Lecture%205%20Ch%2011_12

Lecture%205%20Ch%2011_12 - 1 ChapterEleven Attitude...

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http://www.drvkumar.com/mr10/ Marketing Research 10th Edition Chapter Eleven 1 Attitude Measurement
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http://www.drvkumar.com/mr10/ Marketing Research 10th Edition Attitude Measurement Used to understand and influence behavior since:    2
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http://www.drvkumar.com/mr10/ Marketing Research 10th Edition What Are Attitudes? Mental states used by  individuals to structure the  way they perceive their  environment and guide the  way they respond to it Components of attitude: Cognitive or Knowledge  component Affective or Liking  component Intention or Action  component 3
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http://www.drvkumar.com/mr10/ Marketing Research 10th Edition Cognitive or Knowledge Component Represents:   4
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http://www.drvkumar.com/mr10/ Marketing Research 10th Edition Affective or Liking Component Summarizes a person’s overall feelings toward an object,  situation, or person on a scale of  like-dislike  or  favorable- unfavorable When there are several alternatives, liking is expressed in  terms of preference for one alternative Preference measured by asking which alternative is “most  preferred” or “first choice,” which is the “second choice,”  and so on 5
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http://www.drvkumar.com/mr10/ Marketing Research 10th Edition Intention or Action Component Refers to a person’s expectations of future behavior  toward an object Intentions are usually limited to a distinct time period  that depends on buying habits and planning horizons  Incorporates information about a respondent’s ability or  willingness to pay for the object, or otherwise take  action 6
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http://www.drvkumar.com/mr10/ Marketing Research 10th Edition Scaling Process of creating a continuum on which  objects are located according to the amount of  the measured characteristic possessed 7
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http://www.drvkumar.com/mr10/ Marketing Research 10th Edition Nominal Scale 8 Are you a resident of Connecticut? Yes No Are you 1) Caucasian 2) African-American 3) Hispanic 4) Asian 5) Other
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http://www.drvkumar.com/mr10/ Marketing Research 10th Edition Ordinal or Rank Scale 9 Rank your preferences for the following attributes in making a car purchase decision Price ----------- Safety ----------- Design ----------- Fuel economy ------------
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http://www.drvkumar.com/mr10/ Marketing Research 10th Edition Interval/Likert Scale 10 On a scale of 1 to 7, how would you rate the performance of natural gas as home heating fuel in terms of reliability of supply? (1 being least reliable and 7 being most reliable) 1 2 3 4 5 6 7
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http://www.drvkumar.com/mr10/ Marketing Research 10th Edition Ratio Scale 11 How old are you? _________ What is your zip code?______
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Marketing Research 10th Edition Activity #1 Write survey questions regarding yesterday’s  Superbowl commercials. Include the following types:
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This note was uploaded on 03/16/2012 for the course MKTG 326 taught by Professor Brookemalinowski during the Spring '12 term at Drexel.

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Lecture%205%20Ch%2011_12 - 1 ChapterEleven Attitude...

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