The document discusses the use of attitude scales in educational research, focusing on their design, types, and application in measuring individuals' attitudes and beliefs. It describes various types of scales including Likert-type, dichotomous, and semantic differential scales, highlighting their relevance in both qualitative and quantitative research. The document emphasizes the importance of these scales for obtaining nuanced insights into people's emotional responses and attitudes toward different subjects.

1. Presentation in Educational Research
and Statistics
Mishell a. fugaban
Graduate school

2.  ATTITUDE SCALE = to assess the attitude or belief of an
individual Designed to measure.
 Attitude can be defined as the way in which a person
views and evaluates something or someone, a
predisposition or a tendency to respond positively or
negatively toward a certain idea, object, person, or
situation.
 scale in research methodology refers to a set of
standardized measures or items used to quantify a
concept or construct of interest.

3. Attitudinal scale
 is a special type of questionnaire designed to produce scores
indicating the intensity and direction of a person's feelings
about an object or event.
 is a measurement tool used in psychology and social
sciences to assess an individual's attitude toward a particular
object, concept, or event. Attitudes refer to the positive or
negative evaluations, feelings, or beliefs that individuals hold
towards an object or issue
 a measure of the relative quantity of an attitude possessed by
an individual as contrasted with a reference
 It can be used to measure the attitudes and opinions of
customers, employees, or other stakeholders in a company. It
can be qualitative or quantitative research: Qualitative
attitudinal research uses open-ended questions to get at the
underlying reasons for people's attitudes and opinions.


4.  Attitude scales are mainly used in studies and
surveys conducted by advertisers and agencies.
Instead of only allowing 'yes' or 'no' answers, the
attitude scale lets respondents add nuance to
their answers. The more nuanced responses can
be, the more detailed and insight-rich your
analyses can be.

5. Is attitude scale quantitative or qualitative?
 It can be qualitative or quantitative research: Qualitative
attitudinal research uses open-ended questions to get at the
underlying reasons for people's attitudes and opinions.
Quantitative attitudinal research uses closed-ended
questions to get at the frequency with which people have
certain attitudes and opinions.
Psychologists who want to produce quantitative data about
people's attitudes often use attitude scales. These consist of a
series of standardized questions (or scale items) the person (or
respondent) answers, often by means of a pen and paper
questionnaire

6.  What is the function of the attitude scale?
1. The Attitude Scale assesses students' attitudes and
interests in college and achieving academic success.
2. The main benefit of the attitudinal question is that
it provides the researcher with a way to measure
the respondents' emotional responses to a construct.
3. Attitudinal scales are used in quantitative research to
measure attitudes towards an issue. Their strength lies in
their ability to combine attitudes towards different
aspects of an issue and to provide an indicator that is
reflective of an overall attitude.

7. Types of Attitudinal Scale
1. Likert-Type Scales = Likert is named for American
social scientist Rensis Likert, who devised the
approach in 1932.
Likert scales are widely used in social and
educational research. When using Likert scales,
the researcher must consider issues such as
categories of response (values in the scale), size
of the scale, direction of the scale, the ordinal
nature of Likert-derived data, and appropriate
statistical analysis of such data

8.  the typical Likert scale is a 5- or 7-point ordinal
scale used by respondents to rate the degree to
which they agree or disagree with a statement
 Likert scales are a non‐comparative scaling
technique and are uni-dimensional (only measure a
single trait) in nature. Respondents are asked to
indicate their level of agreement with a given
statement by way of an ordinal scale. The Likert-
type scale is the most widely used method of scale
construction because of its relative ease of
construction, its use of fewer statistical
assumptions, and the fact that, in contrast to other
scaling techniques, no judges are required10


9. Steps in construction of Likert attitude scale:
 1.) Discussion: Informally discuss the issues with the people, extension
workers, experts, NGOs and also consult secondary sources. For
example if an investigator wants to develop a scale on attitude of
schizophrenic patients among schizophrenic patients among caregivers,
discuss the topic within caregivers, staff nurses who is giving care to
schizophrenic patients, experts in the field such as psychiatrist,
psychologist, psychiatric nurse, psychiatric social workers and NGOs.
 2) Review: Review related literature to the particular topic of interest.
Refer journals, books, articles and net sources. Literature review helps in
the process of item generation for the scale11
 3) Writing statements: Based on the discussion and extensive review,
collect a set of such statements on the issues. Make the items simple and
straight forward so that respondents are able to fill out the scale quickly
and easily12

10. 2. dichotomous scale
 is a two-point scale that presents options that are absolutely
opposite to each other. This type of response option does not
give the respondent an opportunity to be neutral on his answer
to a question. Examples: Yes - No. True - False
Why use a dichotomous scale?
 They are great for factual reporting: as there's only two possible
answers to analyze and report on. It's either one thing or
another. They are short and simple: this makes it quick and easy
to analyze your data findings

What is the purpose of a dichotomous scale?
 As a result of its binary layout, a dichotomous scale is
used when you need to gather precise data in research. In such
situations, any answer that is indifferent, neutral, or described
as “sitting on the fence” will not serve the purpose of the data
collection

11. dichotomous scale uses two choices that are the exact
opposites. The two choices are in sharp contrast with
each other.
 Respondents don’t have an option to be neutral
with dichotomous scales.
For example:
“Yes” or “No”
“True” or “False”
“Agree” or “Disagree”
“Satisfied” or “Dissatisfied”

12. Dichotomous Scale Question Samples
Did you enjoy using our product?
 Yes
 No
Our service delivery is top-notch.
 Agree
 Disagree
Was this article helpful to you?
 Yes
 No

13. 3. Semantic Differential Scale = is a rating scale used to
measure the attitudes and opinions of respondents
toward an object, person, event, or idea. It uses a set
of bipolar adjectives, such as "good-bad," "happy-
sad," "strong-weak," etc., placed at opposite ends of a
continuum
 Why is semantic scale important?
By measuring attitudes along several dimensions,
semantic differential scales can reveal subtle and
nuanced facets of people's attitudes that may be
overlooked by simpler rating scales.

14.  What is an example of a semantic scale?
For example, love-hate, satisfied-unsatisfied, and
likely to return-unlikely to return with
intermediate options in between. Surveys or
questionnaires using the semantic differential
question is the most reliable way to get
information on people's emotional attitude
towards a topic of interest

15. THANK YOU! GOOD
EVENING