Comparing two image research instruments: The Q-sort method versus the Likert attitude questionnaire.
Comparing two image research instruments: The Q-sort method versus the Likert attitude questionnaire.
复制标题
DOI：
10.1016/j.foodqual.2008.02.007
复制
发表时间：
2008-01-01
影响因子：
5.3
通讯作者：
Jong, M. D. T. de
中科院分区：
文献类型：
--
作者：
Klooster, P. M. ten;Visser, M.;Jong, M. D. T. de
尽管企业形象、品牌形象和产品形象受到关注，但只有少数研究关注形象研究方法的方法比较。本文提出了一个比较目前的两种工具：Q排序法和李克特态度问卷。该研究应用这两种方法来衡量牛肉的形象，在类似的消费者样本中使用相同的断言。这两种方法产生一致的结果，但在数据分析和解释的可能性不同。Q排序方法的一个优点是，它提供了直接的洞察力，在观众细分的图像的底层结构。另一方面，Q排序方法没有给出图像的整体指示，并且对于分析图像与其他变量之间的关系存在限制。版权所有，爱思唯尔。
Despite the attention for corporate, brand and product images, only few studies focus on methodological comparisons of image research methods. This article presents a comparison of two current instruments: the Q-sort method and a Likert attitude questionnaire. The study applies both methods to measure the image of beef, using the same assertions in similar samples of consumers. The two methods produce consistent results, but differ in the possibilities of data analysis and interpretation. An advantage of the Q-sort method is that it offers straightforward insights in the underlying structure of image within audience segments. On the other hand, the Q-sort method does not give overall indications of an image, and limits occur for analyzing the relationships between image and other variables. All rights reserved, Elsevier.