MANIBA BHULA NURSING COLLEGE

Sub: Nursing education

Topic: Attitude Scale

SUBMITTED TO: SUBMITTED BY:

Ms. Kinjal Mistry Ms. Hiral Mistry

Assistant Professor Ist Year M.Sc Nursing

MBNC MBNC

SUBMITTED ON:
 ATTITUDE SCALE

Introduction:

Attitudes are individual mental processes which determine both the actual and potential
responses of each person in a social world. Since an attitude is always directed toward some
object it may be defined as the state of mind of the individual toward a value.

Concept/ Meaning of attitude:

An attitude is a hypothetical construct that represents an individual's degree of like or

dislike for something.
Attitudes are generally positive or negative views of a person, place, thing, or event
this is often referred to as the attitude object
Attitudes are judgments.
The affective response is an emotional response that expresses an individual's degree of
preference for an entity.
The behavioral intention is a verbal indication or typical behavioral tendency of an
individual.
Predisposition or a tendency to respond positively or negatively towards a certain idea,
object, person, or situation.
Scale:
Originally the word scale come from the Latin word scala, meaning a ladder or flight of steps,
a scale represents a series of ordered steps at fixed intervals used as a standard of measurement.
Scales are used to rank peoples judgments of objects, events, or other people from low to high
or from poor to good.
A SCALE is a continuum from highest to lowest points and has intermediate points in between
these two extremities. The scale points are related that the first point indicates a higher position
than the second; the second point is higher than the third point and so on.
Attitude scale:
It is a measure of the relative quantity of an attitude possessed by an individual as contrasted
with a reference group.

An attitude scale is a special type of questionnaire designed to produce scores indicating the
intensity and direction (for or against) of a persons feelings about an object or event.
Attitude scales are often used in attitude change experiments.
Types of attitude scale:
Single item scale:

Single item scales are those with which only one item is measured. Eg itemized category scale,
comparative scale.

Multiple item scale:

These are applied when it is difficult to measure peoples attitude based on only one attribute.eg
Likert scale, Sementic differential scale, Staple scale.

Classification of scale:
1. Itemized category scale
2. Rank order scale
3. Comparative scale
4. Point scale
5. Differential scale (LL Thurstone scale)
6. Summated scale(Likert scale)
7. Scalogram (Guttman method)
8. The Q-Sort Scaling technique
9. Semantic differential attitude scale
10. Cumulative scale

A. SUMMATED SCALE/ LIKERT SCALE:

A Likert-type scale, named for Rensis Likert (1932) who developed this type of attitude
measurement. To measure the social attitude, likert type scale is used. It uses only the
definitely favorable and unfavorable statements. It excludes intermediate opinions. It
consists of a series of statements to which the respondent is to react. The respondent
indicates the degree of agreement or disagreement.
Each response is given a numerical score and the total score of a respondent is found out
by summing up his different scores for different purposes. This total score indicates his
position on the continuum.
The Likert scale uses several degrees of agreement or disagreement, e.g.: strongly
approve, approve undecided, disapprove, and strongly disapprove. These five points will
constitute the scale. Each point of the scale carries a score. Strongly approve is given
 the highest score (5 or +2) and strongly disapprove is given the least score (1 or -2).
Other points will have the scores accordingly (i.e., 5,4,3,2 and 1)
Construction of a Likert scale:
The researcher gathers a large number of statements which clearly indicate favorable or
unfavorable attitude towards the issue in question.
The questionnaire consisting of the above five points with respect to a statement are
administered to the respondents who indicate their responses.
The responses will imply various scores. The scores are consistently arranged either from the
highest to the lowest, or from the lowest to the highest.
By adding up the different scores of an individual, his total score is calculated (i.e.,
summation of different scores for different scores for different statements).
The researcher should identify the items, which have a high discriminatory power. The
responses are interpreted to determine which of the statements discriminate very clearly
between high scores and low scores on the total scale.
It has to be ensured that the questionnaire is consistent. To achieve this, the items with low
discriminatory power or those having no significant correlation with the total score are
eliminated.

