7.attitude scales

8/9/2019 7.Attitude Scales

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Amity Business School

Classes of variables

The nature of a variable plays a key role

in determining the most powerful scale on

which it can be measured meaningfully.




Variables in survey

Four categories

AttributesBehaviour,

Beliefs

Attitudes




IMPORTANT NOTE:

Attitude measurement as whole is indirect

Attitudes can only be inferred and cannotbe ascertained.




Several measurable responses can offer clues about people¶s attitudes:

1.Self reporting (more straightforward than other)2. Observing overt Behavior

3.AnalysingR

eactions to partiallystructured stimuli

4.Monitoring Physiological responses.




Rating scales can take variety of physical

forms

± Graphic vs.Itemized

± Comparative vs. non- comparative

± Forced vs. Non Forced response choices

± Balanced vs. unbalanced response choices




GRAPHIC RATING SCALE: Also referred to as continuous ratings

Respondents place a mark on the continuumthat reflects their attitude

Variations of presentation

Interval data

Seldom used

Not very reliable: less educated have difficulty inconceptualization




ITEMIZED RATING SCALE

Finite number of choices Each choice has a number or description

associated with it

Can be filled in short time

Analysis is very easy

Also known as satisfaction scales.

Very satisfied quite satisfied somewhat

satisfied Not at all satisfied.




Comparative scales involve the directcomparison of stimulusstimulus object




Non-comparative scales refer to a scale

format that requires a judgment judgment w ithout w ithout reference to another another object,

person, or concept




Paired comparison Rank order

Constant sum




I. Likert scale

II. Semantic differential scaleIII. Staple scale




RANK ORDER ORDINAL SCALE

± The ranking of certain attributes/benefits as deemed important isobtained through this scale.

± Rank the following attributes on a scale of 1-5 according to their importance to a washing machine.

Company image

Functions

Price

Comfort

Design

Mode median can be calculated for analysis




Semantic differential scale

Likert scale Stapel scale




SEMANTIC DIFFERENTIAL

Special type of graphic rating scale, semanticdifferential, has come to be used widely in marketingresearch.

It is a five point or seven point itemized ordinal scale

Dichotomous (opposite) pairs of descriptive words or phrases representing the two extremes

Extreme points are meant to be strongly or extremely




STAPLE SCALE

Only one word or phrase is used

Numbers are assigned (generally a ten-point scale is used)

Illustration:

+1 +1 +1 +1

Sweet Tasty Satisfying Expensive

-1 -1 -1 -1




-5 -4 -3 -2 -1 +1 +2 +3 +4 +5

Service is courteous

Location is convenient

Hours are convenient

Loan interset rates are high




LIKERT SCALE



Amity Business SchoolLIKERT SCALE

An ordi nal scale format that asks the

respon

den

ts to i n

dicatethe extent to w hich

they agree or disagreeagree or disagree

w ith a series of

mental mental belief or behavioral behavioral belief statements about a given object




T his sc al e w as devel oped by Rensis Likert T his sc al e w as devel oped by Rensis Likert and is widel y used r ating sc al eand is widel y used r ating sc al e




T hey are also called summated scalessummated scales

because the scores on

the i n

dividual items are summed to produce a total total

scorescore for the respondent

A likert scale usually consists of t w o

parts:

I tem part I tem part

Evaluation part Evaluation part




T he I tem part is essentially a statement T he I tem part is essentially a statement

about a certai n

about a certai n

Product Product

Event Event Or AttitudeOr Attitude




The evaluative part is a list of responsecategories ranging from ³strongly

agree´ to ³strongly disagree´

7.attitude scales

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