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types of attitude-scales

types of attitude-scales

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Published by shweta.gdp

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Categories:Types, Brochures
Published by: shweta.gdp on Jan 16, 2010
Copyright:Attribution Non-commercial


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Types of Attitude Scales :1)Single item Scale2)Multi-item ScalesSingle item scales are those withwhich only one item is measured. Thefollowing are the important single itemscales:1) Itemised Category Scales:Are those in which respondents haveto select an answer from a limited numberof ordered categories.Eg. A hotel customer is asked to indicatethe level of satisfaction for the serviceprovided
2) Rank Order Scales :They are comparative scales whererespondents were asked to rate an item incomparison with another item or a group of itemson a common criterion.Example:Rank order scale for analysing Motor Cycles
Rank the brands with 1 being the brand that best meets thecharacteristics , 7 being the worst of the characteristics
BrandAffordableCostHighMileageStylishGreat Picup
Hero Honda TVSBajaj
3) Comparative Scales :The Researcher provides a point of comparison for respondents to provideanswers. Therefore, all respondents willhave a uniform point of comparison forselecting answers.Example:Respondent is asked to rate thesweet shop ‘X’ in comparison to sweetshop ‘Y’ in Kochi:
Excellent Very Good Good Both are samePoor Very poor

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