当代市场调研10E全套配套课件中英文PPTch11.ppt

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1、ChapterEleven11-1Attitude&PredictingBehaviorAttitudeDefined:Enduringorganizationofmotivational,emotional,perceptual,andcognitiveprocesseswithrespecttosomeaspectofaperson’senvironment.InvolvementoftheconsumerAttitudemeasurementEffectsofotherpeopleSituationalfactorsEffects

2、ofotherbrandsAttitudestrength11-2KeyTerms&DefinitionsFactorstodetermineifresearchfindingswillpredictbehavior:Themorefavorabletheattitude,thehighertheincidenceofproductusage.Thelessfavorabletowardaproduct,themorelikelytheyaretostopusingit.Theattitudesofthe“nevertried”peopl

3、etendtobedistributedaroundthemeanofanormaldistribution.Attitudesvarydependingonwhattheyarebasedon(useoftheproductorjustpromotionaboutaproduct).AttitudeLinksKeyTerms&Definitions11-3Unidimensional:Measuresonlyoneattributeofaconcept,respondent,orobject.Multidimensional:Mea

4、suresseveraldimensionsofaconcept,respondent,orobject.ScalingDefined:Proceduresforassigningnumbers(orothersymbols)topropertiesofanobjectinordertoimpartsomenumericalcharacteristicstothepropertiesinquestion.ScalingApproaches:WhatareScalesFor?11-4KeyTerms&DefinitionsNon-compa

5、rativeScale:Scalesinwhichjudgmentismadewithoutreferencetoanotherobject,concept,orperson.ComparativeScale:Scalesinwhichoneobject,concept,orpersoniscomparedwithanotheronascale.TypesofMeasurementScales11-5KeyTerms&DefinitionsGraphicRatingScalesMeasurementscalesthatincludea

6、graphiccontinuum,anchoredbytwoextremes.11-6KeyTerms&DefinitionsGraphicRatingScalesHowdoyoufeelwhencomingtomarketingresearchclass?11-7KeyTerms&DefinitionsThesescalesareoftenusedwheninterviewingchildren.ImportantNotImportant12345ImportantNotImportant123456OddScaleEvenScaleI

7、temizedRatingScalesTherespondentselectsananswerfromalimitednumberoforderedcategories.11-8KeyTerms&DefinitionsWhatcharacteristicareyoumeasuring?11-9KeyTerms&DefinitionsOneStagevs.TwoStage:11-10KeyTerms&DefinitionsOne-Stagevs.Two-StageFormatRankOrderScale11-11KeyTerms&Defin

8、itions11-12KeyTerms&DefinitionsPairedComparisonConstantSumScale11-13KeyTerms&Definitions11-14Key