PRESENTATION ON ATTITUDE

ATTITUDE
INTRODUCTION:By attitude we mean the beliefs,feelings and action tendencies of an individual or group of individuals toward objects,ideas and people. For example- I like my job.

ATTITUDE
DEFINITION:It may be defined as the the person feels about something-a person, a place, a commodity, a situation or an idea. it expresses an individuals positive or negative feelings about object.

NATURE OF ATTITUDE
Attitude refers to the feelings and beliefs of individuals or groups.For example He has poor attitude. The feelings and beliefs are directed towards the objects or ideas.For example I like my job. It shows a positive attitude. Attitude result in and affect the behaviour or action of people.

NATURE OF ATTITUDE
Attitude are gradually acquired over a period of time.The process of learning attitude starts from childhood and continues throughout the life of a person. Attitude are evaluative statements,either favourable or unfavourable.When a person says he likes or dislikes something or somebody,an attitude is being expressed.

COMPONENTS OF ATTITUDE
1. Informational or cognitive component- It consists of beliefs,values,ideas and other information a person has about object. For example- a person seeking a job may learn from his own sources and other employees working in the company that in a particular company the job promotion chances are very favourable. In reality it may or may not be correct.

COMPONENTS OF ATTITUDE
2. Emotional or Affective Component- The emotional component involves the person feeling or affect -positive,neutral or negative- about an object. For example- I like my job because the future prospects in this company are very good.

COMPONENTS OF ATTITUDE
3. Behavioural Component- The behavioural component consist of a tendency of a person to behave in a particular manner towards an object. For example- the concerned individual in the above case may decide to take up the job because of good future prospects.

SOURCES OF ATTITUDE
1. 2. 3. 4. 5. 6. Direct Personal Experience. Association. Family and Peer Groups. Neighbourhood. Economic status and occupations. Mass Communication.

METHODS OF MEASURING ATTITUDE

Impressionistic Method- This method is nonstatistical in that it does not lead to quantitative knowledge.It is based upon the behaviour and attitudes.The validity of a method varies from very poor to rather good,depending to a large extent upon the training of the observer-whether he can remain neutral in the situation he observes,whether his background and

Indentification preclude the possibility of correct conclusions, and whether the results are forced certain in a direction. Guided Interview- The guided method is a purposeful conversation in which the interviewer tried to obtain honest and complete answers to a specific number of questions.it has the advantage of face to face contact. IN Guided interview, the interviewer must abide by certain rules. He must limit his talking to the minimum ,asking questions and saying a few

Words here and then to impress the interviewee with the importance of what the interviewee saying.The interviewer should never argue or give advice. Unguided Interview- This type of interview is guided by the nature of free discussion and by the fact it is the person interwiewed who really define its limits.There are no specific questions

That the interviwer must ask, his main is to probe and establish the emotional content of the interview.

Questionnaire Method- In this method a questionnaire a set of questions is developed and distributed among the respondents.The questionnaire is more economical be-cause one person can administer it to a large group at one time.It has the disadvantages of securing no more informatiom than that provided by answers to the specific questions.

 Attitude Scales Method-The attitude is also measured by the attitude scales.There are no. of different techniques available for constructing good attitude scales. The following taxonomy is a useful one: 1. Rating Scale instruments 2. Scaled Item Instruments

Rank Order Scaling Paired Comparison Scaling Equal Appearing Intervals Scaling Successive Intervals Scaling Criterion Group Instruments Likerts Scale Error Choice Scale

Indirect Method This method attempts to conceal the intent of the measurement and allows the experimenter to observe and measure without producing an effect on the attitude itself.

Presented byAshma Rani MBA 3rd sem