نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشگاه تهران

2 دانشگاه خوارزمی

چکیده

هدف از ­پژوهش حاضر، استاندارد­سازی پرسش­نامۀ خرید روزنامۀ ورزشی می­باشد. جامعۀ آماری این پژوهش را کلیۀ مشتریان زن و مرد بالای 18 سال دکه­های روزنامه­فروشی شهر تهران با حداقل یک سال سابقۀ خرید روزنامۀ ورزشی تشکیل دادند که در­نهایت، پس از توزیع و جمع­آوری پرسش­نامه­ها، در نهایت تعداد 344 پرسشنامه کامل بود و مورد تجزیه و تحلیل نهایی قرار گرفت. یافته­ها حاکی از این است که مجموع 33 گویۀ طراحی­شده در مقیاس لیکرت، از چهار عامل­­ محتوا، ­شکل و ظاهر، ­شهرت و سابقه و ­تیتر اشباع شده است. این چهار عامل در­مجموع قادر هستند 9/74 درصد از واریانس کل را تبیین کنند. علاوه­براین، در­خصوص روایی سازه و بر­اساس میزان روابط به ­غیر از سؤال 16، تمامی سؤالات رابطۀ معنا­داری با عامل خود دارند و می­توانند پیشگوی خوبی برای آن باشند. در ارتباط با روابط عامل­ها با مفهوم "خرید روزنامۀ ورزشی" نیز نتایج نشان می­دهد که تمامی عامل­ها توانسته­اند پیشگوی خوبی برای این مفهوم­ باشند. در­نتیجه، روایی درونی و بیرونی مدل "خرید روزنامۀ ورزشی" مورد تأیید قرار می­گیرد.

کلیدواژه‌ها

عنوان مقاله [English]

Standardization of a Questionnaire on Effective Factors in Purchasing Sports Newspapers

نویسنده [English]

  • ayoub eslami 1

چکیده [English]

The aim of this study was to standardize a questionnaire for purchasing sports newspapers. The population consisted of all male and female newsstand customers above 18 in Tehran with a minimum of one year of purchase history. A total of 344 questionnaires were completely answered and the final analysis was conducted on them. The results revealed that 33 items in Liker scale were saturated of four factors: 1) content 2) appearance 3) headline. These four factors were able to describe 74.9 percent of the total variance. As for the validity of the instrument and based on the relations, except for 16 questions all questions had a significant relation with their own factors and were good predictors for those factors. Also, concerning the factor relationships with the concept of "purchasing sports newspapers", the results showed that all factors were good predictors for that concept. Therefore, the internal and external validity of the model "purchasing sports newspapers" was confirmed.

کلیدواژه‌ها [English]

  • Standardization
  • Questionnaire
  • Sports Newspaper
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