Lean: From Theory to Practice — One City’s (and Library’s) Lean Story… Abridged
Attitude measurement and scales amiya 26 th march 2012
1. Attitude Measurement and Scales
PRESENTED 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. Attitudes
Attitudes Cognitive component
A Person’s belief or information
Evaluative about the object
statements or
judgments Affective Component
concerning The emotional or feeling about the
objects, people, product such as like or dislike, good or
or 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 measurement
Scales used for Market research have been
divided in to 4 parts
They are
1. Nominal Scales
2. Ordinal scale
3. Interval scale
4. 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 grade
MONTHLY INCOME(RS) NO OF CONSUMERS
Less than 5000 20
5001-8000 30
8001-11000 25
11001-13000 20
13001 and above 12
Total 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 magnitude
Statistics Used-
Mean, Standard Deviation, Average Deviation, Product
moment Co-relation,T-test,F-TEST
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