市场营销课件英文22个文件教学作者几十个ppt 14-attitude measurement.ppt

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1、ExploringMarketingResearchWilliamG.ZikmundChapter14:AttitudeScalingAttitudeAnenduringdispositiontoconsistentlyrespondinagivenmatterCopyright©2000Harcourt,Inc.Allrightsreserved.AttitudesasHypotheticalConstructsThetermhypotheticalconstructisusedtodescribeavariablethatis

2、notdirectlyobservable,butismeasurablebyanindirectmeanssuchasverbalexpressionorovertbehavior-attitudesareconsideredtobesuchvariables.ThreeComponentsofanAttitudeAffectiveCognitiveBehavioralAffectiveThefeelingsoremotionstowardanobjectCopyright©2000Harcourt,Inc.Allrightsres

3、erved.CognitiveKnowledgeandbeliefsBehavioralPredispositiontoactionIntentionsBehavioralexpectationsMeasuringAttitudesRankingRatingSortingChoiceCopyright©2000Harcourt,Inc.Allrightsreserved.TheAttitudeMeasuringProcessRanking-RankorderpreferenceRating-Estimatesmagnitudeofac

4、haracteristicSorting-ArrangeorclassifyconceptsChoice-SelectionofpreferredalternativeRankingtasksrequirethattherespondentrankorderasmallnumberofobjectsinoverallperformanceonthebasisofsomecharacteristicorstimulus.Ratingaskstherespondenttoestimatethemagnitudeofacharacteris

5、tic,orquality,thatanobjectpossesses.Therespondent’spositiononascale(s)iswhereheorshewouldrateanobject.Sortingmightpresenttherespondentwithseveralconceptstypedoncardsandrequirethattherespondentarrangethecardsintoanumberofpilesorotherwiseclassifytheconcepts.Choicebetweent

6、woormorealternativesisanothertypeofattitudemeasurement-itisassumedthatthechosenobjectispreferredovertheother.Physiologicalmeasuresofattitudesprovideameansofmeasuringattitudeswithoutverballyquestioningtherespondent.forexample,galvanicskinresponses,measurebloodpressureetc

7、.SimpleAttitudeScalingInitsmostbasicform,attitudescalingrequiresthatanindividualagreewithastatementorrespondtoasinglequestion.Thistypeofself-ratingscalemerelyclassifiesrespondentsintooneoftwocategories;SimplifiedScalingExampleTHEPRESIDENTSHOULDRUNFORRE-ELECTION_______AG

8、REE______DISAGREECategoryScalesAcategoryscaleisamoresensitivemeasurethanascalehavingonlytworesponsecategories-