Marketing Research Wiley Home市场营销的研究威利家.pptVIP

Marketing Research 7th Edition Aaker, Kumar, Day Marketing Research Aaker, Kumar, Day Seventh Edition Instructor’s Presentation Slides Chapter Eleven Attitude Measurement 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 Learn which features of a new product concept are acceptable or unacceptable Measure the perceived strengths and weaknesses of competitive alternatives What Are Attitudes? Mental states used by individuals to structure the way they perceive their environment and guide the way they respond to it Components of Attitude Cognitive or Knowledge Component Represents a person’s information about an object Awareness of existence on the object Beliefs about the characteristics or attributes of the object Judgments about the relative importance of each of the attributes Components of Attitude (Cont.) Affective or Liking Component Summarizes a person’s overall feelings toward an object, situation, or person On a scale of like-dislike or favorable-unfavorable When there are several alternatives, liking is expressed in terms of preference Measured by asking which alternative is “most preferred” or “first choice,” which is the “second choice,” and so on Components of Attitude (Cont.) Intention or Action Component Refers to a person’s expectations of future behavior toward an object Intentions are usually limited to a distinct time period that depends on buying habits and planning horizons Advantage Incorporates information about a respondent’s ability or willingness to pay for the object, or other taken action Measurement and Scaling Measurement Standardized process of assigning number