【文章內(nèi)容簡介】 __________ ___________ ___________ FAMILY ORIENTED ___________ ___________ ___________ EDUCATIONAL/HISTORICAL ASPECTS ___________ ___________ ___________ FAMILIARITY WITH AREA ___________ ___________ ___________ 25 169。 2023 Thomson/SouthWestern. All rights reserved. EXHIBIT Selected Category Scales 26 169。 2023 Thomson/SouthWestern. All rights reserved. Attitude Rating Scales (cont’d) ? Method for Summated Ratings: Likert Scale ? A popular means for measuring attitudes. ? Respondents indicate their own attitudes by checking how strongly they agree or disagree with statements. ? Typical response alternatives: ―strongly agree‖, ―agree‖, ―uncertain‖, ―disagree‖, and ―strongly disagree‖. ? Example: It is more fun to play a tough, petitive tennis match than to play an easy one. ___Strongly Agree ___Agree ___Not Sure ___Disagree ___Strongly Disagree 27 169。 2023 Thomson/SouthWestern. All rights reserved. EXHIBIT Likert Scale Items for Measuring Attitudes toward Patients’ Interaction with a Physician’s Service Staff Source: Stephen W. Brown and Teresa A. Swarts, ―A Gap Analysis of Professional Service Quality,‖ Journal of Marketing, April 1989, p. 95. 28 169。 2023 Thomson/SouthWestern. All rights reserved. Attitude Rating Scales Techniques ? Reverse Recoding ? A method of making sure all the items forming a posite scale are scored in the same direction. ? Negative items can be recoded into the equivalent responses for a nonreverse coded item. 29 169。 2023 Thomson/SouthWestern. All rights reserved. Attitude Rating Scales Techniques ? Composite Scale ? A way of representing a latent construct by summing or averaging respondents’ reactions to multiple items each assumed to indicate the latent construct. ? Item Analysis ? Ensures that final items evoke a wide response and discriminate among those subjects with positive and negative attitudes. ? Only a set of items showing good reliability and validity should be summed or averaged to form a posite scale representing a hypothetical construct. 30 169。 2023 Thomson/SouthWestern. All rights reserved. Attitude Rating Scales (cont’d) ? Semantic Differential ? A series of sevenpoint rating scales with bipolar adjectives, such as ―good‖ and ―bad‖, anchoring the ends (or poles) of the scale. ? A weight is assigned to each position on the scale. Traditionally, scores are 7, 6, 5, 4, 3, 2, 1, or +3, +2, +1, 0, 1, 2, 3. ? Example: Exciting ___ : ___ : ___ : ___ : ___ : ___ : ___ Calm Interesting ___ : ___ : ___ : ___ : ___ : ___ : ___ Dull Simple ___ : ___ : ___ : ___ : ___ : ___ : ___ Complex Passive ___ : ___ : ___ : ___ : ___ : ___ : ___ Active 31 169。 2023 Thomson/SouthWestern. All rights reserved. EXHIBIT Semantic Differential Scales for Measuring Attitudes toward Supermarkets Source: Julie H. Yu, Gerald Albaum, and Michael Swenson, ―Is a Central Tendency Error Inherent in the Use of Semantic Differential Scales in Different Cultures?‖ International Journal of Market Research, Summer 2023, downloaded from Business Company Resource Center, 32 169。 2023 Thomson/SouthWestern. All rights reserved. Attitude Rating Scales (cont’d) ? Image Profile ? A graphic representation of semantic differential data for peting brands, products, or stores to highlight parisons. ? Because the data are assumed to be interval, either the arithmetic mean or the median will be used to pare the profile of one product, brand, or store with that of a peting product, brand, or store. 33 169。 2023 Thomson/SouthWestern. All rights reserved. EXHIBIT Image Profile of Commuter Airlines versus Major Airlines Source: J. Richard Jones and Sheila I. Cocke, ―A Performance Evaluation of Commuter Airlines: The Passengers’ View,‖ Proceedings: Transportation Research Forum 22 (1981), p. 524. Reprinted with permission. 34 169。 2023 Thomson/SouthWestern. All rights reserved. Attitude Rating Scales (cont’d) ? Numerical Scales ? Scales that have numbers as re