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1、AttitudeAnenduringdispositiontoconsistentlyrespondinagivenmatterCopyright 2000 Harcourt, Inc. All rights reserved.第1页/共37页第一页，共38页。AttitudesasHypotheticalConstructsnThetermhypotheticalconstructisusedtodescribeavariablethatisnotdirectlyobservable,butismeasurablebyanindirectmeanssuchasverbalexpression
2、orovertbehavior-attitudesareconsideredtobesuchvariables.第2页/共37页第二页，共38页。ThreeComponentsofanAttitudeAffectiveCognitiveBehavioral第3页/共37页第三页，共38页。AffectiveThefeelingsoremotionstowardanobjectCopyright 2000 Harcourt, Inc. All rights reserved.第4页/共37页第四页，共38页。CognitiveKnowledgeandbeliefs第5页/共37页第五页，共38页
3、。BehavioralPredispositiontoactionIntentionsBehavioralexpectations第6页/共37页第六页，共38页。MeasuringAttitudesRankingRatingSortingChoiceCopyright 2000 Harcourt, Inc. All rights reserved.第7页/共37页第七页，共38页。TheAttitudeMeasuringProcessRanking-RankorderpreferenceRating-EstimatesmagnitudeofacharacteristicSorting-Arr
4、angeorclassifyconceptsChoice-Selectionofpreferredalternative第8页/共37页第八页，共38页。nRankingtasksrequirethattherespondentrankorderasmallnumberofobjectsinoverallperformanceonthebasisofsomecharacteristicorstimulus.第9页/共37页第九页，共38页。nRatingaskstherespondenttoestimatethemagnitudeofacharacteristic,orquality,that
5、anobjectpossesses.Therespondentspositiononascale(s)iswhereheorshewouldrateanobject.第10页/共37页第十页，共38页。nSortingmightpresenttherespondentwithseveralconceptstypedoncardsandrequirethattherespondentarrangethecardsintoanumberofpilesorotherwiseclassifytheconcepts.第11页/共37页第十一页，共38页。nChoicebetweentwoormoreal
6、ternativesisanothertypeofattitudemeasurement-itisassumedthatthechosenobjectispreferredovertheother.第12页/共37页第十二页，共38页。nPhysiologicalmeasuresofattitudesprovideameansofmeasuringattitudeswithoutverballyquestioningtherespondent.forexample,galvanicskinresponses,measurebloodpressureetc.第13页/共37页第十三页，共38页。
7、SimpleAttitudeScalingnInitsmostbasicform,attitudescalingrequiresthatanindividualagreewithastatementorrespondtoasinglequestion.Thistypeofself-ratingscalemerelyclassifiesrespondentsintooneoftwocategories;第14页/共37页第十四页，共38页。SimplifiedScalingExampleTHE PRESIDENT SHOULD RUN FOR RE-ELECTION_ AGREE_ DISAGR
8、EE第15页/共37页第十五页，共38页。CategoryScalesnAcategoryscaleisamoresensitivemeasurethanascalehavingonlytworesponsecategories-itprovidesmoreinformation.nQuestionsworkingisanextremelyimportantfactorintheusefulnessofthesescales.第16页/共37页第十六页，共38页。ExampleofCategoryScaleHow important were the following in your dec
9、ision to visit San Diego (check one for each item)VERYSOMEWHATNOT TOOIMPORTANTIMPORTANTIMPORTANTCLIMATE_ _COST OF TRAVEL_FAMILY ORIENTED_EDUCATIONAL/HISTORICAL ASPECTS _FAMILIARITY WITH AREA_第17页/共37页第十七页，共38页。MethodofSummatedRatings:TheLikertScalenAnextremelypopularmeansformeasuringattitudes.Respon
10、dentsindicatetheirownattitudesbycheckinghowstronglytheyagreeordisagreewithstatements.nResponsealternatives:“stronglyagree”,“agree”,“uncertain”,“disagree”,and“stronglydisagree”.第18页/共37页第十八页，共38页。LikertScaleforMeasuringAttitudesTowardTennisItismorefuntoplayatough,competitivetennismatchthantoplayaneas
11、yone._StronglyAgree_Agree_NotSure_Disagree_StronglyDisagree第19页/共37页第十九页，共38页。LikertScaleforMeasuringAttitudesTowardTennisCont.Thereisreallynosuchthingasatennisstrokethatcannotbemastered._StronglyAgree_Agree_NotSure_Disagree_StronglyDisagree第20页/共37页第二十页，共38页。Playingtennisisagreatwaytoexercise._Stro
12、nglyAgree_Agree_NotSure_Disagree_StronglyDisagreeLikertScaleforMeasuringAttitudesTowardTennisCont.第21页/共37页第二十一页，共38页。SemanticDifferentialnAseriesofseven-pointbipolarratingscales.Bipolaradjectives,suchas“good”and“bad”,anchorbothends(orpoles)ofthescale.第22页/共37页第二十二页，共38页。nAweightisassignedtoeachposi
