Attitude Measurement 1

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Attitude Measurement

C.SATAPATHY

AMITY


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What is Attitude

Attitude is learned disposition that project a positive ornegative behavior towards objects. Attitude becomes

permanent and influence action of a person.

Scientists feel and have proved that attitude ofa person decides action which the business people or extensionworkers try to look it critically as it affects their concern.


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Components of Attitude

components

Feeling( emotion, anger, happiness,

shame, distress)

Cognitive Component( Belief, opinion, knowledge,

awareness about the product)

Behavior componentAction and future action


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Attitude

Attitude is the degree of positive and negative effect associated withpsychological object.

We call it Latent variable. Latent variable is not measured directly. Itis measured in two ways

Direct QuestioningLimitations

1. Environment

2. No experience3. Hide facts

Observation1. Event may not occur2. Not possible to observe

large number ofrespondents

3. Conceal behavior


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Example

Favorable Unfavorable Undecided

60 30 10

Does not Indicate how much favorable and how much unfavorable ?

To measure how much we use scale

scale

A scale is a set of statements to whichnumerals are assigned according to rule

It measures intensity of positive andnegative effects


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Properties of Scale

1.Validity2.. Reliability3.Equal interval

4.Uni-dimension5. Zero point


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Attitude

Main function is to study feeling, belief andaction that provide information to manager totake action. It is difficult to measure attitude

Research indicate 1. Once attitude is positive the use of product

and services are maximum

2. No use of product means neutral attitude 3. Objective is to make attitude positive

This requires measurement of attitude


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Attitude scale

To measure attitude we need a scale. Wecall it attitude scale

Attitude scale:-Attitude scale is a set of

items ( statements) that probe a singleaspect of human behavior or attitude orfeeling.

Scaling is the process of measuringquantitative aspects of subjective orabstractive concepts


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Attitude Scale

Attitude scale

Assign number ornumerals to attitude

Develop continuumon which measuredobjects are located.

May measure single item or multiple items


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Types of Attitude Scale

Single item scale Continuous scale Multi-Item scale

1. Itemized category scale2. Rank order scale3. Q-Sort scale4. Comparative scale5. .Paired comparison scale6. Constant sum scale7. Pictorial scale

1. Likert Scale2. Semantic

differential scale3Thrurstone scale4 Associated scales5 Stapel scale


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1. Itemized Scale

Itemized scale provides scope to select one out of limited choices ofordered category. Suppose we want to study the performance of person inorganization with respect to his duties as sakes manager, we can go foritemized scale

Example Given below scale ranges from highly satisfactory to highly

unsatisfactory. Please select one as you feel appropriate A. Highly satisfied

B. Considerably satisfied

C. Reasonably satisfied

D. Unsatisfied

E. Highly unsatisfied ( 5 point scale)

It is easy to develop such scale


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2. Rank Order Scale

It is a scale of comparison on certain parameter. One has to rankone against other.

Please rank the brands of motor cycle on the characteristics given.

1 being best of its kind and 7 being worst. Pleaseput number asyou feel appropriate.

Brand Cost Mileage Stylish Pick up

Hero Hunda 4 3 7 2TVS 3 2 1 5

Bajaj 1 6 3 1


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Contd.

Advantage 1. Easy to develop Rank order scale Disadvantage

1. Very difficult to include all possible brand andattributes 2. Sometimes brand is not there as liked by the

respondent 3. Sometimes attributes may not be relevant as

judged by the research 4.Thereis no blue to know why respondent has

given particular rating.


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Q-Sort Scale

When ranking is to be done for large number ofattributes rank order scale is found to be difficult forresearch. One respondent finds difficult to rank so manyattributes. To overcome such problem Q-sort scales are

used. Procedure

1. In case of Q -sort scale, respondents are asked to sortout various attributes that are being compared intovarious groups so that distribution of attributes follow a

normal pattern. 2. Respondents are given a set of 100-120 cards

containing different categories of items of comparison


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Contd.

3.Respondents are requested to segregatecards to 10 stacks so that 1st stack will containas set of cards that are highly preferred.

4.The last 1oth stack contain items of leastpreferred.

5. Now in each stack the preference will bearranged in order

6. This provides best and least preferredattributes in the scale.


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4.Comparative Scale

Respondent has to select a category that he feels describe bestabout the object or attributes or product. Respondent is providedwith a point of comparison. All respondents have uniform point ofcomparison in selecting answer.

Example: A scale is given ranging from excellent to poor. Which oneyou choose in case of a particular product or services or product,

like sweet shop of Ganguram over Calcutta sweet A. Excellent B. Very good C. Good D. Both are same

E. Poor F. Poor Or we can have :Excellant__Very good___Good___Poor___Very poor___


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5. Paired Comparison

Respondents may be confused when compare more than twoattributes. Paired comparisons provides scope o select one overother on the criteria set for comparison.

Example: Suppose there are 4 media, we want to know which oneis better in entertainment. We have to compare in pair

Number of pair=n(n-1)/2, In this case 6 Media are TV, News paper, Radio, Magazine 1.TV_ 5. NP____ Newspaper___ Magazine____ 2. TV___ 6. Radio____ Radio___ Magazine___

3. TV__ ( more is response better is the rank) Magazine___ 4. NP____ Radio___


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6. Constant Sum Scale

Respondents are asked to allot given points ( usually 100) to a set of attributes to bestudied. The scale is used in place of paired comparison to avoid long list of pairing.We may not allot any score to an item out of the list if not found important to us.

