文档介绍：Exploring Marketing Research William G. Zikmund
Chapter 14:
Attitude Scaling
Attitude
An enduring disposition to consistently respond in a given matter
Copyright © 2000 Harcourt, Inc. All rights reserved.
Attitudes as Hypothetical Constructs
The term hypothetical construct is used to describe a variable that is not directly observable, but is measurable by an indirect means such as verbal expression or overt behavior - attitudes are considered to be such variables.
ponents of an Attitude
Affective
Cognitive
Behavioral
Affective
The feelings or emotions toward an object
Copyright © 2000 Harcourt, Inc. All rights reserved.
Cognitive
Knowledge and beliefs
Behavioral
Predisposition to action
Intentions
Behavioral expectations
Measuring Attitudes
Ranking
Rating
Sorting
Choice
Copyright © 2000 Harcourt, Inc. All rights reserved.
The Attitude Measuring Process
Ranking - Rank order preference
Rating - Estimates magnitude of a characteristic
Sorting - Arrange or classify concepts
Choice - Selection of preferred alternative
Ranking tasks require that the respondent rank order a small number of objects in overall performance on the basis of some characteristic or stimulus.