tailieunhanh - Lecture Marketing research (10th edition): Chapter 11 - McDaniel, Gates

Chapter 11 - Using measurement scales to build marketing effectiveness. What are the various ways to measure attitudes? Why is it useful to measure attitudes? What factors should be considered in creating an attitude scale? These questions will be addressed in this chapter. | Chapter Eleven 11-1 Attitude & Predicting Behavior Attitude Defined: Enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of a person’s environment. Involvement of the consumer Attitude measurement Effects of other people Situational factors Effects of other brands Attitude strength 11-2 Key Terms & Definitions Factors to determine if research findings will predict behavior: The more favorable the attitude, the higher the incidence of product usage. The less favorable toward a product, the more likely they are to stop using it. The attitudes of the “never tried” people tend to be distributed around the mean of a normal distribution. Attitudes vary depending on what they are based on (use of the product or just promotion about a product). Attitude Links Key Terms & Definitions 11-3 Examples of each of these would be important. The professor could add that sometimes consumers buy/use products even if the attitude is . | Chapter Eleven 11-1 Attitude & Predicting Behavior Attitude Defined: Enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of a person’s environment. Involvement of the consumer Attitude measurement Effects of other people Situational factors Effects of other brands Attitude strength 11-2 Key Terms & Definitions Factors to determine if research findings will predict behavior: The more favorable the attitude, the higher the incidence of product usage. The less favorable toward a product, the more likely they are to stop using it. The attitudes of the “never tried” people tend to be distributed around the mean of a normal distribution. Attitudes vary depending on what they are based on (use of the product or just promotion about a product). Attitude Links Key Terms & Definitions 11-3 Examples of each of these would be important. The professor could add that sometimes consumers buy/use products even if the attitude is negative toward those products. For example, medicines for illnesses, text books for college students, and other “unsought” goods/services. Unidimensional: Measures only one attribute of a concept, respondent, or object. Multidimensional: Measures several dimensions of a concept, respondent, or object. Scaling Defined: Procedures for assigning numbers (or other symbols) to properties of an object in order to impart some numerical characteristics to the properties in question. Scaling Approaches: What are Scales For? 11-4 Key Terms & Definitions Give a concrete example of the uni-dimensional and multi-dimensional scales to explain and illustrate the differences. Also, add in when each would or would not be used. Non-comparative Scale: Scales in which judgment is made without reference to another object, concept, or person. Comparative Scale: Scales in which one object, concept, or person is compared with another on a scale. Types of Measurement Scales 11-5 Key Terms & Definitions .