(See related pages)
After reading this chapter, you will be able to
- Discuss what an attitude is and its three components.
- Design Likert, semantic differential, and behavior intention scales, and explain their strengths and weaknesses.
- Discuss the differences between noncomparative and comparative scale designs as well as the appropriateness of rating and ranking scale measurements.
- Identify and discuss the critical aspects of consumer attitudes and other marketplace phenomena that require measurement to allow us to make better decisions.
- 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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