The document discusses measuring attitudes and values. It defines attitudes as having three components - emotional, opinion/belief, and intended behavior. Values are described as abstract concepts that influence behavior and priorities. The document provides guidelines for writing items to measure attitudes, such as being relevant, specific, avoiding bias and double negatives. It outlines steps for developing an attitude test, including defining the construct, breaking it into categories, generating statements, and pilot testing.

1. Measuring ATTITUDES & VALUES 09/01/2011 Measuring Attitudes and Values Janice Cabatic Loreto Morales Mechille Lacuesta Jhonalyn Peralta

3. Three components of an attitude: The emotional or feeling segment of an attitude The opinion or belief segment of an attitude An intention to behave in a certain way toward someone or something 09/01/2011 Measuring Attitudes and Values The ABC's of attitudes. Does each attitude have one or more of following components?: A: Affective (liking, feeling for) B: Behavioral (how you behave toward object in question) C: Cognition (your beliefs/thoughts about object in question)

6. Values in the Rokeach Survey 09/01/2011 Measuring Attitudes and Values

15. 09/01/2011 Measuring Attitudes and Values Steps in Developing an Attitude Test Step 1: Define the Construct Define the attitude (or construct) that you wish to measure. Examples of attitudes are ; attitudes toward racial integration, attitudes toward women bosses, attitudes toward smoking, attitudes toward water conservation and so forth

16. 09/01/2011 Measuring Attitudes and Values Steps in Developing an Attitude Test Step 2: Breakdown the Construct Usually an attitude (or construct) needs to broken down into a number of categories. . For example , racial attitudes can be broken down into: marriage, social interaction, cultural heritage, workplace and so forth.

17. 09/01/2011 Measuring Attitudes and Values Steps in Developing an Attitude Test Step 3: Brainstorm Discuss and come up with a list of about 8-10 statements for each category of the attitude. Develop an equal number of positive and negative statements about each category of the attitude object.

18. 09/01/2011 Measuring Attitudes and Values Steps in Developing an Attitude Test Step 4: Rating the Items Next is to have a group of judges or panel of experts, rate each statement on a 5 point rating scale to ensure content validity (or face validity). . For example, is the statement: I would be or have been in a romantic relationship with a person of another race; describing a racial attitude. 1 = strongly does not describe the attitude 2 = somewhat describes the attitude 3 = undecided 4 = somewhat describes the attitude 5 = strongly describes the attitude

19. 09/01/2011 Measuring Attitudes and Values Steps in Developing an Attitude Test Step 5: Scale Decide on an appropriate scale such as the following which has five possible responses: 1 = strongly disagree 2 = somewhat agree 3 = undecided 4 = somewhat agree and 5 = strongly agree

20. 09/01/2011 Measuring Attitudes and Values Steps in Developing an Attitude Test Step 6: Pilot-Testing Administer the attitude scale to a group of subjects and score the instrument .

23. Everyone deserves the right to an education.

24. Gaining an education is important.

25. Being educated means you have knowledge and understanding about the world.

26. Every week day morning I jump out of bed and think: “Yippee! School again!”

27. I'm sad when it is the end of the school day.

28. On Friday afternoons I feel miserable because there is no school for two days.

29. Measuring Attitudes and Values 09/01/2011