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 soft-
drinks 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