Sunteți pe pagina 1din 19

Session 8

Measurement of Attitudes and


Concept Testing
What is to be measured?
• Needs to be definition of the variable to be
measured. What is it?
• May be concrete (gender, age, weight) or
abstract (attitude, brand loyalty, risk
taking, etc)
• May be discreet or continuous
• May be “hard” or “soft” variables
Scales
• Nominal: Where all are equal
• Ordinal (Ranking): Placed in order
according to some measure, but only
show order not distance
• Interval (Rating): Scales which indicate
order and distance
• Ratio: Scales which are based on a ration
between two quantities.
Indices
• Based on variation from an average, which
is given the nominal value of 100. All
variations are then a % from the norm
• Composite indices take a number of
variables, weight them in some way, and
form an index based on their composite
value. See Bayesian probability theories.
• Used when evaluation is based on a
series of non corresponding criteria
Requirements of a scale
• Reliability

• Validity

• Sensitivity
Reliability of a scale
• Reliability: Does the scale provide results
which are the same every time it is used?
• There are two elements to reliability:
repeatability (does the scale give the same
result each time it is used) and internal
consistency (do subsets of multi item
measures correlate well together)
Validity of a scale
• Does the scale measure what it says it
measures? Three ways to assess it
• Face validity / content validity: where the
scale “appears” to measure what is stated,
or correlates well with other scales used to
measure the same construct.
• Concurrent / predictive validity: where the
new scale correlates well with established
scales
Sensitivity of a scale
• The ability to measure change and the
degree to which the scale is sensitive to
change
• Can be improved by increasing the
number of points on a scale (Likert 5 to 7
point scale)
• Can be improved by asking multiple
questions to build up an index of change
What is an attitude?
• “ A learned pre-disposition to respond to an
object or class of objects in a consistently
favourable or unfavourable way”
• Attitudes are learnt, they are not instinctive
• Attitudes are a tendency to respond, they are not
the response itself
• Attitudes are consistent over time
• Attitudes can be favourable or unfavourable
• There is a relationship between the person who
holds an attitude and the object of the attitude.
Qualities of an attitude
• Cognitive: What we know about the object

• Affective: Our depth of emotion toward it

• Conative: Our intended behaviour as a


result of holding an attitude
Fishbein’s multi- attribute model of
attitude formation
• An attitude towards an object is based on a
summed weighted set of salient beliefs held by
the individual

• A = B1W1D1 + B2W2D2 ……. B3W3D3

• Where: B = Specific salient belief


W = Weighting in overall model
D = Depth with which it is held
Changing Attitudes
• Add additional salient beliefs

• Change the strength of existing salient


beliefs, making positive beliefs stronger
and negative beliefs weaker.

• Change the nature of the existing belief


Measuring attitudes
• Simple bi-polar “yes / no” or “agree /
disagree” scales
• Category scales: Be very careful in the
wording (see page 312: Zikmund)
• Likert scales: Based on a 5 or 7 point
agreement / disagreement scale
• Semantic differential scales
• Numerical scales / Allocation scales
• Graphic rating scales
Determining Unmet Needs
The following research mechanisms have all been used to
define problems / investigate unmet needs and creatively
develop solutions:
Focus Groups
Brainstorming
Re-engineering
Benchmarking
Lateral Thinking
Synectics
Mystery shopper/ customer complaints
Attribute reconfiguration (Kit Kat)
Measurement of Intention and
Expectation
• An area fraught with problems and
inaccuracy!
• What people do and what they say they
will do are often widely different!
• Very careful wording required. May be
helped by numerals
Concept Testing
• Testing of mock up and broad general
ideas with customers
• Brainstorming / focus groups often the
best way to tackle unfamiliar ideas
• Use of reference points / ideas from other
areas useful. Delphi methods
• Identification of benefits, saliency of
benefits and importance in overall
purchase
Classifying Unmet Needs
All Potential Needs

Recognised Yet to be recognised by customer


By consumer

Recognised by firm Not yet recognised by


firm
Already met Unmet by
Existing products
Research to
Can be met by existing As yet identify
technology undiscovered
technologies
Modify/reposition Develop new required
Existing products products

Existing Hagen Daz Video portable Dyson Vacuum A cure for


products Ice cream phone cleaner cancer/AIDS/colds
Speed at which innovatory
concepts become accepted
The speed at which an innovation will become
adopted by a population will depend, among
other things, on the following factors:
Relative Advantage
Risk (both personal and economic)
Visibility and positivity
Compatibility with established ideas
Ease of communication
Relative / total commitment
Mathematical model of innovation
• The amount of penetration which takes
place per period can be expressed by the
formula below:
Qt = Xr ( 1 – r) to the power (t-1)
Where: Qt is the amount of penetration in
period t
X (bar) is the maximum level of penetration,
and r is equal to the speed of penetration.

S-ar putea să vă placă și