Analysis of Likert scale:

The following procedure is used to analyze data from Likert scales:

1. First, weights are assigned to the responses options, e.g. Totally agree=1, Agree=2, etc
2. Then negatively-worded statements are reverse-coded (or reverse scored). E.g. a score of
2 for a negatively-worded statement with a 5-point response options is equivalent to a
score of 4 on an equivalent positive statement.
3. Next, scores are summed across statements to arrive at a total (or summated) score.
4. Each respondents score can then be compared with the mean score or the scores of other
respondents to determine his level of attitude, loyalty, or other construct that is being
measured
Note that the response for each individual statement is expressed on a category scale.

Advantages:
Method of construction is less cumbersome
More precise and definite statements
It reveals degrees of agreement on five point scale
Empirically related statements can be stated
The Likert scale permits the revelation of several (five) degrees of agreement or
disagreement; but Thurstone scale are based on only two alternative responses, i.e.,
acceptance or rejection. Thus, Likert scale is more informative and reliable than the
Thurston scale.
Disadvantages:
Total score may be same in many cases
There is no objective basis for expressing different degrees of agreement
 B. SCALOGRAM/ GUTTMAN SCALE/ CUMULATIVE SCALE:
Introduction:
It is named after the US psychologist Louis H. Guttman (191687). It is constructed by
the method of scalogram analysis in which a large pool of candidate statements about an
attitude object (such as Euthanasia is morally wrong; Euthanasia should be legalized, and
so on) are administered to a group of respondents who mark just those items with which
they agree, and from these responses a set of items is selected that can be arranged into a
hierarchy with as few errors (deviations from a perfect linear hierarchy) as possible.
The Scalogram analysis is a simple method of the testing the scalability of the statements.
The views of judges are not necessary in this case. A diagram in which the individual
responses are laid out is called a scalogram. The perfect scale implies that a person who
answers a given question favorably will have a higher total score than a person who
answers it unfavorably.
Guttman scale having relatively few errors as indexed by reproducibility (Rep) of at least
0.90, implying that the scale is unidimensional, measuring only one major attitude
variable. A simple example of a Guttman scale is a social distance scale.
This technique assesses the extent of the subjects agreement with items, where the items
are meant to represent a continuum.

For example, one might ask these questions:

1. Do you drink alcohol?

2. Do you smoke marijuana?
3. Do you use cocaine?
One might anticipate that all persons who answer yes to #3 would also answer yes to #1 and
#2, and so forth.
This technique can be used to ask many questions in a short amount of space (mailed survey) or
time (telephone survey). The technique is intuitively appealing to most persons. The technique
provides continuous-level and ranked data. The items have to form a continuum that is accepted
by respondents and the community of scholars.

Example of Guttman scale:

For example, a series of items on attitude could be
1. "I am willing to be near ice cream"
2. "I am willing to have a ice cream"
3. "I love to have a ice cream"
4. "I am willing to touch a ice cream"

Advantages:

It can be used to answer many questions in a short amount of space and/or time.
It is intuitively appealing to most people.
It provides ranked data.
Reproducibility
More one-dimensional than Likert scaling

Disadvantages:

The rank order of the statements may not be interpreted in the same way by the researcher,
the subject or by independent judges.
Difficult to construct
Scalogram analysis may be too restrictive, only a narrow universe of content can be used
Cornell technique questionable
Results no better than summated Likert scales

C. Q SORT SCALING METHOD:

Introduction:
The method is widely applied in the study of personality. The individual can make study
of changes in his own image, or in his ideal person and so on. The Q-Sort consists of a
number of cards, often as many as 40 or 50, each consisting of a single trait, belief, or
behavior. The goal is to sort these cards into one of five columns ranging from
statements such as, very much like me to not at all like me. There are typically a
specific number of cards allowed for each column, forcing the client to balance the cards
evenly.
This is a comparative scale that uses a rank order procedure to sort objects based on
similarity with respect to some criterion. The important characteristic of this
methodology is that it is more important to make comparisons among different responses
of a respondent than the responses between different respondents. Therefore, it is a
comparative method of scaling rather than an absolute rating scale.

