Stages in Research Process Formulate Problem Determine Research Design Determine Data Collection Method Design Data Collection Forms Design Sample & Collect Data Analyze and Interpret Data Prepare Written/Oral Report

Scales Primarily for Measuring: Behavior Demographics Personality Psychographics Awareness Knowledge Attitudes Intentions Motivation

Attitudes are Hypothetical Constructs and can be Measured by… Indirect Observation Performance of Objective Tasks Physiological Reactions Communication Self Reports Our emphasis today

___ Espresso drinks are of consistently high quality no matter which employee makes them ___ Offers a wide variety of appealing espresso drinks ___ Provides a “cozy” atmosphere ___ Has sufficient seating no matter when you go ___ Employees treat you like a friend Summated-Ratings (Likert) Scale ___ Has an atmosphere that facilitates socializing with people you don’t know ___ Regularly offers innovative new espresso drinks Central Perc Please rate Central Perc on each of the statements listed below. Use the scale provided to indicate your level of agreement or disagreement with each statement. Strongly Somewhat Neither Agree Somewhat Strongly Disagree Disagree Nor Disagree Agree Agree =21(SummatedScore) 21/7=3 (AveragedSummatedScore) Individual Diagnostic IndicesAggregated Indices

___ Espresso drinks are of consistently high quality no matter which employee makes them ___ Offers a wide variety of appealing espresso drinks ___ Provides a “cozy” atmosphere ___ Has sufficient seating no matter when you go ___ Employees treat you like a friend Summated-Ratings (Likert) Scale ___ Has an atmosphere that facilitates socializing with people you don’t know ___ Regularly offers innovative new espresso drinks Central Perc Please rate Central Perc on each of the statements listed below. Use the scale provided to indicate your level of agreement or disagreement with each statement. Strongly Somewhat Neither Agree Somewhat Strongly Disagree Disagree Nor Disagree Agree Agree What level of measurement is this scale? Nominal, Ordinal, Interval, or Ratio?

Please rate Central Perc on each of the following characteristics by placing an “x” on the blank that best represents your evaluation. Inconsistent quality of espresso drinks Narrow assortment of espresso drinks “Non-cozy” atmosphere Sufficient seating Employees treat you like a stranger Atmosphere facilitates socializing with people you don’t know Regularly offer innovative new espresso drinks Semantic-Differential Scale Wide assortment of espresso drinks Consistent quality of espresso drinks “Cozy” atmosphere ____ ____ ____ ____ ____ ____ ____ Insufficient seating____ ____ ____ ____ ____ ____ ____ Atmosphere makes it difficult to socialize with people you don’t know Employees treat you like a friend Seldom offer innovative new espresso drinks ____ ____ ____ ____ ____ ____ ____ X X X X X X X

Please rate Central Perc on each of the following characteristics by placing an “x” on the blank that best represents your evaluation. Inconsistent quality of espresso drinks Narrow assortment of espresso drinks “Non-cozy” atmosphere Sufficient seating Employees treat you like a stranger Atmosphere facilitates socializing with people you don’t know Regularly offer innovative new espresso drinks Semantic-Differential Scale Wide assortment of espresso drinks Consistent quality of espresso drinks “Cozy” atmosphere ____ ____ ____ ____ ____ ____ ____ Insufficient seating____ ____ ____ ____ ____ ____ ____ Atmosphere makes it difficult to socialize with people you don’t know Employees treat you like a friend Seldom offer innovative new espresso drinks ____ ____ ____ ____ ____ ____ ____ What level of measurement is this scale? Nominal, Ordinal, Interval, or Ratio?

Inconsistent quality of espresso drinks Narrow assortment of espresso drinks “Non-cozy” atmosphere Sufficient seating Employees treat you like a stranger Atmosphere facilitates socializing with people you don’t know Regularly offer innovative new espresso drinks Semantic Differential Scale: Snake Diagram Wide assortment of espresso drinks Consistent quality of espresso drinks “Cozy” atmosphere ____ ____ ____ ____ ____ ____ ____ Insufficient seating____ ____ ____ ____ ____ ____ ____ Atmosphere makes it difficult to socialize with people you don’t know Employees treat you like a friend Seldom offer innovative new espresso drinks ____ ____ ____ ____ ____ ____ ____ Central PercStarbucksGino’s Cappuccinos

Measuring Variables other than Attitudes Personality Please use the scale provided to indicate your level of agreement or disagreement with each statement. Strongly Somewhat Neither Agree Somewhat Strongly Disagree Disagree Nor Disagree Agree Agree ___ I like to explore a strange city or section of town by myself, even if it means getting lost ___ I like `wild' uninhibited parties ___ I usually don't enjoy a movie or play where I can predict what will happen in advance ___ I sometimes like to do things that are a little frightening ___ I like to try new foods that I have never tasted before ___ I would like to take a trip with no preplanned or definite routes, or timetable

Measuring Variables other than Attitudes Psychographics Please use the scale provided to indicate your level of agreement or disagreement with each statement. Strongly Somewhat Neither Agree Somewhat Strongly Disagree Disagree Nor Disagree Agree Agree ___ I rely on newspapers to keep in touch ___ I am a workaholic ___ If I win the lottery, I will never work again ___ I hate doing any form of housework ___ I am good at fixing mechanical things ___ I entertain more often on the spur of the moment

Measuring Variables other than Attitudes Intentions A new espresso bar called “Espressions” is opening in town in six months. It will be serving a wide variety of innovative espresso drinks in a cozy atmosphere that will encourage interactions between patrons wanting to meet people. Employees will be carefully trained to make consistently high quality espresso drinks and to develop warm, friendly relationships with customers. How likely are you to try this new espresso bar the week it opens? Not At All Likely Extremely Likely How likely are you to become a regular customer of this new espresso bar if it proves to be exactly as described above? Not At All Likely Extremely Likely

Measuring Variables other than Attitudes Motives People frequent coffee shops for a variety of reasons. Some possible reasons are listed below. Please use the scale provided to rate each one in terms how frequently, if at all, you would regularly go to a coffee shop for that reason. Very Somewhat Somewhat Very Infrequently Infrequently Frequently Frequently ______ Simply to enjoy a cup of coffee in solitude ______ To get some work done away from home or the office ______ To meet and talk with people you have never met before ______ To savor gourmet coffee that is superior to what you can make at home ______ To meet with friends ______ To meet with others for business purposes ______ To be around other people without having to interact with them