第9章测量与量表：非比较量表技术.pptxVIP

Chapter NineMeasurement And Scaling:Non-comparative Scaling Techniques第九章测量与量表：非比较量表技术;Chapter Objectives学习目标;Chapter Outline学习内容;Chapter Outline学习内容;Chapter Outline学习内容;Noncomparative Scaling Techniques非比较量表技术;Continuous Rating Scale连续评分量表;Perception Analyzer 感知分析仪;Itemized Rating Scales分项评分量表;Likert Scale 利克特量表;百货商店项目：Likert 量表;Semantic Differential Scale语义差异量表;当度量某个商店、公司或品牌的形象时，语义差别量表形式是非常有用的;调查结果;A Semantic Differential Scale for Measuring Self- Concepts, Person Concepts, and Product Concepts测量自我概念、个人概念和产品概念的一个语义差异量表;A Semantic Differential Scale for Measuring Self- Concepts, Person Concepts, and Product Concepts测量自我概念、个人概念和产品概念的一个语义差异量表;Stapel Scale斯坦普尔量表;Basic Noncomparative Scales基本的非比较量表 Table 9.1;Summary of Itemized Scale Decisions分项评分量表决策的小结 Table 9.2;Summary of Itemized Scale Decisions分项评分量表决策的小结 Table 9.2;Balanced and Unbalanced Scales平衡和非平衡量表 Fig. 9.1;Rating Scale Configurations 评分表结构;Thermometer Scale 温度计量表 Instructions: Please indicate how much you like McDonald’s hamburgers by coloring in the thermometer. Start at the bottom and color up to the temperature level that best indicates how strong your preference is.  Smiling Face Scale 笑脸量表 Instructions: Please point to the face that shows how much you like the Barbie Doll. If you do not like the Barbie Doll at all, you would point to Face 1. If you liked it very much, you would point to Face 5. 1 2 3 4 5 ;Some Commonly Used Scales in Marketing 市场营销中一些常用的量表;Development of a Multi-item Scale多项量表的开发;Development of a Multi-item Scale多项量表的开发;Scale Evaluation量表的评价;Measurement Accuracy测量??准确性;Measurement Accuracy测量的准确性;Potential Sources of Error on Measurement测量的误差可能来源 Fig. 9.6;Reliability信度;Reliability