In this method the respondent is given

statements in a large number for describing the characteristics of a product or a large

number of brands of a product.

The qualities in each column are then recorded and the results are used to assist the client
in determining issues he or she wishes to work on in treatment.
 The Q-Sort can also be completed during and after treatment to assess changes and
progress toward the self-determined goals.

Advantages:

Q methodology requires fewer participants, which makes it less expensive.

In this, statements are collected from the participants opinion and organized by the
participants himself. This provides greater insight into what an individual feels about a
topic.
It combines both qualitative and quantitative aspects.
Because of the forced distribution of Q- sort ratings rater error is controlled.
After finishing Q-sorts people can make changes if they disagree.
Limitation:

Q sorting process is extremely time consuming.

Both the methods and instructions need to be explained extensively to participants
because they are generally unfamiliar with it. Therefore validity is affected if the
participants lack of comprehension leads to misinterpretation.
Q methodology has also been much criticized because it uses a small sample.

D. SEMENTIC DIFFERENTIAL SCALE:

Introduction:
The term Semantic differential scale refers to any collection of rating scales anchored
by bipolar adjectives. It was developed Osgood, Suci and Tannenbaum.
It measures peoples reactions to stimulus words and concepts in terms of ratings on
bipolar scales defined with contrasting adjectives at each end.
The semantic differential is a good instrument for exploring the connotative meaning of
things. Connotation refers to the personal meaning of something, as distinct from its
physical characteristics.
The semantic differential makes the measurement and comparison of various objects or
concepts possible.
 It is a very flexible approach to obtaining measures of attitudes. The, object that is rated
is called the concept and almost anything can be rated including family planning,
cosmetics, political parties, etc.
It is based on a seven-point rating scale for each of a number of attributes relating to the
research topic. The extreme points represent the bipolar adjectives with the central
category representing neutral. In the semantic differential scale only the extremes have
names. The in-between categories have either blank spaces or sometimes a number.
It is not a test procedure but a general method of obtaining ratings of concepts on a series
of bipolar adjective scale. It is designed so that attitudes, feelings and opinions can be
measured by degrees, from very favourable to highly unfavourable.

It is used for measuring the meaning of things and concepts in the connotative sense.

The scale is set up using polar adjectives (opposite-meaning terms) at each end. After examining
the connotative meaning of thousands of concepts, Charles Osgood (1957) and his associates
identified three major dimensions of meaning: strength, value, and activity.

Strength:

Strong ___:___:___:___:___:___:___ Weak

Decisive ___:___:___:___:___:___:___ Indecisive

Value:

Good ___:___:___:___:___:___:___ Bad

Cheap ___:___:___:___:___:___:___ Expansive

Activity:

Active ___:___:___:___:___:___:___ Passive

Lazy ___:___:___:___:___:___:___ Industrious

It is not necessary to use these particular sets of adjectives, or cover all three themes. Any set can
be substituted, depending on the purpose of the research and the objectives of survey. Pairs of
words are often clear opposites. The respondent is asked to rate an object, person or any concept,
by putting a mark on one of the 7 spaces along each dimension.

Example:

Indicate your opinions about the Showtime TV show by checking one box in each row
below:

very some- neither some- very

much what what much

Enjoyable [ ] [ ] [ ] [ ] [ ] boring
 Likable [ ] [ ] [ ] [ ] [ ] challenging

Nosy [ ] [ ] [ ] [ ] [ ] fascinating

Silly [ ] [ ] [ ] [ ] [ ] ridiculous

Alternate form, using unmarked, continuous scale (with central position):

Enjoyable _________________l__________________ boring

Likable _________________l__________________ challenging

Nosy _________________l__________________ fascinating

Silly _________________l__________________ ridiculous

Development of scale:
1. Identify the concept to be rated.

