ATTITUDE MEASUREMENT

Q: What is attitude measurement in marketing research?

🎯 Attitude measurement in marketing research involves assessing individuals’ attitudes towards products, brands, advertisements, or other marketing stimuli. It’s a way to understand consumers’ evaluative judgments or feelings, which influence their behavior and decision-making in the marketplace.

Q: What are some general methods used to collect attitude data in marketing research?

📊 General Methods:

  • Surveys and Questionnaires: Structured questionnaires with Likert scales or ranking scales to directly assess attitudes.
  • Interviews: In-depth interviews or focus groups to qualitatively explore attitudes, allowing participants to express opinions and experiences.

Q: How are attitudes towards specific objects or concepts measured using specific methods?

📊 Specific Methods:

  • Likert Scale: Respondents rate their agreement or disagreement with statements related to the attitude object.
  • Semantic Differential: Bipolar adjective pairs assess the semantic meaning associated with the attitude object.
  • Thurstone Scale: Respondents indicate their agreement or disagreement on a scale of relative importance to statements about the attitude object.

Q: What is multidimensional scaling (MDS) in attitude measurement?

📊 Multidimensional Scaling (MDS):

  • Multidimensional scaling is a statistical technique used to visualize and map consumers’ perceptions of products, brands, or attributes in a multidimensional space.
  • It helps identify underlying dimensions driving attitudes and preferences, aiding market segmentation and product development.

Attitude measurement is critical in informing marketing strategies, product development, and assessing marketing campaign effectiveness. By employing various methods, marketers gain insights into consumer preferences, perceptions, and behaviors, shaping business success in the marketplace.

PSY 2510 Social Psychology: Measuring Attitudes
This video discusses how researchers measure attitudes using both self-report and covert techniques. While discussing ...
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