CONSUMER RESEARCH         Presented by Group VI
Measuring Attitudes   Involve asking people questions about their attitudes   Could be used to obtain quantitative or qu...
Attitude Scales   There are two main categories of attitudinal scales - the    rating scales and the ranking scale.   Ra...
Likert Scale   Designed to examine how strongly the respondents    agree or disagree with statements relating to the atti...
By Likert Scale   The instructor, besides his/her role as knowledge    provider, is to guide students in the process of l...
By Likert Scale   The instructor should use the teaching style which is    flexible to students.       Strongly Agree   ...
By Likert Scale   The instructor’s presentations or lectures should help    students for notes taking and exam.       St...
By Likert Scale   The instructor should encourage students to present in    the class new ideas and arguments.       Str...
By Likert Scale   The instructor should focus on each students to familiar    with student’s learning difficulties.     ...
Semantic Differential Scale   Several bipolar attributes are identified at the    extremes of the scale.   Respondents a...
Semantic Differential Scale   The semantic space may consist of five or seven-point    rating scales bounded at each end ...
By Semantic Differential Scale   Best expresses your impression of how that feature    applies to instructor and his/her ...
Measured by either Scaling Techniques   Semantic scales like the Likert, the Rank Order and    the Semantic Differential,...
Measured by either Scaling Techniques   Semantic Differential measurements have been found    to correlate highly with me...
Measured by either Scaling Techniques   In conclusion,       There is advantages and disadvantages for each scaling     ...
Consumer Behavior (Consumer Research)
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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.

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Consumer Behavior (Consumer Research)

  1. 1. CONSUMER RESEARCH Presented by Group VI
  2. 2. Measuring Attitudes Involve asking people questions about their attitudes Could be used to obtain quantitative or qualitative data
  3. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 14. Measured by either Scaling Techniques Semantic Differential measurements have been found to correlate highly with measurements on traditional attitude scales.
  15. 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.
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