【文章內容簡介】 yang Panzhihua University 17 Basic Nonparative Scales 基本的非比較量表 Table 量表 基本特征 例子 優(yōu)點 缺點 連續(xù)評分量表 在連續(xù)的線上做出標記 商業(yè)電視的反應 容易構建 評分麻煩除非計算機化 分項評分量表 Likert 量表 從 1（強烈反對）到 5（強烈贊同）贊同的程度 態(tài)度測量 容易構建、執(zhí)行和理解 費時 語義差異量表 7級評分，兩端由極端的詞組組成 品牌、產品及公司形象 多變的 取得的數(shù)據是否應該看作定距尺度存爭議 斯坦普爾量表 單極，從 +5到 5，沒有中立點 態(tài)度和形象的測量 容易構建，經電話執(zhí)行 令人迷惑，難以應用 2023/2/17 ZHAODongyang Panzhihua University 18 Summary of Itemized Scale Decisions 分項評分量表決策的小結 Table Number of categories Although there is no single, optimal number, traditional guidelines suggest that there should be between five and nine categories. Balanced vs. unbalanced In general, the scale should be balanced to obtain objective data Odd/even no. of categories If a neutral or indifferent scale response is possible for at least some respondents, an odd number of categories should be used. Forced vs. nonforced In situations where the respondents are expected to have no opinion, the accuracy of the data may be improved by a nonforced scale. Verbal description An argument can be made for labeling all or many scale categories. The category descriptions should be located as close to the response categories as possible Physical form A number of options should be tried and the best selected . 2023/2/17 ZHAODongyang Panzhihua University 19 Summary of Itemized Scale Decisions 分項評分量表決策的小結 Table 所用量表類別的數(shù)目 一般建議類別的適宜數(shù)目是 5至 9之間 平衡表對非平衡表 一般來說，為了獲得可觀的數(shù)據，量表應該是平衡的 類別的奇數(shù)數(shù)目或偶數(shù)數(shù)目 如果至少有一些調查對象可能有一種中立或無所謂的答案，則應該使用奇數(shù)的類別數(shù)目 強制性選擇與非強制性選擇 在預料到調查對象可能沒有意見的情況下，數(shù)據的精確性可以通過一個非強制式量表得到改善。 語言描述的性質和程度 為所有或許多量表類別做標注會減少量表的不明確性。類別的描述應該放在離答案類別盡可能近的位置 量表的外觀形式 應該嘗試大量的選擇，選出最好的一種 2023/2/17 ZHAODongyang Panzhihua University 20 BALANCED AND UNBALANCED SCALES 平衡和非平衡量表 FIG. Balanced Scale平衡量表 Jovan Musk for Men is: Jovan 男士香水是： Extremely good 極好 Very good 很好 Good 好 Bad 差 Very bad 很差 Extremely bad 極差 Unbalanced Scale非平衡量表 Jovan Musk for Men is: Jovan 男士香水是： Extremely good 極好 Very good 很好 Good 好 Somewhat good 略好 Bad 差 Very bad 很差 2023/2/17 ZHAODongyang Panzhihua University 21 Rating Scale Configurations 評分 表結構 3 1 0 +1 +2 2 +3 Cheer Cheer detergent is: 1) Very harsh Very gentle 2) Very harsh 1 2 3 4 5 6 7 Very gentle 3) . Very harsh . . . Neither harsh nor gentle . . . Very gentle 4) ____ ____ ____ ____ ____ ____ ____ Very Harsh Somewhat Neither harsh Somewhat Gentle Very harsh harsh nor gentle gentle gentle 5) Very Neither harsh Very harsh nor gentle gentle Fig. 2023/2/17 ZHAODongyang Panzhihua University 22 Thermometer Scale 溫度計量表 Instructions: Please indicate how much you like McDonald’s hamburgers by coloring in the thermometer. Start at the bottom and color up to the temperature level that best indicates how strong your preference is. Smiling Face Scale 笑臉量表 Instructions: Please point to the face that shows how much you like the Barbie Doll. If you do not like the Barbie Doll at all, you would point to Face 1. If you liked it very much, you would point to Face 5. 1 2 3 4 5 Like very much Dislike very much 100 75 50 25 0 Some Unique Rating Scale Configurations 一些獨特的評分圖表結構 Fig. 2023/2/17 ZHAODongyang Panzhihua University 23 Some Commonly Used Scales in Marketing 市場營銷中 一些常用的量表 Table Construct 結構 Scale Descriptors 尺度描述 Attitude 態(tài)度 Importance 重要性 Satisfaction 滿意度 Purchase Intent 購買意向 Purchase Freq 購買頻率 Very Bad 很差 Not at All Important 一點也不重要 Very Dissatisfied 很不滿意 Definitely will Not