当代市场调研10E全套配套课件中英文PPTch11.ppt 21页

ChapterEleven11-1 Attitude&PredictingBehaviorAttitudeDefined:Enduringorganizationofmotivational,emotional,perceptual,andcognitiveprocesseswithrespecttosomeaspectofaperson’senvironment.InvolvementoftheconsumerAttitudemeasurementEffectsofotherpeopleSituationalfactorsEffectsofotherbrandsAttitudestrength11-2KeyTerms&DefinitionsFactorstodetermineifresearchfindingswillpredictbehavior: Themorefavorabletheattitude,thehighertheincidenceofproductusage.Thelessfavorabletowardaproduct,themorelikelytheyaretostopusingit.Theattitudesofthe“nevertried”peopletendtobedistributedaroundthemeanofanormaldistribution.Attitudesvarydependingonwhattheyarebasedon(useoftheproductorjustpromotionaboutaproduct).AttitudeLinksKeyTerms&Definitions11-3 Unidimensional:Measuresonlyoneattributeofaconcept,respondent,orobject.Multidimensional:Measuresseveraldimensionsofaconcept,respondent,orobject.ScalingDefined:Proceduresforassigningnumbers(orothersymbols)topropertiesofanobjectinordertoimpartsomenumericalcharacteristicstothepropertiesinquestion.ScalingApproaches:WhatareScalesFor?11-4KeyTerms&Definitions Non-comparativeScale:Scalesinwhichjudgmentismadewithoutreferencetoanotherobject,concept,orperson.ComparativeScale:Scalesinwhichoneobject,concept,orpersoniscomparedwithanotheronascale.TypesofMeasurementScales11-5KeyTerms&Definitions GraphicRatingScalesMeasurementscalesthatincludeagraphiccontinuum,anchoredbytwoextremes.11-6KeyTerms&Definitions GraphicRatingScalesHowdoyoufeelwhencomingtomarketingresearchclass?11-7KeyTerms&DefinitionsThesescalesareoftenusedwheninterviewingchildren. ImportantNotImportant12345ImportantNotImportant123456OddScaleEvenScaleItemizedRatingScalesTherespondentselectsananswerfromalimitednumberoforderedcategories.11-8KeyTerms&Definitions Whatcharacteristicareyoumeasuring?11-9KeyTerms&Definitions OneStagevs.TwoStage:11-10KeyTerms&DefinitionsOne-Stagevs.Two-StageFormat RankOrderScale11-11KeyTerms&Definitions 11-12KeyTerms&DefinitionsPairedComparison ConstantSumScale11-13KeyTerms&Definitions 11-14KeyTerms&DefinitionsSemanticDifferentialScale 11-15KeyTerms&DefinitionsStapleScale 11-16KeyTerms&DefinitionsLikertScale 11-17KeyTerms&DefinitionsPurchaseIntentScales 1.TheNatureoftheConstructBeingMeasured2.TypeofScaleandNumberofScaleCategories3.Balancedvs.Non-balancedBalanced:Scaleswithequalnumbersofpositive&negativecategories.Non-balanced:Scalesweightedtowardsoneendortheotherofthescale.4.Forcedvs.Non-forcedHavinganoddvs.evennumberofresponsechoices.HowtoSelectaScaleThingstoConsider11-18KeyTerms&Definitions AttitudeMeasuresandManagementDecisionMakingDeterminantAttitudes:Thosecustomerattitudesmostcloselyrelatedtopreferencesortoactualpurchasedecisions.11-19KeyTerms&Definitions TypesofQuestioningDirectQuestioningObservation11-20KeyTerms&DefinitionsAresearcherjusthastopayattentiontotheadvantagesanddisadvantagesofeachofthesemethods.IndirectQuestioning 11-21KeyTerms&DefinitionsAttitudeScalingUnidimensionalScalesMultidimensionalScalesGraphicRatingScalesItemizedRatingScalesNoncomparativeScalesRank-orderScalesComparativeScalesQ-sortingLinksandbuttonareactivewhenin“SlideShowMode”KeyTerms&DefinitionsPairedComparisonScalesConstantSumScalesSemanticDifferentialScalesStapleScalesLikertScalesPurchaseIntentScalesNonPromoterScore(NPS)BalancedScalesNonbalancedScalesDeterminantAttitudes