当代市场调研 （原第12版）课件英文第3章　建立营销洞察力的测量.pptx

MarketingResearchTwelfthEditionCarlD.McDanielandRogerGatesChapter3MeasurementtoBuildMarketingInsights

LearningObjectivesAnalyzetheconceptofmeasurement.Definewhatisaconcept.Learnthenatureofaconstruct.Writeaconceptconstitutively.Defineaconceptoperationally.Understandhowtocreateameasurementscale.Evaluatethereliabilityandvalidityofameasurement.Understandtheconceptofscaling.Comparethevarioustypesofattitudescales.Examinesomebasicconsiderationsinselectingatypeofscale.Copyright?2021JohnWileySons,Inc.3-2

MeasurementProcessMeasurementistheprocessofassigningnumbersorlabelstopersons,objects,oreventsinaccordancewithspecificrulesforrepresentingquantitiesorqualitiesofattributesConvertsattributestonumbersAruleisaguide,amethod,oracommandthattellsaresearcherwhattodoInotherwords,howtoconvertattributestonumbersRuleneedstobeclearandspecificManyattributesofinterestarehardtomeasureThatmakesthemhardtoassignnumbersto3-3Copyright?2021JohnWileySons,Inc.

MeasurementProcessSteps3-4Copyright?2021JohnWileySons,Inc.

StepOne:IdentifytheConceptofInterest3-5Copyright?2021JohnWileySons,Inc.ThemeasurementprocessbeginswithidentificationoftheconceptofinterestAconceptisanabstractideageneralizedfromparticularfacts

StepTwo:DevelopaConstructConstructsarespecifictypesofconceptsthatexistathigherlevelsofabstractionthandoeverydayconceptsThevalueofspecificconstructsdependsonhowusefultheyareinexplaining,predicting,andcontrollingphenomenaGenerally,constructsarenotdirectlyobservableConstructsaidresearchersbysimplifyingandintegratingthecomplexphenomenafoundinthemarketingenvironment3-6Copyright?2021JohnWileySons,Inc.

StepThree:DefinetheConceptConstitutivelyAconstitutivedefinitionisastatementofthemeaningofthecentralideaorconceptunderstudy,establish