市场调查方法(英文版第十章.ppt

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1、Chapter10MeasurementandAttitudeScaling©2007Thomson/South-Western.Allrightsreserved.LEARNINGOUTCOMESExplainwhatneedstobemeasuredtoaddressaresearchquestionorhypothesisDefineoperationalizationDistinguishlevelsofscalemeasurementExplaintheneedforindexorcompositemeasuresListthethreecriteriaforgoodmeasu

2、rementExplainthesignificanceofscalereliabilityandvalidityDescribehowmarketingresearchersthinkofattitudesAfterstudyingthischapter,youshouldbeableto2©2007Thomson/South-Western.Allrightsreserved.LEARNINGOUTCOMES(cont’d)IdentifybasicapproachestomeasuringattitudesDiscusstheuseofratingscalesformeasuring

3、attitudesRepresentalatentconstructbyconstructingasummatedscaleSummarizewaystomeasureattitudeswithrankingandsortingtechniquesAfterstudyingthischapter,youshouldbeableto3©2007Thomson/South-Western.Allrightsreserved.WhatDoIMeasureMeasurementTheprocessofdescribingsomepropertyofaphenomenonofinterest,usu

4、allybyassigningnumbersinareliableandvalidway.ConceptAgeneralizedideaaboutaclassofobjects,attributes,occurrences,orprocessesOperationalDefinitionSpecifieswhattheresearchermustdotomeasuretheconceptunderinvestigation4©2007Thomson/South-Western.Allrightsreserved.EXHIBIT10.1AreThereAnyValidityIssueswit

5、hthisMeasurement?5©2007Thomson/South-Western.Allrightsreserved.OperationalDefinitionsOperationalizationTheprocessofidentifyingscalesthatcorrespondtovarianceinaconcepttobeinvolvedinaresearchprocess.ScalesAdeviceprovidingarangeofvaluesthatcorrespondtodifferentvaluesinaconceptbeingmeasured.Correspond

6、encerulesIndicatethewaythatacertainvalueonascalecorrespondstosometruevalueofaconcept.6©2007Thomson/South-Western.Allrightsreserved.OperationalDefinitions(cont’d)VariableAnythingthatvariesorchangesfromoneinstancetoanother;canexhibitdifferencesinvalue,usuallyinmagnitudeorstrength,orindirection.Const

7、ructsConceptsmeasuredwithmultiplevariables.7©2007Thomson/South-Western.Allrightsreserved.EXHIBIT10.2MediaSkepticism:AnOperationalDefinition8©2007Thomson/South-Western.Allrightsreserved.LevelsofScaleMeasurementSca