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• Validity
• Sensitivity
Reliability of a scale
• Reliability: Does the scale provide results
which are the same every time it is used?
• There are two elements to reliability:
repeatability (does the scale give the same
result each time it is used) and internal
consistency (do subsets of multi item
measures correlate well together)
Validity of a scale
• Does the scale measure what it says it
measures? Three ways to assess it
• Face validity / content validity: where the
scale “appears” to measure what is stated,
or correlates well with other scales used to
measure the same construct.
• Concurrent / predictive validity: where the
new scale correlates well with established
scales
Sensitivity of a scale
• The ability to measure change and the
degree to which the scale is sensitive to
change
• Can be improved by increasing the
number of points on a scale (Likert 5 to 7
point scale)
• Can be improved by asking multiple
questions to build up an index of change
What is an attitude?
• “ A learned pre-disposition to respond to an
object or class of objects in a consistently
favourable or unfavourable way”
• Attitudes are learnt, they are not instinctive
• Attitudes are a tendency to respond, they are not
the response itself
• Attitudes are consistent over time
• Attitudes can be favourable or unfavourable
• There is a relationship between the person who
holds an attitude and the object of the attitude.
Qualities of an attitude
• Cognitive: What we know about the object