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I will be discussing some key issues from the topic ‘Attitude Measurement’.

First of all I think
that we need to understand the differences between measurement and scaling. Measurement is
the assignment of numbers or other symbols to characteristics of objects according to certain pre
specified rules. It can be also precedes scaling in test construction. Whereas, Scaling is an
extension of measurement where it involves the generation of a range upon which measured
objects are located. For example: 1 = extremely unfavorable, 100 = extremely favorable
Some of the scales that are i) Nominal scale ii) Ordinal scale iii) Interval scale iv) Ratio scale
The scaling techniques can be also used in research by classifying into 1.Comparative scales and
2. Non comparative scales
1. Comparative Scales: These scales are one of two types of scaling techniques in which
there is direct comparison of stimulus objects with one others. One of the advantages is
that it is easily understood and can be applied easily. However, the disadvantage is that
the nature of ordinal data and the inability to generalize beyond the comparative scales.
2. Non comparative scales: This can be explained as one of two types of scaling techniques
in which each stimulus object is scaled independently of other objects in the stimulus set.
Since there is no any physical element of attitudes so it is significantly difficult to measure these
as compared measuring of physical characteristics like weight, length and volume. For instance,
if we considered as 1 to 100 attitude scale. Then each respondent is assigned a number from 1 to
100, that is 1 = Extremely Unfavorable, and 100 =Extremely Favorable. Whereas measurement
can be said that actual assignment of a number from 1 to 100 to each respondent (learningace).

Reference
http://www.learningace.com/doc/461940/7d31c4cc701ce9a15515fd99da21224a/chap007