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CONSUMER RESEARCH Presented by Group VI

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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Page 1: Consumer Behavior (Consumer Research)

CONSUMER RESEARCH

Presented by Group VI

Page 2: Consumer Behavior (Consumer Research)

Measuring Attitudes

Involve asking people questions about their

attitudes

Could be used to obtain quantitative or

qualitative data

Page 3: Consumer Behavior (Consumer Research)

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

Page 4: Consumer Behavior (Consumer Research)

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.

Page 5: Consumer Behavior (Consumer Research)

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

Page 6: Consumer Behavior (Consumer Research)

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

Page 7: Consumer Behavior (Consumer Research)

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

Page 8: Consumer Behavior (Consumer Research)

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

Page 9: Consumer Behavior (Consumer Research)

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

By Likert Scale

Page 10: Consumer Behavior (Consumer Research)

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)

Page 11: Consumer Behavior (Consumer Research)

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.

Page 12: Consumer Behavior (Consumer Research)

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

Page 13: Consumer Behavior (Consumer Research)

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.

Page 14: Consumer Behavior (Consumer Research)

Measured by either Scaling Techniques

Semantic Differential measurements have been

found to correlate highly with measurements

on traditional attitude scales.

Page 15: Consumer Behavior (Consumer Research)

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.

Page 16: Consumer Behavior (Consumer Research)