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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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