Matakuliah
Tahun
Versi
: MN J0412/ Riset Pemasaran
: 2007
: 1 September 2005/ Revisi 0
Pertemuan Kedelapan
Measuring Attitudes Perceptions and
Preferences
1
Learning Outcomes
Pada akhir pertemuan ini, diharapkan mahasiswa
akan mampu :
• Mahasiswa dapat menghasilkan
pengukuran terhadap sikap, persepsi dan
preferensi
2
Outline Materi
•
•
•
•
Materi 1: Attitudes Scaling Procedure
Materi 2: Self Report Attitude Scales
Materi 3: Other Rating Scales
Materi 4: Other Considerations in
Designing Scales
• Materi 5: Interpreting Rating Scales
• Materi 6: Perceptual Scaling
• Materi 7: Conjoint Analysis
3
Measuring Attitudes Perceptions and
Preferences
1. Attitudes Scaling Procedure
- Self-report
- Indirect techniques
- Performance of objectives tasks
- Physiological reaction
2. Self Report Attitude Scales
- Summated-Ratings (Likert) Scale
- Semantic-Differential Scale
- Stapel Scale
4
Example of Likert Summated Rating Form
1.
The bank offers courteous service.
2.
The bank has a convenient location.
3.
4.
strongly
disagree
___
neither
agree nor
disagree disagree agree
strongly
agree
___
___
___
___
___
___
___
___
___
The bank has convenient hours.
___
___
___
___
___
The bank offers low interest rate loans.
___
___
___
___
___
5
Example of Semantic Differential Scaling Form
Service is discourteous
Location is convenient
Hours are convenient
Loan interest rates are high
___:___:___:___:___:___:___
___:___:___:___:___:___:___
___:___:___:___:___:___:___
___:___:___:___:___:___:___
Service is courteous
Location is inconvenient
Hours are inconvenient
Loan interest rates are low
6
Contrasting Profiles of Banks A and B
Service is discourteous
___:___:___:___:___:___:___ Service is courteous
Location is convenient
___:___:___:___:___:___:___ Location is inconvenient
Hours are convenient
___:___:___:___:___:___:___ Hours are inconvenient
Loan interest rates are high
___:___:___:___:___:___:___ Loan interest rates are low
Bank A
Bank B
7
Example of a Stapel Scale
Service is courteous
-5 -4 -3 -2 -1 1 2 3 4 5

Location is convenient

Hours are convenient

Loan interest rates are high

8
Measuring Attitudes Perceptions and
Preferences
3: Other Rating Scales
- Graphic-Ratings Scale
- Itemized-Ratings Scale
- Comparative-Ratings Scale
9
Graphic Rating Scale
Please evaluate each quality in terms of how important it is
to you personally by clicking the cursor at the position on the
horizontal line that most reflects your feelings:
Courteous service
not
very
important
important
_______________________________________
Convenient location
_______________________________________
Convenient hours
_______________________________________
Low interest rate loans
_______________________________________
10
Comparative Rating Scale
Please divide 100 points among the following bank
services in terms of relatively how important
each is to you:
___Courteous service
___Convenient hours
___Convenient location
___Low interest rates
100
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Measuring Attitudes Perceptions and
Preferences
4. Other Considerations in Designing Scales
- Reverse Scaling
- Number of Items in a Scale
- Number of Scale Positions
- Including a “Don’t Know” Response
Category.
- Determining Which Type of Scale to Use
12
Measuring Attitudes Perceptions and
Preferences
5. Interpreting Rating Scales
RAW SCORES vs NORMS
6. Perceptual Scaling
 Multidimensional scaling
7. Conjoint Analysis
A technique in which repondent’ utilities or
valuations of attributes are inferred from the
preference they expres for various combinations
of these attributes
13