텔레비전 광고의 창의성 척도개발과 타당화

목차 (Table of Contents)

• 1. 문제의 제기
• 2. 이론적 배경
• 1) 척도개발 이론
• 2) 광고 창의성 척도개발 연구
• 3) 척도의 적용과 문화적 맥락
• 3. 연구방법
• 1) 구성개념 범위의 구체화
• 2) 항목 표본 개발
• 3) 초기항목 자료수집
• 4) 측정 항목의 정화
• 5) 일차 자료수집
• 6) 전문가 자문
• 7) 이차 자료수집
• 8) 신뢰도 평가
• 9) 타당도 평가
• 10) 표준 척도의 개발
• 4. 연구결과
• 1) 응답자의 특성
• 2) 광고물의 조작 점검
• 3) 탐색적 요인분석과 항목의 정화
• 4) 신뢰도 검증
• 5) 타당도 검증
• 6) 단일차원성 및 적합도 검증
• 5. 결론 및 논의
• 1) 연구결과의 요약
• 2) 논의
• 3) 연구의 의의 및 한계
• 참고문헌
• Abstract

참고문헌 (Reference)

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80 제일기획, "2006 광고연감" 제일기획 2006