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Marketing Research: Within a Changing Information Environment, 2/e
Joseph Hair, Louisiana State University
Robert Bush, University of Memphis
David Ortinau, University of South Florida
Attitude Scale Measurements Used in Survey Research

Learning Objectives


1.

Discuss the importance of attitude measurement, and describe two different approaches to measuring people's attitudes toward a given object.

2.

Design and test Likert, semantic differential, and behavior intention scales, and explain their strengths and weaknesses.

3.

Discuss the differences between noncomparative and comparative scale designs as well as the appropriateness of rating and ranking scale measurements.

4.

Identify and discuss the critical aspects of consumer attitudes and other marketplace phenomena that require measurement to allow us to make better decisions.

5.

Discuss the overall rules of measurement and explain the differences between single versus multiple measures of a construct as well as direct versus indirect measures.








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