Bsiness Research Meths Wiiam G Zikmn文档.ppt

* * * * * * * * * * * * * * Copyright ? 2000 by Harcourt, Inc. All rights reserved. Behavioral differential: the behavioral differential instrument has been developed for measuring the behavioral intentions of subjects towards any object or category of objects. A description of the object to be judged is placed on the top of a sheet, and the subjects indicate their behavioral intentions toward this object on a series of scales. For example: A 25-year old woman sales representative Would ___ : ___ : ___ : ___ : ___ : ___ : ___ : Would Not Ask this person for advice. Copyright ? 2000 by Harcourt, Inc. All rights reserved. Paired Comparisons: In paired comparisons the respondents are presented with two objects at a time and asked to pick the one they prefer. Ranking objects with respect to one attribute is not difficult if only a few products are compared, but as the number of items increases, the number of comparisons increases geometrically (n*(n -1)/2). If the number of comparisons is too great, respondents may fatigue and no longer carefully discriminate among them. Copyright ? 2000 by Harcourt, Inc. All rights reserved. Divide 100 points among each of the following brands according to your preference for the brand: Brand A _________ Brand B _________ Brand C _________ Copyright ? 2000 by Harcourt, Inc. All rights reserved. Graphic Rating Scales A graphic rating scale presents respondents with a graphic continuum. Copyright ? 2000 by Harcourt, Inc. All rights reserved. Graphic Rating Scale Stressing Pictorial Visual Communications 3 2 1 Very Very Good Poor Copyright ? 2000 by Harcourt, Inc. All rights reserved. MONADIC RATING SCALE A MONADIC RATING SCALE ASKS ABOUT A SINGLE CONCEPT Now that you’ve had your automobile for about 1 year, please tell us how satisfied you are with its engine power and pickup. Completely Very Fairly Well Somewhat Very Satisfied Satisfied Satisfied Dissatisfied Dissatisfied Copyright ? 2000 by Harco