Veiled Non-Structural Techniques

Non-structural measures for the attitude measurement techniques are mainly of value in studies where the researcher is looking for the main characteristics of certain products and the important factors surrounding purchase decisions given by the consumer. Structural techniques may be an objective measurement system that is more comparable to a scale or a test. The term of scale was applied to efforts to objectively measure the attitudes and a number of scales have been developed.

Ordinal scales are the simplest attitude measurement scales used in marketing research. They are used to classify respondents based on characteristics such as favorable to a certain brand or to classify items such as brands to consumer preference. These scales do not attempt to measure the degree of favorable different opinion. All scales to say is that the individual or the more or less the same amount of the feature to measure than other point. This is the most widely used type of scale in marketing research.

Interval scales distinct, not only individuals or objects in order of ranking, but to measure the distance between the positions of equal units. This scale allows the researcher to say that the No. 4 position on the ladder is above the 3 position, and that the distance of 5 to 4 is the same as the distance of 4 to 3. This scale, however, does not allow conclusions position 6 is twice as strong as 3, because no zero position was established.

If you measure the distance between two points in four feet and two other points that both feet, it is possible to say that the distance is twice that of the other because the distance is measured from d ' absolute zero. A scale that allows such action is called a ratio scale. While the ratio of scales are common in the physical sciences, the measurement of attitudes is still raw, they are of little importance in the commercialization of research, although efforts to develop the attitude measurement scales that the scales are approximate ratio have some success.

For practical reasons, the ordinal scale is the only type of use of marketing research. There is a growing tendency to treat many ordinal scales as if they were interval scales, and testing of this show is a reasonable assumption in many cases. The degree of association between a simple ordinal scale, classification, and an interval scale has been shown to be quite high. There appears to be little loss of precision and gain interpretability ordinal if the data are treated as interval data.

Most often, changes in behavior scales used in marketing research are described below. They are all essentially ordinal scales, but the reader will note the varying degrees of effort to make the distance between the different levels of scale are the equality and therefore an approximate interval scale. A simple ordinal scale is the rating scale in which respondents to classify themselves a product or concept in one of two categories. This May the result of a dichotomy, such as: Do you like or dislike the television? To answer this question, respondents to rank in one of two categories, those who love television and those who do not. A third category includes those who refuse to take a position by saying they do not, or not, such as advertisements.

To simplify the process of respondents, these alternatives May be specified so that they can check those who describe themselves. Another refinement is to provide alternatives in the form of degrees of volition or dislikes and list them in order so that the solutions in the form of a type of scale. Three of these variants are self evaluation scales graphic rating scale, the process of classification and multi-scale point.