Marketing Research （英文原版 中）

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1、ChapterNineMeasurementandScaling:NoncomparativeScalingTechniquesChapterOutline1)Overview2)NoncomparativeScalingTechniques3)ContinuousRatingScale4)ItemizedRatingScaleLikertScaleSemanticDifferentialScaleStapelScaleChapterOutline5)NoncomparativeItemizedRating

2、ScaleDecisionsNumberofScaleCategoriesBalancedVs.UnbalancedScalesOddorEvenNumberofCategoriesForcedVs.Non-forcedScalesNatureandDegreeofVerbalDescriptionPhysicalFormorConfiguration6)Multi-itemScalesChapterOutline7)ScaleEvaluationMeasurementAccuracyReliability

3、ValidityRelationshipbetweenReliabilityandValidityGeneralizability8)ChoosingaScalingTechnique9)MathematicallyDerivedScalesReliable?Valid?Generalizable?ChapterOutline10)InternationalMarketingResearch11)EthicsinMarketingResearch12)SummaryNoncomparativeScaling

4、TechniquesRespondentsevaluateonlyoneobjectatatime,andforthisreasonnon-comparativescalesareoftenreferredtoasmonadicscales.Non-comparativetechniquesconsistofcontinuousanditemizedratingscales.ContinuousRatingScaleRespondentsratetheobjectsbyplacingamarkattheap

5、propriatepositiononalinethatrunsfromoneextremeofthecriterionvariabletotheother.Theformofthecontinuousscalemayvaryconsiderably.HowwouldyourateSearsasadepartmentstore?Version1Probablytheworst-------I----------------------ProbablythebestVersion2Probablythewor

6、st-------I-----------------------Probablythebest0102030405060708090100Version3VerybadNeithergoodVerygoodnorbadProbablytheworst-------I-----------------------Probablythebest0102030405060708090100Arelativelynewresearchtool,theperceptionanalyzer,providesconti

7、nuousmeasurementof“gutreaction.”Agroupofupto400respondentsispresentedwithTVorradiospotsoradvertisingcopy.Themeasuringdeviceconsistsofadialthatcontainsa100-pointrange.Eachparticipantisgivenadialandinstructedtocontinuouslyrecordhisorherreactiontothematerialb

8、eingtested.Astherespondentsturnthedials,theinformationisfedtoacomputer,whichtabulatessecond-by-secondresponseprofiles.Astheresultsarerecordedbythecomputer,theyaresuperimposedonavideoscreen,enablingtheresearch