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UNIT 7 ATTITUDE MEASUREMENT & SCALING

Objectives After going through this unit you should be able to: • • • • • • • define attitude. distinguish between various types of measurement scales. discuss how the method of analysis of data is dependent on the levels of measurements used in collection of data. explain different formats of rating scales. differentiate between single item and multiple-items scales. construct various types of multiple-items scales. describe criteria for good measurement.

Attitude Measurement & Scaling

Structure 7.1 7.2 7.3 7.4 7.5 7.6 7.7 7.8 7.9 Introduction Attitude Levels of Measurement Formats of Rating Scales Single-item vs. Multiple-Items Scales Criteria for Good Measurement Summary Self-assessment Questions Further Readings

7.1

INTRODUCTION

Marketing research generally deals with the behaviour of the consumers. .A company which is able to sell its product/services must be viewed by customers as pocessing a favourable attitude towards it. It is therefore very important for the organization to understand and measure the attitudes of its customers towards its products and services. This is because if the customers have an unfavourable attitude or/a poor image about the company, it will not be able to sustain for a long time. It is not only essential for the company to ensure that consumers have a favourable attitude towards its product, but also to anticipate their future preferences. The question therefore arises how to measure attitude towards the products of the company. Measuring attitude is 'a very difficult task because we cannot measure product or customers but we can measures the opinion! perceptions of the customers towards the product. In other words, attitude is inferred and not directly observed. A study of consumer behaviour and likes and dislikes of the customers play a very important role in understanding their perceptions and thereby inferring their attitudes towards the product. This may be of help in...