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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