文档介绍：oodmeasurementExplainthesignificanceofscalereliabilityandvalidityDescribehowmarketingresearchersthinkofattitudesAfterstudyingthischapter,youshouldbeableto1©2007Thomson/South-(cont’d)IdentifybasicapproachestomeasuringattitudesDiscusstheuseofratingscalesformeasuringattitudesRepresentalatentconstructbyconstructingasummatedscaleSummarizewaystomeasureattitudeswithrankingandsortingtechniquesAfterstudyingthischapter,youshouldbeableto2©2007Thomson/South-,,attributes,occurrences,orprocessesOperationalDefinitionSpecifieswhattheresearchermustdotomeasuretheconceptunderinvestigation3©2007Thomson/South- AreThereAnyValidityIssueswiththisMeasurement?4©2007Thomson/South-©2007Thomson/South-(cont’d)VariableAnythingthatvariesorchangesfromoneinstancetoanother;canexhibitdifferencesinvalue,usuallyinmagnitudeorstrength,©2007Thomson/South- MediaSkepticism:AnOperationalDefinition7©2007Thomson/South-:uniquelyclassify,preserveorder,setequalintervals,:classifies/identifiesbyaqualityoftheobjectOrdinal:classifiesusingarankingorderofobjectsInterval:quantifiesobjectsin