文档介绍：该【市场调查方法英文第十章 】是由【静雨蓝梦】上传分享，文档一共【50】页，该文档可以免费在线阅读，需要了解更多关于【市场调查方法英文第十章 】的内容，可以使用淘豆网的站内搜索功能，选择自己适合的文档，以下文字是截取该文章内的部分文字，如需要获得完整电子版，请下载此文档到您的设备，方便您编辑和打印。Chapter10 MeasurementandAttitudeScaling
LEARNINGOUTCOMES
Explainwhatneedstobemeasuredtoaddressaresearchquestionorhypothesis
Defineoperationalization
Distinguishlevelsofscalemeasurement
Explaintheneedforindexorcompositemeasures
Listthethreecriteriaforgoodmeasurement
Explainthesignificanceofscalereliabilityandvalidity
Describehowmarketingresearchersthinkofattitudes
Afterstudyingthischapter,youshouldbeableto
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LEARNINGOUTCOMES(cont’d)
Identifybasicapproachestomeasuringattitudes
Discusstheuseofratingscalesformeasuringattitudes
Representalatentconstructbyconstructingasummatedscale
Summarizewaystomeasureattitudeswithrankingandsortingtechniques
Afterstudyingthischapter,youshouldbeableto
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WhatDoIMeasure
Measurement
Theprocessofdescribingsomepropertyofaphenomenonofinterest,usuallybyassigningnumbersinareliableandvalidway.
Concept
Ageneralizedideaaboutaclassofobjects,attributes,occurrences,orprocesses
OperationalDefinition
Specifieswhattheresearchermustdotomeasuretheconceptunderinvestigation
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AreThereAnyValidityIssueswiththisMeasurement?
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OperationalDefinitions
Operationalization
Theprocessofidentifyingscalesthatcorrespondtovarianceinaconcepttobeinvolvedinaresearchprocess.
Scales
Adeviceprovidingarangeofvaluesthatcorrespondtodifferentvaluesinaconceptbeingmeasured.
Correspondencerules
Indicatethewaythatacertainvalueonascalecorrespondstosometruevalueofaconcept.
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OperationalDefinitions(cont’d)
Variable
Anythingthatvariesorchangesfromoneinstancetoanother;canexhibitdifferencesinvalue,usuallyinmagnitudeorstrength,orindirection.
Constructs
Conceptsmeasuredwithmultiplevariables.
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MediaSkepticism:AnOperationalDefinition
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LevelsofScaleMeasurement
Scale
Aseriesofitemsarrangedalongacontinuousspectrumofvaluesforthepurposeofquantification.
Properties:uniquelyclassify,preserveorder,setequalintervals,andhaveanaturalzero.
TypesofScales
Nominal:classifies/identifiesbyaqualityoftheobject
Ordinal:classifiesusingarankingorderofobjects
Interval:quantifiesobjectsinorderonacontinuum
Ratio:classifiesbycomparisontoastandard
Categorical:classifiesbyaspecificcharacteristic
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Nominal,Ordinal,Interval,andRatioScalesProvideDifferentInformation
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