唐纳德·R·库珀-商业研究方法（第9版）Chap_012.pptVIP

Chapter 12 Measurement Scales Learning Objectives Understand… The nature of attitudes and their relationship to behavior. The critical decisions involved in selecting an appropriate measurement scale. The characteristics and use of rating, ranking, sorting, and other preference scales. PulsePoint: Research Revelation Measurement Scales The Scaling Process Nature of Attitudes Improving Predictability Selecting a Measurement Scale Response Types Number of Dimensions Balanced or Unbalanced Very bad Bad Neither good nor bad Good Very good Poor Fair Good Very good Excellent Forced or Unforced