Attitude Measurement and Scales

PRESENTED BY

Amiya Kumar Sahoo

1ST Year PGDM student

Innovation-The Business School

Muktapur,Khurdha

Attitude

• Attitude may be defined as "Degree of positive or negative affect associated with some psychological object”.

Attitudes

Attitudes

Evaluative statements or judgments concerning objects, people, or events.

Affective ComponentThe emotional or feeling about the product such as like or dislike, good or bad

Cognitive componentA Person’s belief or information about the object

Behavioral ComponentAn intention to behave in a certain way toward someone or something.

Measurement

Assignment of numbers to objects or persons to represent quantities of their attributes

The assignment of number is done according to some rules

The attribute of person would include his income,preference,religion,social class,attidues etc

Attributes of product would be speed,size,price,flavoour,quantity etc.

Scale

The ratio between the size of something and a representation of it

A measuring instrument for weighing; shows amount of mass

A topic which can create a great deal of confusion in social and educational research is that of types of scales used in measuring behaviour

Attitude Measurement and Scales

The study and measurement of attitude is important It is assumed that there is a relationship between

attitude and behavior For marketing decision the attitude behavior

relationship helps to study customer thinking and like and dislikeness.

And with the help of this he predicts the future.

AttitudeAction/

Behavior

Types of scales used in measurement

Scales used for Market research have been divided in to 4 parts

They are

1. Nominal Scales

2. Ordinal scale

3. Interval scale

4. Ratio scale

Nominal Scale

Numbers are used to label persons, events or objects It is the least powerful level of measurement It shows difference between things assigning them

in to categories It is the counted data Statistics used-Mode,Contigency of co-efficient

Examples of nominal scale

Players in a football teamColors of traffic lightGender (female= 1; male = 2)Sales Zone A = Islamabad, Sales Zone B =

RawalpindiDrink A = Pepsi Cola, Drink B = 7-Up, Drink

C = Miranda

Ordinal Scale

An ordinal scale is one that arranges objects or alternatives according to their magnitude

Objects are ranked in order with regard to some common variable.

It tells us whether an event has more or less of characteristics than others.

Numbers indicate the relative position of objects but not the magnitude of difference

Statistics Used-Median,Percentile,Rank order co-relation

Examples

Career Opportunities = Moderate, Good, ExcellentInvestment Climate = Bad, inadequate, fair, good,

very goodMerit = A grade, B grade, C grade, D grade

MONTHLY INCOME(RS) NO OF CONSUMERS

Less than 5000 20

5001-8000 30

8001-11000 25

11001-13000 20

13001 and above 12

Total 107

Interval Scale

More powerful than ordinal and nominal scale Object is measured on a continuum Arbitrary zero point Differences between objects can be compared Interval scales allow comparisons of the differences

of magnitude (e.g. of attitudes) but do not allow determinations of the actual strength of the magnitude

Statistics Used-

Mean, Standard Deviation, Average Deviation, Product moment Co-relation,T-test,F-TEST

Examples

TemperatureAttitudes

Ratio Scale

Most powerful measurement It have an absolute or true zero measurement Interval scale with fixed zero point Possible to say how may times greater or smaller one

object is than another. Comparison of absolute magnitudes is possible Statistics used-

Geometric mean, Harmonic mean, Coefficient of variations

Examples

IncomeDistance travelled from home to workplaceHeight,weight,densityMarket Share(1million in 2002and 1.5 million

in 2003)

THANK YOU