Attitude measurment techiniques

Attitude Measurement
Scales
Krupasindhu MD
krupasindhumd@gmail.com
Assistant Professor, Vijaya College, R. V. Road

What is AMS ?
It is a method used to assign value of an individual’s mentality based on which
decision making can be done easily in a business
Consumer behavior in marketing
Employee’s performance in human resources
Equity share holder’s interest in capital
Vijaya College, R. V. Road, Bengaluru
Influence business decisions

First, we need to know what is an attitude?
Let us learn it with a general example

Attitude
It is a degree of like/dislike of an individual which may
be formed because of positive or negative cause.
For instance, I love to travel on my bike because it feels good
I have started to hate staying at home because am
forced to, due to COVID - 19 !(

Types of
Attitudinal
Measuring
Scales

Self-Rating Scales
• Ratingscalesareusedto describe/judgethe propertiesor qualitativeaspectsof objectives
withoutreferencestoother similarobjects
• Respondentsclassifythemselvesin one or two categories or do not knowtheir categories.
• Further, the categories are redefined to giveadditional alternatives in degrees of
likeor dislike.

Graphic Rating Scales
• It is widely used scale
• Respondents are askedto rate themselvesbycheckinga point on ascalebetween
two extremes.
• Theycanvaryfrom 3 points scaleor 11 points scale.
• It canbe odd/even, measurednumerically / verballyor byboth.
• Such rank points saynothing about relative distance between points.

GSR

Semantic Differential Scales
• Respondents are askedto rank brands (or other subjects) according to their attitude
• Popularandmainuseof brand andcompanyimagefacilitate comparisons.
• Bipolar scalesare usedto rate anyproduct, movingto / from bipolar adjectives.
• Researchers candevelop scalesasper antonymsor opposite
• It issimpleto use, easyandfastto administer andsensitiveto smalldifferencesin
attitude, highlyversatile, reliable and generally valid.

Semantic Differential Scales: SAGE research methods

Itemized Rating Scales
• The respondents are provided with a scale that has a number or brief
description associated with each category
• The categories are ordered in terms of scale position and the respondents
are asked to select a specific category that best describes the object being
rated

Thurstone Scale
Method of equal appearing intervals based on the concept that people can tell
difference between the attitude represented by 2 different statements and can identify
items approximatelyhalfwayin between.
Respondent's indicate agree/disagree with each statement and generally they will agree
with onlyone / fewstatements (take median) indicating direction of attitude.

Thurstone Scale
• Collect large number of statements related to the attitude in question.
• Put them in to3 categories, 4 negativestatementsin pile one; 2 neutral
statements in pile 2 and5positive statementsin piles 3.
• Drop statements that different judgeshavegivenscattered ratings.
• Following statements showhowto measure attitude to TV commercials on a
11pt scale

ThurstoneScale
negativestatements
• All TVcommercials should be prohibited by law.
• Watching TVcommercials is a complete waste of time.
• Most TVcommercials arebad.
• TVcommercials are monotonous.

ThurstoneScale
neutral statements
• TVcommercials do not interfere too much when enjoying TV.
• I have no feeling one wayor the other about most TV
commercials.

ThurstoneScale
positive statements
•IlikeTVcommercialsattimes.
•MostTVcommercialsare interesting.
•Iliketo buyproducts advertised on TV
whenever possible.
•MostTVcommercialshelp people select the
best products available.
•TV commercialsare more funto watchthan
the regular programs.

ThurstoneScale
Disadvantages
• Not very popular due to time consuming task of preparing.
• Judgesattitude mayinfluence their ratings.
• Respondents canget samescore evenwhile agreeing with different statement items.
(asmedianis taken)
• It does not get information on degree of intensity of agreement with different items
(an medians is taken).

LikertScale
• Here Respondents are askedto indicate the degree of agreement or
disagreement with each statement and
• each degree of agreement disagreement isgivenanumerical score
andtotal score iscomputed bysummingthese scores from all
statements.
• Get large number of statements relevant to the attitude in question
whichare clearly identifiable asfavourableor unfavourable.
• Select aseries of responses that represent various degrees of
agreement / disagreement. ( 5, 7 or 9 variation).

LikertScale
• Administer statements to arep. group.
• Compute each individual score by summing scores of the response to each
question.
• Drop those statements that do not discriminate between the high and low
scorers on the total test.

Likert Scale

LikertScale
Disadvantages
• Similarscorescanbeachievedthroughvarying combinationof responses.
• Likert scaleare of ordinal type anddon’t measuredifferencebetween attitudes.
• Sameproblems aspreparing Thurstone scales.

Ranking
• Respondents can be asked to rank brands or other subjects of interest according
to attitude being studied. Such rankings do not give absolute ratings. For
example :
For each of the products listed in the next slide four different brands and generic
categories are listed. For each product rank the brands 1,2,3 or 4 according to
how likely you would be to purchase the brand when you next buy that product.
Put #1 bythe brand youwould be most likelyto buy; #5 by the brand youwould
be least likelyto buy.

Ranks Johnson
&
Johnson
Himalaya Dettol Patanjali
1 Sanitizer Sanitizer Sanitizer Sanitizer
2 powder Face wash Antiseptic Liquid Hand wash
3 shampoo Shaving
cream
Toilet soap Chavan prash
4 Baby oil shampoo Handwash Herbal medicine
5 moisturizer moisturizer plaster Health Drink

Now we learn about Measurement

Measurement
It is process of ascertaining the size, amount, or degree of any object by using a device
(a measuring tape or weighing machine).
for instance, measuring the heights of 5 students in 7th Grade of 2 different
schools. We make a record of it in a diary.
again, we make a note of the heights, when the same students
are promoted to 10th Grade.
Now, we compare the noted heights of 2 different time period for research.

How measurement scales are used ?
• Can you tell, how much do you love to travel on your bike?
little, more, always!
but again, it is only a description. How do we quantify it in number?
Can you tell, whether you love travelling once, twice, 100 times…
Yes. That’s quantifying your attitude about travelling.
Example, you love to travel at least once a week.

Let's take the same example to learn better:
Vishnu loves to travel - Nominal Variable
every month on first weekend - Ordinal Variable
Within 200 to 400 km - Interval Variable
normally, unlike in COVID condition - Ratio Variable

Types of Measuring Scales
• Nominal Scale
• Ordinal Scale
• Interval Scale
• Ratio Scale

Nominal Scale
• The scale that measures nominal variables is known as Nominal
Scale. It is dichotomous in nature.
• In the sense, we usually consider 2 factors to express one’s attitude. For
instance, name & gender, country & state, color & shape, yes/no etc.
• It describes certain object or a situation in qualitative style
• These are labeling variables which are not countable

Ordinal Scale
• Ordinal scale measures ordinal variables which are non-numerical.
Example: satisfaction, or social class, time of the day or level of agreement
(yes, MAY BE, no) etc.
• Later we try to place them in an order depending on the quantified attitude
of a person
• For instance, the feed back form after obtaining a service may ask you to
rank your priority as to why you like to visit an ice-cream parlor. A straight
answer would be because you love to eat an ice-cream.

In order to explain it from ordinal variable point,
we have further break up your reason for eating ice-cream
Variables Ordinal Rank
Taste 1st
Flavor 2nd
Brand 3rd
Ambience 4th
Offers 5th
cost 6th

Interval Scale
• This scale measures interval variables and these are numeric in nature.
• They are specific in describing the value between 2 points as in
Range from lower value to higher value
• Example: John daze was first to suffer from fever among his family. The
The temperature varied from
100 ̊ to 104 ̊
• Here we can define name, order and interval from the above example

• Addition or subtraction can be done with the help of interval
variables. For instance, a temperature may be 22 ˚ in the morning,
and it adds up to 36 ˚ by evening during summer at Bengaluru
• Interval variables does not have absolute zero but arbitrary zero
It means, there can’t be ‘no temperature’, either it is high or low.
And zero is just a point of change in the interval scale
• The same goes for blood pressure too. 120/80 is the normal
reading

Ratio Scale
• This scale measures ratio variables which are also numeric value which is
generally used for comparison. For example, height and weight
• It allows us to apply multiplication on the value. For instance, a company
must maintain debt twice as much as equity (2:1). Or Performance of
employee A can be compared with the performance of employee B
• This variable includes other variables also such as - name, order, rank in
order to inferring the result of analysis

Attitude Measurement Techniques
A technique where a researcher may use either attitudinal scales or
basic/frequently used measurement scales to measure the respondent’s
mentality, either qualitatively and quantitatively is known as Attitude
Measurement Techniques.

PROJECTIVE
TECHNIQUES
(Used in Motivation
Research Techniques)
SCALES TO MEASURE
INTERVIEW ANSWERS
• Focus Group
• In – Depth
MULTI-DIMENSIONAL
SCALES
(Mixture of all
attitudinal scales)
MEASUREMENT SCALES
 Ordinal
 Interval

To conclude,
A researcher uses these scales to measure different types of variables and
build data. The data is further tested statistically and interpreted.
The interpretation is basis to understand the attitude of an individual in
different situations. This helps in finding new solution to his or her
problem. The research can further direct future researchers to build more
evidences and knowledge data bases

Thank you, 😀
Stay safe, ☘️
Prepare Well &
Write the Exams well 😊

Attitude measurment techiniques

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