Transportation Research Forum 22 (1981), p. 524. Reprinted with permission.
EXAMPLE:
THE QUALITY OF FOOD CHECK IN FACILITIES CABIN CREWS RESPONSE TIME ETC. CAN BE EVALUATED USING THIS TECHNIQUE
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 IAS COMPETITOR
THIS COULD BECOME A RELEVANT INPUT IN DECISION MAKING PROCESS FOR THE IA MANAGEMENT TO IMPROVE ITS BRAND IMAGE
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
THIS SCALE WAS DEVELOPED BY RENSIS LIKERT AND IS WIDELY USED RATING SCALE
THE RESPONDENT IS THEN GIVEN A SCALE WHOSE POSITION RANGE FROM STRONGLY AGREE" TO STRONGLY DISAGREE"
THEY ARE ALSO CALLED SUMMATED SCALES BECAUSE THE SCORES ON THE INDIVIDUAL ITEMS ARE SUMMED TO PRODUCE A TOTAL SCORE FOR THE RESPONDENT
A LIKERT SCALE USUALLY CONSISTS OF TWO PARTS: ITEM PART EVALUATIVE PART
THE EVALUATIVE PART IS A LIST OF RESPONSE CATEGORIES RANGING FROM STRONGLY AGREE TO STRONGLY DISAGREE
AN IMPORTANT ASSUMPTION OF THIS METHOD IS THAT EACH OF THE ITEMS (STATEMENTS) MEASURES SOME ASPECT OF SINGLE COMMON FACTOR
OTHERWISE, THE ITEMS CANNOT LEGITIMATELY BE SUMMED IN OTHER WORDS, THE RESULTING SCALE IS UNI DIMENSIONAL
TO CONDUCT THE ANALYSIS, EACH STATEMENT IS ASSIGNED A NUMERICAL SCORE, RANGING EITHER FROM -2 TO +2 OR 1 TO 5
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
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
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
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
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
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
THEN A SCORE CAN BE ARRIVED AT FOR - EACH INDIVIDUAL - AND TOTAL SCORE GIVEN TO EACH STATEMENT BY FLIERS
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
STAPEL SCALE:
THE STAPEL SCALE IS A SIMPLIFICATION OF THE SEMANTIC DIFFERENTIAL
DEVELOPED BY JAN STAPEL
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
USUALLY PRESENTED VERTICALLY RESPONDENTS ARE ASKED TO INDICATE THE OBJECT BY SELECTING A NUMERICAL RESPONSE CATEGORY
THE HIGHER THE POSITIVE SCORE, THE BETTER THE ADJECTIVE DESCRIBES THE OBJECT
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
Source: Dennis Menezes and Norbert F. Elbert, Alternative Semantic Scaling Formats for Measuring Store Image: An Evaluation, Journal of Marketing Research, February 1979, pp. 8087. Reprinted by permission of the American Marketing Association.
EXAMPLE: APPLICATION OF STAPEL SCALE FOR THE RETAIL STORE IMAGE STUDY +5 +4 +3 +2 +1 WIDE SELECTION +5 +5 +4 +4 +3 +3 +2 +2 +1 +1 LESSER HIGH KNOWN QUALITY BRAND -1 -1 -1 -2 -2 -2 -3 -3 -3 -4 -4 -4 -5 -5 -5 _____________________________________________
LOCATION IS CONVENIENT
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_____