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C o n f i d e n t i a l

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Program : MBA

Semester : III

Subject Code : MB0050

Subject Name : Research Methodology

Unit Number : 5

Unit Title : Attitude Measurement and Scaling

Lecture Number : 5

Lecture Title : Attitude Measurement and Scaling

Book Id : B1700

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Attitude Measurement and Scaling

Objectives :

Define measurement.

Distinguish between the four types of measurement scales.

Define attitude and its three components.

Discuss the various classifications of scales.

Define measurement error and explain the criteria for good

measurement.

In this unit, we will focus on different types of measurements andthe statistical techniques that are applicable for the same.

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Unit-5 Attitude Measurement and Scaling

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Lecture Outline

Introduction

Types of Measurement Scales

Classification of Scales

Measurement Error

Summary

Check Your Learning

Activity

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Introduction

The termmeasurementmeans assigning numbers or some other

symbols to the characteristics of certain objects.

When numbers are used, the researcher must have a rule for

assigning a number to an observation in a way that provides an

accurate description.

In research, people/consumers are not measured; what ismeasured only are their perceptions, attitude or any other

relevant characteristics.

Scaling is an extension of measurement. Scaling involves creating

a continuum on which measurements on objects are located.

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Types of Measurement Scales

There are four types of measurement scalesnominal, ordinal,

interval and ratio.

Nominal scale: This is the lowest level of measurement. Here,

numbers are assigned for the purpose of identification of the objects.

Ordinal scale: An ordinal scale tells whether an object has more orless of characteristics than some other objects. However, it cannot

answer how much more or how much less.

Interval scale: In the Interval scale the difference of the score on the

scale has meaningful interpretation while the ratio of the score on this

scale does not have a meaningful interpretation.

Ratio scale: In this case, there is a natural zero (origin).

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Attitude

An attitude is viewed as an enduring disposition to respond

consistently in a given manner to various aspects of the world,including persons, events and objects.

Basically, attitude has three components: cognitive, affective and

intention (or action) components.

Cognitive component: This component represents an individuals

information and knowledge about an object.

Affective component: The affective component summarizes a persons

overall feeling or emotions towards the objects.

Intention or action component: This component of an aptitude, also

called the behavioural component, reflects a predisposition to an

action by reflecting the consumersbuying or purchase intention.

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One of the ways of classifications of scales is in terms of the

number of items in the scale. Based upon this, the following

classification may be proposed:

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Single Item vs Multiple Item Scale

In the single item scale, there is only one item to measure a given construct. Inmultiple item scale, there are many items that play a role in forming the underlying

construct that the researcher is trying to measure.

Comparative vs Non-comparative Scales

In comparative scales it is assumed that respondents make use of a standard frame of

reference before answering the question. In the non-comparative scales, therespondents do not make use of any frame of reference before answering thequestions. The resulting data is generally assumed to be interval or ratio scale.

The non-comparative scales are divided into two categories, namely, the graphic ratingscales and the itemized rating scales.

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Measurement Error

Measurement error occurs when the observed measurement on a

construct or concept deviates from its true values.

It may be noted that the total error consists of two components

systematic error and random error.

Systematic error causes a constant bias in the measurement.

Random error on the other hand involves influences that bias the

measurements but are not systematic.

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Measurement Error

There are three criteria for evaluating measurements: Reliability,

Validity and Sensitivity.

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Reliability

Reliability is concerned withconsistency, accuracy andpredictability of the scale.

The reliability of a scale can bemeasured using the following

methods:Testretest reliability

Split-half reliability method

Validity

The validity of a scale refers to thequestion whether we are measuringwhat we want to measure.

There are different ways to measurevalidity:

Content validity

Predictive validity

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Measurement Error

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Sensitivity

Sensitivity refers to aninstruments ability to accurately

measure the variability in aconcept.

The sensitivity of scale based ona single question or a single itemcan be increased by addingquestions or items.

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Summary

Measurementmeans the assignment of numbers or other symbols to the

characteristics of certain objects. Scaling is an extension of measurement.

There are four types of measurement scales: nominal, ordinal, interval and

ratio scale.

Attitude is a predisposition of the individual to evaluate some objects or

symbol. Attitude has three components: cognitive, affective and intention or

action component.

Scales can be classified as single-item and multiple-item scales.

Another classification could be whether the scales are comparative or non-

comparative in nature.

The observed measurement need not be equal to the true value of the

measurement. Some systematic and random errors may be found in the

observed measurement. There are three criteria for determining the

accuracy of a measurementreliability, validity and sensitivity.

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Check Your Learning

1. List the four types of measurement scales.

Ans: There are four types of measurement scalesnominal, ordinal, interval and

ratio.

2. What is an itemized rating scale.

Ans:In the itemized rating scale, the respondents are provided with a scale that

has a number of brief descriptions associated with each of the response categories.

The response categories are ordered in terms of the scale position and therespondents are supposed to select the specified category that describes in the

best possible way an object is rated.

3. Briefly explain the concepts of reliability, validity and sensitivity.

Ans: Reliability is concerned with consistency, accuracy and predictability of the

scale. The validity of a scale refers to the question whether we are measuring what

we want to measure. Sensitivity refers to an instruments ability to accurately

measure the variability in a concept.

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Activity

If you were to conduct a survey to examine the job satisfaction

level of different categories of employees, how would you proceed

to construct a Likert scale?

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