Intent scale translation is a mathematical technique used by

marketers Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to empha ...

to convert stated purchase intentions into purchase probabilities, that is, into an estimate of actual buying behaviour. It takes

survey data Survey methodology is "the study of survey methods". As a field of applied statistics concentrating on human-research surveys, survey methodology studies the sampling of individual units from a population and associated techniques of survey da ...

on consumers purchase intentions, and converts it into actual purchase probabilities. A survey might ask a

question A question is an utterance which serves as a request for information. Questions are sometimes distinguished from interrogatives, which are the grammatical forms typically used to express them. Rhetorical questions, for instance, are interrogat ...

using a five-point

scale Scale or scales may refer to: Mathematics * Scale (descriptive set theory), an object defined on a set of points * Scale (ratio), the ratio of a linear dimension of a model to the corresponding dimension of the original * Scale factor, a number ...

such as: :Which is most true about product X? ::___ I definitely would use product X ::___ I probably would use product X ::___ I might use product X ::___ I probably would not use product X ::___ I definitely would not use product X A marketing researcher will first assign numerical values to these intention categories. If the numbers range from zero to one, they can be thought of as intent probabilities. This is a typical example: :definitely -> .99 :probably -> .75 :maybe -> .5 :probably not -> .25 :definitely not -> .01 Next, the researcher uses a predefined functional relationship to convert the stated intentions into estimates of actual purchase probabilities. The diagram that follows illustrates one such translation function. If a survey respondent were to choose a response of “definitely” and an intent probability of .99 was assigned to that category, then the actual probability of purchase could be read off the vertical axis. The translation function gives a value of about .8, indicating the specifiers of the function feel that not all people that claim they definitely intend to purchase will actually purchase.

center Center or centre may refer to: Mathematics *Center (geometry), the middle of an object * Center (algebra), used in various contexts ** Center (group theory) ** Center (ring theory) * Graph center, the set of all vertices of minimum eccentricity ...

If a survey respondent were to choose a response of “probably not” and an intent probability of .25 was assigned to that category, then the actual probability of purchase could be read off the vertical axis as .35, indicating the specifiers of the function feel that some people that claim they probably will not purchase will actually purchase. Other purchase intention/rating translations include logit analysis and the

preference-rank translation Preference-rank translation is a mathematical technique used by marketers to convert stated preferences into purchase probabilities, that is, into an estimate of actual buying behaviour. It takes survey data on consumers’ preferences and conve ...

References

{{DEFAULTSORT:Intent Scale Translation Market research Product management Consumer behaviour

See also

References