After the configuration for the consumers preference has been developed, the next step is to determine the preference with regards to the product under study.
Find all you need to know to Nonparametric Statistics for the Behavioral SciencesProbabilistic Models for Some Intelligence and Attainment TestsStatistical Power Analysis for the Behavioral SciencesTeoria Statistica Delle Classi e Calcolo Delle Probabilità They are used to measure the attitude towards a given concept or construct. The data obtained from the Interval Scale can be used to calculate the Mean scores of each attributes over all respondents. For example, in the following items, suppose for quality of ice cream, we ask respondents to rank from +5 to -5. The most widely used is the Likert scale (1932).
For example, a question in the Likert scale format might ask survey respondents whether they believe that airline fees for checked luggage is appropriate. So, the advantage of this scale is that it is an interval measurement scale. It uses numeric values to measure the attitude and provides equal interval between the numeric values. They all are related to one aspect.In this scale each score represents a unique set of responses and therefore the total score of every individual is obtained. She has professional experience in business-to-business sales, technical support, and management. Likert scale is the easiest to construct, the researcher constructs statements that reflect the main issue that is to be studied. It consists of assignment of facts/choices to various alternative categories which are usually exhaustive as well mutually exclusive. This scale has some distinctive features:- Now you need to have some experts who can assess the attitudes related to each statement.
A tailor-made questionnaire is then send out, or a focus group is created. Another important step in the research process is determining what types of methods will be used. The result is a confusion, many times confounded.
It could take any shape depending on the number of variables.When Semantic Differential Scale is used to develop an image profile, it provides a good basis for comparing images of two or more items. The marketing research process seeks to identify consumer perceptions and attitudes in order to create successful products and promotional campaigns. Data on certain demographic or descriptive attributes, if they are obtained through open-ended questions, will have ratio-scale properties. Sign into your Profile to find your Reading Lists and Saved SearchesAttitude can be defined as a tendency to react favorably, neutrally, or unfavorably toward a particular class of stimuli, such as a custom, institutional practice, or national group. For example, political scientists study how people evaluate policy alternatives or political actors. Attitude scales help social psychologists understand the characteristics of individuals by placing them on a scale that best represent those characteristics. Following example illustrates -Another example is - a survey of retail stores done on two dimensions - way of maintaining stocks and daily turnover.Ordinal scales are the simplest attitude measuring scale used in The most important attribute is ranked 1 by the respondents and the least important is ranked 5.
Primary data is new research that is gathered for the specific research problem at hand.
Here one attribute is taken ex-quality of any brand of icecream.This line can be vertical or horizontal and scale points may be provided. We have options-Bi-polar means two opposite streams. In practice, the perceptions of the consumers involve different attributes and any one consumer perceives each brand as a composite of a number of different attributes.
The choice of categories or numeric values depend on the study population and the statements. One-sided statements can be either positive or negative.
Copyright © 2010 ResarchArticles.com | All rights reserved. Qualitative research methods mainly involve observational techniques or open-end questions.
Secondary data involves the use of existing research that was conducted by someone else for another purpose.
Qualitative research is a type of social science research that collects and works with non-numerical data and that seeks to interpret meaning from these data that help understand social life through the study of targeted populations or places.
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