tailieunhanh - Lecture Marketing research (12th edition) - Chapter 11: Attitude measurement

Chapter 11 - Attitude measurement. In this chapter, the following content will be discussed: Attitude measurement, what are attitudes? cognitive or knowledge component, affective or liking component, intention or action component,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Eleven 2 Attitude Measurement Marketing Research 12th Edition Attitude Measurement Used to understand and influence behavior since: 3 Marketing Research 12th Edition 3 What Are Attitudes? Mental states used by individuals to structure the way they perceive their environment and guide the way they respond to it Components of attitude: Cognitive or Knowledge component Affective or Liking component Intention or Action component 4 Marketing Research 12th Edition Cognitive or Knowledge Component 5 Marketing Research 12th Edition Affective or Liking Component Summarizes a person’s overall feelings toward an object, situation, or person on a scale of like-dislike or favorable-unfavorable When there are several alternatives, liking is expressed in terms of preference for one alternative Preference measured by asking which alternative is “most preferred” or “first choice,” which is the . | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Eleven 2 Attitude Measurement Marketing Research 12th Edition Attitude Measurement Used to understand and influence behavior since: 3 Marketing Research 12th Edition 3 What Are Attitudes? Mental states used by individuals to structure the way they perceive their environment and guide the way they respond to it Components of attitude: Cognitive or Knowledge component Affective or Liking component Intention or Action component 4 Marketing Research 12th Edition Cognitive or Knowledge Component 5 Marketing Research 12th Edition Affective or Liking Component Summarizes a person’s overall feelings toward an object, situation, or person on a scale of like-dislike or favorable-unfavorable When there are several alternatives, liking is expressed in terms of preference for one alternative Preference measured by asking which alternative is “most preferred” or “first choice,” which is the “second choice,” and so on 6 Marketing Research 12th Edition Intention or Action Component Refers to a person’s expectations of future behavior toward an object Intentions are usually limited to a distinct time period that depends on buying habits and planning horizons Incorporates information about a respondent’s ability or willingness to pay for the object, or otherwise take action 7 Marketing Research 12th Edition Concept of Measurement Measurement is a standardized process of assigning numbers or other symbols to certain characteristics of objects of interest, according to pre-specified rules Characteristics for standardization of measurement One-to-one correspondence between the symbol and the characteristic in the object that is being measured Rules for assignment should be invariant over time and the objects being measured 8 Marketing Research 12th Edition Scaling Process of creating a continuum on which objects are located according to the amount of the measured characteristic .