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Measurement &
Scaling Technique
Introduction
It
Meaning
Attitude is a degree of
positive
or
negative
effect
associated
with
some
psychological object. Attitudes
are subjective and personal.
Attitude influences the behavior.
Purchase decisions are based
upon the attitudes. The attitudes
can change over time.
Definition
Attitudes are an overall
evaluation that allows one to
respond
in
a
consistently
favorable or unfavorable manner
with respect to a given object or
alternative.
- Engel
Components of
attitude
Affective component
This refer to the
respondents liking or preferences
for an object. This is also known as
the feeling component.
(a) I like the product A
(b) Advertisement X is poor.
This component reveals the
buyers positive or negative
attitude towards the product.
Cognitive component
This refers to the respondents
beliefs, knowledge or awareness
about an event or an object. This is
usually
acquired
from
friends,
periodicals etc. sometimes, it is also
known as the belief component.
Statements like(a) I am aware of the product X
(b) I have no idea about the product
B
(c) That institute is excellent.
Behavioral component
This refer to the
respondents intention to buy.
This is a situation prior to the
purchase. In marketing, the
usage
and
buying
pattern
depends on this component. This
is
also
known
as
action
component.
Determinants of
attitude
Attitudes undergo change
due to five factors:
Information gathered in the past
relating to the actual experience
Individual perception and belief
Exposure to new information
Change in the group membership
Individual personality
Measurement
Scales
Nominal Scale
Nominal
Ordinal Scale
The
Interval Scale
In
Ratio Scale
Ratio
Importance
Scaling
Techniques
1)
Rating Scales
2)Method
of paired comparisons
3)Method
of rank order
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