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Notes on the Application of Attitude Measurement and Scaling Techniques in Marketing Research (Classic Reprint) - Softcover
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Excerpt from Notes on the Application of Attitude Measurement and Scaling Techniques in Marketing Research
Before discussing procedures for measuring attitudes, we should briefly examine the concept of attitude itself. The number of definitions of attitude that have been proposed is vast-~ln 1935 Allport was able to find more than one hundred different definitions that had appeared in the literature! Consider a few examples.
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Notes on the Application of Attitude Measurement and Scaling Techniques in
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Paperback. Condition: New. Print on Demand. This book examines the uses of scaling and attitude measurement in marketing research, providing an in-depth exploration of the methodologies and techniques for measuring consumer attitudes and behavior. The author positions these techniques within the context of behavioral science and social psychology research. The book delves into various scaling methods, including differential, cumulative, summated, and semantic differential approaches, discussing their properties and how they can be applied in marketing studies. It emphasizes the importance of reliability and validity in scale development and provides insights into the challenges and opportunities of attitude measurement. The author also discusses the relationship between attitudes and behavior, exploring the complexity of predicting purchasing decisions based on attitudinal data. The book's examination of scaling methods and attitude measurement techniques offers valuable guidance for researchers seeking to understand consumer behavior and develop effective marketing strategies. By providing a comprehensive overview of these methodologies, the author equips readers with the knowledge and tools to conduct rigorous and informative marketing research that leads to actionable insights. This book is a reproduction of an important historical work, digitally reconstructed using state-of-the-art technology to preserve the original format. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in the book. print-on-demand item. Seller Inventory # 9781334538353_0
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Notes on the Application of Attitude Measurement and Scaling Techniques in Marketing Research Classic Reprint
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PAP. Condition: New. New Book. Shipped from UK. Established seller since 2000. Seller Inventory # LW-9781334538353
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Notes on the Application of Attitude Measurement and Scaling Techniques in Marketing Research Classic Reprint
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PAP. Condition: New. New Book. Shipped from UK. Established seller since 2000. Seller Inventory # LW-9781334538353
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