中山大学吴柏林教授 研究生课程“营销管理”绝密资料_CH14.pptVIP

Exploring Marketing ResearchWilliam G. Zikmund Chapter 14: Attitude Scaling Attitude An enduring disposition to consistently respond in a given matter Attitudes as Hypothetical Constructs The term hypothetical construct is used to describe a variable that is not directly observable, but is measurable by an indirect means such as verbal expression or overt behavior - attitudes are considered to be such variables. Three Components of an Attitude Affective Cognitive Behavioral Affective The feelings or emotions toward an object Cognitive Knowledge and beliefs Behavioral Predisposition to action Intentions Behavioral expectations Measuring Attitudes Ranking Rating Sorting Choice The Attitude Measuring Process Ranking - Rank order preference Rating - Estimates magnitude of a characteristic Sorting - Arrange or classify concepts Choice - Selection of preferred alternative Ranking tasks require that the respondent rank order a small number of objects in overall performance on the basis of some characteristic or stimulus. Rating asks the respondent to estimate the magnitude of a characteristic, or quality, that an object possesses. The respondent’s position on a scale(s) is where he or she would rate an object. Sorting might present the respondent with several concepts typed on cards and require that the respondent arrange the cards into a number of piles or otherwise classify the concepts. Choice between two or more alternatives is another type of attitude measurement - it is assumed that the chosen object is preferred over the other. Physiological measures of attitudes provide a means of measuring attitudes without verbally questioning the respondent. for example, galvanic skin responses, measure blood pressure etc. Simple Attitude Scaling In its most basic form, attitude scaling requires that an individual agree with a statement or respond to a single question. This type of self-rating scale merely classifies respondents into one of two categories; Simplifi