Measuring Attitudes and Other Variables

1. Measuring Attitudes and Other Variables

2. Stages in Research Process Formulate Problem Determine Research Design Determine Data Collection Method Design Data Collection Forms Design Sample & Collect Data Analyze and Interpret Data Prepare Written/Oral Report

3. Scales Primarily for Measuring: Motivation Demographics Intentions Behavior Attitudes Personality Knowledge Psychographics Awareness

4. Attitudes are Hypothetical Constructs and can be Measured by… • Indirect Observation • Performance of Objective Tasks • Physiological Reactions • Communication • Self Reports Our emphasis today

5. Summated-Ratings (Likert) Scale Please rate Central Perc on each of the statements listed below. Use the scale provided to indicate your level of agreement or disagreement with each statement. Strongly Somewhat Neither Agree Somewhat Strongly Disagree Disagree Nor Disagree Agree Agree 1 2 3 4 5 4 ___ Offers a wide variety of appealing espresso drinks 1 ___ Espresso drinks are of consistently high quality no matter which employee makes them 2 + + + + + + = 21 (Summated Score) ___ Provides a “cozy” atmosphere 2 ___ Has sufficient seating no matter when you go (Averaged Summated Score) 5 21 / 7 = 3 ___ Employees treat you like a friend 4 ___ Has an atmosphere that facilitates socializing with people you don’t know 3 ___ Regularly offers innovative new espresso drinks Individual Diagnostic Indices Aggregated Indices

6. Summated-Ratings (Likert) Scale Please rate Central Perc on each of the statements listed below. Use the scale provided to indicate your level of agreement or disagreement with each statement. Strongly Somewhat Neither Agree Somewhat Strongly Disagree Disagree Nor Disagree Agree Agree 1 2 3 4 5 ___ Offers a wide variety of appealing espresso drinks Nominal, ___ Espresso drinks are of consistently high quality no matter which employee makes them What level of measurement is this scale? Ordinal, ___ Provides a “cozy” atmosphere ___ Has sufficient seating no matter when you go Interval, or ___ Employees treat you like a friend Ratio? ___ Has an atmosphere that facilitates socializing with people you don’t know ___ Regularly offers innovative new espresso drinks

7. Semantic-Differential Scale Please rate Central Perc on each of the following characteristics by placing an “x” on the blank that best represents your evaluation. Narrow assortment of espresso drinks Wide assortment of espresso drinks X 5 ____ ____ ____ ____ ____ ____ ____ Inconsistent quality of espresso drinks Consistent quality of espresso drinks X 1 ____ ____ ____ ____ ____ ____ ____ 3 X “Cozy” atmosphere “Non-cozy” atmosphere ____ ____ ____ ____ ____ ____ ____ 2 X Insufficient seating ____ ____ ____ ____ ____ ____ ____ Sufficient seating Atmosphere makes it difficult to socialize with people you don’t know Atmosphere facilitates socializing with people you don’t know 7 X ____ ____ ____ ____ ____ ____ ____ Employees treat you like a stranger Employees treat you like a friend 6 X ____ ____ ____ ____ ____ ____ ____ Regularly offer innovative new espresso drinks Seldom offer innovative new espresso drinks 4 X ____ ____ ____ ____ ____ ____ ____

8. Semantic-Differential Scale Please rate Central Perc on each of the following characteristics by placing an “x” on the blank that best represents your evaluation. Narrow assortment of espresso drinks Wide assortment of espresso drinks ____ ____ ____ ____ ____ ____ ____ Inconsistent quality of espresso drinks What level of measurement is this scale? Consistent quality of espresso drinks ____ ____ ____ ____ ____ ____ ____ Nominal, “Cozy” atmosphere “Non-cozy” atmosphere ____ ____ ____ ____ ____ ____ ____ Insufficient seating ____ ____ ____ ____ ____ ____ ____ Ordinal, Sufficient seating Atmosphere makes it difficult to socialize with people you don’t know Atmosphere facilitates socializing with people you don’t know Interval, or ____ ____ ____ ____ ____ ____ ____ Ratio? Employees treat you like a stranger Employees treat you like a friend ____ ____ ____ ____ ____ ____ ____ Regularly offer innovative new espresso drinks Seldom offer innovative new espresso drinks ____ ____ ____ ____ ____ ____ ____

9. Semantic Differential Scale: Snake Diagram Narrow assortment of espresso drinks Wide assortment of espresso drinks ____ ____ ____ ____ ____ ____ ____ Inconsistent quality of espresso drinks Consistent quality of espresso drinks ____ ____ ____ ____ ____ ____ ____ “Cozy” atmosphere “Non-cozy” atmosphere ____ ____ ____ ____ ____ ____ ____ Insufficient seating ____ ____ ____ ____ ____ ____ ____ Sufficient seating Atmosphere makes it difficult to socialize with people you don’t know Atmosphere facilitates socializing with people you don’t know ____ ____ ____ ____ ____ ____ ____ Employees treat you like a stranger Employees treat you like a friend ____ ____ ____ ____ ____ ____ ____ Regularly offer innovative new espresso drinks Seldom offer innovative new espresso drinks ____ ____ ____ ____ ____ ____ ____ Central Perc Starbucks Gino’s Cappuccinos

10. Measuring Variables other than Attitudes Personality Please use the scale provided to indicate your level of agreement or disagreement with each statement. Strongly Somewhat Neither Agree Somewhat Strongly Disagree Disagree Nor Disagree Agree Agree 1 2 3 4 5 ___ I like `wild' uninhibited parties ___ I like to explore a strange city or section of town by myself, even if it means getting lost ___ I usually don't enjoy a movie or play where I can predict what will happen in advance ___ I sometimes like to do things that are a little frightening ___ I like to try new foods that I have never tasted before ___ I would like to take a trip with no preplanned or definite routes, or timetable

11. Measuring Variables other than Attitudes Psychographics Please use the scale provided to indicate your level of agreement or disagreement with each statement. Strongly Somewhat Neither Agree Somewhat Strongly Disagree Disagree Nor Disagree Agree Agree 1 2 3 4 5 ___ I am a workaholic ___ I rely on newspapers to keep in touch ___ If I win the lottery, I will never work again ___ I hate doing any form of housework ___ I am good at fixing mechanical things ___ I entertain more often on the spur of the moment

12. Measuring Variables other than Attitudes Intentions A new espresso bar called “Espressions” is opening in town in six months. It will be serving a wide variety of innovative espresso drinks in a cozy atmosphere that will encourage interactions between patrons wanting to meet people. Employees will be carefully trained to make consistently high quality espresso drinks and to develop warm, friendly relationships with customers. How likely are you to try this new espresso bar the week it opens? Not At All Likely 0 1 2 3 4 5 6 7 8 9 10 Extremely Likely How likely are you to become a regular customer of this new espresso bar if it proves to be exactly as described above? Not At All Likely 0 1 2 3 4 5 6 7 8 9 10 Extremely Likely

13. Measuring Variables other than Attitudes Motives People frequent coffee shops for a variety of reasons. Some possible reasons are listed below. Please use the scale provided to rate each one in terms how frequently, if at all, you would regularly go to a coffee shop for that reason. Very Somewhat Somewhat Very Infrequently Infrequently Frequently Frequently 1 2 3 4 ______ Simply to enjoy a cup of coffee in solitude ______ To get some work done away from home or the office ______ To meet and talk with people you have never met before ______ To savor gourmet coffee that is superior to what you can make at home ______ To meet with friends ______ To meet with others for business purposes ______ To be around other people without having to interact with them