Ch14BriefOutline

Ch14BriefOutline - CHAPTER 14 Attitude Measurement Brief...

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Zikmund Chapter Content Terminology and Concepts – definitions and four common measurement approach Physiological Measures of Attitudes – brief mention of these techniques Attitude Rating Scales – review of the range of rating scale techniques Behavioral Intention Scales – scales that measure the respondent’s behavioral intent Other Methods of Attitude Measurement – ranking, sorting, choice methods Practical Considerations – factors in deciding what type of scale to construct Terminology and Concepts An attitude is a hypothetical construct , so it’s appropriate to clarify that term first. Hypothetical Construct – a variable that is not directly observable but is measured through indirect means such as verbal statements or overt behaviors. Most psychological variables measured in business research are hypothetical constructs. o Examples – job satisfaction, emotional stability, social status, customer loyalty, etc. Attitude Defined – an enduring disposition to consistently respond in a given manner to various aspects of the world—comprised of affective, cognitive, and behavioral components. Affective component – reflects one’s general feelings or emotions toward an object o Examples – “I love my job,” “Accountants annoy me,” “Meetings frustrate me.” Cognitive component – reflects one’s knowledge or beliefs about the object o Examples – “My job benefits society,” “Accountants are helpful,” “Meetings waste time.” Behavioral component – reflects one’s predisposition to act with respect to the object o Examples – “I’m staying here,” “I seek their opinion,” “I avoid going to meetings.” Four Common Approaches to Attitude Measurement There are four broad attitude measurement types or techniques: Rating – respondent estimates the magnitude of a characteristic or quality of an object. o Example – Rate 0 to 10 below how much you like working for Ajax company: 0 1 2 3 4 5 6 7 8 9 10 Don’t like it at all Like it extremely well Ranking – respondents rank order a small number of activities, events, or objects on the basis of their overall preference or some other characteristic o Example – rank ordering musical preferences—pop, rock, retro, opera, classical. o Example – rank order these autos for style—Buick, Chrysler, Honda, Toyota, etc. Sorting – respondent sorts cards into piles to classify objects or concepts. o Example – a stack of cards is provided, each card containing a different product feature —taste, appearance, ease of preparation, healthiness, value, etc. The respondent sorts the cards into three piles: “Must have,” “Nice but not necessary,” and “Don’t care” Choice – respondent indicates preferences by choosing between two or more characteristics. Ch14BriefOutline.doc
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This note was uploaded on 09/16/2008 for the course BUAD 259 taught by Professor Phares during the Spring '07 term at Mary Washington.

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Ch14BriefOutline - CHAPTER 14 Attitude Measurement Brief...

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