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B2B Marketing
Attitude Measurement Using Scales
(Methods of Data Collection Used in Quantitative / Descriptive Research)

Session Coverage
• Measurement and Scaling • Different types of Scales
– – – – Nominal Ordinal Interval Ratio

• Classification of Scaling Techniques • Single V/S Multiple Item Scales • Methodological Limitations

STAGES OF THE MARKETING RESEARCH PROCESS
Problem Discovery and Definition Helps in Taking Decisions

Formulation of Approach

Conclusions and Report

Research Design Data Preparation and Analysis Data Collection

What is ATTITUDE?
• Example of Attitude towards Big Bazar: – Vijay loves shopping at Big Bazar. He believes it is clean, conveniently located and has the lowest prices. He intends to shop there every month for groceries • An Attitude is: • Persistent over a period of time (changing a strongly held attitude requires substantial pressure) • Plays very important role in influencing behavior • Marketers believe that attitude directly effect purchase decisions • People hold attitude virtually about everything and marketers study many of them

Measurement
• Assignment of numbers or symbols to characteristics of object acc to rules. • We Do not measure objects, measure characteristics. • Thus we do not measure consumers we measure their:
– Perception – Attitude – Preferences etc.

Measurement
“If you can’t measure it, you can’t manage it.”
Bob Donath, Consultant

Scaling An Extension of Measurement
• Involves creating a continuum upon which measured objects are to be located. Ex.
Attitude towards departmental Store Extremely Unfavorable (1) Extremely Favorable (100)

Process of placing respondents on a continuum with respect to their attitude.

Primary Scales of Measurement
• Nominal Scales • Ordinal Scales • Interval Scales • Ratio Scales

PRIMARY SCALES OF MEASUREMENT
• F – Figurative / Nominal Scale • O – Ordinal Scale • U – Unconstrained zero point / Interval Scale • R – Ratio Scale

2.

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