Components of Attitude

Affective

Cognitive
Behavioral

Affective

Cognitive

Behavioral

Attitude as a Hypothetical Construct

Techniques for Measuring Attitudes

Ranking Rating

Sorting

Choice

Simple Attitude Scales

THE PRESIDENT SHOULD RUN FOR RE-ELECTION _______ AGREE ______ DISAGREE

Category Scales

The Likert Scale

Example:
ESOP motivates employees to do the very best on their job Strongly Agree 1 Agree 2 Neutral Disagree Strongly Disagree 3 4 5

Semantic Differential

Numerical Scales

Example: After travelling with Make My Trip, please tell us how satisfied you are with our service. Extremely Dissatisfied 1 2 3 4 5 6 7 Extremely Satisfied

Constant Sum Scale

Scales that allow a respondent to divide up points, votes, or chips (typically 10 to 100) among two or more attributes or among two or more products to indicate relative importance.

EXAMPLE
Divide 100 points among the following characteristics of a delivery service according to how important each characteristic is to you when selecting a delivery company.
Accurate Invoicing ______ Delivery as promised ______ Lower price ______

STAPLE SCALE
A scale ranging from -5 to +5 that asks respondents to choose how well a given word (characteristic) describes a product or service and whether that strength portrays a positive or negative image.

EXAMPLE
A staple scale to measure attitudes toward a supervisor. +3 +2 +1 Supportive -1 -2 -3

GRAPHIC RATING SCALE

A scale where the participant places his or her response along a line or continuum; the score or measurement is its distance from either endpoint.

Ways of representing the question

Best possible life
Very Bad

Worst possible life

Very Good

Scales measuring Behavioral Intentions & Expectations

It determines a respondents likelihood of action or intention to perform some future action

Q: How likely is it that you will change job in the future

I definitely will change(100 %) I probably will change(75%) I might change(50%)

I probably will not change(25%)

I definitely will not change(0%)

Behavioral Differential
This instrument has been developed for measuring the behavioral intentions of subjects towards any object or category of objects. A description of the object to be judged is placed on top of sheet and the subject indicates their behavioural intentions toward this object on a series of scale.

A 25 year old woman sales representative Would __ :__:__:__:__:__:__: Would not Ask this person for advice.

Ranking

Ranking tasks require that the respondent rank order(from most preferred to least preferred) a small number of objects in overall performance on the basis of some characteristics or stimulus

Paired Comparisons
The respondents are presented with two objects at a time and asked to pick the one they prefer. Ranking object with respect to one attribute is not difficult if only a few products are compared, but as the number of items increases geometrically, ( n*(n-1)/2). If the number of comparisons is too great, respondents may fatigue and no longer carefully discriminate among them.

Which of the two brands of carbonated drink do you think is better?

Coca Cola is better Pepsi is better

They are same

Sorting
Arrange or classify concepts Sorting might present the respondents with several concepts typed on cards and require that the respondent arrange the cards into a number of piles or otherwise classify the concepts.

Example
Thoroughly shuffle deck
Hand respondent deck Ask respondent to sort cards into two piles : Definitely not seen or Heard Definitely or possibly seen or Heard Set aside Definitely not seen or Heard pile Hand respondent the Definitely or possibly seen or Heard pile

Have respondent identify the item on each card in the Definitely or possibly seen or Heard pile
Record on questionnaire

Graphic Rating Scales

Monadic Rating Scale

Now that youve had your automobile for about 1 year, please tell us how satisfied you are with its engine power and pickup
Completely Satisfied Very Satisfied Fairly Well Satisfied Somewhat Dissatisfied Very Dissatisfied

Comparative Rating Scale

Please indicate how the amount of authority in your present position compares with the amount of authority that would be ideal for this position
Too Much About Right Too Little

Unbalanced Scale

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

Satisfied

Neither Satisfied Nor Dissatisfied

Quite Satisfied

Very Dissatisfied