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Attitudes

Attitudes. Expressions of inner feelings that reflect whether a person is favorably or unfavorably predisposed to some object -- a brand, a brand name, a service, a service provider, a retail store, a company, an advertisement, in essence, any marketing stimuli. Opinions

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CHAPTER 10

CHAPTER 10. MEASUREMENT IN MARKETING RESEARCH. Important Topics of This Chapter. Basic types question-response format. Consideration of choosing a question response-format. Measurement and scale characteristics in a question-response format. Levels of measurement of scales.

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Chapter 10

Chapter 10. Carl McDaniel, Jr. Roger Gates Slides Prepared by Bruce R. Barringer University of Central Florida. Using Measurement Scales to Build Marketing Effectiveness. Learning Objectives Slide 1 of 2. To understand the linkage between attitudes and marketing effectiveness.

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Constant sum scales - PowerPoint PPT Presentation

Attitudes

CHAPTER 10

Chapter 10