3. OBJECTIVES
At the end of the class the students will be able to:
Define attitude and its components
Explain Thurstone scale
Describe about Likert scale
Recall about semantic deferential scale
Mr. Dinabandhu Barad, MSC Tutor, SNC,SOA,DTU
4. ATTITUDES
In psychology, an attitude refers to a set of emotions,
beliefs, and behaviours toward a particular object, person,
thing, or event.
Structure of Attitudes structure can be described in terms
of three components.
This model is known as the ABC model of attitudes.
A: Affective component
B: Behavioural (or conative) component
C: Cognitive component:
Mr. Dinabandhu Barad, MSC Tutor, SNC,SOA,DTU
5. ATTITUDES
Affective component: this involves a person’s feelings /
emotions about the attitude object.
For example: “I am scared of spiders”.
Behavioural (or conative) component: the way the attitude
we have influences on how we act or behave.
For example: “I will avoid spiders and scream if I see one”.
Cognitive component: this involves a person’s belief /
knowledge about an attitude object.
For example: “I believe spiders are dangerous”.
Mr. Dinabandhu Barad, MSC Tutor, SNC,SOA,DTU
6. ATTITUDE
Affective component: this involves a person’s feelings /
emotions about the attitude object.
For example: “I am scared of spiders”.
Behavioural (or conative) component: the way the attitude
we have influences on how we act or behave.
For example: “I will avoid spiders and scream if I see one”.
Cognitive component: this involves a person’s belief /
knowledge about an attitude object.
For example: “I believe spiders are dangerous”.
Mr. Dinabandhu Barad, MSC Tutor, SNC,SOA,DTU
8. THURSTONE SCALE
It is also known as Thrustone scale or Equal
appearing interval scales.
It is used in psychology and sociology.
Thurstone scale was the first formal technique to
measure an attitude.
Basically it is used to assess the attitude of
people regarding any social phenomena.
Mr. Dinabandhu Barad, MSC Tutor, SNC,SOA,DTU
9. THURSTONE SCALE
DEFINITION
A Thurstone scale is a way of measuring people's
attitudes along a single dimension by asking them to
indicate whether they agree or disagree with each of
a large set of statements that are about that attitude.
It was developed by Louis Leon Thurstone in 1928, as
a means of measuring attitudes towards religion.
Thurstone was one of the first and most productive
scaling theorists.
Mr. Dinabandhu Barad, MSC Tutor, SNC,SOA,DTU
10. THURSTONE SCALE
PURPOSE
This kind of scale is used to measure people's
attitude towards a fairly clear and one- dimensional
concept, using a number of statements that vary in
how they express a positive or negative opinion
about the main concept.
Mr. Dinabandhu Barad, MSC Tutor, SNC,SOA,DTU
11. THURSTONE SCALE
CONCEPT
Thurstone Scale is made up of statements about a
particular issue, and each statement has a
numerical value indicating how favourable or
unfavourable it is judged to be.
Then it is administered to people , where they
check each of the statement they are agree or
disagree.
Mr. Dinabandhu Barad, MSC Tutor, SNC,SOA,DTU
12. THURSTONE SCALE
STATEMENTS AGREE DISAGREE
1 Online classes are useful
2 Zoom online class is better than Google meet
3 Network issue is a major problem in online classes
4 There are security issues with the zoom meeting app
5 Online classes are better than classroom teaching
EXAMPLE (attitude of students towards online class)
Mr. Dinabandhu Barad, MSC Tutor, SNC,SOA,DTU
13. LIKERT SCALE
These scales are sometimes referred to as summated
scales.
It requires a respondent to indicate a degree of
agreement or disagreement with each of a series of
statements related to the attitude object.
IMPORTANCE
Very Important
Important
Moderately Important
Slightly Important
Unimportant
AGREEMENT
Strongly Agree
Agree
Undecided
Disagree
Strongly Disagree
QUALITY
Excellent
Good
Fair
Poor
Very Poor
14. LIKERT SCALE
To analyze a Likert Scale, each response category is
assigned a numerical value. These examples could be
assigned values such as
Strongly Agree=5, through Strongly Disagree=1 or the
scoring could be reversed., or a –2 through +2 system
could be used. They can be analyzed on an item-by-item
basis, or they can be summed to form a single score for
each individual.
Mr. Dinabandhu Barad, MSC Tutor, SNC,SOA,DTU
20. LIKERT SCALE
ADVANTAGES
It is relatively easy to construct and administer.
Instructions that accompany the scale are easily
understood.
DISADVANTAGES
It takes a longer time to complete as compared to
Semantic Differential Scales, etc.
Mr. Dinabandhu Barad, MSC Tutor, SNC,SOA,DTU
21. SEMANTIC DIFFERENTIAL SCALE
It is a special type of graphic scale, which is
increasingly being used, in marketing research.
The unique characteristics of semantic differential is
the use of bipolar scales to rate any object, event etc.
A Respondents are given a group of these scales and
asked to check on each one point that indicates their
opinion of the subject in question.
Mr. Dinabandhu Barad, MSC Tutor, SNC,SOA,DTU
22. SEMANTIC DIFFERENTIAL SCALE
Each scales consist of two opposing adjectives such as
good/bad, clean/dirty, most popular/ least popular, etc.
which are separated by a continuum divided into seven
segments.
It is best when used for image descriptive purposes and
is not recommended for overall attitude measurement.
A The advantage of using semantic differential is its
simplicity, while producing results comparable with
those of the more complex scaling methods
Mr. Dinabandhu Barad, MSC Tutor, SNC,SOA,DTU
23. SEMANTIC DIFFERENTIAL SCALE
Mr. Dinabandhu Barad, MSC Tutor, SNC,SOA,DTU
High quality 3 2 1 0 -1 -2 -3 Low quality
High price 3 2 1 0 -1 -2 -3 Low price
Higher Value 3 2 1 0 -1 -2 -3 Lower Value
Perception of people towards
Private and Govt. Hospital service
