Business Research Methods 9e Zikmund Babin Carr Griffin Attitude Measurement 14 Chapter 14 Attitude Measurement 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
LEARNING OUTCOMES 1. Describe how business researchers think of attitudes 2. Identify basic approaches to measuring attitudes 3. Discuss the use of rating scales for measuring attitudes 4. Represent a latent construct by constructing a summated scale 5. Summarize ways to measure attitudes with ranking and sorting techniques 6. Discuss major issues involved in the selection of a measurement scale 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14-2
Heat and Smoke What Keeps Them Happy? Furnace workers in steel factories face dangerous work environments. Business researchers assessed employee attitudes. While safety and health issues were important, it was the positive and supportive relationships with their immediate supervisor that really made the difference. 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14-3
What is An Attitude? Attitude An enduring disposition to consistently respond in a given manner to various aspects of the world. Components of attitudes: Affective Component The feelings or emotions toward an object Cognitive Component Knowledge and beliefs about an object Behavioral Component Predisposition to action Intentions Behavioral expectations 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 4
Attitudes as Hypothetical Constructs Hypothetical Construct Variables that are not directly observable but are measurable through indirect indicators, such as verbal expression or overt behavior. Also known a latent constructs or simply constructs. Common constructs: Job satisfaction Organizational commitment Personal values Feelings Role stress 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 5
Techniques for Measuring Attitudes Ranking Requiring the respondent to rank order objects in overall performance on the basis of a characteristic or stimulus. Rating Asking the respondent to estimate the magnitude of a characteristic, or quality, that an object possesses by indicating on a scale where he or she would rate an object. 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 6
Techniques for Measuring Attitudes Sorting Presenting the respondent with several concepts typed on cards and requiring the respondent to arrange the cards into a number of piles or otherwise classify the concepts. Choice Asking a respondent to choose one alternative from among several alternatives; it is assumed that the chosen alternative is preferred over the others. 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 7
Is it Positive Emotionality, or Is it LOVE? One study found that there are nine different ways love can be defined and/or measured. Love is a hypothetical construct it does not exist as a physical entity. 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14-8
Attitude Rating Scales Simple Attitude Scale Requires that an individual agree/disagree with a statement or respond to a single question. This type of self-rating scale classifies respondents into one of two categories (e.g., yes or no). Example: THE PRESIDENT SHOULD RUN FOR RE-ELECTION AGREE DISAGREE 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 9
Students Ask Are You Responsible? Showing interest in improving the world can also have bottom line implications. A survey of college students shows they prefer products and services from companies they perceive as having a social role. 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14-10
Attitude Rating Scales (cont d) Category Scale A more sensitive measure than a simple scale in that it can have more than two response categories. Question construction is an extremely important factor in increasing the usefulness of these scales. Example: How important were the following in your decision to visit San Diego? (check one for each item) VERY SOMEWHAT NOT TOO IMPORTANT IMPORTANT IMPORTANT CLIMATE COST OF TRAVEL FAMILY ORIENTED EDUCATIONAL/HISTORICAL ASPECTS FAMILIARITY WITH AREA 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 11
EXHIBIT 14.2 Likert Scale Items for Measuring Attitudes toward Patients Interaction with a Physician s Service Staff 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 12
Attitude Rating Scales (cont d) Method of Summated Ratings: Likert Scale A popular means for measuring attitudes. Respondents indicate their own attitudes by checking how strongly they agree or disagree with statements. Typical response alternatives: strongly agree, agree, uncertain, disagree, and strongly disagree. Example: It is more fun to play a tough, competitive tennis match than to play an easy one. Strongly Agree Agree Not Sure Disagree Strongly Disagree 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 13
Attitude Rating Scales (cont d) Semantic Differential A series of seven-point rating scales with bipolar adjectives, such as good and bad, anchoring the ends (or poles) of the scale. A weight is assigned to each position on the scale. Traditionally, scores are 7, 6, 5, 4, 3, 2, 1, or +3, +2, +1, 0, -1, -2, -3. Example: Exciting : : : : : : Calm Interesting : : : : : : Dull Simple : : : : : : Complex Passive : : : : : : Active 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 14
Other Scale Types (cont d) Image Profile A graphic representation of semantic differential data for competing brands, products, or stores to highlight comparisons. Because the data are assumed to be interval, either the arithmetic mean or the median will be used to compare the profile of one product, brand, or store with that of a competing product, brand, or store. 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 15
EXHIBIT 14.4 Image Profile of Private versus Public High Schools 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 16
Measuring Website Usability There are a variety of ways to assess website usability. One study compared five different measures and found that they were quite consistent in their ability to assess website usability. Conclusion: multiple approaches can come to the same conclusion. 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14-17
Attitude Rating Scales (cont d) Numerical Scales Scales that have numbers as response options, rather than semantic space or verbal descriptions, to identify categories (response positions). In practice, researchers have found that a scale with numerical labels for intermediate points on the scale is as effective a measure as the true semantic differential. Example: Now that you ve had your automobile for about one year, please tell us how satisfied you are with your Ford Taurus. Extremely Dissatisfied 1 2 3 4 5 6 7 Extremely Satisfied 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 18
