MKTG 460 Chapter Notes - Chapter 12: Measuring Instrument, Observational Error
Document Summary
Most common approach to measure attitudes: self-report. Self-report: a method of assessing attitudes in which individuals are asked directly for their beliefs about or feelings toward an object or class of objects. Self-report attitude scales provide ways of converting nominal (yes/no; like/dislike) scales into interval scales. Most use itemized-ratings scales (a form of fixed alternative response scales) Itemized-rating scale: a scale on which individuals must indicate their ratings of an attribute or object by selecting the response category that best describes their position on the attribute or object. Summated-ratings (likert) scale: a self-report technique for attitude measurement in which respondents indicate their degree of agreement or disagreement with each of a number of statements. Researchers write a number of statements that relate to the issue or object in question and then have respodents express how much they agree or diagree with each statement. A set of statements with which respondents indicate their level of agreement.