13、tionontheratingscale.Traditionally,scoresare7,6,5,4,3,2,1,or+3,+2,+1,0,-1,-2,-3.第23页/共37页第二十三页，共38页。SemanticDifferentialScalesforMeasuringAttitudesTowardTennisExciting _ : _ : _ : _ : _ : _ : _ : CalmInteresting _ : _ : _ : _ : _ : _ : _ : Dull Simple_ : _ : _ : _ : _ : _ : _ ComplexPassive_ : _ : _
14、 : _ : _ : _ : _ Active第24页/共37页第二十四页，共38页。NumericalScalesnNumericalscaleshavenumbersasresponseoptions,ratherthan“semanticspaceorverbaldescriptions,toidentifycategories(responsepositions).第25页/共37页第二十五页，共38页。StapelScalesnModernversionsoftheStapelscaleplaceasingleadjectiveasasubstituteforthesemanticd
15、ifferentialwhenitisdifficulttocreatepairsofbipolaradjectives.nTheadvantageanddisadvantagesofaStapelscale,aswellastheresults,areverysimilartothoseforasemanticdifferential.However,theStapelscaletendstobeeasiertoconductandadminister.第26页/共37页第二十六页，共38页。AStapelScaleforMeasuringaStoresImageDepartmentStor
16、eName+3+2+1WideSelection-1-2-3第27页/共37页第二十七页，共38页。Selectaplusnumberforwordsthatyouthinkdescribethestoreaccurately.themoreaccuratelyyouthinktheworkdescribesthestore,thelargertheplusnumberyoushouldchoose.Selectaminusnumberforwordsyouthinkdonotdescribethestoreaccurately.Thelessaccuratelyyouthinktheword
17、describesthestore,thelargetheminusnumberyoushouldchoose,therefore,youcanselectanynumberfrom+3forwordsthatyouthinkareveryaccurateallthewayto-3forwordsthatyouthinkareveryinaccurate.第28页/共37页第二十八页，共38页。Behavioral differential: the behavioral differential instrument has been developed for measuring the
18、behavioral intentions of subjects towards any object or category of objects. A description of the object to be judged is placed on the top of a sheet, and the subjects indicate their behavioral intentions toward this object on a series of scales. For example:A 25-year old woman sales representativeW
19、ould _ : _ : _ : _ : _ : _ : _ : Would Not Ask this person for advice.第29页/共37页第二十九页，共38页。PairedComparisonsInpairedcomparisonstherespondentsarepresentedwithtwoobjectsatatimeandaskedtopicktheonetheyprefer.Rankingobjectswithrespecttooneattributeisnotdifficultifonlyafewproductsarecompared,butasthenumbe
20、rofitemsincreases,thenumberofcomparisonsincreasesgeometrically(n*(n-1)/2).Ifthenumberofcomparisonsistoogreat,respondentsmayfatigueandnolongercarefullydiscriminateamongthem.第30页/共37页第三十页，共38页。Divide100pointsamongeachofthefollowingbrandsaccordingtoyourpreferenceforthebrand:BrandA_BrandB_BrandC_第31页/共3
21、7页第三十一页，共38页。GraphicRatingScalesnAgraphicratingscalepresentsrespondentswithagraphiccontinuum.第32页/共37页第三十二页，共38页。GraphicRatingScaleStressingPictorialVisualCommunications 3 2 1Very VeryGood Poor第33页/共37页第三十三页，共38页。MonadicRatingScaleA Monadic Rating Scale asks about a single conceptNow that youve had
22、your automobile for about 1 year, please tell us how satisfied you are with its engine power and pickup.CompletelyVeryFairly WellSomewhatVerySatisfiedSatisfiedSatisfiedDissatisfiedDissatisfiedCopyright 2000 Harcourt, Inc. All rights reserved.第34页/共37页第三十四页，共38页。A Comparative Rating ScaleA Comparativ
23、e Rating Scale asks respondents to rate a concept by comparing it with a benchmarkPlease indicate how the amount of authority in your present position compares with the amount of authority that would be ideal for this position.TOO MUCHABOUT RIGHTTOO LITTLECopyright 2000 Harcourt, Inc. All rights res
24、erved.第35页/共37页第三十五页，共38页。An Unbalanced ScaleAn Unbalanced Scale has more responses distributed at one end of the scaleHow satisfied are you with the bookstore in the Student Union?Neither Satisfied QuiteVerySatisfiedNor DissatisfiedSatisfiedDissatisfiedCopyright 2000 Harcourt, Inc. All rights reserved.第36页/共37页第三十六页，共38页。感谢您的观赏(gunshng)！第37页/共37页第三十七页，共38页。内容(nirng)总结Attitude。FAMILY ORIENTED _。AREA_。SatisfiedSatisfiedSatisfiedDissatisfied Dissatisfied第三十八页，共38页。
