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Attitude Surveys

  • By: Joachim Scholderer
  • In: Encyclopedia of Consumer Culture
  • Edited by: Dale Southerton
  • Subject:Sociology of Consumption, Consumer Psychology, Consumer Culture

Attitude surveys are a questionnaire-based methodology for assessing attitudes in a target population, for example, attitudes toward consumer products (consumer surveys), evaluations of past experiences with products or services (customer satisfaction surveys), evaluations of policies and institutions (public opinion surveys), or evaluations of the state of the economy (consumer confidence surveys). Most attitude surveys consist of several sets of stimuli. Typically, these are questionnaire items that ask a participant to evaluate one or more attitude objects in terms of one or more evaluative dimensions. After responses have been collected from a sample of participants, scaling methods are applied to the data to obtain quantitative measures of attitude.

History

Throughout the early and mid-twentieth century, the Thurstone scaling methods dominated the field of attitude measurement, including the method ...

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