McDaniel & Gates – Marketing Research, 9th Edition Instructor’s Manual
XI. Purchase Intent Scales
A. Purchase Intent Scale Defined–tools used to measure a respondent’s intention to buy or not
buy a product
1. Advantages
a. Good predictor of consumer choice of frequently purchased and durable consumer products
b. Easy to construct
c. Use the purchase intent scale to make go-no go decisions in product development without
reference to market share
See Exhibit 11.10 Purchase Intent Scale and Related Questions for In-Home Product
Placement of Fly Traps (p 319)
XII. Scale Conversions
A considerable amount of Voice of the Customer (VOC), also called satisfaction studies, is
collected using tracking studies that follow changes in attitude and purchase behavior over time.
It is not unusual that research methodologies may change over time at a firm. One such change
See Exhibit 11.11 Box Score Distribution for Four Scales (p 321)
See Exhibit 11.12 Approximate Conversions for Boxed Scores among for Four Scales (p
11.21)
4. CONSIDERATIONS IN SELECTING A SCALE
I. The Nature of the Construct Being Measured
McDaniel & Gates – Marketing Research, 9th Edition Instructor’s Manual
A. Objective of the Research Study–fundamental effect on the manner in which scales are used
for survey measurement
II. Type of Scale
A. Decisions for Scale Type
1. Choice of which type of scale to use–depend on the problem at hand and the questions that
must be answered
2. Researchers–scales that can be administrated over the telephone or via the Internet, to save
interviewing expense.
3. Ease of administration and development
4. Marketing researcher–understand the nature of the construct that was measured, the scope of
the measurement, and the content and phrasing of the scale items for relevance to a new
population before borrowing a scale.
III. Balanced versus Nonbalanced Scale
A. Balanced Scale–the same number of positive and negative categories
B. Nonbalanced Scale–weighted toward one end or the other
See Practicing Marketing Research: A Factor Analysis Case: The 10-Point Scale versus
the 7-Point Scale (p 323)
Research indicates that a 10-point scale generally shows greater variability and is more effective
when conducting multivariate analysis compared with a 7-point scale. But how do the 10-and 7-
point scales compare with regard to factor analysis?
1. With only a difference of 6 percent for three factors, which would fall even further as the
number of factors increases, do you think it really matters whether you use a 10-point scale
rather than a 7-point scale?
2. How great of a factor do you think the choice of the test country was in the results? Do you
think results might have been different if they had chosen a different test country?
IV. Number of Scale Categories
A. Even Number of Scale Categories–there is no neutral point, forcing the respondent to
indicate some degree of positive or negative feelings
B. Odd Number of Scale Categories–researchers claim that having a neutral point on a scale
gives the respondent an easy way out
V. Forced Versus Nonforced Choice
A. Forced Choice–argument for is that the respondent has to concentrate on his or her feelings
B. Nonforced Choice–allows the respondent to have a selection when they do not have an
opinion or have no knowledge of the subject.
5. ATTITUDE MEASURES AND MANAGEMENT DECISION MAKING
I. Determinant Attitudes
and 3) observation.
II. Direct Questioning
A. Direct Questioning Defined–respondents may be asked to explain their reasons for
preferring one product or brand over another
6. SUMMARY
QUESTIONS FOR REVIEW AND CRITICAL THINKING
1. Discuss some of the considerations in selecting a rating, ranking, or purchase intent
scale.
All three scales are easy to construct and use, however they have different purposes. A ranking
scale is used to compare products and constructs with each other. A rating scale assesses the
2. What are some of the arguments for and against having a neutral point on a scale?
One of the disadvantages of having a neutral point is that researchers run the risk of respondents
choosing the neutral category for most responses. This outcome can be a problem when
3. Compare and contrast the semantic differential, Stapel scale, and Likert scale. Under
what conditions would a researcher use each one?
The semantic differential presents a pair of bipolar words or phrases that are placed on opposite
ends of the scale. Respondents are asked to choose the point on the scale that represents their
4. The local department store in your home town has been besieged by competition from
the large national chains. What are some ways that target customers’ attitudes toward the
store could be changed?
If there are several large chains, the local store cannot compete only on product assortment or
price. It must find some other sustainable competitive advantage. Research could be conducted
5. Develop a Likert scale to evaluate the parks and recreation department in your city.
The Likert scale could focus on the attitudes and opinions of individuals about the maintenance
of the park. For example:
How well maintained do you feel the areas under the direction of the Parks and Recreation
Department are?
6. Develop a purchase intent scale for students eating at the university’s cafeteria. How
might the reliability and validity of this scale be measured? Why do you think purchase
intent scales are so popular in commercial marketing research?
How likely is it that you will buy a 19-meal card this semester?
7. When might a researcher use a graphic rating scale rather than an itemized scale?
A research might use a graphic rating scale when dealing with anyone that cannot read the
8. What is the difference between a rating and a ranking? Which is best for attitude
measurement? Why?
9. Develop a rank-order scale for soda preferences of college students. What are the
advantages and disadvantages of this type of scale?
Please rank the following beers in order of preference (1= least preferred, 8 = most preferred)
Coke
Diet Coke
10. What are determinant attitudes and why are they important?
11. Explain the concept of scale equivalence?
Consider four common scales: 5-point, 7-point, 10-point, and 11-point. Often results are reported
using a top-box approach and thus we can use this same approach to find overlap in the scales.
12. Discuss the relationship between customer satisfaction and profits.
Satisfied customers come back to make repeat purchases and they tell others about their good
experiences. Repeat sales to these satisfied customers are easier to obtain than initial sales to new
13. Divide the class into teams. Each team should create five adjective pairs of phrases that
could be used in a semantic differential to measure the image of your college or university.
The instructor will then aggregate the suggestions into a single semantic differential. Each
team member should then conduct five interviews with students not on the class. The data
can then be analyzed later in the term when statistical analysis is covered.
WORKING THE NET
1. SBI (Strategic Business Insights) is a spinoff of the Stanford Research Institute. One of
its most popular products is called VALS (Values and Life Style Survey). SRIC-BI uses
VALS to segment the marketplace on the basis of personality traits that drive consumer
behavior. VALS is used in all phases of the marketing mix. The survey categorizes
consumers into eight personality types. GEOVALS applies the power of VALS to local
marketing efforts by identifying the concentration of the VALS consumer group residing
within a specific block group or zip code.
Go to www.sric-bi.com, and then click on the VALS SURVEY link. Next click on “take the
survey.”
1. Explain the theory behind the creation of VALS.
The Web site says, “VALS™ is a marketing and consulting tool that helps businesses worldwide
2. Do you agree with your VALS classification? Learn more by going to “The VALS Types
link.
Student answers will vary, depending upon their VALS classification.
3. What kind of scale was used in the survey? Could other types of scales have been used?
4. Explain how a marketer could use GOEVALS.
By finding the geographic location (zip code) of individuals holding attitudes, interests, and
opinions sought for the desired target market, marketers can focus the distribution of promotional
messages in a most efficient manner.
REAL LIFE RESEARCH
Case 11.1 – Case Backhoe Enters the Global Market (p 331)
Key Points:
There are the many types of construction equipment necessary for modern construction
techniques. The most versatile and most often purchased of these is the loader backhoe.
How do engineers identify design advancements for the backhoe to keep the product line fresh
and responsive to market needs? How do they make sure the design advancements are
appropriate for the varied needs of a global marketplace? And how does marketing research pave
the way for success in global construction equipment markets?
McDaniel & Gates – Marketing Research, 9th Edition Instructor’s Manual
Questions:
1. In addition to satisfaction-itemized rating scales, what other scales could have been used
in the CNH marketing research?
2. Do you think that the decision to use an asymmetrical satisfaction scale was the right
choice? Why or why not?
3. This study was conducted in many countries. Can scales be interpreted in the same
manner around the world? For example, is a 2.1 the same in China as it is in Costa Rica?
4. Should purchase intent have been part of this questionnaire? Why or why not?
Case 11.2 – Frigidaire Refrigerators (p 333)
Key Point:
Questions
1. What types of scales are represented in the questionnaire? What is the purpose of each
scale? What other scales could have been substituted to obtain the same data?
McDaniel & Gates – Marketing Research, 9th Edition Instructor’s Manual
Rank order scale–To determine the relative position of Frigidaire in relation to other
refrigerator companies.
Item rating scale–To determine opinions of consumers concerning the attributes offered by
Frigidaire refrigerators.
Preference rating scale–To determine relative position of Frigidaire and determine consumers
preference schedule for purchasing refrigerators and electric ranges.
Demographics–Are collected in order to help profile the consumer.
A Likert scale, a Stapel score scale, a constant sum scale, or even a semantic differential could
have been used in this study.
2. Could a semantic differential have been used in this questionnaire? If so, what are some
of the adjective pairs that might have been used?
3. Do you think the managers of Frigidaire have the necessary information now to evaluate
the company’s competitive position as perceived by consumers? If not, what additional
questions should be asked?
For the most part, the managers of Frigidaire do have the information they need to ascertain their