营销调研Attitude Scaling and Measurement.pptVIP

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:? Affectiv