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Attititude 2
Attititude 2
ATTITUDE SCALING
THURSTONE SCALING
THURSTONE SCALING
Example:
THURSTONE SCALING
A. Select single concept, idea, or
construct for scaling
eg. War, marriage, abortion, mathematics
THURSTONE SCALING
D. Place statements along 11 point
continuum from (-) 1= most negative
statement to (+) 11= most positive
statement, with 6= neutral or
nonjudgmental statement.
- use 50-200 subjects to do
placement
- evaluate distribution of each
statement:
THURSTONE SCALING
n:
2 3 4
150
50
%ile
50
score
1.17
6 ...
0
THURSTONE SCALING
n:
4
40
5 6...
90
40
2
10
%ile
score
50
3.05
20 0
THURSTONE SCALING
Variability:
Eliminate items with ranges > 6 or 7
Examine conditional distributions of
adjacent or close items:
Give items to 200-300 respondents to
endorse each statement (+) agree or (-)
disagree
Examine joint endorsements of one item
(a) with another (b), using an index such
as Ia,b = nab / nb
THURSTONE SCALING
The distribution of the aIb s should
decrease around item a on either side
of its scale value;
that is, items with similar scale values
should have a high similarity index,
while items further away on the scale
should have scale values that drop
away with distance.
Throw out items with poor characteristics.
I
n
d
e
x
ItemScale
Value = 5.5
of
S
i
m
i
l
a
r
I
t
y
10
11
LIKERT SCALING
Renses Likert (1930s) researched the
Thurstone procedure
- Placement, scale valuation procedure is
cumbersome
- Likert replaced it with:
1=strongly disagree
2=disagree
3=uncertain
4=agree
5=strongly agree
LIKERT SCALING
Give items to sample of target population
Use classical techniques to select items:
item mean, SD, interitem correlation
Theoretical justification: items are
samples of the normal distribution
shifted along the 1-5 continuum so that
the mean is at the scale value
RATING SCALES
Derivatives of Likert scaling
Alternative adjective set (1..5)
Requires distributional validation
Even # points is problematic
Less well investigated
SEMANTIC DIFFERENTIAL
Osgood,
Strength:
Value:
Activity:
Two
strong-weak, heavy-light
good-bad, useful-useless
fast-slow, hot-cold
DISTRIBUTIONS:
re
F
u
q
n
y
c
IU
T
E
D
O
T
P
5
R
A
N
E
SN
T
00A
=
,4
td
S
.D
=
v
e
.89
e5
M
n3
a
61
5
,00
1
,5
1
0
,0
2
,5
2
0
POISSON AND
COUNT DATA
2000
1500
Count
1000
500
0
20
30
40
ATTITUDE TO PARENTS
50
DISTRIBUTIONAL ISSUES
CENSORED: