Chapter-14:

Attitude Measurement

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 What is An Attitude?
• Attitude
 An enduring disposition to consistently respond in a
given manner to various aspects of the world.
• Components of attitudes:
 Affective Component
 The feelings or emotions toward an object
 Cognitive Component
 Knowledge and beliefs about an object
 Behavioral Component
 Predisposition to action
 Intentions
 Behavioral expectations

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 Techniques for Measuring Attitudes
• Ranking
 Requiring the respondent to rank order objects in
overall performance on the basis of a characteristic or
stimulus.
• Rating
 Asking the respondent to estimate the magnitude of a
characteristic, or quality, that an object possesses by
indicating on a scale where he or she would rate an
object.

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 Techniques for Measuring Attitudes
• Sorting
 Presenting the respondent with several concepts
typed on cards and requiring the respondent to
arrange the cards into a number of piles or otherwise
classify the concepts.
• Choice
 Asking a respondent to choose one alternative from
among several alternatives; it is assumed that the
chosen alternative is preferred over the others.

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 Attitude Rating Scales
• Simple Attitude Scale
 Requires that an individual agree/disagree with a
statement or respond to a single question.
 This type of self-rating scale classifies respondents into one
of two categories (e.g., yes or no).
• Example:
THE PRESIDENT SHOULD RUN FOR RE-ELECTION
_______ AGREE ______ DISAGREE

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 Attitude Rating Scales (cont’d)
• Category Scale
 A more sensitive measure than a simple scale in that
it can have more than two response categories.
 Question construction is an extremely important factor in
increasing the usefulness of these scales.
• Example:
How important were the following in your decision to visit San Diego?
(check one for each item)
VERY SOMEWHAT NOT TOO
IMPORTANT IMPORTANT IMPORTANT
CLIMATE ___________ ___________ ___________
COST OF TRAVEL ___________ ___________ ___________
FAMILY ORIENTED ___________ ___________ ___________
EDUCATIONAL/HISTORICAL ASPECTS ___________ ___________ ___________
FAMILIARITY WITH AREA ___________ ___________ ___________

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 EXHIBIT 14.1 Selected Category Scales

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 Attitude Rating Scales (cont’d)
• Likert Scale
 A popular means for measuring attitudes.
 Respondents indicate their own attitudes by checking
how strongly they agree or disagree with statements.
 Typical response alternatives: “strongly agree,” “agree,”
“uncertain,” “disagree,” and “strongly disagree.”
• Example:
It is more fun to play a tough, competitive tennis match than to play
an easy one.
___Strongly Agree ___Agree ___Not Sure ___Disagree ___Strongly Disagree

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 EXHIBIT 14.2
14.2 Likert Scale Items for Measuring Attitudes toward Patients’ Interaction
with a Physician’s Service Staff

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 Attitude Rating Scales (cont’d)
• Semantic Differential
 A series of seven-point rating scales with bipolar
adjectives, such as “good” and “bad,” anchoring the
ends (or poles) of the scale.
 A weight is assigned to each position on the scale.
Traditionally, scores are 7, 6, 5, 4, 3, 2, 1, or +3, +2, +1, 0, -1,
-2, -3.
• Example:
Exciting ___ : ___ : ___ : ___ : ___ : ___ : ___ Calm
Interesting ___ : ___ : ___ : ___ : ___ : ___ : ___ Dull
Simple ___ : ___ : ___ : ___ : ___ : ___ : ___ Complex
Passive ___ : ___ : ___ : ___ : ___ : ___ : ___ Active

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 EXHIBIT 14.3 Semantic Differential Scales for Measuring Attitudes Toward Supermarkets

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 Attitude Rating Scales (cont’d)
• Numerical Scales
 Scales that have numbers as response options,
rather than “semantic space” or verbal descriptions, to
identify categories (response positions).
 In practice, researchers have found that a scale with
numerical labels for intermediate points on the scale is as
effective a measure as the true semantic differential.
• Example:
 Now that you’ve had your automobile for about one year,
please tell us how satisfied you are with your Ford Taurus.
Extremely Dissatisfied 1 2 3 4 5 6 7 Extremely Satisfied

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 EXHIBIT 14.9 Summary of Advantages and Disadvantages of Rating Scales

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 Selecting a Measurement Scale (cont’d)
• What Type of Category Labels, If Any?
 Verbal labels for response categories help
respondents better understand the response
positions.
 The maturity and educational levels of the
respondents will influence the labeling decision.
• How Many Scale Categories or Response
Positions?
 Five to eight points are optimal for sensitivity.
 The researcher must determine the number of
positions that is best for the specific project.

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 Selecting a Measurement Scale (cont’d)
• Balanced Rating Scale
 A fixed-alternative rating scale with an equal number
of positive and negative categories; a neutral point or
point of indifference is at the center of the scale.
• Example:
How satisfied are you with the bookstore in the Student Union?

Very Neither Satisfied Very

Satisfied Satisfied Nor Dissatisfied Dissatisfied Dissatisfied

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 Selecting a Measurement Scale (cont’d)
• Unbalanced Rating Scale
 A fixed-alternative rating scale that has more response
categories at one end than the other resulting in an
unequal number of positive and negative categories.
• Example:

How satisfied are you with the bookstore in the Student Union?

Neither Satisfied Very

Satisfied Nor Dissatisfied Dissatisfied Dissatisfied

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