市场调查方法第十章

2024/3/11市场调查方法第十章LEARNINGOUTCOMESExplainwhatneedstobemeasuredtoaddressaresearchquestionorhypothesisDefineoperationalizationDistinguishlevelsofscalemeasurementExplaintheneedforindexorcompositemeasuresListthethreecriteriaforgoodmeasurementExplainthesignificanceofscalereliabilityandvalidityDescribehowmarketingresearchersthinkofattitudesAfterstudyingthischapter,youshouldbeableto©2007Thomson/South-Western.Allrightsreserved.LEARNINGOUTCOMES(cont’d)IdentifybasicapproachestomeasuringattitudesDiscusstheuseofratingscalesformeasuringattitudesRepresentalatentconstructbyconstructingasummatedscaleSummarizewaystomeasureattitudeswithrankingandsortingtechniquesAfterstudyingthischapter,youshouldbeableto©2007Thomson/South-Western.Allrightsreserved.WhatDoIMeasureMeasurementTheprocessofdescribingsomepropertyofaphenomenonofinterest,usuallybyassigningnumbersinareliableandvalidway.ConceptAgeneralizedideaaboutaclassofobjects,attributes,occurrences,orprocessesOperationalDefinitionSpecifieswhattheresearchermustdotomeasuretheconceptunderinvestigation©2007Thomson/South-Western.Allrightsreserved.EXHIBIT10.1

AreThereAnyValidityIssueswiththisMeasurement?©2007Thomson/South-Western.Allrightsreserved.OperationalDefinitionsOperationalizationTheprocessofidentifyingscalesthatcorrespondtovarianceinaconcepttobeinvolvedinaresearchprocess.ScalesAdeviceprovidingarangeofvaluesthatcorrespondtodifferentvaluesinaconceptbeingmeasured.CorrespondencerulesIndicatethewaythatacertainvalueonascalecorrespondstosometruevalueofaconcept.©2007Thomson/South-Western.Allrightsreserved.OperationalDefinitions(cont’d)VariableAnythingthatvariesorchangesfromoneinstancetoanother;canexhibitdifferencesinvalue,usuallyinmagnitudeorstrength,orindirection.ConstructsConceptsmeasuredwithmultiplevariables.©2007Thomson/South-Western.Allrightsreserved.EXHIBIT10.2

MediaSkepticism:AnOperationalDefinition©2007Thomson/South-Western.Allrightsreserved.LevelsofScaleMeasurementScaleAseriesofitemsarrangedalongacontinuousspectrumofvaluesforthepurposeofquantification.Properties:uniquelyclassify,preserveorder,setequalintervals,andhaveanaturalzero.TypesofScalesNominal:classifies/identifiesbyaqualityoftheobjectOrdinal:classifiesusingarankingorderofobjectsInterval:quantifiesobjectsinorderonacontinuumRatio:classifiesbycomparisontoastandardCategorical:classifiesbyaspecificcharacteristic©2007Thomson/South-Western.Allrightsreserved.EXHIBIT10.3

Nominal,Ordinal,Interval,andRatioScalesProvideDifferentInformation©2007Thomson/South-Western.Allrightsreserved.EXHIBIT10.4

FactsAbouttheFourLevelsofScales©2007Thomson/South-Western.Allrightsreserved.EXHIBIT10.4

FactsAbouttheFourLevelsofScales(cont’d)©2007Thomson/South-Western.Allrightsreserved.IndexMeasuresAttributesSinglecharacteristicsorfundamentalfeaturesthatpertaintoanobject,person,orissue.IndexMeasuresAssignavaluebasedonhowmuchoftheconceptbeingmeasuredisassociatedwithanobservation.Indexesoftenareformedbyputtingseveralvariablestogether.CompositeMeasuresAssignavaluetoanobservationbasedonamathematicalderivationofmultiplevariables.©2007Thomson/South-Western.Allrightsreserved.ThreeCriteriaforGoodMeasurementSensitivityReliabilityValidityGoodMeasurement©2007Thomson/South-Western.Allrightsreserved.ReliabilityversusValidityReliabilityThedegreetowhichmeasuresarefreefromrandomerrorandthereforeyieldconsistentresults.Anindicatorofameasure’sinternalconsistency.ValidityTheaccuracyofameasureortheextenttowhichascoretruthfullyrepresentsaconcept.Doesascaletomeasurewhatwasintendedtobemeasured?©2007Thomson/South-Western.Allrightsreserved.EXHIBIT10.5

ReliabilityandValidityonTarget©2007Thomson/South-Western.Allrightsreserved.MeasurementAccuracy:SensitivitySensitivityAmeasurementinstrument’sabilitytoaccuratelymeasurevariabilityinstimuliorresponses.

Compositemeasuresallowforagreaterrangeofpossiblescores,theyaremoresensitivethansingle-itemscales.Sensitivityisgenerallyincreasedbyaddingmoreresponsepointsoraddingscaleitems.©2007Thomson/South-Western.Allrightsreserved.AttitudesinMarketingResearchAttitudeAnenduringdispositiontoconsistentlyrespondinagiventovariousaspectsoftheworld.AttitudesasHypotheticalConstructs“Hypotheticalconstruct”describesalatentorunobservablevariablethatismeasurableonlybyanindirectmeanssuchasverbalexpressionorovertbehavior—attitudesareconsideredtobesuchvariables.©2007Thomson/South-Western.Allrightsreserved.ComponentsofanAttitudeBehavioralAffectiveCognitiveAttitude©2007Thomson/South-Western.Allrightsreserved.ComponentsofanAttitudeAffectiveComponentThefeelingsoremotionstowardanobjectCognitiveComponentKnowledgeandbeliefsaboutanobjectBehavioralComponentPredispositiontoactionIntentionsBehavioralexpectations©2007Thomson/South-Western.Allrightsreserved.TechniquesforMeasuringAttitudesChoosingapreferredalternativeRankinginorder

ofpreferenceRatinginorder

ofmagnitudeSortingtoarrangeorclassifyMeasuringAttitudes©2007Thomson/South-Western.Allrightsreserved.AttitudeMeasuringProcessesRankingRequiringtherespondenttorankorderobjectsinoverallperformanceonthebasisofacharacteristicorstimulus.RatingAskingtherespondenttoestimatethemagnitudeofacharacteristic,orquality,thatanobjectpossessesbyindicatingonascalewhereheorshewouldrateanobject.©2007Thomson/South-Western.Allrightsreserved.AttitudeMeasuringProcessesSortingPresentingtherespondentwithseveralconceptstypedoncardsandrequiringtherespondenttoarrangethecardsintoanumberofpilesorotherwiseclassifytheconcepts.ChoiceAskingarespondenttochooseonealternativefromamongseveralalternatives;itisassumedthatthechosenalternativeispreferredovertheothers.©2007Thomson/South-Western.Allrightsreserved.AttitudeRatingScalesSimpleAttitudeScaleRequiresthatanindividualagree/disagreewithastatementorrespondtoasinglequestion.Thistypeofself-ratingscaleclassifiesrespondentsintooneoftwocategories(e.g.;yesorno).Example:THEPRESIDENTSHOULDRUNFORRE-ELECTION_______AGREE ______DISAGREE©2007Thomson/South-Western.Allrightsreserved.AttitudeRatingScales(cont’d)CategoryScaleAmoresensitivemeasurethanasimplescaleinthatitcanhavemorethantworesponsecategories.Questionconstructionisanextremelyimportantfactorinincreasingtheusefulnessofthesescales.Example:HowimportantwerethefollowinginyourdecisiontovisitSanDiego?(checkoneforeachitem)

VERY SOMEWHAT NOTTOO IMPORTANT IMPORTANT IMPORTANTCLIMATE ___________ ___________ ___________COSTOFTRAVEL ___________ ___________ ___________FAMILYORIENTED ___________ ___________ ___________EDUCATIONAL/HISTORICALASPECTS ___________ ___________ ___________FAMILIARITYWITHAREA ___________ ___________ ___________©2007Thomson/South-Western.Allrightsreserved.EXHIBIT10.6

SelectedCategoryScales©2007Thomson/South-Western.Allrightsreserved.AttitudeRatingScales(cont’d)MethodforSummatedRatings:LikertScaleApopularmeansformeasuringattitudes.Respondentsindicatetheirownattitudesbycheckinghowstronglytheyagreeordisagreewithstatements.Typicalresponsealternatives:“stronglyagree”,“agree”,“uncertain”,“disagree”,and“stronglydisagree”.Example:

Itismorefuntoplayatough,competitivetennismatchthantoplayaneasyone.

___StronglyAgree___Agree___NotSure___Disagree___StronglyDisagree©2007Thomson/South-Western.Allrightsreserved.EXHIBIT10.7

LikertScaleItemsforMeasuringAttitudestowardPatients’InteractionwithaPhysician’sServiceStaffSource:StephenW.BrownandTeresaA.Swarts,“AGapAnalysisofProfessionalServiceQuality,”JournalofMarketing,April1989,p.95.©2007Thomson/South-Western.Allrightsreserved.AttitudeRatingScalesTechniquesReverseRecodingAmethodofmakingsurealltheitemsformingacompositescalearescoredinthesamedirection.Negativeitemscanberecodedintotheequivalentresponsesforanon-reversecodeditem.©2007Thomson/South-Western.Allrightsreserved.AttitudeRatingScalesTechniquesCompositeScaleAwayofrepresentingalatentconstructbysummingoraveragingrespondents’reactionstomultipleitemseachassumedtoindicatethelatentconstruct.ItemAnalysisEnsuresthatfinalitemsevokeawideresponseanddiscriminateamongthosesubjectswithpositiveandnegativeattitudes.Onlyasetofitemsshowinggoodreliabilityandvalidityshouldbesummedoraveragedtoformacompositescalerepresentingahypotheticalconstruct.©2007Thomson/South-Western.Allrightsreserved.AttitudeRatingScales(cont’d)SemanticDifferentialAseriesofseven-pointratingscaleswithbipolaradjectives,suchas“good”and“bad”,anchoringtheends(orpoles)ofthescale.Aweightisassignedtoeachpositiononthescale.Traditionally,scoresare7,6,5,4,3,2,1,or+3,+2,+1,0,-1,-2,-3.Example:

Exciting ___:___:___:___:___:___:___Calm Interesting ___:___:___:___:___:___:___Dull Simple ___:___:___:___:___:___:___Complex Passive ___:___:___:___:___:___:___Active©2007Thomson/South-Western.Allrightsreserved.EXHIBIT10.8

SemanticDifferentialScalesforMeasuringAttitudestowardSupermarketsSource:JulieH.Yu,GeraldAlbaum,andMichaelSwenson,“IsaCentralTendencyErrorInherentintheUseofSemanticDifferentialScalesinDifferentCultures?”InternationalJournalofMarketResearch,Summer2003,downloadedfromBusiness&CompanyResourceCenter,.©2007Thomson/South-Western.Allrightsreserved.AttitudeRatingScales(cont’d)ImageProfileAgraphicrepresentationofsemanticdifferentialdataforcompetingbrands,products,orstorestohighlightcomparisons.Becausethedataareassumedtobeinterval,eitherthearithmeticmeanorthemedianwillbeusedtocomparetheprofileofoneproduct,brand,orstorewiththatofacompetingproduct,brand,orstore.©2007Thomson/South-Western.Allrightsreserved.EXHIBIT10.9

ImageProfileofCommuterAirlinesversusMajorAirlinesSource:J.RichardJonesandSheilaI.Cocke,“APerformanceEvaluationofCommuterAirlines:ThePassengers’View,”Proceedings:TransportationResearchForum22(1981),p.524.Reprintedwithpermission.©2007Thomson/South-Western.Allrightsreserved.AttitudeRatingScales(cont’d)NumericalScalesScalesthathavenumbersasresponseoptions,ratherthan“semanticspace”orverbaldescriptions,toidentifycategories(responsepositions).Inpractice,researchershavefoundthatascalewithnumericallabelsforintermediatepointsonthescaleisaseffectiveameasureasthetruesemanticdifferential.Example:Nowthatyou’vehadyourautomobileforaboutoneyear,pleasetellushowsatisfiedyouarewithyourFordTaurus.

ExtremelyDissatisfied1234567ExtremelySatisfied©2007Thomson/South-Western.Allrightsreserved.AttitudeRatingScales(cont’d)StapelScaleUsesasingleadjectiveasasubstituteforthesemanticdifferentialwhenitisdifficulttocreatepairsofbipolaradjectives.Tendstobeeasiertoconductandadministerthanasemanticdifferentialscale.Example:MeasuringaStore’sImage

StoreName

+3+2+1<WideSelection>-1-2-3

Basedonthestrengthofyourbelief,selectaminusnumberifyoudisagreewiththeadjective,orselectapositivenumberifyouagreewiththeadjective.©2007Thomson/South-Western.Allrightsreserved.EXHIBIT10.10

AStapelScaleforMeasuringaStore’sImageSource:DennisMenezesandNorbertF.Elbert,“AlternativeSemanticScalingFormatsforMeasuringStoreImage:AnEvaluation,”JournalofMarketingResearch,February1979,pp.80–87.ReprintedbypermissionoftheAmericanMarketingAssociation.©2007Thomson/South-Western.Allrightsreserved.AttitudeRatingScales(cont’d)Constant-sumScaleRespondentsareaskedtodivideaconstantsumtoindicatetherelativeimportanceofattributesRespondentsoftensortcards,butthetaskmayalsobearatingtask(e.g.,indicatingbrandpreference).Example:Divide100pointsamongeachofthefollowingbrandsaccordingtoyourpreferenceforthebrand:BrandA_________BrandB_________BrandC_________©2007Thomson/South-Western.Allrightsreserved.AttitudeRatingScales(cont’d)GraphicRatingScaleAmeasureofattitudethatallowsrespondentstorateanobjectbychoosinganypointalongagraphiccontinuum.Advantage:allowstheresearchertochooseanyintervaldesiredforscoringpurposes.Disadvantage:therearenostandardanswers.ThurstoneScaleJudgesassignscalevaluestoattitudinalstatementsandsubjectsareaskedtorespondtothesestatements.©2007Thomson/South-Western.Allrightsreserved.EXHIBIT10.11 GraphicRatingScale©2007Thomson/South-Western.Allrightsreserved.EXHIBIT10.12

ALadderScale©2007Thomson/South-Western.Allrightsreserved.EXHIBIT10.13

GraphicRatingScalewithPictureResponseCategoriesStressingVisualCommunication©2007Thomson/South-Western.Allrightsreserved.EXHIBIT10.14

SummaryofAdvantagesandDisadvantagesofRatingScales©2007Thomson/South-Western.Allrightsreserved.MeasuringBehavioralIntentionBehavioralComponentThebehavioralexpectations(expectedfutureactions)ofanindividualtowardanattitudinalobject.Buyingintention:thebehavioraltendencytoseekadditionalinformation,orplanstovisitashowroom.Example:Howlikelyisitthatyouwillpurchaseanmp3player?IdefinitelywillbuyIprobablywillbuyImightbuyIprobablywillnotbuyIdefinitelywillnotbuy©2007Thomson/South-Western.Allrightsreserved.MeasuringBehavioralIntention(cont’d)BehavioralDifferentialMeasuresthebehavioralintentionsofsubjectstowardsanyobjectorcategoryofobjects.Adescriptionoftheobjecttobejudgedisplacedonthetopofasheet,andthesubjectsindicatetheirbehavioralintentionstowardthisobjectonaseriesofscales.Example:

A25year-oldwomansalesrepresentative

Would___:___:___:___:___:___:___:WouldNot

askthispersonforadvice.©2007Thomson/South-Western.Allrightsreserved.RankingPairedComparisonAmeasurementtechniquetha