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ATTITUDE MEASUREMENT
Components of Attitude
Attitude has three components Cognitive Component Affective Component Behavioral Component Example: If a person says that he loves Britannia biscuits because they are tasty and always eats them, the statement comprises all these three components of an attitude.
Changing Attitudes
Marketers attempt to change existing attitudes to attract people and increase market value. For this, they resort to three major tactics:
Altering existing beliefs about a product Changing attitudes by changing the importance of beliefs Adding new beliefs
Association Between Measurement of Beliefs and Situation It is generally found that there is a lesser relationship between researchers measurements and the actual prevailing situation. In other words, the match between what the researcher finds and what actually happens is low owing to a number of reasons.
Measurement Scales
DEFINITION OF ATTITUDE SCALE:
An attitude scale is a set of items (questions or statements) that probe a single aspect of human behavior, attitudes, or feelings.
SCALING:
It is the process of measuring quantitative aspects of subjective or abstract concepts. It is a method to assign numbers or symbols to some attributes of an object.
Paired Pictorial Continu Q-Sort Compari- Scales -ous Scales son Scales Scales Thurstone Scales Associative Scales Stapel Scales
Likert Scales
Profile Analysis
Profile analysis is a process where two or more objects are rated by respondents on a scale. Profile analysis can be considered as an application of the semantic differential scale.
Factors which are considered while selecting a scale are given below:
Balanced Versus Unbalanced Scales: a balanced scale is one, which has the same number of positive and negative categories, while an unbalances scale is weighted towards one or the other end.
Number of Categories: it should be decided based on the research concept. It is always better to develop a scale that contains between five and nine categories. Odd or Even Number of Scale Categories: if a scale has an even number of categories, respondents who are actually neutral cannot express this feeling. Here an odd scale helps respondents. But deciding which scale to choose depends on the nature of research to be conducted.
Forced Versus Unforced Choice: when the two categories Dont know and Neutral are included in the scale, it becomes an unforced choice, as the respondents do not have to select a positive or negative opinion when they dont have any opinion. Otherwise it is a forced choice.