MEASUREMENT OF MEASUREMENT OF ATTITUDE : ATTITUDE ATTITUDE : ATTITUDE

SCALESSCALESMukut HazarikaMukut Hazarika

ProfessorProfessorDepartment of EducationDepartment of Education

Dibrugarh universityDibrugarh university

AttitudeAttitudeThurstone defines Attitude as the Thurstone defines Attitude as the

degree of positive or negative effect degree of positive or negative effect associated with some psychological associated with some psychological objects.objects.

Remmers Remmers et alet al define attitude as a define attitude as a feeling for or against something.feeling for or against something.

Characteristics of AttitudeCharacteristics of AttitudeFavourablenessFavourableness : It is the degree to : It is the degree to

which a person is for or against a which a person is for or against a psychological object.psychological object.

Intensity : It is the strength of the feeling.Intensity : It is the strength of the feeling.Salience : How freely or spontaneously an Salience : How freely or spontaneously an

individual expresses his/her attitude.individual expresses his/her attitude.Attitude are acquired, not inborn or innate.Attitude are acquired, not inborn or innate.Attitude are more or less permanent.Attitude are more or less permanent.

Attitude involves subject-object Attitude involves subject-object relationship i.e. Attitudes are formed relationship i.e. Attitudes are formed in relation to some person, object or in relation to some person, object or situation.situation.

Attitude involves affective, cognitive Attitude involves affective, cognitive and action components.and action components.

Attitudes are inferred : Attitude of a Attitudes are inferred : Attitude of a person cannot be observed directly. person cannot be observed directly. Attitude can only be inferred from Attitude can only be inferred from individual’s actions, behaviour and individual’s actions, behaviour and statements.statements.

Attitude ScaleAttitude ScaleThe inquiry form that attempts to assess the The inquiry form that attempts to assess the

attitude of an individual is known as an attitude of an individual is known as an Opinionnaire or Attitude Scale. It consists of a Opinionnaire or Attitude Scale. It consists of a

number of items that have been carefully number of items that have been carefully prepared, selected and edited according to prepared, selected and edited according to some criteria. Items of Attitude scales are some criteria. Items of Attitude scales are

called called Statements, Statements, which can be defined as which can be defined as ‘anything that is said about a psychological ‘anything that is said about a psychological

object.’An individual responds to these object.’An individual responds to these statements by indicating his/her agreement or statements by indicating his/her agreement or

disagreement.disagreement.

Assumption in Measurement of Assumption in Measurement of AttitudeAttitude

An individual’s behaviour with respect An individual’s behaviour with respect to the object of attitude will be to the object of attitude will be consistent from one situation to consistent from one situation to another.another.

Attitude cannot be observed directly. Attitude cannot be observed directly. It is, therefore, assumed that it must It is, therefore, assumed that it must be inferred from the statements, be inferred from the statements, actions and behaviour of an actions and behaviour of an individual.individual.

Different Types of Attitude Different Types of Attitude ScalesScales

Method of Equal Appearing Intervals Method of Equal Appearing Intervals or Thurstone Scale.or Thurstone Scale.

Method of Summated Ratings or Method of Summated Ratings or Likert Scale.Likert Scale.

Method of Cumulative Scaling.Method of Cumulative Scaling.Semantic Differentials.Semantic Differentials.

The Method of Equal Appearing The Method of Equal Appearing IntervalsIntervals

Originally developed by Thurstone and Originally developed by Thurstone and Chave (1929)Chave (1929)

Assumptions underlying the MethodAssumptions underlying the Method ::

The intervals into which the statements The intervals into which the statements are sorted or rated are equal.are sorted or rated are equal.

The attitude of the judge does not The attitude of the judge does not influence the sorting of the statements influence the sorting of the statements into the various intervals. into the various intervals.

Steps in the Method of Equal Steps in the Method of Equal Appearing IntervalsAppearing Intervals

Step-I : Collection of Statements : A Step-I : Collection of Statements : A large number of statements ( about large number of statements ( about 100 to 200) showing both favourable 100 to 200) showing both favourable and unfavourable attitude in varying and unfavourable attitude in varying degrees towards the psychological degrees towards the psychological object, are written or collected by the object, are written or collected by the researcher from different sources.researcher from different sources.

Criteria for Writing Statements Criteria for Writing Statements (Edwards, 1957)(Edwards, 1957)

Avoid statements that refer to the past Avoid statements that refer to the past rather than the present.rather than the present.