The number and type of concepts to be selected will depend upon the intent. It is best to select a
group of related concepts that can be viewed in the same context or frame of reference.

2. Choose appropriate bipolar scales.

Examples of paired opposite objectives can be used are the following: good bad; sweet-sour;
high-low; kind-cruel; pleasant-unpleasant; valuable-worthless; brave-cowardly; honest-
dishonest; healthy-sick; relaxed-tense and many more. The difficulty of the words should be
considered as students cannot use adjectives whose meanings they do not understand.

3. Design a response sheet.

Only one concept should appear on each page and the scales listed beneath. The polarity of the
scales should be alternated. You may use 5 to 7-point scale. Nonetheless, 10 to 15 adjective pairs
would be sufficient for a group of about 10 related concepts. The younger the group, the fewer
concepts and scales should be used.

4. Write instructions.

The cover sheet should include a general orientation to the task and a statement why data are
being collected. The significance of the scale positions should be specified as well as the
procedure of recording responses.

The purpose of this activity is to measure the meanings of certain concepts by asking you to
judge them against a series of descriptive scales. You are to rate each concepts on each of these
scales.

Considerations:

To avoid fatigue or boring the respondent, do not use more than 20 lines, and 10-12 adjective
pairs is better. Using fewer is acceptable. The location of the positive attributes should be varied
from left to right. Do not put all the "good" adjectives on one side, as it might bias the responses.
Provide clear instructions for the respondent so that they put their marks in the right place.
Otherwise, some people will circle the colons (:).

Scoring & interpretation:

The first impression of each concept is always wanted. Be sure to check every scale. More than
one mark in one scale may not be valid.

In summarizing the responses quantitatively, the usual procedure it to assign values from 1 to 7
such that the interval closes to the adjective representing the negative pole receives a 1 and the
interval closest to the opposing adjective receives a 7. An individuals score on each scale for
each concept may then be computed in terms of scale positions. If only the evaluative adjective
pairs are used, a 7point 10 scale differential for a single concept would yield a maximal positive
score of 70 and a minimum score of 10.

Respondents will tend to score these relatively - thus if they feel less strongly about a question
than the previous one, they will mark the scale in a more central position. This method
gives interval data.

If respondents, despite the instructions, circle the colon, you can score the dimension using a
midpoint. If they circle the colon between the first and second space, score it as 1.5.

Advantages:
It identifies particularly favourable or objectionable aspects of multi-faceted issues
and concepts
Provides and overall response scale score (average) for the concept
It is useful in situations with different age groups or cultures because they are easy for
the researcher to construct.
It can be administered to more than one person at the same time
Disadvantages:

Only useful for questions involving bipolar opposites

Adjectives may have different meaning for different respondents
People may choose not to answer some item, making it
hard to achieve a valid score.

Limitations:

The semantic differential requires respondents that are intelligent and cooperative. It requires
respondents with a good knowledge of language, who are willing and able to make fine
distinctions. It would be not appropriate for children, unless presented in a simplified form.

E. STAPLE SCALE:
Introduction:
Jan Stapel developed it and it is presented vertically with an adjective in the middle and five data
points above and five data points below. It is a slight modification of semantic differential scale.
It is a unipolar rating scale with 10 categories numbered from 5 to + 5, without a neutral point
(zero). Ratings may range from + 3 to -3, or + 5 to -5, very accurate to very inaccurate.

The data obtained by using a staple scale can be analyzed in the same way as semantic
differential data. It is used when it becomes difficult to find bipolar adjectives that match the
investigative question.

