CHAPTER 11Using Measurement Scales to Build Marketing Effectiveness
What are the various ways to measure attitudes? Why is it useful to measure attitudes? What factors should be considered in creating an attitude scale? These questions will be addressed in this chapter.
Attitudes, Behavior, and Marketing Effectiveness
An attitude is a psychological construct, a way of conceptualizing an intangible. Attitudes cannot be observed or measured directly; their existence is inferred from their consequences. An attitude is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of a person’s environment. In marketing research, it is a learned predisposition to respond in a consistently favorable or unfavorable manner toward an object or concept. Attitudes tend to be long lasting and consist of clusters of interrelated beliefs. They encompass a person’s value system, which represents her or his standards of good and bad, right and wrong, and so forth. Thus, an individual may have a specific attitude toward ...
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