Avoid factual statements.Avoid factual statements. Avoid statements that may be interpreted in Avoid statements that may be interpreted in

more than one way.more than one way. Avoid statements that are irrelevant to the Avoid statements that are irrelevant to the

psychological object under consideration.psychological object under consideration. Avoid statements that are likely to be Avoid statements that are likely to be

endorsed by almost everyone or almost no endorsed by almost everyone or almost no one.one.

Select statements that are believed to cover the Select statements that are believed to cover the entire range of the effective scale of interest.entire range of the effective scale of interest.

Keep the language of the statements simple, clear Keep the language of the statements simple, clear and direct.and direct.

Statement should be short, rarely exceeding 20 Statement should be short, rarely exceeding 20 words.words.

Each statement should contain only one complete Each statement should contain only one complete thought.thought.

Statements containing universals such as Statements containing universals such as all, all, always, always, nonenone or or nevernever often introduce often introduce ambiguity and should be avoided.ambiguity and should be avoided.

Words such as Words such as only, just, merelyonly, just, merely and others of a and others of a similar nature should be used with care and similar nature should be used with care and moderation in writing statements.moderation in writing statements.

Whenever possible, statements Whenever possible, statements should be in the form of simple should be in the form of simple sentences.sentences.

Avoid words that may not be Avoid words that may not be understood by those who are to be understood by those who are to be given the complete scale.given the complete scale.

Avoid the use of double negatives.Avoid the use of double negatives.

Step-II :Step-II :The Sorting of StatementsThe Sorting of Statements :In :In the second step, the statements are sent the second step, the statements are sent to the experts or judges for classification to the experts or judges for classification on an 11-point continuum, according to on an 11-point continuum, according to favourableness or unfavourableness of favourableness or unfavourableness of each statement towards the psychological each statement towards the psychological object under study. The researcher object under study. The researcher proceeds as follows :proceeds as follows :

Each statement is printed on separate Each statement is printed on separate sheets / cards.sheets / cards.

Each judge is then given 11 cards Each judge is then given 11 cards (envelopes) on which letters A to K (or (envelopes) on which letters A to K (or numbers 1 to 11) are written. numbers 1 to 11) are written.

These cards / envelops are arranged before the These cards / envelops are arranged before the judges in a manner that ‘A’ is kept at the judges in a manner that ‘A’ is kept at the extreme left and ‘K’ is kept at the extreme extreme left and ‘K’ is kept at the extreme right.right.

Statements that seem to express the most Statements that seem to express the most unfavourable feelings about the object of unfavourable feelings about the object of attitude are to be placed on the card / envelope attitude are to be placed on the card / envelope ‘A’.‘A’.

Statements that seem to express the most Statements that seem to express the most favourable feelings about the object of attitude favourable feelings about the object of attitude are to be placed on the card / envelope ‘K’.are to be placed on the card / envelope ‘K’.

Statements that express neither favourable nor Statements that express neither favourable nor unfavourable feelings about the object of unfavourable feelings about the object of attitude are to be placed in the middle ‘F’ card / attitude are to be placed in the middle ‘F’ card / envelope that is described as the neutral card.envelope that is described as the neutral card.

The cards / envelopes lettered from The cards / envelopes lettered from ‘G’ to ‘K’ represent various degrees ‘G’ to ‘K’ represent various degrees of favourableness and the cards from of favourableness and the cards from ‘E’ to ‘A’ represent various degrees of ‘E’ to ‘A’ represent various degrees of unfavourableness.unfavourableness.

Step-III : Step-III : Selection of Statements for Selection of Statements for the Final Scalethe Final Scale :The next step is to :The next step is to determine the Scale Value and Q-value of determine the Scale Value and Q-value of each statement. Thurstone and Chave each statement. Thurstone and Chave used median as the scale value to show used median as the scale value to show the favourableness or unfavourableness, the favourableness or unfavourableness, and quartile deviation as the Q-value, as a and quartile deviation as the Q-value, as a measure of variance for a given statement. measure of variance for a given statement. The final form of the scale is then The final form of the scale is then constructed by selecting 30 to 35 constructed by selecting 30 to 35 statements that are most relevant, least statements that are most relevant, least ambiguous and which cover or represent ambiguous and which cover or represent the different intensities of the attitude. the different intensities of the attitude. They are then arranged in a random order.They are then arranged in a random order.

Step-IV :Step-IV :DeterminingDetermining ReliabilityReliability : : Split-half technique is used.Split-half technique is used.

