1. ATTITUDE
MEASUREMENT
By Vipin.S.Subhash
S2-MBA

2. Understanding Buyers
#1. An understanding of Buyers are very crucial since
buyers are not just a statistical element but they are
intelligent beings capable of choosing for themselves.
#2.Statical data only puts light on figures but cannot
highlight the cause of that figures.

3. Attitude ?

4. An enduring disposition to consistently
respond in a given manner to various aspects
of the world, composed of affective,
cognitive, and behavioral
components.

6. Hypothetical Constructs

7. Variables that are not directly observable
but are measurable through indirect
indicators, such as verbal expression or
overt behavior.

8. Importance of Measuring Attitudes ?

9. Techniques for Measuring Attitudes

10. A measurement task that requires respondents to
rank order a small number of stores, brands, or
objects on the basis of overall preference or some
characteristic
of the stimulus.
Ranking

11. A measurement task that requires respondents
to estimate the magnitude of a characteristic or
quality that a brand, store, or object possesses.
Rating

12. A measurement task that presents a
respondent with several objects or
product concepts and requires the
respondent to arrange the objects into
piles or classify the product concepts.
Sorting

13. A measurement task that identifies
preferences by requiring respondents to
choose between two or more alternatives
Choice

14. Attitude Rating Scales

15. A rating scale that consists of several response
categories, often providing respondents with
alternatives to indicate positions on a
continuum.
Category scale

17. A measure of attitudes designed to allow respondents
to rate how strongly they agree or disagree with
carefully constructed statements, ranging from very
positive to very negative attitudes toward some
object.
Likert scale