MKBU 3441 Lecture Notes - Lecture 7: Bar Chart, Unimodality, Likert Scale
10 Mar 2019
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Document Summary
Mean: add values and divide by # of observations. Odd: middle term: one value (unimodal) Height of bar = number of instances of observation. Normal distribution: number of data points increases closer to normal distribution. Psychological theory believe attitudes predict behavior. Positive attitudes more likely to buy/prefer. Mental states/stable dispositions of objects/subjects over time: 3 dimensions, cognitive (thoughts/beliefs/conscious) Information/awareness of existence of object: beliefs about characteristics/attributes, affective (feelings/preferences/intuitive/emotions, expressed liking/preference/overall feelings, conative (behavioral intentions likelihood of purchase, how likely you are to purchase x object in x amount of time, buying habits and planning. When measuring attitudes, have to address each dimension: will never have just (1) question on attitudes, very least 3 items. Measurement: how much of a certain property a certain object possesses. Properties: features/attributes of an object that distinguish it from others: objective (physically verifiable- height/age, subjective (mental constructs- attitudes) Standardizing: assigning arbitrary numeric value keep it consistent. Make instruments visually appealing and easy to follow.
