Market Research
Market Research
Attitudes are individual mental processes which determine both the actual and potential responses of each person in a social world. Since an attitude is always directed toward some object it may defined as “the state of mind of the individual toward a value”.
1, Nominal Scales
2. Ordinal Scales
3. Interval Scales
4. Ratio scales
nominal scale
No order , distance or origin
Determination of equality
No. of students
Total
Day Scholars
1000
Hostellers
Total
1550
ordinal scale
Order but no distance or unique origin
Determination of greater or lesser values
Are ranking scales
Household
Income (Rs)
Household
Order of households on
the basis of annual income
Acceptability of a soft drink is involved. On a five point scale
I strongly like it
I like it somewhat
I am indifferent
I dislike it somewhat
I strongly dislike it
One can combine the individual rankings and get a collective rankings.