Attitude

1
Attitude
A continuos state of mind which makes the
respondent answer consistently and in a certain
way, when asked about various aspects - either
concerning himself or his surroundings. 3
dimensions Affection general feeling towards
the subject in question Cognition general
knowledge or perception of a subject Behaviour i
ntention and attitude expectations in relation to
a subject Problem not directly
observable
2
Measuring Attitudes

• Indirect measuring by using qualitative
  techniques
• Ranking
• ranks a limited number of variables on the basis
  of qualities or stimulation
• Rating
• expresses the strength in his opinion about the
  qualities of the object
• Sorting
• cards for each of the products are arranged in
  order
• Choice
• a choice is made between 2 alternatives, and the
  alternative which is most frequently chosen
  first, is said to be the preferred choice
• Physiological measures
• skin response, blood pressure, pupil dilation

3
Simple rating scale
How do you evaluate the following characteristics
of the new drinking yogurt? positive negative
no opinion taste 1 2 3 color
1 2 3 consistency 1 2 3
4
Category scale
How often do you go to the Cinema? _
Never _ Rarely _ Sometimes _
Often _ Very often Allow respondent to
indicate the intensity in their attitude
5
Likert scale
1. Exercise is an essential component of a
healthy life-style strongly moderately mildly m
ildly moderately strongly disagree disagree disag
ree agree agree agree 1 2
3 4 5 6 2. Combating drug abuse
should be a top national priority completely mos
tly equally mostly completely true true
true and untrue untrue untrue 1
2 3 4 5 Respondent indicate
agreement or disagreement - weights are assigned
and summed for data analysis
6
Semantic differential Numerical scale

• Semantic differential
• Target stimulus (provocation)
• Adjective pairs representing opposite end of a
  continuum
• bipolar friendly-hostile, unipolar friendly-not
  friendly

• Numerical scale
• Similar to semantic differential scales but
• uses numbers as representatives of options
  instead of lines

7
Semantic differential Numerical scale

• Semantic differential
• How do you see automobile salesmen?
• Honest - Dishonest
• Quiet - Noisy

• Numerical scale
• How do you see automobile salesmen?
• Honest 1 2 3 4 5 Dishonest
• Quiet -2-1 0 1 2 Noisy

8
Constant-sum scale
Distribution of a constant sum (typically 100 or
a sum of money) among a number of
specified options (characteristics
etc.) increasing complexity with increasing
number of options requires experienced
(educated) respondents
9
Constant-sum scale
What do you emphasise when planning your business
flight (divide 100 points among the following
components)? departure and arrival on time
_________ frequent connections _________ service
on board _________ check-in time less than 10
minutes _________
10
Other scales

• stapel scale (direction and intensity - one
  keyword)
• graphic rating scale (e.g. ladder scale or happy
  faces)
• ranking (paired or multiple comparisons)
• sorting (association)

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Ranking
Resp. Brand name no. Yog Yogger Yogo Yoker Whr
oom New Yog 1 5 4 3 2 6 1 2 3 4 1 5 6 2 3 4 1 2 3
6 5 . . . . . . . . . . . . . . . . . . . . . 39
3 1 5 4 6 2 40 5 3 6 1 4 2
evaluation of brand name for new drinking yogurt
(ranking)
12
Choice
Resp. Brand name no. Yog Yogger Yogo Yoker Whr
oom New Yog 1 0 0 1 1 0 1 2 1 1 1 1 1 1 3 0 1 1 0
0 0 . . . . . . . . . . . . . . . . . . . . . 39
1 1 1 1 1 1 40 0 0 0 0 0 0
evaluation of applicability of brand name for new
drinking yogurt (choice)
13
Thurstone scale
agree
disagree 1. Achieving success is the only way
for my child to repay my efforts as a
parent 1 2 2. Going to a good college and
getting a good job are important but not
essential to my childs happiness 1 2 3.
Happiness has nothing to do with
achieving educational or material goals
1 2 4. The customarily valued trappings of
success are a hindrance to true
happiness 1 2 Requires comprehensive
(subjective) evaluation of the questions and the
results
14
Attitude Scales

• RATING
• Simple attitude scaling. Ex for, against, dont
  know
• Category scales. Ex never, seldom,some times,
  often, always
• Likert scales ranging from very positive to very
  negative
• Semantic differential - Ex Modern __ __ __
  __ __ __ __ Old fashioned
• Numerical scales - Ex Modern 1 2
  3 4 5 6 7 Old fashioned
• Stapel scales Ex how good is Nyrup? -2 -1 0
  1 2 (one keyword)
• Constant-sum scales, Ex What is your attitude
  towards the following 3 car models. You have 20
  points in total to distribute among the cars VW
  14 Volvo 4 LADA 2
• Graphic rating scale. Ex how good is Nyrup
  -2______2 (or children's happy faces)

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Attitude Scales

• RANKING
• Paired comparison,
• Ex do you prefer VW to Volvo yes - no,
• do you prefer Volvo to Lada yes - no.
• Do you prefer VW to Lada yes - no

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Balance

• Odd or even numbers of options
• depending on purpose and type of question
• odd allows a neutral appraisal (indifferent)
• even forces respondent to make a commitment

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Considerations for choice of Scales

• Is rating, ranking, choice or sorting preferable
  for this situation ?
• Should Monadic (simple) or Comparative (complex)
  rating scales be used ?
• Should a Category label be used, and which ?
  (numbers or text?)
• How many response positions? Even or uneven
  number?
• Should the scales be balanced ? (ex 4-options
  with 2 positive and 2 negative options) or
  un-balanced (ex 5 options with 3 positive and 2
  negative options) - balance versus bias
• Forced choice in the scales? - more no-answer
  responds
• Single measurement or Index measure ?