Attitude Scaling态度量表.pptVIP

Marketing ResearchDr. A. K. Dey Attitude Scaling Learning Objectives To understand the linkage among attitudes, behavior, and marketing effectiveness. To become familiar with the concept of scaling. To learn about the various types of attitude scales. To examine some basic considerations in selecting a type of scale. To realize the importance of attitude measurement scales in management decision making. 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 behavior - attitudes are considered to be such variables. Attitude Measurement Majority of questions in marketing research are designed to measure attitudes Attitudes include Information possessed Feelings of like and/or dislike Intentions to behave Management wants to understand and influence behavior Reasons for Measuring Attitudes Attitudes lead to behavior More feasible to ask questions on attitudes than to observe and interpret behavior Large capacity for diagnosis and explanation Attitude Research Attitudes directly affect purchase decisions and these in turn, directly affect attitudes. Three Components of an Attitude Affective Cognitive Behavioral Affective The feelings or emotions toward an object Cognitive Knowledge and beliefs Behavioral Predisposition to action Intentions Behavioral expectations Concepts of Measurement and Scaling Measurement Standardized process of assigning numbers or other symbols to certain characteristics of objects of interests according to pre-specified rules Scaling Process of creating a continuum on which objects are located according to the amount of the measured characteristic that the object possesses Types of Measurement Type of measurement depends on type of data! Type of Measurement Nominal Ordinal Interval Ratio Measurement Scal