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Research MethodologyUnit 5
Attitude Scaling Techniques
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Attitude Scaling
Attitude: it is defined as a predisposition to respondto an idea or object
It is an enduring disposition to consistently respond
in a given matterAttitude scaling is the process of assessing an
attitudinal disposition using a number that
represents a persons score on an attitudinal
continuum ranging from an extremely favorabledisposition to an extremely unfavorable one.
Scaling is the procedure for assignment of numbers
(or symbols) for a property of objects in order to
impart some of the characteristics of numbers to the
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Three Components of an Attitude
Affective :
The feelings or emotions towards an
object
Cognitive:Knowledge and beliefs
Behavioral:
Predisposition to action
Intentions
Behavioral expectations
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Measuring Attitudes
Ranking
Rating
Sorting Choice
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The Attitude Measuring Process
Ranking - Rank order preference
Rating - Estimates magnitude of a
characteristic
Sorting - Arrange or classify concepts
Choice - Selection of preferred alternative
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Selecting a Measurement Scale
Selecting and constructing measurementscale required the consideration of several
factors that influences the reliability, validity
and practicality of the scale:
Research objectives
Research Types
Data properties
Number of dimensions
Balanced or unbalanced
Forced or unforced choice
Number of scale points
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Likert scale
Named after psychologist Rensis Likert
Respondents specify their level of agreement
or disagreement The range captures the intensity of their
feelings
A true Likert scale creates a single scale from
all of the items, then rescales each question
according to the overall scale score for each
response to each item
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Examples
It is more important for a wife to help herhusbands career than to have one herself.
It is much better for everyone if the man is
the achiever and the woman takes care of thefamily.
A preschool child is likely to suffer if his or her
mother works.
A working mother can establish just as warmand secure a relationship with her children as
a mother who does not work.
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The respondents has to choose from stronglyagree, agree, Neither agree nor disagreedisagree, or strongly disagree.
These are technically called Likert items
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Scoring and analysis
Likert scales are arbitrary
The distance between each successive
Likert item is equidistant
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design an attitude instrument. The bold face sets
are the most popular.
1. Agreement
Strongly Agree Agree Undecided Disagree Strongly
Disagree
AgreeStrongly
AgreeModerately
AgreeSlightly
DisagreeSlightly
DisagreeModerately
DisagreeStrongly
Agree Disagree
Agree Undecided Disagree
Agree VeryStrongly
Agree Strongly
Agree Disagree Disagree
Strongly
Disagree VeryStrongly
Yes No
CompletelyAgree
Mostly Agree Slightly Agree Slightly
Disagree
MostlyDisagree
CompletelyDisagree
DisagreeStrongly
Disagree Tend to
Disagree
Tend to Agree Agree Agree Strongly
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2. Frequency
VeryFrequently
Frequently Occasionally
Rarely Very Rarely Never
Always Very
Frequently
Occasionally
Rarely Very Rarely Never
Always Usually About Half
the Time
Seldom Never
AlmostAlways
To aConsiderable
Degree Occasionally Seldom
A Great Deal Much Somewhat Little Never
Often Sometimes Seldom Never
Always Very Often Sometimes Rarely Never
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3. Importance
Very Important Important Moderately
Important
Of Little Importance Unimportant
Very Important Moderately
Important
Unimportant
Very Important Important Neither Important or
Unimportant
Unimportant Very Unimportant
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4. Quality
Very Good Good Barely Acceptable Poor Very Poor
Extremely Poor Below Average Average Above Average Excellent
Good Fair Poor
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5. Liklihood
Like Me Unlike Me
To a Great Extent Somewhat Very Little Not at All
True False
Definitely Very Probably Probably Possibly Probably Not Very Probably
Not
Almost Always True Usually True Often True Occasionally True Sometimes But
Infrequently True
Usually Not True Almost Never True
True of Myself Mostly True of Myself About Halfway True of
Myself
Slightly True OfMyself
Not at All True ofMyself
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Semantic Differential
Designed to measure the connotativemeaning of objects, events, and concepts
Used to derive the attitude towards the given
object, event or concept Makes extensive use of words rather than
numbers
Seven-point rating scale with end points
associated with bipolar labels that havesemantic meaning.
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Example
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Advantages
Identifies particularly favorable or objectionableaspects of multi-faceted issues and concepts
Provides an overall response scale score (average)
for the concept
Disadvantages
Only useful for questions involving bipolar
opposites (e.g., interesting/dull, simple/complex,
active/passive)Adjectives may have different meanings for
different respondents
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Constant Sum Scaling
Respondents allocate a constant sum of units,
such as 100 points to attributes of a product to
reflect their importance.
If an attribute is unimportant, the respondent
assigns it zero points.
If an attribute is twice as important as some
other attribute, it receives twice as manypoints.
The sum of all the points is 100. Hence, the
name of the scale.
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Importance of Bathing Soap AttributesUsing a Constant Sum Scale
Instructions
On the next slide, there are eight
attributes of bathing soaps. Pleaseallocate 100 points among the attributes
so that your allocation reflects the
relative importance you attach to each
attribute. The more points an attribute
receives, the more important the
attribute is. If an attribute is not at all
important, assign it zero points. If an
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FormAverage Responses of Three Segments
Attribute Segment I Segment II
Segment III
1. Mildness2. Lather
3. Shrinkage
4. Price
5. Fragrance
6. Packaging7. Moisturizing
8. Cleaning PowerSum
8 2
2 4 17
3 9 7
53 17 9
9 0 19
7 5 9
5 3 20
13 60 15
100 100 100
Importance of Bathing Soap AttributesUsing a Constant Sum Scale
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Graphic Rating Scale
Oldest and most widely used method forperformance appraisal
Allows the rater to indicate an employees
performance on a variety of job behaviors Manager simply check the employees level of
performance
Requires an evaluator to indicate on a scale
the degree to which an employeedemonstrates a particular trait, behavior, or
performance result
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Who Conducts the Rating
Sourcesof Performance
Measurment
Supervisorsrating theiremployees
Team membersratingeachother
Employees rating
themselves
Team membersratingeachother
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Advantages
Standardization of content permitting comparisonof employees.
They also allow for quantitative comparison
Easy to use and cost little to develop
Disadvantages
Susceptible to rating errors like halo effect,
central tendency, severity, and leniency
Fails to provide a good mechanism for providingspecific, non--threatening feedback
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The End
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