Attitude Measurement

Attitude Measurement

Attitude  Ashima loves working at IIM. She believes it is clean, conveniently located and has a very good salary structure. She intends to work there until she retires.  Three Components  Affective : general feelings toward an object  Cognitive : awareness/knowledge tao  Behavioural: intentions

Attitude  An enduring disposition to respond consistently in a given manner to various aspects of the world.  It is an Hypothetical Construct  Not directly observable but can be measured indirectly through variables/indicators.

Measuring Attitudes  Variety of techniques  stems from lack of objectivity/ precise defn of the concept.

 Direct Verbal statements concerning affect, belief and behaviour are utilized.  Obtaining direct verbal statements from the respondents involves activities like  Ranking, Rating, Sorting, Comparison,…

Measuring Attitudes  A Ranking task requires that the respondents orders a no. of items on the basis of overall performance or some characteristics.  Rating asks the respondents to estimate the magnitude of a characteristic or quality that an object possesses.

Attitude Scales  It is a set of items (questions/ statements) that probe into a single/multiple aspect of human behaviour.  It is the process of measuring quantitative aspect of abstract concept.  Mainly single-item and multi-item scales.

Single-item Scale      

With only one item to measure. Itemized Category Scale Comparative Scale Paired Comparison Scale Constant sum scale Pictorial Scale

Multi-item Scale  Likert Scale  Semantic Differential Scale  Thurstone Scale

Likert Scale  Due to Rensis Likert-popular; simple to administer  Respondents indicate their attitude by checking how strongly they …  agree/disagree with carefully constructed statements that range from ….  Very negative to very positive towards an attitude.

Likert Scale

Likert Scale

Semantic Differential Scale  The following questions concern your ratings of several suppliers that provide products for use in your machine. Please answer each question for each of the specified suppliers.  HIGH QUALITY ___ ___ ___ __LOW QUALITY  LOW PRICES ___ ___ ___ ___ _HIGH PRICES  POOR SELECTION___ ___ ___ ___ GOOD SELECTION  QUICK SERVICE ___ ___ ___ ___ __SLOW SERVICE

      

to 5 (worst) according to your taste preference: Coca-Cola _____ 7-Up _____ Frooti _____ Pepsi-Cola _____ Thums Up _____

 Allocate a total of 100 points among the following softdrinks depending on  how favorable you feel toward each; the more highly you think of each softdrink,  the more points you should allocate to it. (Please check that the  allocated points add to 100.)  Coca-Cola _____ points  7-Up _____ points  Dr. Pepper _____ points  Tab _____ points  Pepsi-Cola _____ points  100 point