Intent Scale Translation: A Technique to Convert Intentions into Probabilities

Marketers around the globe employ a mathematical technique called “Intent scale translation” to convert a respondent’s stated purchase intentions into actual purchase probabilities. This technique gives the researchers an idea about the actual buying behavior and accounts for overestimation on the part of respondents’ participation in the research. Based on this research, companies can then get a clear idea of the purchase of new purchase or repeat purchase of existing products. 

What is the Intent Scale Translation? 

Intent Scale Translation is defined as the mathematical data analysis technique that is utilized in Marketing Research to transform stated purchase intentions into purchase oriented probabilities towards an estimate denoting actual purchasing behavior. It takes into account survey data regarding consumer based buying intentions and transforms it into purchase probabilities. 

There are various other types of purchase intention techniques like Logic Analysis and Preference-Rank Translation. 

The Challenge of Measuring Intent to Purchase 

Gone are the days when consumers' intent to purchase was measured using paper- and phone-based surveys. These traditional surveys first evolved into online surveys and are now augmented with digital marketing metrics like clicks, impressions, and other such online actions. 

No matter how far the survey techniques evolve, measuring intent to purchase is still a challenge. That's because of the following reasons:

surveys require consumers to opt-in and spare some time to answer your questions, and it's not that easy to convince people to opt-in, leave aside going through the questions that you want them to answer.

As far as measuring clicks, impressions, and other online actions are concerned, you can do that only on your web properties and ads.

Lastly, it's way more challenging to gather and analyze data from all of your campaigns spread across multiple platforms.

Intent Scale Translation Strategy & Tactics 

Intent scale translations are employed to collect data from a customer survey on purchase intentions and convert it into a prediction of purchase probability. For this, the translations further use a comparison of stated vs. actual purchase behavior. 

The oldest intent scale translation techniques involved the use of a 5-point scale called the Likert scale. This scale tends to measure the consumer's intention of buying a product or a service based upon the ratings that he/she gets. Simply put, customers have to answer five survey questions laid down by a business or an organization. An example of a 5-point scale can be: 

• 5-Definitely Would Use Product
• 4-Probably Would Use Product
• 3-Might Use Product
• 2-Probably Wouldn't Use Product
• 1-Definitely Wouldn't Use Product 

People who get a rating of 1 or 2 are supposed to have a 0% chance of buying the product. This survey faced a lot of criticizm on various grounds, but it continues to be used even today in telephone surveys and mall research where consumers take a verbal survey, and their responses are recorded by the researcher. 

One of the criticizms faced by Likert scale came from Thomas Juster who claimed that 5-point scale was an inaccurate way of measuring buyer intention and that a buyer with a score of 1 and 2 actually had a greater than 0% chance of buying the product.

This lead to the invention of a new 11-point scale to measure consumers' intention to buy a product. This buyer intention scale was created with the aim of improving a marketer's ability to forecast behavior from intentions and account for changes in a consumer's true intentions between the time surveyed and the time of actual purchase. Here's an example of Juster's 11-point scale: 

• 11-Certain
• 10-Practically Certain
• 9-Almost Sure,
• 8-Very Probable,
• 7-Probable
• 6-Good Possibility
• 5-Fairly Good Possibility
• 4-Fair Possibility
• 3-Some Possibility
• 2-Slight Possibility
• 1-Very Slight Possibility
• 0-No Chance. 

Thomas Juster's 11-point scale expressed that if an example bunch was inquired as to whether they would purchase another vehicle in the following month and they were to pick a number corresponding to the probability on a size of 0 to 10, 10 being the best plausibility, and the normal score turned out to be 2.5 out of 10 then that would mean 25% of the all-inclusive community acquiring another vehicle in the following year. 

Importance Of Intent Scale Translation 

Intent scale interpretations furnish the analyst with a gauge of genuine purchasing conduct and records for overestimation with respect to respondents' support in the examination. Organizations would then be able to depend on buy aims to gauge the buy of new items or rehash buy of existing items. 

Examples Of Intent Scale Translation 

Example 1: An interesting example of Intent Scale Translation is its practical application of being utilized in Product Surveys. Marketers may ask consumers by submitting them forms that may contain objective type data for gathering feedback regarding a product or service. The data can be questions with several options as answers to it. They can be called as four or five-point scale questions, provided the options can be four or five in number. The number of options can be even more. Later, the marketers draw up a graph that is an inference from these questions answers for deciding upon the final marketing strategy. 

Example 2: Another example of Intent Scale Translation can be the similar usage of scientists utilizing on this method as mentioned in the above example for conducting research on improving a particular existing product that is made up of chemicals like detergents. Consumer feedback can give scientists an idea of improving the chemical compositions of these products even more. 

So, that was a brief description of general concepts related to “Intent scale translation.” This was just a sample of what students pursuing a higher degree in Marketing need to study. “Intent scale translation” is just a small section of the vast syllabus that marketing students are supposed to cover in order to get top grades in exams and additional assignment tasks. However, a lot of students struggle with these tough marketing concepts and find it really difficult to cope up with the academic stress. Their reasons may vary from procrastination to hectic academic schedule to unclear concepts. But when it's about academics and career, there are no excuses that can work. Students are required to go above and beyond to secure a bright career. Which means, they need to go through books written by experts, surf resources online and often need to avail online assignment help services. That’s when reliable assignment help services like Myassignmenthelp.com come into play. 

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References: 

• https://www.crimsonhexagon.com/blog/how-to-quantify-purchase-intent-with-social-media-data/
• https://www.biotrak.com/wp-content/uploads/2011/11/Intent-Scale-White-Paper.pdf
• https://docplayer.net/53507031-The-use-of-intent-scale-translations-to-predict-purchase-interest-eric-risen-and-larry-risen-biotrak-research-inc.html