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)
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