Attitude Measrmnt - Copy

8/7/2019 Attitude Measrmnt - Copy

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ATTITUDE

MEASUREMENT



Outline«

� Meaning of attitude measurement

� Methods of collecting attitude data Questionnaire

Observation

� Specific methods of measuring attitude Scales

Specific scales

� Multi Dimensional Scaling Uses of multidimensional scaling.

Limitations of multidimensional scaling.



Attitude Measurement

Attitude istendency torespond in a

stimuli.

The termMeasurement

refers to processof assigningnumbers toobjects or

observations.

=

Measurement of beliefs about a

product¶squalities and theemotional feeling

about thosequalities.



General Methods of collecting

attitude data

Questionnaire Method Observation Method



Questionnaire Method

� Self Reporting

� Verbal reaction to

Partially structured situation..



Observation Method

� It¶s a process of recognizing and noting

people, objects and occurrences rather

than asking for information

y Overt actions

y Physiological reactions



Specific Methods of measuring

Attitude

Non disguised, Non structured

technique.

Disguised, Non structured Technique.

Non disguised, structured technique.

Disguised, Structured Technique.



Non isg is , Non str ct r

T c niq

In Depth

Interviews

Focus Group

Interviews



Disg is , Non str ct r

T c niq s(Projective Tec niq es

)

Word

Association

Sentence

Completion

Story

Completion

Pictorial

Techniques

Cartoon test

TAT



Thematic Apperception Test.



Cartoon Test



Non disguised, Structured

Techni uesThis technique provides more objective

measurement system, one which is morecomparable to a SCALE or yardstick.

Scale means any device that

has units for measurement of events or object«.



Numerical Scale

Nominal Scale

Ordinal scale

Interval scale Ratio Scale

Rating scale

Ranking Scale

Graphic Rating Scale

Itemized Rating Scale



Nominal Scales

� Numbers assigned to objects for thepurpose of identifying them «e.g. Hockey

team players & Pin codes of cities etc.



Ordinal Scales

� It arrange the objects according to

their attributes «



Interval Scales

� In this a specific values are assigned toobjects and the intervals b/w these

values are equal«For e.g. Fahrenheit and

centigrade scale

Ratio Scales

� An absolute ZERO exists in ratio scales.

These scales represents the µelite¶ of

scales. In that all arithmetic operations

are permissible«For e.g. Measuring

length,weight, time..



Rating scale

� When we use this we judge an object in

absolute terms against some specific

criteria« For e.g. Like-deslike, Above Average,

average, below average..

Graphic Rating Scale

Itemized Rating scale



Ranking Scale

We make relative judgement against

other similar objects.The respondents

directly compare two or more objects

and make choices among them..

N=n(n-1)/2 N= Number Of judgements

n= Number of objects to be judged.



Specific Scale for measuring

attitude

Thurstone scale

Likert Scale

Sementic differential scale



1.Thurstone Scale(Thurstone e ual

appearing intervals

)Best known techniques for attitude

measurement.

� Involves the following steps: Gathers the information.

Statement are submitted to panel of judges, judges arranges them in 11 groups or piles.

1st position is being to most unfavourablestatement, 2nd to next unfavourable and soon«.



Unfavourable to favourable

1. All newspaper ads should be banned by law.

2. Reading newspaper ads is a complete wastage of time.

3. Newspaper ads are monotonous .

4. Most of the newspaper ads are pretty bad.

5. Newpaper ads don¶t interfere too much with the reading of news.6. I have no opinion for or agaist the newspaper ads.

7. I like newspaper ads at times.

8. Most Newspaper ads are fairly interesting.

9. I like to buy products advertised in newspaper whenever possible.

10. Most newspaper ads help people select the best productavailable.

11. Newspaper ads are more fun to read than the regular news itms.



2.Likert Type Scale

� Statements concerning attitude areselected.

� Respondent is asked to select one of

the five options:-y Strongly agree

y Agree

y Neither agree nor disagree

y Disagree

y Strongly disagree

y No opinion (optional)



1. Likert scale ² Example

1. The bank offers courteous service. ___ ___ ___ ___ ___

2. The bank has a convenient location. ___ ___ ___ ___ ___

3. The bank hours are not convenient. ___ ___ ___ ___ ___

4. The bank offers low interest rate loans. ___ ___ ___ ___ ___

neither

strongly agree nor strongly

disagree disagree disagree agree agree



Multi Dimensional Scaling

The term Multidimensional scaling applies to

those technique that enable the researcher to

study the various attributes of products.

These techniques attempt to identify the product

attributes that are important to consumers and

to measure their relative importance.



Uses of multidimensional scaling.

� Market segmentation

� Vendor evaluation

� Advertising media selection



QUERIES???????

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