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Research Methods
William G. Zikmund
Chapter 14:
Attitude Measurement
Attitude
An enduring disposition to
consistently respond in a given matter
Attitudes
as Hypothetical Constructs
The term hypothetical construct is used to
describe a variable that is not directly
observable, but is measurable by an indirect
means such as verbal expression or overt
behavior - attitudes are considered to be
such variables.
Affective
The feelings or emotions toward an
object
Cognitive
Knowledge and beliefs
Behavioral
Predisposition to action
Intentions
Behavioral expectations
Measuring Attitudes
Ranking
Rating
Sorting
Choice
Reaction to TV commercial
Working on a commission basis
Measuring brand equity
How concerned are you about your online
privacy?
Attitudes as hypothetical
constructs
Working on a commission basis (Job
satisfaction as a construct)
Measuring brand equity (brand equity is
based on quality, brand familiarity and
knowledge)
______ DISAGREE
SOMEWHAT
IMPORTANT
NOT TOO
IMPORTANT
___________
___________
___________
___________
___________
PRICES
___________
___________
___________
ADVERTISING
_________
___________
___________
QUALITY OF
MERCHANDISE
Category Scales
Reverse coding
The above two examples may be reverse
coded
Semantic Differential
A weight is 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
A series of seven-point bipolar rating scales.
Bipolar adjectives, such as good and
bad, anchor both ends (or poles) of the
scale.
Numerical Scales
Numerical scales have numbers as response
options, rather than semantic space or
verbal descriptions, to identify categories
(response positions).
A Stapel Scale
for Measuring a Stores Image
+3
+2
+1
Sears
+3
+2
+1
-1
-2
-3
-1
-2
-3
-1
-2
-3
3
Very
Good
1
Very
Poor
Very
Satisfied
Fairly Well
Satisfied
Somewhat
Dissatisfied
Very
Dissatisfied
An Unbalanced Scale
An Unbalanced Scale has more responses distributed at one end of the
scale
How satisfied are you with the Womens apparel in Sears?
Satisfied
Neither Satisfied
Nor Dissatisfied
Quite
Satisfied
Very
Dissatisfied