Step-V : Step-V : DeterminingDetermining ValidityValidity : By : By correlating the average attitude correlating the average attitude scores with actual behaviour of the scores with actual behaviour of the subjects.subjects.

The Method of Summated The Method of Summated RatingsRatings

Introduced by Likert (1932)Introduced by Likert (1932) Step-I : Step-I : Collection of ItemsCollection of Items : :

A large number of statements that express an opinion or A large number of statements that express an opinion or feeling towards the psychological object are collected.feeling towards the psychological object are collected.

The statements express definite favourableness or The statements express definite favourableness or unfavourableness to the psychological object.unfavourableness to the psychological object.

The number of favourable and unfavourable statements The number of favourable and unfavourable statements should be approximately equal.should be approximately equal.

Statements are then edited keeping in view the criteria.Statements are then edited keeping in view the criteria. Each item is followed by five responses, Each item is followed by five responses, vizviz. Strongly . Strongly

Agree, Agree, Undecided, Disagree and Strongly Disagree.Agree, Agree, Undecided, Disagree and Strongly Disagree. One of these responses is to be checked by the One of these responses is to be checked by the

respondent. respondent.

Step-II : Step-II : The Try OutThe Try Out : :The preliminary draft of the scale is The preliminary draft of the scale is

administered to a sample of about 200 administered to a sample of about 200 subjects selected from the target population.subjects selected from the target population.

Arbitrary scoring weights are used as Arbitrary scoring weights are used as follows :follows :

An individual’s score on a particular attitude An individual’s score on a particular attitude scale is the sum of his ratings on all items.scale is the sum of his ratings on all items.

SASA AA UDUD DD SDSDFavourableFavourable 55 44 33 22 11UnfavourableUnfavourable 11 22 33 44 55

Step-III : Step-III : Selection of Items and Selection of Items and Preparation of the Final Draft :Preparation of the Final Draft :

Items are selected in this method using Item Analysis.

On the basis of the total scores, 25 % of the subjects with the highest total scores and 25% of the subjects with the lowest total scores are taken.

In evaluating the responses of high and low groups to the individual statements, ‘t’ ratio is found out.

The value of ‘t’ measures the extent to which a given statement differentiates between the high and low groups.

A t-value equal to or greater than 1.75 A t-value equal to or greater than 1.75 indicates that the average response of the high indicates that the average response of the high and low groups to a statement differs and low groups to a statement differs significantly.significantly.

About 20-25 statements with the largest t-About 20-25 statements with the largest t-values (t values (t 1.75) are selected for the final 1.75) are selected for the final draft of the attitude scale.draft of the attitude scale.

Step-IV :Step-IV :DeterminingDetermining ReliabilityReliability : : Split-half technique is used.Split-half technique is used.

Step-V : Step-V : DeterminingDetermining ValidityValidity : : Correlating the result with score Correlating the result with score obtained using other scales. Also, by obtained using other scales. Also, by correlating the average attitude scores correlating the average attitude scores with actual behaviour of the subjects.with actual behaviour of the subjects.

Analysis and Interpretation of Data:Analysis and Interpretation of Data:In equal-appearing interval scales, the In equal-appearing interval scales, the

attitude score of an individual is taken as the attitude score of an individual is taken as the mean of the scale values of the statements with mean of the scale values of the statements with which he/she is agree and the interpretation of an which he/she is agree and the interpretation of an attitude score is made independently of the attitude score is made independently of the distribution of scores for a particular group of distribution of scores for a particular group of individuals.individuals.

On the other hand, the interpretation of an On the other hand, the interpretation of an attitude score on a summated-rating scale cannot attitude score on a summated-rating scale cannot be made independently of the distribution of be made independently of the distribution of scores of some defined or norm group. The scores of some defined or norm group. The interpretation of the summated-rating attitude interpretation of the summated-rating attitude score of an individual in terms of favourableness score of an individual in terms of favourableness or unfavourableness is always done with the help or unfavourableness is always done with the help of the mean of the norm group.of the mean of the norm group.

Limitations in Measurement of Limitations in Measurement of AttitudeAttitude

An individual may conceal his/her An individual may conceal his/her real attitude and express socially real attitude and express socially accepted opinions only.accepted opinions only.

An individual may not really know An individual may not really know how (s)he feels about a social issue.how (s)he feels about a social issue.

An individual may not be able to An individual may not be able to express his/her attitude towards a express his/her attitude towards a situation in abstract.situation in abstract.