八量表的设计.pptVIP

第八章 量表的設計 Scale Design 測量工具 Measurement測量 Scale 量表、尺度 量表 對所要測量的對象(旅館)之所具備的特有數性(attribute or property) (i.e., service quality, guest satisfaction)予以分派數值之量化過程 測量態度 Attitude ATTITUDE AFFECTIVE COMPONENT 感覺層面 COGNITIVE COMPONENT 認知層面 BEHAVIORAL COMPONENT 行為層面 AFFECTIVE 對事物的情感與好惡 I love my job I hate my boss COGNITIVE 對事物的了解情形，知識程度或看法 I like my job because “I believe the pay is great” I hate my boss because “I think he is unfair” BEHAVIORAL 對事物的可觀察行為傾向 I like my job because I believe the pay is great, so I want to continue to work here. I hate my boss because I think he is an unfa