Measurement Using Scales

Scales for measuring attitude

Definition Procedures for attempting to determine quantitative measures of subjective and sometimes abstract concepts Scaling is a measurement tool
Assigns numbers or symbols to properties of an object

May be either unidimensional or multidimensional

Important Scales

Graphic Rating Scales (uncommon): Respondents select a point on a graphic continuum anchored at the extremes
Itemized Rating Scales (common): Similar to graphic rating scales, except that respondents must select from a limited number of ordered categories rather than placing a check mark on a continuous scale

Semantic Differential Scale

Begins by determining the concept to be rated. Then select dichotomous pairs of words or phrases that could be used to describe the concept Respondents then rate the concept on a scale Finally, compute the mean of these responses for each pair of adjectives and plotted as a profile or image

Semantic Differential Scale Example

Service is discourteous Location is convenient 1234567 1234567 Service is courteous Location is inconvenient Hours are convenient Loan interest rates

Hours are inconvenient 1234567 Loan interest rates 1234567

are high

are low

Profile Analysis (Snake Diagram) - Example

Service is discourteous Location is convenient 1234567
Bank A

Service is courteous Location is inconvenient Hours are convenient Loan interest rates

1234567
Bank B

Hours are inconvenient 1234567 Loan interest rates 1234567

are high

are low

Rank-Order Scale

Description - respondent is asked to judge one item against another. Example - Rank the following brands of cereal according to your preference (1=most preferred).
__ __ __ __ Kelloggs Corn Flakes Rice Krispies Wheaties Kelloggs Raisin Bran ...

Paired Comparisons

Description - Paired comparison scales ask a respondent to pick one of two objects from a set based upon a given criterion

Example - Which brand do you prefer? ___ Coca-Cola ___ Pepsi ___ Dr. Pepper ___ Pepsi ___ Coca-Cola ___ Seven-Up ___ Dr. Pepper ___ Seven-Up

Constant Sum Scales

This technique requires the respondent to divide a given number of points, typically 100, among two or more attributes based on their importance Constant sum scales are used more often than paired comparisons because the long list of paired items is avoided

Purchase or Behavioral Intent Scales

Scale designed to measure the likelihood that a potential customer will purchase a product or service or behave in a certain way. Example: If a season ticket were offered for the Dallas Stars (hockey) games for $240, how likely are you to buy it? __ Definitely will buy __ Probably will buy __ Probably will not buy __ Definitely will not buy

Multiple Item Scales

Measurement of several aspects of an individuals attitude towards an object Two or more single-item rating scales combined in specific ways

Using a Likert (Summated) Scale (very common) Allows the respondent to express intensity of feeling Construction: Subjects are asked to indicate their degree of agreement or disagreement with each and every statement in a series by checking the appropriate cell Use: Sum the scores across items -- an indicator of overall attitude

Likert Scale (Multi Item) - Example

1. Nordstroms is an attractive store.
Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly Disagree

2. The service at Nordstroms is slow.

Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly Disagree

3. Nordstroms has attractive prices.

Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly Disagree

Considerations When Constructing Itemized Rating Scales

Nature of Verbal Description

Number of Categories

Odd or Even Number of Scale Categories

Forced Versus Non-Forced Choice

Balanced Versus Nonbalanced Alternatives

Examples Of Category (Itemized) Rating Scales

1. Balanced, forced-choice, odd-interval scale focusing on an attitude toward a specific attribute (1) How do you like the taste of Classic Coke? ___ ___ ___ ___ ___
Like It Very Much Like it Neither Like Nor Dislike It Dislike It Strongly Dislike It

2. Balanced, forced-choice, even-interval scale focusing on an overall attitude (2) Overall, how would you rate Ultra Brite Toothpaste? ___ ___ ___ ___ ___ ___
Extremely Good Very Good Somewhat Good Somewhat Bad Very Bad Extremely Bad

Examples Of Category (Itemized) Rating Scales

3. Unbalanced, forced-choice, odd-interval scale focusing on an overall attitude (3) What is your reaction to this advertisement? ___ ___ ___ ___ ___
Enthusiastic Very Favorable Favorable Neutral Unfavorable

4. Balanced, non-forced, odd-interval scale focusing on a specific attribute (4) How would you rate the friendliness of the sales personnel at Sears downtown store? __ __ __ __ __ __ __ __
Very Moderately Slightly Neither Slightly Moderately Very Dont Friendly Friendly Friendly Friendly Unfriendly Unfriendly Unfriendly Know Nor UnFriendly

Other Scales

There are numerous other scales. Examples:

Stapel

Scale Q-Sort Scale Thermometer Scale Happy Face Scale Fishbein weighted sum scale

Choosing an Attitude Scale

Choice is complicated by two problems:

Many

scales, each with its own advantages/ disadvantages Virtually any technique can be adapted to the measurement of attitude.

Ultimately choice is shaped by:

Specific

information required Adaptability of scale to method of administration Compatibility of scale with the structure of the respondents attitude