Marketing Research - Data Collection - Descriptive Research - Attitude Measurement

Curriculum Design and Instruction to Teach

Marketing Research: Data Collection:

Descriptive Research: Attitude Measurement:


Author: Charles Hayes:



Special Features Include:

Phases For Conducting a Needs Assessment:
Curriculum Design Supplement:
Curriculum Design Plan:
Curriculum Design Goals:
Curriculum Design Objectives:
Instructional Goals:
Instructional Objectives:
Instructional Activities:
Instructional Evaluation Techniques:
Difficult Terminology To Be Utilized:
Curriculum Design Supplement:
Lesson Plans:
Standard Vocabulary:
A Limited Glimpse:


Topics Include:

* Introduction:

I. Attitude Measurement:

A. Learning Objectives:

B. What Are Attitudes:

1. Cognitive or Knowledge Component:

2. Affective or Liking Component:

3. Intention or Action Component:

C. The Concept of Measurement and Scaling:

1. Properties of Measurement Scales:

D. Types of Attitude Rating Scales:

1. Single-Item Scales:

2. Multiple-Item Scales:

3. Continuous-Rating Scales:

E. General Guidelines for Developing a

Multi-Item Scale:

F. Interpreting Attitude Scales:

G. Choosing an Attitudinal Scale:

H. Accuracy of Attitude Measurements:

1. Validity:

2. Reliability:

3. Sensitivity:

4. Generalizability:

5. Relevancy:

I. Scales in Cross-National Research:

J. Summary:

K. Case: Wine Horizons:

L. National Kitchens:

* STATE OF THE ART CURRICULUM:

* NEW:

* INCLUDES BIBLIOGRAPHICAL REFERENCES:

* COLOR & B & W PHOTOS:

* PAPERBACK:

* TITLE PAGE: WHITE:

* TRANSPARENT FRONT PAGE:

* BLACK OR WHITE BACK PAGE COVER:

* FONT ARIAL BLACK: FONT SIZE 8 TO 10:

* FONT COLOR: BLACK-RED-BLUE:

* BINDED: WIRE-0: COLOR: BLACK-

WHITE-RED-BLUE:

* 75 WHITE PAGES: 8x11"

* ALLOW 7 TO 14 DAYS TO RECEIVE ITEM:

* 2007 Charles Hayes: