Assessment tools in the affective domain have been developed to measure attitudes, interests, motivations, and self-efficacy. Self-report is the most common tool, where individuals provide accounts of their own attitudes. Rating scales use categories to elicit information about quantitative attributes, such as Likert scales from 1-10. Semantic differential scales assess reactions to words or concepts using bipolar adjective scales to determine directionality and intensity of reactions. These tools have been validated in studies of attitude formation, organizations, jobs, and minorities.

1. Development of
Assessment Tools

2. • Assessment tools in the affective domain, those which
are used to assess attitudes, interests, motivations and
self-efficacy, have been developed.

3. Self-Report
It is the most common measurement tool in the
affective domain.
It essentially requires an individual to provide an
account of his/her attitude or feelings toward a
concept or idea or people.
It is sometimes called “written reflections”.

4. Rating Scale
• It is a set of categories designed to elicit
information about a quantitative attribute in
social science.
• The basic concept of any rating sale is that it
consists of a number of categories. These are
usually assigned integers.

5. Likert Scale
1-10 Rating Scale

6. Semantic Differential Scale (SD)
• The SD tries to assess an individual’s reaction to
specific words, ideas, or concepts in terms of
ratings on bipolar scales defined with
contrasting adjectives at each end.

7. Labels:
0 – Neutral
1 – Slightly
2 – Quite
3 - Extremely
The scale measures two
things:
• Directionality of a
reaction – (trendy vs. old-
fashioned)
• Intensity – (slight
through extreme)

8. Basicconsiderations involvedin SDmethodology:
Bipolar adjective scales are a simple, economical
means for obtaining data on people’s reactions.
Ratings on bipolar adjective scales tend to be
correlated, and three basic dimensions of response
account for most of the co-variation in ratings.

9. Evaluation, Potency and Activity (EPA)
For example:
• Evaluation – good or bad
• Potency – powerful or powerless
• Activity – fast or slow
Measurements of a concept on the EPA dimensions are
referred to as the concept’s profile.
The EPA system is notable for being a multi-variate
approach to affective measurement.

10. The SD has been used as a measure of attitude in a wide
variety of projects.
It has been used by other investigators to study attitude
formation, attitudes toward organizations, attitudes
towards jobs and occupations, and attitudes towards
minorities.
The results in these studies support the validity of the
SD as a technique for attitude measurement.

11. Thank You!