Example suppose we are interested to compare attributes of a super market and wehave to assign score out of 100

Attributes Points allotted (i) Good location 40

(ii) Wide range of product - (iii). Stores well maintained - (iv). Cooperative sale persons 20 (v). Comfortable spacing - (vi). Affordable price 15 (vii). Pleasing arrangement -

(viii). Soft music 10 (ix). Comfortable billing 5 (x) Adequate parking space 10

Total 100


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7.Pictorial Scale

Picture represent types of scale. We askrespondent see a picture on a product andselect a category as he likes.

1.Sreongly agree_______2. Agree______________3.Neutral_____________4. Disagree___________5. Strongly disagree_____


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III. Continuous Scale

The scale measures response in twoextreme points. These scales are not usedin market research

Example Suppose we want to measureover all satisfaction of a Fast Food Centre.We have to give response in a scaleranging from 0 to 100. 0 represent worstand 100 best

0 10 20 30 40 50 60 70 80 90 100


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III. Multi-Item Scale

We are measuring attitude of people. In single item scalewe measure only one aspect of the product or event. Butthat does not give full picture like suppose we study seatreservation system of Railways, it only gives one aspect.

When we want to know over all reaction abut Rail wayswe have to us multi-item scale. Under this type we havefour important scales

1. Semantic differential scale

2. Likert Scale

3. Thruton scale

4. Differential scale


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Steps Involved in Construction ofMulti-Item Scale

Steps Activities

1. Initial Development Theory

2.Generating number of items

3. Selecting final set of items judged by expert 4. Identifying appropriate scale for use

5.Checking validity of scale

6. Pre-testing of items

7. Analyzing items

8. Optimizing length of scale


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1. Semantic Differential Scale

This scale is used to describe a set ofbeliefs underlying ones attitude toward

organization, product, even, services,

brand etc. It is based on two pointcategory

Reliable_____Unreliable____

Modern______Old______

Cold________Warm_____


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Procedure for Semantic DifferentialScale

1. First select object of study

2. Find out positive and negativeadjectives

3.Respondents have to give response inseven point scale in between positive andnegative points

Response have to be graphed This is the most effective method to find

out strength and weakness of a product


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Example I

Suppose we want to study relative position ofdifferent car brand with respect to differentattributes and we have to use semanticdifferential scale

Branda are a.Lancer(L), b. Elentra (E)

C. Ovtavia (O) and Honda (C) Fast _L_ O__ _E_ __ _C_ __ __ Slow

Large O__ E___ __ C__ _L_ __ __ Small

Plain __ __ C __ _L_ _O_ __ E__ __ Stylish

Inexpensive __ __ E__ O __ L__ __ C__ Expensive

From the data and find out scores and can make graph


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Example II (NP Quality)

( scale point 1 2 3 4 5 6 7 )

Contemporary ___ ___ ___ ___ ___ ___ ___ old fashion

Comprehensive __ __ __ __ __ __ __- Limited Coverage Increasing supplement __ ___ ___ ___ ___ ___ ___ Uninteresting supplement

Balance Coverage ___ ___ ___ ___ ___ ___ ___ Unbalance coverage

Quality language ____ ___ ___ ___ ___ ___ ___ Poor language

More International news ___ ___ ___ ___ ___ ___ ___ Less international news

Excellent Editorial ___ ___ ___ ___ ___ ___ ___ Worst editorial

Appealing youth ___ ___ ___ ___ ___ ___ ___ Not at all appealing

No political interest ___ ___ ___ ___ ___ ___ ___ Political bias


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2. Stapel Scale

It places single attribute or adjective in describing an object or event or product incenter with an even number numeral values. It may be + or with +5 and -5 withoutneutral point. Respondents are asked to rate say for Air line service

+5 +5 +5 +4 +4 +4 +3 +3 +3 +2 +2 +2

+1 +1 +1 ____________________________________ ( Cabin crew) (Comfort) (Timing) ____________________________________ -1 -1 -1 -2 -2 -2

-3 -3 -3 -4 -4 -4 -5 -5 -5 Take scores of + and values and calculate scale value


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3. Likert Scale

Likert scale contains number of statements and respondent isrequired to provide response on agree ness to disagree ness. Thisis how to express attitude about a concept under study. Score isgiven to each item or statement to indicate degree of agree ness ordisagree ness

Steps in Scale development

1. Identify concept that is to be measured 2.Develop series of statements say 100 to reveal attitude towards

concept 3.Every statement falls to category of favorable or un-favorableness 4. Make pre-testing to know intensity of F-ness or UnF.-ness

5.Assign score to F-ness or UnF-ness 6. Finally select statements that reveal clear discrimination between

high and low scores ( It is very popular scale among the social scientist)


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Example of Likert Scale

Suppose we want to measure attitude towards vacuum cleaner (VC) whohave not used it.

Statement SA A Neutral DA SDA 1. The product is costlier 2. No time to use 3.AD on it not convincing 4.Never used it 5.Traditionalo method is

Satisfactory 6.Use is cumbersome 7.Other brand is better 8.After some use it is kept idle 9.Dem by sales man not effective

SA 1 A 2 Neutral 3

DA 4 SDA 5


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Profile analysis of three Jean brands where a respondent has indicatedtowards them in a five point scale based five attributes

1 2 3 4 5

Stylish ____ _____ _____ ____ ____ Old fashioned

Affordable ____ _____ _____ ____ ____ Expensive

High brand value ____ ____ _____ ____ _____ Low brand value

High range _____ _____ _____ _____ _____Low range

More outlets _____ ______ ______ _____ ____ Lesser outlet

LEVIS LLEE WRANGLER

PROFILE ANALYSIS


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Other format

We can take

Not True

Seldom True Occasional True

Some what true

Very True


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Documents

Attitude Measurement 1