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Consumer Behavior (Consumer Research)

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Consumer Research which is included in Consumer Behavior. In this presentation, there is about of attitude scales.

Consumer Research which is included in Consumer Behavior. In this presentation, there is about of attitude scales.

Published in: Self Improvement, Business

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  • 1. CONSUMER RESEARCH Presented by Group VI
  • 2. Measuring Attitudes Involve asking people questions about their attitudes Could be used to obtain quantitative or qualitative data
  • 3. Attitude Scales There are two main categories of attitudinal scales - the rating scales and the ranking scale. Rating scales  Likert Scale  Semantic Differential Scale  Behavior Intention Scale  Rand-Order Scale
  • 4. Likert Scale Designed to examine how strongly the respondents agree or disagree with statements relating to the attitude or object on a 5-point scale. The scores on the individual items are summed to produce a total score for the respondent. A Likert scale usually contains two parts, the item part and the evaluative part.
  • 5. By Likert Scale The instructor, besides his/her role as knowledge provider, is to guide students in the process of learning.  Strongly Agree  Somewhat Agree  Neither Agree nor Disagree  Somewhat Disagree  Strongly Disagree
  • 6. By Likert Scale The instructor should use the teaching style which is flexible to students.  Strongly Agree  Somewhat Agree  Neither Agree nor Disagree  Somewhat Disagree  Strongly Disagree
  • 7. By Likert Scale The instructor’s presentations or lectures should help students for notes taking and exam.  Strongly Agree  Somewhat Agree  Neither Agree nor Disagree  Somewhat Disagree  Strongly Disagree
  • 8. By Likert Scale The instructor should encourage students to present in the class new ideas and arguments.  Strongly Agree  Somewhat Agree  Neither Agree nor Disagree  Somewhat Disagree  Strongly Disagree
  • 9. By Likert Scale The instructor should focus on each students to familiar with student’s learning difficulties.  Strongly Agree  Somewhat Agree  Neither Agree nor Disagree  Somewhat Disagree  Strongly Disagree
  • 10. Semantic Differential Scale Several bipolar attributes are identified at the extremes of the scale. Respondents are asked to indicate their attitudes on semantic space toward a particular individual, object or event on each of the attributes. Adjective pairs relate to:  Evaluation (good or bad)  Potency (strong or weak)  Activity (active or passive)
  • 11. Semantic Differential Scale The semantic space may consist of five or seven-point rating scales bounded at each end by polar adjectives or phrases. There may be as many as 15 to 25 semantic differential scales for each attitude or object.
  • 12. By Semantic Differential Scale Best expresses your impression of how that feature applies to instructor and his/her teaching style and knowledge Good Bad Strong Weak Motivated Aimless Fast Slow Difficult Easy
  • 13. Measured by either Scaling Techniques Semantic scales like the Likert, the Rank Order and the Semantic Differential, are used for constructing most instruments used in research. These scales indicate and reflect the respondents’ choices and feelings. Semantic differential has been applied frequently as a technique for attitude measurement.
  • 14. Measured by either Scaling Techniques Semantic Differential measurements have been found to correlate highly with measurements on traditional attitude scales.
  • 15. Measured by either Scaling Techniques In conclusion,  There is advantages and disadvantages for each scaling techniques.  The difference between these scaling techniques is the degree/ amount of a characteristic or attribute possessed by an object directly on the scale.  Selecting a measurement scale is only depend on the issues such as degree of preference and number of dimensions etc.