2. Attitude Measurement
For the purpose of
developing marketing
strategies, the
components of
attitude have to be
measured reliably.
Since these
components are
qualitative variables,
marketers usually
develop rating scale
in order to identify;
The degree to which
they think a brand
has certain
attributes(brand
beliefs).
3.
4. Scales
Psychologists have devised numerous methods for the
measurement of attitudes. The most significant ones are:-
Thurstone Scale
Likert
Scale
Semantic Scale
Kelly’s
reportary
Scale
5. Developed
by L.L.
THOMSON
and E.J
CHAVE.
Developed
by collecting
a large
number of
statements
relating to
the areas in
which
attitudes
were to be
measured.
The
statements
relating to
the attitude
object are
both
favorable
and
unfavorable
and are
placed in 11
piles with
most
favorable
statement
placed on
pile 1,to the
most
unfavorable
ones being
placed in
pile 11.
The scale is
then
represented
to the
respondent
who will
make his
selection
based on his
choice of the
statement.
His attitude
score will be
worked out
based on
the average
or median
scale of the
statements
that he has
checked.
Thurstone type of scale
6.
7. Likert Scale
Likert’s attitude scale uses five
points.
The statement relating to the
measurement of attitudes is given to
the respondent, who is then asked to
check one of the five points given for
every statement.
These points showed degree of
agreement or disagreement with
the given statements.
A positive aspect of the Likert scale is
that in this scaling technique, it will be
possible to make numerous
statements because for every aspect
only one statement is required, which
will have both positive and negative
degrees.
8.
9. This scaling technique was
developed by C.E Osgood,G.J.
Suci & R.H Tannenbowm(O.B,
L.M. Prasad, Sultan Chand &
sons, New Delhi, 1996,)
This techique calls for successive
allocation of a concept to a point
in the multidimensional space by
selection from among a set of
given scaled semantic
alternatives.
The scale values (often ranging
from 1 to 7) are associated with
different responses. The
individual’s score is usually the
sum of the values.
It consists of several pairs of
opposite adjectives or phrases, with
scale values in between.
While using this scale, the
respondent will mark the position
along each scale that reflects his or
her attitude to the attitude object.
Semantic Differential
10. Empathic : showing an ability to understand. Apathetic : showing or
feeling no interest.
Approachable : Friendly. Aloof : not friendly.
Understanding : the ability to understanding something. Defensive : intended to
defend or protect
Unconditional : not subject to any conditions. Conditional: more
conditions.
11. Kelly’s repertory grid
The resulting response was used as a construct.
The respondent is free to describe the differences
between the elements in any way he likes.
The generation of construct is repeated using any
other 3 elements & repeated till either no more
constructs can be originated or a predetermined
limit has been reached.
This technique developed by Kelly for the
measurement of constructs is frequently used in
marketing in the comparative study of attitude.
In the original repertory grid format, Kelly had
presented a series of cards (known as elements)
with various occupations and describe the way in
which any 2 were different from the third.
12. Thus, such a
technique
can be
applied to no.
of marketing
problems,
involving the
comparison
of one or
more
products and
services or
brand.
For instance,
the rep grid can
be used in
comparing the
various types of
cars.
Say the
respondents will
be given a grid
& asked to title
the columns
with brand
names of types
of cars.
If we are to
consider Pajero,
Sonata & Cedia
brands of cars,
here say, the
respondent may
describe Pajero
& Sonata as “
Power packed,
smooth speed
machines” when
compared to a
Cedia.
This description
is then used as a
row title & each of
the other brands
are rated
accordingly.
