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;Attitude;Attitudes as Hypothetical Constructs;Three Components of an Attitude;Affective;Cognitive;Behavioral;Measuring Attitudes;The Attitude Measuring Process;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;Simplified Scaling Example;Category Scales;Example of Category Scale;Method of Summated Ratings: The Likert Scale;Likert Scale for Measuring Attitudes Toward Tennis;Likert Scale for Measuring Attitudes Toward Tennis;Playing tennis is a great way to exercise. ___Strongly Agree ___Agree ___Not Sure ___Disagree ___Strongly Disagree;Semantic Differential;Semantic Differential;Semantic Differential Scales for Measuring Attitudes Toward Tennis;Numerical Scales;Stapel Scales;A Stapel Scale for Measuring a Store’s Image; Select a plus number for words that you think describe the store accurately. the more accurately you think the work describes the store, the larger the plus number you should choose. Select a minus number for words you think do not describe the store accurately. The less accurately you think the word describes the store, the large the minus number you should choose