1. Measurement & Attitude Scaling Chapter 10

2. Measurement Scaling  Concept  Operational Definition  Conceptual Definition  Rules

3. Measurement Scales  Nominal Scales  Ordinal Scales  Interval Scales  Ratio Scales

4. Index Measures  Attributes  Index Measures –AKA Composite measures

5. What Makes a Good Measurement?  Reliability  Validity  Sensitivity

6. Attitude Measurement  What is an Attitude? –Affective –Cognitive –Behavioral  Hypothetical Construct

7. Attitude Measurement  Exploratory Research (Chapter 5)  Ranking  Rating  Sorting  Choice  Physiological

8. Attitude Rating Scales  Simple Attitude Scales –Most basic  Likert Scales –Strongly Disagree  Strongly Agree  Semantic Differential Scale –Seven point continuum –Coding  Numerical Scale

9. Attitude Rating Scales  Stapel Scales –Single characteristic  Constant-Sum Scale –Divide up points  Graphic Rating Scales

10. Measuring Behavioral Intentions  Will people take action?  Types  Behavioral Differential

11. Ranking  Rank Order –Attributes –Brands  Paired Comparisons

12. Sorting  Classify products or concepts