MKTG 3100 Lecture Notes - Lecture 2: Bachelor Of Business Administration, Car Rental, Prut
7 Oct 2014
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> readings discuss additional problems: double-barrelled questions, ambiguous words, implicit assumptions, idiosyncratic / wordy questions rules. Learning objective today: teach proper methods of asking attitude/opinion questions, teach overall survey construction. Attitude measurement: marketers often want to measure the attitudes or feelings of a specific group, are you satisfied with the. Problem: the dichotomous response categories (yes/no) do not capture the full range of attitudes or feelings one can have, dichotomous categories should not be used to measure attitudes. response. Scale questions: scales must be used to accurately measure attitudes, scales involve assigning numbers along a continuum to represent attitudes. Dissatisfied 1 2 3 4 5 6 7 8 9 10. Common attitude scales: likert scale: most widely used scale. Example of multiple item likert scale: we would like to know your opinion about. Please circle a number indicating how strongly you feel the statement applies to loblaws. Store is large this variable doesn"t measure an actionable attitude.
