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Unit 5
Attitude Scaling
Attitude: it is defined as a predisposition to respond
to an idea or object It is an enduring disposition to consistently respond in a given matter Attitude scaling is the process of assessing an attitudinal disposition using a number that represents a persons score on an attitudinal continuum ranging from an extremely favorable disposition to an extremely unfavorable one. Scaling is the procedure for assignment of numbers (or symbols) for a property of objects in order to impart some of the characteristics of numbers to the
object Cognitive: Knowledge and beliefs Behavioral: Predisposition to action Intentions Behavioral expectations
Measuring Attitudes
Ranking
Rating Sorting
Choice
and constructing measurement scale required the consideration of several factors that influences the reliability, validity and practicality of the scale: Research objectives Research Types Data properties Number of dimensions Balanced or unbalanced Forced or unforced choice Number of scale points
Likert scale
Named after psychologist Rensis Likert
Respondents specify their level of agreement
or disagreement The range captures the intensity of their feelings A true Likert scale creates a single scale from all of the items, then rescales each question according to the overall scale score for each response to each item
Examples
It is more important for a wife to help her
husbands career than to have one herself. It is much better for everyone if the man is the achiever and the woman takes care of the family. A preschool child is likely to suffer if his or her mother works. A working mother can establish just as warm and secure a relationship with her children as a mother who does not work.
agree, agree, Neither agree nor disagree disagree, or strongly disagree. These are technically called Likert items
The following choices may help you when you design an attitude instrument. The bold face sets are the most popular.
1. Agreement
Agree Strongly Agree Moderately Agree Slightly Disagree Slightly Disagree Moderately Disagree Strongly
Agree Disagree
Agree Very Strongly Agree Strongly Agree Disagree Disagree Strongly Disagree Very Strongly
Yes No
Completely Agree Mostly Agree Slightly Agree Slightly Disagree Mostly Disagree Completely Disagree
Disagree Strongly Disagree Tend to Disagree Tend to Agree Agree Agree Strongly
2. Frequency
Very Frequently Frequently Occasionally Rarely Very Rarely Never A Great Deal Much Somewhat Little Never
Always Very Frequently Occasionally Rarely Very Rarely Never Often Sometimes Seldom Never
Always Usually About Half the Time Seldom Never Always Very Often Sometimes Rarely Never
3. Importance
4. Quality
5. Liklihood
Like Me Unlike Me
To a Great Extent Somewhat Very Little Not at All Almost Always True Usually True Often True Occasionally True Sometimes But Infrequently True Usually Not True Almost Never True
True False
Definitely Very Probably Probably Possibly Probably Not Very Probably Not
True of Myself Mostly True of Myself About Halfway True of Myself Slightly True Of Myself Not at All True of Myself
Semantic Differential
Designed
to measure the connotative meaning of objects, events, and concepts Used to derive the attitude towards the given object, event or concept Makes extensive use of words rather than numbers Seven-point rating scale with end points associated with bipolar labels that have semantic meaning.
Example
Advantages Identifies particularly favorable or objectionable aspects of multi-faceted issues and concepts Provides an overall response scale score (average) for the concept Disadvantages Only useful for questions involving bipolar opposites (e.g., interesting/dull, simple/complex, active/passive) Adjectives may have different meanings for different respondents
such as 100 points to attributes of a product to reflect their importance. If an attribute is unimportant, the respondent assigns it zero points. If an attribute is twice as important as some other attribute, it receives twice as many points. The sum of all the points is 100. Hence, the name of the scale.
performance appraisal Allows the rater to indicate an employees performance on a variety of job behaviors Manager simply check the employees level of performance Requires an evaluator to indicate on a scale the degree to which an employee demonstrates a particular trait, behavior, or performance result
Advantages Standardization of content permitting comparison of employees. They also allow for quantitative comparison Easy to use and cost little to develop Disadvantages Susceptible to rating errors like halo effect, central tendency, severity, and leniency Fails to provide a good mechanism for providing specific, non--threatening feedback
The End