Attitude measurement and scales amiya 26 th march 2012
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Attitude measurement and scales amiya 26 th march 2012






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Attitude measurement and scales amiya 26 th march 2012 Presentation Transcript

  • 1. Attitude Measurement and ScalesPRESENTED BY Amiya Kumar Sahoo 1ST Year PGDM student Innovation-The Business School Muktapur,Khurdha
  • 2. Attitude• Attitude may be defined as "Degree of positive or negative affect associated with some psychological object”.
  • 3. AttitudesAttitudes Cognitive component A Person’s belief or informationEvaluative about the objectstatements orjudgments Affective Componentconcerning The emotional or feeling about theobjects, people, product such as like or dislike, good oror events. bad Behavioral Component An intention to behave in a certain way toward someone or something.
  • 4. MeasurementAssignment of numbers to objects or persons to represent quantities of their attributesThe assignment of number is done according to some rulesThe attribute of person would include his income,preference,religion,social class,attidues etcAttributes of product would be speed,size,price,flavoour,quantity etc.
  • 5. ScaleThe ratio between the size of something and a representation of itA measuring instrument for weighing; shows amount of massA topic which can create a great deal of confusion in social and educational research is that of types of scales used in measuring behaviour
  • 6. Attitude Measurement and Scales The study and measurement of attitude is important It is assumed that there is a relationship between attitude and behavior For marketing decision the attitude behavior relationship helps to study customer thinking and like and dislikeness. And with the help of this he predicts the future. Action/ Attitude Behavior
  • 7. Types of scales used in measurementScales used for Market research have been divided in to 4 partsThey are1. Nominal Scales2. Ordinal scale3. Interval scale4. Ratio scale
  • 8. Nominal Scale Numbers are used to label persons, events or objects It is the least powerful level of measurement It shows difference between things assigning them in to categories It is the counted data Statistics used-Mode,Contigency of co-efficient
  • 9. Examples of nominal scalePlayers in a football teamColors of traffic lightGender (female= 1; male = 2)Sales Zone A = Islamabad, Sales Zone B = RawalpindiDrink A = Pepsi Cola, Drink B = 7-Up, Drink C = Miranda
  • 10. Ordinal Scale An ordinal scale is one that arranges objects or alternatives according to their magnitude Objects are ranked in order with regard to some common variable. It tells us whether an event has more or less of characteristics than others. Numbers indicate the relative position of objects but not the magnitude of difference Statistics Used-Median,Percentile,Rank order co- relation
  • 11. Examples Career Opportunities = Moderate, Good, Excellent Investment Climate = Bad, inadequate, fair, good, very good Merit = A grade, B grade, C grade, D gradeMONTHLY INCOME(RS) NO OF CONSUMERSLess than 5000 205001-8000 308001-11000 2511001-13000 2013001 and above 12Total 107
  • 12. Interval Scale More powerful than ordinal and nominal scale Object is measured on a continuum Arbitrary zero point Differences between objects can be compared Interval scales allow comparisons of the differences of magnitude (e.g. of attitudes) but do not allow determinations of the actual strength of the magnitudeStatistics Used-Mean, Standard Deviation, Average Deviation, Product moment Co-relation,T-test,F-TEST
  • 13. ExamplesTemperatureAttitudes
  • 14. Ratio Scale Most powerful measurement It have an absolute or true zero measurement Interval scale with fixed zero point Possible to say how may times greater or smaller one object is than another. Comparison of absolute magnitudes is possible Statistics used-Geometric mean, Harmonic mean, Coefficient of variations
  • 15. ExamplesIncomeDistance travelled from home to workplaceHeight,weight,densityMarket Share(1million in 2002and 1.5 million in 2003)