Other Scale Types (cont d) Stapel Scale Uses a single adjective as a substitute for the semantic differential when it is difficult to create pairs of bipolar adjectives. Tends to be easier to conduct and administer than a semantic differential scale. 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 19
Other Scale Types (cont d) Constant-Sum Scale Respondents are asked to divide a constant sum to indicate the relative importance of attributes. Respondents often sort cards, but the task may also be a rating task (e.g., indicating brand preference). Example: Divide 100 points among each of the following brands according to your preference for the brand: Brand A Brand B Brand C 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 20
Other Scale Types (cont d) Graphic Rating Scale A measure of attitude that allows respondents to rate an object by choosing any point along a graphic continuum. Advantage: Allows the researcher to choose any interval desired for scoring purposes. Disadvantage: There are no standard answers. 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 21
EXHIBIT 14.7 A Ladder Scale 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 22
How Much Is a Healthy Home Worth? Builders need to know what buyers want, but also what they are willing to pay for. Using a Thurstone scale, researchers found the highest-ranking attribute was energy efficiency, followed by natural light. 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14-23
EXHIBIT 14.8 Graphic Rating Scale with Picture Response Categories Stressing Visual Communication 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 24
Measuring Behavioral Intention Behavioral Component The behavioral expectations (expected future actions) of an individual toward an attitudinal object. Example: How likely is it that you will purchase a Honda Fit? I definitely will buy I probably will buy I might buy I probably will not buy I definitely will not buy 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 25
Measuring Behavioral Intention Behavioral Differential A rating scale instrument similar to a semantic differential, developed to measure the behavioral intentions of subjects toward future actions. A description of the object to be judged is placed on the top of a sheet, and the subjects indicate their behavioral intentions toward this object on a series of scales. Example: A 25 year-old woman sales representative Would Would Not ask this person for advice. 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 26
EXHIBIT 14.9 Summary of Advantages and Disadvantages of Rating Scales 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 27
Ranking An ordinal scale may be developed by asking respondents to rank order (from most preferred to least preferred) a set of objects or attributes. Paired comparisons Sorting 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 28
Paired Comparison A measurement technique that involves presenting the respondent with two objects and asking the respondent to pick the preferred object; more than two objects may be presented, but comparisons are made in pairs. Number of comparisons = [(n)(n-1)/2] 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 29
Sorting 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 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 30
Selecting a Measurement Scale Some Practical Questions: 1. Is a ranking, sorting, rating, or choice technique best? 2. Should a monadic or a comparative scale be used? 3. What type of category labels, if any, will be used for the rating scale? 4. How many scale categories or response positions are needed to accurately measure an attitude? 5. Should a balanced or unbalanced rating scale be chosen? 6. Should an even or odd number of response categories be provided? 7. Should a scale that forces a choice among predetermined options be used? 8. Should a single measure or an index measure be used? 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 31
Selecting a Measurement Scale (cont d) Monadic Rating Scale Asks about a single concept in isolation. The respondent is not given a specific frame of reference. Example: Now that you ve had your automobile for about 1 year, please tell us how satisfied you are with its engine power and pickup. 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 32
Selecting a Measurement Scale (cont d) Comparative Rating Scale Asks respondents to rate a concept in comparison with a benchmark explicitly used as a frame of reference. Example: Please indicate how the amount of authority in your present position compares with the amount of authority that would be ideal for this position. TOO MUCH ABOUT RIGHT TOO LITTLE 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 33
Selecting a Measurement Scale (cont d) What Type of Category Labels, If Any? Verbal labels for response categories help respondents better understand the response positions. The maturity and educational levels of the respondents will influence the labeling decision. How Many Scale Categories or Response Positions? Five to eight points are optimal for sensitivity. The researcher must determine the number of positions that is best for the specific project. 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 34
Selecting a Measurement Scale (cont d) Balanced Rating Scale A fixed-alternative rating scale with an equal number of positive and negative categories; a neutral point or point of indifference is at the center of the scale. Example: How satisfied are you with the bookstore in the Student Union? Very Neither Satisfied Very Satisfied Satisfied Nor Dissatisfied Dissatisfied Dissatisfied 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 35
Selecting a Measurement Scale (cont d) Unbalanced Rating Scale A fixed-alternative rating scale that has more response categories at one end than the other resulting in an unequal number of positive and negative categories. Example: How satisfied are you with the bookstore in the Student Union? Neither Satisfied Very Satisfied Nor Dissatisfied Dissatisfied Dissatisfied 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 36
Selecting a Measurement Scale (cont d) Forced-choice Rating Scale A fixed-alternative rating scale that requires respondents to choose one of the fixed alternatives. Non-forced Choice Scale A fixed-alternative rating scale that provides a no opinion category or that allows respondents to indicate that they cannot say which alternative is their choice. 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 37
Selecting a Measurement Scale (cont d) Factors affecting the choice of using a single measure or an index measure: The complexity of the issue to be investigated. The number of dimensions the issue contains. Whether individual attributes of the stimulus are part of a holistic attitude or are seen as separate items. The researcher s conceptual (problem) definition will be helpful in making this choice. 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 38