MKT 473 Lecture Notes - Lecture 8: Level Of Measurement, Determinant, Likert Scale
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For example, medicines for illnesses, textbooks for college students, and other (cid:862)u(cid:374)sought(cid:863) goods/se(cid:396)(cid:448)i(cid:272)es: when attitudes are based on actually trying and experiencing a product, attitudes predict behavior quite well. Conversely, when attitudes are based on advertising, attitude behavior consistency is significantly reduced. Procedures for assigning numbers (or other symbols) to properties of an object in order to impact some numerical characteristics to the properties in question: scaling approaches, unidimensional: measures only one attribute of a concept, respondent, or object. Measuring price sensitivity: multidimensional: measures several dimensions of a concept, respondent, or object. Jaguar consumers: wealth, price sensitivity, and appreciation of cars. Scales in which judgement is made without reference to another object, concept, or person. Itemized and graphic scales: comparative scale: Scales in which one object, concept, or person is compared with another on a scale. Graphic rating scales: measurement scales that include a graphic continuum, anchored by two extremes, graphic rating scales:
