营销调研Attitude Scaling and Measurement.ppt

A weight is assigned to each position on the rating scale. Traditionally, scores are 7, 6, 5, 4, 3, 2, 1, or +3, +2, +1, 0, -1, -2, -3.  Bangor Transfer Abroad Programme Marketing Research Attitude Scaling and Measurement (Zikmund, Chapter 10) 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 behaviour Three Components of an Attitude:? Affective Cognitive Behavioural  Affective :? The feelings or emotions toward an object Cognitive :? Knowledge and beliefs Behavioural:? Predisposition to action 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 … requires 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