Business Research Methods William G. Zikmund

1、Business Research MethodsWilliam G. ZikmundChapter 14: Attitude Measurement Copyright 2000 by Harcourt, Inc.All rights reserved. Requests for permission to make copies of any part of the work should be mailed to the following address: Permissions Department, Harcourt, Inc., 6277 Sea Harbor Drive, Or

2、lando, Florida 32887-6777.ATTITUDEAN ENDURING DISPOSITION TO CONSISTENTLY RESPOND IN A GIVEN MANNERCopyright 2000 by Harcourt, Inc. All rights reserved.Attitudes as Hypothetical ConstructsnThe term hypothetical construct is used to describe a variable that is not directly observable, but is measurab

3、le by an indirect means such as verbal expression or overt behavior - attitudes are considered to be such variables.THREE COMPONENTS OF AN ATTITUDE AFFECTIVE COGNITIVE BEHAVIORALAFFECTIVETHE FEELINGS OR EMOTIONS TOWARD AN OBJECTCopyright 2000 by Harcourt, Inc. All rights reserved.COGNITIVE KNOWLEDGE

4、 AND BELIEFSBEHAVIORAL PREDISPOSITION TO ACTION INTENTIONS BEHAVIORAL EXPECTATIONSMEASURING ATTITUDES RANKING RATING SORTING CHOICEThe Attitude Measuring ProcessRANKING- Rank order preferenceRATING - Estimates magnitude of a characteristicSORTING- Arrange or classify conceptsCHOICE -Selection of pre

5、ferred alternativenRanking tasks require that the respondent rank order a small number of objects in overall performance on the basis of some characteristic or stimulus.nRating asks the respondent to estimate the magnitude of a characteristic, or quality, that an object possesses. The respondents po

6、sition on a scale(s) is where he or she would rate an object.nSorting might present the respondent with several concepts typed on cards and require that the respondent arrange the cards into a number of piles or otherwise classify the concepts.nChoice between two or more alternatives is another type

7、 of attitude measurement - it is assumed that the chosen object is preferred over the other.nPhysiological measures of attitudes provide a means of measuring attitudes without verbally questioning the respondent. For example, galvanic skin responses, blood pressure measurement, etc.Simple Attitude S

8、calingnIn its most basic form, attitude scaling requires that an individual agree with a statement or respond to a single question. This type of self-rating scale merely classifies respondents into one of two categories.SIMPLIFIED SCALING EXAMPLETHE PRESIDENT SHOULD RUN FOR RE-ELECTION_ AGREE_ DISAG

9、REECategory ScalesnA category scale is a more sensitive measure than a scale having only two response categories - it provides more information. nQuestions working is an extremely important factor in the usefulness of these scales.EXAMPLE OF CATEGORY SCALEHow important were the following in your dec

10、ision to visit San Diego? (check one for each item)VERYSOMEWHATNOT TOOIMPORTANTIMPORTANTIMPORTANTCLIMATE_COST OF TRAVEL_FAMILY ORIENTED_EDUCATIONAL/HISTORICAL ASPECTS _FAMILIARITY WITH AREA_Method of Summated Ratings: The Likert ScalenAn extremely popular means for measuring attitudes. Respondents i

11、ndicate their own attitudes by checking how strongly they agree or disagree with statements. nResponse alternatives: “strongly agree”, “agree”, “uncertain”, “disagree”, and “strongly disagree”.LIKERT SCALE FOR MEASURING ATTITUDES TOWARD TENNISIt is more fun to play a tough, competitive tennis match

12、than to play an easy one._Strongly Agree _Agree _Not Sure _Disagree _Strongly DisagreeLIKERT SCALE FOR MEASURING ATTITUDES TOWARD TENNISCont.There is really no such thing as a tennis stroke that cannot be mastered._Strongly Agree_Agree _Not Sure _Disagree _Strongly DisagreeLIKERT SCALE FOR MEASURING

13、 ATTITUDES TOWARD TENNISCont.Playing tennis is a great way to exercise._Strongly Agree_Agree _Not Sure _Disagree _Strongly DisagreeSemantic DifferentialnA series of seven-point bipolar rating scales. Bipolar adjectives, such as “good” and “bad”, anchor both ends (or poles) of the scale.nA weight is

14、assigned to each position on the rating scale. Traditionally, scores are 7, 6, 5, 4, 3, 2, 1, or +3, +2, +1, 0, -1, -2, -3.SEMANTIC DIFFERENTIAL SCALES FOR MEASURING ATTITUDES TOWARD TENNISExciting _ : _ : _ : _ : _ : _ : _ : CalmInteresting _ : _ : _ : _ : _ : _ : _ : Dull Simple_ : _ : _ : _ : _ :

15、 _ : _ ComplexPassive_ : _ : _ : _ : _ : _ : _ ActiveNumerical ScalesnNumerical scales have numbers as response options, rather than “semantic space or verbal descriptions, to identify categories (response positions).Stapel ScalesnModern versions of the Staple scale place a single adjective as a sub

16、stitute for the semantic differential when it is difficult to create pairs of bipolar adjectives.nThe advantage and disadvantages of a Stapel scale, as well as the results, are very similar to those for a semantic differential. However, the stapel scale tends to be easier to conduct and administer.A

17、 Stapel Scale for Measuring a Stores ImageDepartmentStore Name+3+2+1Wide Selection-1-2-3Select a plus number for words that you think describe the store accurately. The more accurately you think the work describes the store, the larger the plus number you should choose. Select a minus number for wor

18、ds you think do not describe the store accurately. The less accurately you think the word describes the store, the large the minus number you should choose, therefore, you can select any number from +3 for words that you think are very accurate all the way to -3 for words that you think are very ina

19、ccurate.Behavioral differential: the behavioral differential instrument has been developed for measuring the behavioral intentions of subjects towards any object or category of objects. A description of the object to be judged is placed on the top of a sheet, and the subjects indicate their behavior

20、al intentions toward this object on a series of scales. For example:A 25-year old woman sales representativeWould _ : _ : _ : _ : _ : _ : _ : Would Not Ask this person for advice.Paired Comparisons:In paired comparisons the respondents are presented with two objects at a time and asked to pick the o

21、ne they prefer. Ranking objects with respect to one attribute is not difficult if only a few products are compared, but as the number of items increases, the number of comparisons increases geometrically (n*(n -1)/2). If the number of comparisons is too great, respondents may fatigue and no longer c

22、arefully discriminate among them.Divide 100 points among each of the following brands according to your preference for the brand:Brand A _ Brand B _ Brand C _Graphic Rating ScalesnA graphic rating scale presents respondents with a graphic continuum.Graphic Rating Scale Stressing Pictorial Visual Communications321VeryVeryGoodPoorMONADIC RATING SCALEA MONADIC RATING SCALE ASKS ABOUT A SING