For e.g., the respondents may be asked to rate their job using staple scales as
follows:

+3 +3 +3

+2 +2 +2

+1 +1 +1

Challenging suits my skill satisfactory

-3 -3 -3

-2 -2 -2

-1 -1 -1

Characteristics:
The scale measures both the direction and intensity of the attribute simultaneously.
It has properties similar to the semantic differential.

Process:
The higher the positive score the better the adjective describes the object. The larger the
plus number you choose. The more accurately you think the number describes your
choice.
The less accurate the description, the larger the negative number chosen. If select a minus
number, you think your choice is not describe accurately.

Advantages
Easy to construct
The Stapel scale is markedly easier to administer, especially over the telephone.

Disadvantages
Confusing and difficult to apply

Summary:

Today we have discussed about attitude scale. We have discussed about meaning of attitude &
attitude scale, concept, characteristics & different types of attitude scale like Likert scale,
Guttman scale, Q sort scale, semantic differential scale & staple scale. We have also discussed
about concept of each scale, process of development & analysis, advantages & disadvantages.

Conclusion:

Attitude scales are the scales used to assess the attitude & belief of the people regarding
particular topic, object or item. It helps to identify the responses of subjects. There are various
types of attitude scales used for the same purpose. Likert scale & sementic differential scales the
commonest type of the scale & popular.

Bibliography:
Books:
1. B.T. Basavanthappa, NURSING EDUCATION, 2nd edi;2009, Jaypee Brothers Medical
Publishers (P) Ltd. New Delhi, Pp-342.
2. Pramilaa R, NURSING
COMMUNICATION AND EDUCATION TECHNOLOGY, 1st edi;2010, Jaypee
Brothers Medical Publishers(P) Ltd., Haryana, Pp- 289-290.
3. R Sudha, NURSING EDUCATION PRINCIPLES AND CONCEPTS , 1st edi; 2013,
Jaypee Brothers Medical Publishers (P) Ltd. New Delhi, pp-236-238.
4. Shebeer P. Basheer. TEXTBOOK OF NURSING EDUCATION, 1st edi, 2015,
EMMESS Medical publishers, Banglore, pp-243-248.
5. Suresh Sharma. :NURSING RESERACH AND STATISTICS, 2nd edi; 2014, reed
Elsevier India Private ltd, Gurgaon, pp-267-269.

Web references:

1. Advantages & disadvantages of Guttman scale, available from-

https://surveyanyplace.com/docs/guttman-scale/
2. Priyanka Upreti, Q sort scale, slide no-8&9, available from-,
https://www.slideshare.net/priyankaupreti77/q-sort
3. Karan Khaneja, Measurement & scaling, slide no-2&3, available from-
https://www.slideshare.net/KaranKhaneja/measurement-and-scales?next_slideshow=1
4. Ujjaval Shanu, scaling & measurement, slide no-18-23, available from-
https://www.slideshare.net/ujjmishra1/measurement-and-scaling-
techniques?next_slideshow=1
5. Guttman scaling ppt, available from- www.cpp.edu/~smemerson/nbu-program-
eval/trochimppp/.../Guttman%20Scaling.ppt
6. Bhanu Prakash Gupta, Staple scale, slide no-5-8, available from-
https://www.slideshare.net/swativerma549/stapel-scale

Journals:

1. Ankur Joshi, Likert Scale: Explored and Explained, British Journal of Applied Science &
Technology, vol-7, issue-4, p-396-403, 2015, available from-
http://www.journalrepository.org/media/journals/BJAST_5/2015/Feb/Joshi742014BJAS
T14975_1.pdf
2. Rochelle, Using the Guttman Scale to Define and Estimate Measurement Error in Items
over Time: The Case of Cognitive Decline and the Meaning of Points Lost,vol-18,
issue-5, available from-
http://journals.plos.org/plosone/article?id=10.1371/journal.pone.0030019
3. Harry N. Boone, Analyzing Likert Data, Journal of extension, Vol-50, issue-2 April
2012available from- https://www.joe.org/joe/2012april/pdf/JOE_v50_2tt2.pdf