Marketing Research Of Attitude (or Attitude Measurement)
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Marketing research of attitude (or attitude measurement). The pres entat
ion prep ared by: Prokhoro va Nasty a Kukoleva Veroniсa Erofeeva Nadja Bakutina Sveta
Why attitude is widely measured by the companies? Attitude helps to explain how ready one is to do something. Attitudes do not change much over time. Attitudes produce consistency in behavior. Attitudes can be related to preferences.
Types of attitude rate scales: Additive scale is a set of items where each person gets a score according to how many questions he answers in a certain direction or in a certain way. Likert method of summated ratings - a statement is made and the respondents indicate their degree of agreement or disagreement on a five point scale. Equal-appearing interval scaling - a set of statements are assembled. These statements are selected according to their position on an interval scale of favorableness. Statements are chosen that has a small degree of dispersion. Respondents then are asked to indicate with which statements they agree.
Semantic differential scale - a scale is constructed using phrases describing attributes of the product to anchor each end. The respondent then marks one of the seven blanks between the statements to indicate his/her opinion about the attribute. Stapel Scale - similar to the semantic differential scale except that 1) points on the scale are identified by numbers 2) only one statement is used and if the respondent disagrees a negative number should marked 3) there are 10 positions instead of seven. This scale does not require that bipolar adjectives be developed and it can be administered by telephone Q-sort technique - the respondent if forced to construct a normal distribution by placing a specified number of cards in one of 11 stacks according to how desirable he/she finds the characteristics written on the cards.
ВНИМАНИЕ!!ПОСЛЕДНИЙ СЛАЙД!!
O T E L B A E R A U O Y E R D E E L I WH A T E D E R O M FIND ? N O I T A M R O INF
“Ma rketing researc Loudon h” by B , Rober ruce W t “Att renn, D itude M E. Stevens avid L. easurem Zikmun ent” by d//Explo William “Su ring Ma rvey re r k eting search by Dr. J a nd attit oh ude me South W n Ray//lecture asurem s in Th ales, Co ent” e ntinuin U n i v e rsi g Educa tion, 19 ty of New 82
ion prep ared by: Prokhoro va Nasty a Kukoleva Veroniсa Erofeeva Nadja Bakutina Sveta
Why attitude is widely measured by the companies? Attitude helps to explain how ready one is to do something. Attitudes do not change much over time. Attitudes produce consistency in behavior. Attitudes can be related to preferences.
Types of attitude rate scales: Additive scale is a set of items where each person gets a score according to how many questions he answers in a certain direction or in a certain way. Likert method of summated ratings - a statement is made and the respondents indicate their degree of agreement or disagreement on a five point scale. Equal-appearing interval scaling - a set of statements are assembled. These statements are selected according to their position on an interval scale of favorableness. Statements are chosen that has a small degree of dispersion. Respondents then are asked to indicate with which statements they agree.
Semantic differential scale - a scale is constructed using phrases describing attributes of the product to anchor each end. The respondent then marks one of the seven blanks between the statements to indicate his/her opinion about the attribute. Stapel Scale - similar to the semantic differential scale except that 1) points on the scale are identified by numbers 2) only one statement is used and if the respondent disagrees a negative number should marked 3) there are 10 positions instead of seven. This scale does not require that bipolar adjectives be developed and it can be administered by telephone Q-sort technique - the respondent if forced to construct a normal distribution by placing a specified number of cards in one of 11 stacks according to how desirable he/she finds the characteristics written on the cards.
ВНИМАНИЕ!!ПОСЛЕДНИЙ СЛАЙД!!
O T E L B A E R A U O Y E R D E E L I WH A T E D E R O M FIND ? N O I T A M R O INF
“Ma rketing researc Loudon h” by B , Rober ruce W t “Att renn, D itude M E. Stevens avid L. easurem Zikmun ent” by d//Explo William “Su ring Ma rvey re r k eting search by Dr. J a nd attit oh ude me South W n Ray//lecture asurem s in Th ales, Co ent” e ntinuin U n i v e rsi g Educa tion, 19 ty of New 82
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