Attitude Measurement

Dr. Md. Nazrul Islam Ph.D

Attitude
An attitude is usually viewed as an enduring disposition to consistently respond in a given manner to various aspects of the world composed of affective, cognitive and behavioral components.

Attitudes as a hypothetical constructs

The term hypothetical construct is used to describe a variable that is not directly observable, but is measurable by an indirect means such as verbal expression or overt behavior - attitudes are considered to be such variables.

Three components of an attitude

Affective Cognitive Behavioral

Affective

The feelings or emotions toward an object

Cognitive

Ones awareness of and knowledge about an object.

Behavioral

Predisposition to action Buying intentions Behavioral expectations

Techniques for measuring attitudes

Ranking Rating Sorting Choice

The Attitude Measuring Process

Ranking- Rank order preference Rating -Estimates magnitude of a characteristic or quality Sorting - Arrange or classify concepts Choice - Selection of preferred alternative
9

Ranking
Ranking tasks require that the respondent rank order a small number of objects in overall performance on the basis of some characteristic or stimulus.

10

Rating
Rating asks the respondent to estimate the magnitude of a characteristic, or quality, that an object possesses. The respondents position on a scale(s) is where he or she would rate an object.
11

Sorting

Sorting might present the respondent with several concepts typed on cards and require that the respondent arrange the cards into a number of piles or otherwise classify the concepts.
12

Choice

Choice between two or more alternatives is another type of attitude measurement - it is assumed that the chosen object is preferred over the other.

13

Physiological measures of attitudes

Physiological measures of attitudes provide a means of measuring attitudes without verbally questioning the respondent. for example, galvanic skin responses, measure blood pressure etc.

14

Attitude measuring scale

Simple Attitude Scales Category Scales The Likert Scale Semantic Differential

Numerical Scales Constant-Sum Scale Stapel Scales Graphic Rating Scale

15

Simple Attitude Scales

In its most basic form, attitude scaling requires that an individual agree or disagree with a statement or respond to a single question. This type of selfrating scale merely classifies respondents into one of two categories;

16

Simplified Scaling Example

THE PRESIDENT SHOULD RUN FOR REELECTION _______ AGREE ______ DISAGREE

17

Category Scales
s

A category scale is a more sensitive measure than a scale having only two response categories - it provides more information. Questions working is an extremely important factor in the usefulness of these scales.
18

Example of Category Scale

How important were the following in your decision to visit San Diego (check one for each item)
VERY IMPORTANT CLIMATE COST OF TRAVEL FAMILY ORIENTED EDUCATIONAL/ HISTORICAL ASPECTS FAMILIARITY WITH AREA ___________ ___________ ___________ _________ ___________ SOMEWHAT IMPORTANT ___________ ___________ ___________ ___________ ___________ NOT TOO IMPORTANT ___________ ___________ ___________ ___________ ___________
19

Method of Summated Ratings: The Likert Scale

An extremely popular means for measuring attitudes. Respondents indicate their own attitudes by checking how strongly they agree or disagree with statements. Response alternatives: strongly agree, agree, uncertain, disagree, and strongly disagree.
20

Likert Scale for Measuring Attitudes Toward Tennis

It is more fun to play a tough, competitive tennis match than to play an easy one. ___Strongly Agree ___Agree ___Not Sure ___Disagree ___Strongly Disagree

21

Likert Scale for Measuring Attitudes Toward Tennis

There is really no such thing as a tennis stroke that cannot be mastered. ___Strongly Agree ___Agree ___Not Sure ___Disagree ___Strongly Disagree
22

Likert Scale for Measuring Attitudes Toward Tennis

Playing tennis is a great way to exercise. ___Strongly Agree ___Agree ___Not Sure ___Disagree ___Strongly Disagree
23

Semantic Differential
A series of seven-point bipolar rating scales. Bipolar adjectives, such as good and bad, modern and old, or clean and dirty anchor both ends (or poles) of the scale.

24

Semantic Differential
A weight is assigned to each position on the rating scale. Traditionally, scores are
7, 6, 5, 4, 3, 2, 1, or+3, +2, +1, 0, -1, -2, -3. Example: Extremely modern, very modern, slightly modern, both modern and old, slightly old, very old, and extremely old
25

Semantic Differential
Scales for Measuring Attitudes Toward Tennis
Exciting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Calm Interesting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Dull Simple___ : ___ : ___ : ___ : ___ : ___ : ___ Complex Passive ___ : ___ : ___ : ___ : ___ : ___ : ___ Active

26

Numerical Scales
Numerical scales have numbers as response options, rather than semantic space or verbal descriptions, to identify categories (response positions). Extremely 7 6 5 4 3 2 1 Extremely Satisfied Dissatisfied

27

Constant-sum scale

A measure of attitudes in which respondents are asked to divide a constant sum to indicate the relative importance of attributes.

28

Stapel Scales
Modern versions of the Stapel scale place a single adjective as a substitute for the semantic differential when it is difficult to create pairs of bipolar adjectives. Modified stapel scale places a single adjective in the center of an even number of numerical values. Example: +3 +2 +1 0 -1 -2 -3.
29

Stapel Scale
To measure attitudes towards Supervisor: +3 +2 +1 Supportive 0 -1 -2 -3

30

Behavioral Differential
The behavioral differential instrument has been developed for measuring the behavioral intentions of subjects towards any object or category of objects. For example:
A 25-year old woman sales representative Would ___ : ___ : ___ : ___ : ___ : ___ : ___ : Would Not Ask this person for advice.
31

Paired Comparisons

In paired comparisons the respondents are presented with two objects at a time and asked to pick the one they prefer.

32

Paired Comparisons
Which of the 2 brands is better one? Or are both the same? Brand A is better _________ Brand B is better _________ Both Brand is same _________
33

Graphic Rating Scale Stressing Visual Communications

3 Very Good

1 Very Poor
34

Monadic Rating Scale

A Monadic Rating Scale asks about a single concept
Now that youve had your automobile for about 1 year, please tell us how satisfied you are with its engine power and pickup.
Completely Satisfied Very Satisfied Fairly Well Satisfied Somewhat Dissatisfied Very Dissatisfied

35

A Comparative Rating Scale

A Comparative Rating Scale asks respondents to rate a concept by comparing it with a benchmark Please indicate how the amount of authority in your present position compares with the amount of authority that would be ideal for this position.
TOO MUCH ABOUT RIGHT TOO LITTLE

36

An Unbalanced Scale
An Unbalanced Scale has more responses distributed at one end of the scale How satisfied are you with the bookstore in the Student Union? Satisfied Neither Satisfied Nor Dissatisfied Quite Satisfied Very Dissatisfied

37