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ATTITUDE
MEASUREMENT
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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.
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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.
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General Methods of collecting
attitude data
Questionnaire Method Observation Method
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Questionnaire Method
� Self Reporting
� Verbal reaction to
Partially structured situation..
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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
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Specific Methods of measuring
Attitude
Non disguised, Non structured
technique.
Disguised, Non structured Technique.
Non disguised, structured technique.
Disguised, Structured Technique.
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Non isg is , Non str ct r
T c niq
In Depth
Interviews
Focus Group
Interviews
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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
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Thematic Apperception Test.
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Cartoon Test
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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«.
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Numerical Scale
Nominal Scale
Ordinal scale
Interval scale Ratio Scale
Rating scale
Ranking Scale
Graphic Rating Scale
Itemized Rating Scale
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Nominal Scales
� Numbers assigned to objects for thepurpose of identifying them «e.g. Hockey
team players & Pin codes of cities etc.
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Ordinal Scales
� It arrange the objects according to
their attributes «
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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..
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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
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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.
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Specific Scale for measuring
attitude
Thurstone scale
Likert Scale
Sementic differential scale
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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«.
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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.
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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)
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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
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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.
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Uses of multidimensional scaling.
� Market segmentation
� Vendor evaluation
� Advertising media selection
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QUERIES???????
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