M346 AttitudeMeasurement sp07

100 %
0 %
Information about M346 AttitudeMeasurement sp07
Education

Published on January 17, 2008

Author: Massimo

Source: authorstream.com

Attitude Theory & Measurement:  Attitude Theory & Measurement © 2000-2007, Dr. H. Bruce Lammers Marketing Research Technology Lab California State University, Northridge Attitude Measurement:  Attitude Measurement Likert Summated Ratings Method Semantic Differential Method Fishbein Compensatory Model Fishbein Extended (Behavioral Intention) Model Highlights of Likert’s Method:  Highlights of Likert’s Method Start with a set of items (about 25+) which you think are related to attitudes about the target. Factor Analyze the items to determine the number of and strength of scales (factors) being measured by the items. Scales must be internally consistent (reliable)--Coefficient Alpha > .70. Example of the format of a Likert Scale Questionnaire:  Example of the format of a Likert Scale Questionnaire SD SA CSUN is an underrated school 1 2 3 4 5 6 CSUN has a strong academic program 1 2 3 4 5 6 CSUN is better than San Diego State 1 2 3 4 5 6 CSUN students are smarter than most 1 2 3 4 5 6 etc. Semantic Differential:  Semantic Differential Osgood (1950s) Attitudes are three-dimensional: 1. Evaluative Dimension (Good-Bad) 2. Activity Dimension (Fast-Slow) 3. Potency Dimension (Strong-Weak) Bipolar Scales with Adjectives as Anchors Example of a Semantic Differential Scale Questionnaire Which Measures All Three Dimensions of an Attitude:  Example of a Semantic Differential Scale Questionnaire Which Measures All Three Dimensions of an Attitude CSUN is: very bad :___:___:___:___:___:___:___: very good -3 0 +3 very slow :___:___:___:___:___:___:___: very fast very weak :___:___:___:___:___:___:___ : very strong Slide7:  Stapel Scale Format: An Alternative to the Semantic Differential Scale Format (eliminates the need to create bipolar adjectives and eliminates the zero) -5 -4 -3 -2 -1 1 2 3 4 5 Service is courteous           Location is convenient           Hours are convenient           Loan interest rates are high           Basic Premise of Fishbein Method A = b x e (a compensatory multiattribute model of attitude):  Basic Premise of Fishbein Method A = b x e (a compensatory multiattribute model of attitude) Attitudes are actually the result of a combination of: ============================== 1. SALIENT BELIEFS (b) about the attributes of a target (product), and 2. EVALUATIONS (e) of those attributes --------------------------------------------------- A = b x e Examples of Belief Strength Measurement (Fishbein Method):  Examples of Belief Strength Measurement (Fishbein Method) CSUN has a winning football team Strongly Disbelieve:_X_:______:___:___:___:___:Strongly Believe CSUN has low tuition Strongly Disbelieve:___:___:___:_X_:___:___:___:Strongly Believe CSUN reputation has fallen Strongly Disbelieve:___:___:___:___:_X_:___:___:Strongly Believe Example of Evaluative Strength Measurement (Fishbein Method):  Example of Evaluative Strength Measurement (Fishbein Method) For a university such as CSUN: A winning football team is very bad :___:___:___:___:_X_:___:___: very good Low tuition is very bad :___:___:___:___:___:_X_:___: very good A reputation which has fallen is very bad :_X_:___:___:___:___:___:___: very good Example of Scoring a Fishbein Scale:  Example of Scoring a Fishbein Scale b x e = A Winning Football Team -3 +1 -3 Low Tuition 0 +2 0 Falling Reputation +1 -3 -3 ============================= TOTAL ATTITUDE SCORE = -6 Adding a New Positive Belief:  Adding a New Positive Belief b x e = A Winning Football Team -3 +1 -3 Low Tuition 0 +2 0 Falling Reputation +1 -3 -3 Famous Alumni +2 +2 +4 ============================= TOTAL ATTITUDE SCORE = -2 Fishbein Attitude Toward McDonald’s, based on 3 salient beliefs:  Fishbein Attitude Toward McDonald’s, based on 3 salient beliefs Use Bipolar Scoring :  Use Bipolar Scoring Using a Bipolar (-3 to +3) Scale: Serves Lousy Food -3 -3 = +9 ============================== Using a Unipolar (1 to 7) Scale Serves Lousy Food 1 1 = +1 ============================== Fishbein Extended: Behavioral Intention Model:  Fishbein Extended: Behavioral Intention Model Behavior is best predicted by intentions and Intentions are a combination of : ---------------------------------------------------- .....Attitudes (toward the act or behavior) .....Subjective Norms perceived by the consumer (respondent) to be governing the situation. Fishbein’s Behavioral Intention Model:  Fishbein’s Behavioral Intention Model B ~ BI = Attitude + Subjective Norm B ~ BI = [(b x e)*w1] + [(nb x mc)*w2] Subjective Norm component:  Subjective Norm component Subjective Norm is comprised of: Normative Beliefs (Salient beliefs about the social norms governing the situation), and Motivation to Comply (with the perceived norms). Example of Normative Belief (NB) Measure:  Example of Normative Belief (NB) Measure To what extent do you believe your parents would like for you to attend CSUN? Not At All :__:__:__:__:__:__:__: Very Much -3 +3 Example of Motivation to Comply (MC) Measure:  Example of Motivation to Comply (MC) Measure To what extent do you intend to comply with your parents’ desires (about whether to attend CSUN)? Not At All :__:__:__:__:__:__:__:Very Much -3 +3 Subjective Norm:  Subjective Norm nb x mc = SN Parents want me === === ==== to attend CSUN -3 -3 +9 Girlfriend wants me to attend CSUN +3 +3 +9 ---------------------------------------------------->> +18 Fishbein’s Behavioral Intention Model:  Fishbein’s Behavioral Intention Model B ~ BI = Attitude + Subjective Norm B ~ BI = [(b x e)*w1] + [(nb x mc)*w2] Fini :  Fini

Add a comment

Related presentations