【正文】 2023年 1月 26日星期四 5時(shí) 21分 56秒 17:21:5626 January 2023 ? 1一個(gè)人即使已登上頂峰，也仍要自強(qiáng)不息。 2023年 1月 26日星期四 下午 5時(shí) 21分 56秒 17:21: ? 1最具挑戰(zhàn)性的挑戰(zhàn)莫過(guò)于提升自我。勝人者有力，自勝者強(qiáng)。 :21:5617:21Jan2326Jan23 ? 1越是無(wú)能的人，越喜歡挑剔別人的錯(cuò)兒。 , January 26, 2023 ? 閱讀一切好書如同和過(guò)去最杰出的人談話。 2023年 1月 26日星期四 5時(shí) 21分 56秒 17:21:5626 January 2023 ? 1空山新雨后，天氣晚來(lái)秋。 。 :21:5617:21:56January 26, 2023 ? 1意志堅(jiān)強(qiáng)的人能把世界放在手中像泥塊一樣任意揉捏。 :21:5617:21Jan2326Jan23 ? 1世間成事，不求其絕對(duì)圓滿，留一份不足，可得無(wú)限完美。 , January 26, 2023 ? 很多事情努力了未必有結(jié)果，但是不努力卻什么改變也沒(méi)有。 2023年 1月 26日星期四 5時(shí) 21分 56秒 17:21:5626 January 2023 ? 1做前，能夠環(huán)視四周；做時(shí)，你只能或者最好沿著以腳為起點(diǎn)的射線向前。 。 :21:5617:21:56January 26, 2023 ? 1他鄉(xiāng)生白發(fā)，舊國(guó)見(jiàn)青山。 :21:5617:21Jan2326Jan23 ? 1故人江海別，幾度隔山川。 , January 26, 2023 ? 雨中黃葉樹(shù)，燈下白頭人。 2023 Thomson/SouthWestern. All rights reserved. Key Terms and Concepts (cont’d) ? Reverse recoding ? Composite scale ? Semantic differential ? Image profile ? Numerical scale ? Stapel scale ? Constantsum scale ? Graphic rating scale ? Behavioral differential ? Paired parison 49 169。 2023 Thomson/SouthWestern. All rights reserved. Sorting ? Sorting Tasks ? Require that respondents indicate their attitudes or beliefs by arranging items on the basis of perceived similarity or some other attribute. ? Example: ? Here is a sheet that lists several airlines. Next to the name of each airline is a pocket. Here are ten cards. I would like you to put these cards in the pockets next to the airlines you would prefer to fly on your next trip. Assume that all of the airlines fly to wherever you would choose to travel. You can put as many cards as you want next to an airline, or you can put no cards next to an airline. Cards American Airlines _____ Delta Airlines _____ United Airlines _____ Southwest Airlines _____ Northwest Airlines _____ 47 169。 2023 Thomson/SouthWestern. All rights reserved. Ranking ? Paired Comparison ? A measurement technique that involves presenting the respondent with two objects and asking the respondent to pick the preferred object。 2023 Thomson/SouthWestern. All rights reserved. Measuring Behavioral Intention ? Behavioral Component ? The behavioral expectations (expected future actions) of an individual toward an attitudinal object. ? Buying intention: the behavioral tendency to seek additional information, or plans to visit a showroom. ? Example: ? How likely is it that you will purchase an mp3 player? ? I definitely will buy ? I probably will buy ? I might buy ? I probably will not buy ? I definitely will not buy 44 169。 2023 Thomson/SouthWestern. All rights reserved. EXHIBIT Graphic Rating Scale with Picture Response Categories Stressing Visual Communication 42 169。 2023 Thomson/SouthWestern. All rights reserved. EXHIBIT Graphic Rating Scale 40 169。 2023 Thomson/SouthWestern. All rights reserved. Attitude Rating Scales (cont’d) ? Constantsum Scale ? Respondents are asked to divide a constant sum to indicate the relative importance of attributes ? Respondents often sort cards, but the task may also be a rating task (., indicating brand preference). ? Example: ? Divide 100 points among each of the following brands according to your preference for the brand: ? Brand A _________ ? Brand B _________ ? Brand C _________ 38 169。 2023 Thomson/SouthWestern. All rights reserved. Attitude Rating Scales (cont’d) ? Stapel Scale ? Uses a single adjective as a substitute for the semantic differential when it is difficult to create pairs of bipolar adjectives. ? Tends to be easier to conduct and administer than a semantic differential scale. ? Example: ?Measuring a Store’s Image Store Name +3 +2 +1 Wide Selection 1 2 3 Based on the strength of your belief, select a minus number if you disagree with the adjective, or select a positive number if you agree with the adjective. 36 169。 2023 Thomson/SouthWestern. All rights reserved. EXHIBIT Image Profile of Commuter Airlines versus Major Airlines Source: J. Richard Jones and Sheila I. Cocke, ―A