Lecture 5 measures

Question 1

measures for attitudes

Answer 1

• verbal versus nonverbal
• self-report versus observational
• direct versus indirect
• reactive versus nonreactive
• explicit versus implicit

Question 2

verbal versus nonverbal measures

Answer 2

with verbal measures people can respond to questions and express their opinion. you can also measure non-verbal responses because people don’t always want to share some things.

Question 3

self-report versus observational

Answer 3

there are different ways to self report
- thurstone scale
- likert scale
- osgood’s semantic scale
and different observational measures

Question 4

thurstone scale

Answer 4

procedure developed by thurstone in “attitudes can be measured”:
- generate 100-150 evaluative statements
- reduce them to the 80 best ones
- ask about 300 people to place them on 11-point scale
- cut out statements with high variance
- select two or three statements
- participants say with wich statement they agree
- attitude score = mean of values of endorsed attitudes.

very complex procedure, but structured.

Question 5

Likert

Answer 5

came up with an easier way
- prepare 100 statements toward attitude object
- pre-test on a likert scale (agree or disagree)
- drop items with low item-to-total correlations and retain about 20
- administer final set of items to other samples
- attitude is total score

we use averages, because it is an easier score to interpret

Question 6

Osgood’s semantic differential

Answer 6

identified three dimensions of meaning to measure attitude
- evaluation
- potency
- activity

Question 7

are self-reports actually measures?

Answer 7

a feeling on 1-10 scale is a made up number, it has no objective base.
but this was studied and it showed that giving just a single number has a greater value than a whole set of variables.
self report satisfaction was in this study a good predicter of behavior which suggests self-report is a useful measure.

Question 8

observational measures

Answer 8

• observe behavior
• facial muscular activity
• physiological measures

with this you can find out things people don’t want to say.

Question 9

direct versus indirect measures

Answer 9

• indirect = a method in which a researcher gathers data about one variable as a means of representing a second variable of interest that cannot be measured in a more straightforward manner
• direct might not even be possible

Question 10

direct versus indirect attitude measurements

Answer 10

• direct = any procedure for assessing attitudes that require a person to provide a report of their attitude
• indirect = any procedure for assessing attitudes doesn’t require a person to provide a report of their attitude

Question 11

indirect measures methods

Answer 11

• error-choice
• projective techniques
• list experiment

Question 12

error choice

Answer 12

ask questions, but only give incorrect answer options. which is given reveals something about attitude

Question 13

projective techniques

Answer 13

for example give shopping list with different type of things and ask opinion about the person that wrote the shopping list.

Question 14

list experiment

Answer 14

give people a list of things that people would like or dislike and ask them how many they dislike. Then give them a second list with one extra thing and ask them how much they dislike

Question 15

are indirect measures better?

Answer 15

even though they have been developed a lot, you might sometimes be better of just asking. some people won’t be honest, but this error is smaller than when you do all the indirect measures.

Question 16

reactive versus non-reactive measures

Answer 16

• reactive = present attitude object and record response
• non-reactive = observe traces.

Question 17

explicit versus implicit measures

Answer 17

we have explicit and implicit attitudes.
- implicit attitude = no awareness, no control of response
- implicit attitude measure = infer attitude from automatic responses without awareness that attitude is being measured.

Question 18

evidence for implicit attitudes?

Answer 18

a large number of studies about if changing implicit attitudes leads to change in behavior have been analyzed and this was not the case.
explicit attitude change leads to behavioral change, but implicit does not. (except when procedures where used that involved threat).

also not the case for behavior that is mediated by implicit attitudes.

Question 19

why are implicit attitude measures not valid?

Answer 19

• most known measures aren’t
• low correlation between measures of same attitude
• measures aren’t accurate

Question 20

common measures used in marketing practice

Answer 20

• semantic differential/evaluative dimension
• net promoter score
• willingness to pay

Question 21

semantic differential/evaluative dimension

Answer 21

using a scale with different aspects of a product to evaluate it. gives good idea about consumer attitude and easy to use.

Question 22

net promoter score

Answer 22

if you would recommend a product or service to someone else. this is intuitive

Question 23

willingness to pay

Answer 23

• direct self-report = how much are you willing to pay?
• willingness to buy = would you buy X for €?
• BDM
• Van-Westendorp
• choice based conjoint analysis

Question 24

BDM

Answer 24

kind of auction with price randomly determined. if bid>price people have to buy it. if bid< price individual can not buy.

Question 25

Van-Westendorp

Answer 25

asks you to give very specific rating

Question 26

choice based conjoint analysis

Answer 26

participants make several choices between products with specified attributes. these attributes vary across choices. willingness to pay can be estimated with conjoint analysis.