Taiwanese students' attitudes towards and beliefs about advertising

This study aimed to investigate college students' attitudes towards advertising in Taiwan using a survey method. This study applied two advertising constructs and their operationalizations which were developed in the USA: beliefs about advertising and attitudes towards advertising in general (AG). Specifically, this paper intends to determine whether the factor structure of these beliefs is similar to those in the USA and other South Asian countries. It also measures whether Taiwanese consumers' beliefs about advertising predict their AG. Six belief factors were extracted and they accounted for 56.5% of the variance. While the results from the factor analysis did not replicate the results from the USA and other South Asian countries perfectly, the similarities were large enough to conclude that the belief structure underlying AG is similar to these regions. By regression analysis, four of the six factors contributed significantly to the prediction of consumers' AG. Three out of four predictor factors matched those found in other Asian countries. These findings indicated that Taiwanese consumers had the same AG as those in five South Asian countries. These consistent findings provide a benchmark for future study on crossnational consumer beliefs about advertising and AG.     

Psychometric methods in accounting education: a review,some comments and implications for accounting education researchers

Psychometric instruments are widely used in accounting education research (Herring et al., Issues in Accounting Education, 4(1), 48–57, 1989; Benke and Street, Accounting Education: an international journal, 1(1), 33–45, 1992). Problems with the reliability of scores produced by such instruments have led to difficulties in interpreting the results of applied research (Schriesheim et al., Journal of Management, 19, 385–417, 1993). This paper has three aims. The first is to present a rationale for including information about the measurement properties of research instruments used in published accounting education research. Information regarding the reliability and validity of item scores is useful to readers, journal editors and reviewers - especially when the research topic addresses changes in educational policy and processes. Second, problems encountered with questionnairebased research are presented and current practice in accounting education is reviewed. Third, construct validation is discussed in respect of measurement validity and factor analytic methods. The paper concludes with suggestions for improving contemporary practice in accounting education research.     

A note on the psychometric properties of the Learning Styles Questionnaire (LSQ)

The objective of this study is to examine some psychometric properties of Honey and Mumford's (1992 The Manual of Learning Styles. Maidenhead: Peter Honey) Learning Styles Questionnaire (LSQ) and therefore its potential utility for accounting education research. Prior research in other cognate disciplines (managers; US business undergraduates) suggests that the LSQ may be preferable to Kolb's Learning Style Inventory (LSI) and Revised LSI. However, little measurement information exists regarding the application of the LSQ in higher education. The present study uses samples of undergraduate accounting students (N = 127) at a UK university. Evidence of only modest internal consistency reliability is reported. The construct validity of the scores produced by the instrument is not supported by the results of the present study. Limitations and implications for the use of the LSQ by accounting education researchers are discussed.     

基于问卷调查的北京市居民通勤状况分析

城市通勤问题不仅影响着居民的幸福指数,而且还决定着城市的运行效率以及城市空间结构的优化,因此是提升居民生存质量,提高城市运行效率继而整体功能的关键切入点。近年来北京市经济社会发展取得了突出的成就,但交通拥堵、通勤不畅,已经成为影响居民生活质量、困扰城市可持续发展的严重问题。本文通过问卷调查和访谈法,设置通勤时间、通勤距离、通勤类型以及居民满意度等指标,揭示北京市通勤状况及存在的问题,从而为城市空间结构调整、功能更新、城市交通规划以及居民职住均衡抉择,提供决策依据。     

李克特式量表语义差异对科学测量的影响

李克特式量表可以定量地对指标进行评价,常常被用在包括区域科技创新环境在内的各种排名与其它统计分析中。李克特式量表在应用时首先设置不同选项(等级),要求受访者从中选择比较符合要求的一项,最后通过调查者赋予不同等级的选项以不同分值,进一步定量地计算所有受访者对该项测量指标的总体评价。然而,在李克特式量表中,问卷设计者主观赋予的不同等级分值与受访者认为的赋值可能存在一定的语义差异,从而导致测量结果在有些情况下不能充分反映受访者的真实态度,进而影响统计分析结果的可靠性。首先对语义差异进行了论述,然后通过李克特量表对区域科技创新环境排名的具体应用中语义差异导致的有效性问题进行了算例分析。此后,采用数值分析和数理推理方法,分析了确保调查结果可靠性的语义差异范围,并且给出了降低语义差异对李克特式量表排名影响的等级分值赋值方法。最后,通过一个实例分析了所探讨的问题并演练了相应理论结论的应用过程。     

问卷调查分析中的Logistic回归与自变量筛选问题研究

调查问卷的答卷大多数是既有定性数据又有定量数据,降维和回归都是这种分析的主要手段,而定性数据的降维是难点。本文运用多元分析中的聚类分析和Logistic回归分析,通过聚类的方式既达到了降维的目的,又解决了过离散问题。聚类分析同时还将分散的信息加以集中,使得不同类别的特征更加明显。累积Logistic回归是处理多维多分类定性数据的较好方法,运用逐步回归可以筛选出对研究对象影响最显著的变量,将潜在的信息挖掘出来,为管理决策提供建议和依据。