Q: What specific methods are used for measuring attitude data in marketing research?
Specific Methods of Measuring Attitude Data:
- Likert Scale: Respondents rate their agreement or disagreement with statements related to the attitude object on a scale, typically ranging from “strongly agree” to “strongly disagree”.
- Semantic Differential: Bipolar adjective pairs assess the semantic meaning associated with the attitude object, with respondents indicating their position on a scale between opposing adjectives (e.g., good-bad, pleasant-unpleasant).
- Thurstone Scale: Respondents evaluate a series of statements related to the attitude object and indicate their agreement or disagreement, with statements assigned weights based on their perceived importance, allowing for the calculation of a composite score.
- Guttman Scale: Presents a series of statements or items of increasing intensity or extremity, with respondents indicating agreement or disagreement, aiming to reveal a hierarchical structure of attitudes based on the cumulative endorsement of items.
- Constant Sum Scale: Requires respondents to allocate a fixed number of points among different attributes or dimensions associated with the attitude object, reflecting their relative importance or preference rankings.Bottom of Form
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