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Attitude Measurement

Rating Scales

Measurement scales that allow a respondent to register the degree


(or amount) of a characteristic or attribute possessed by an object
directly on the scale.

Six main types of rating scales:

1. Category scale

2. Semantic differential scale

3. Stapel scale

4. Likert scale (Summated ratings scale)

5. Constant sum scale

6. Graphic scale

Category Scale

A rating scale which the response options provided for a closed-


ended question are labeled with specific verbal descriptions.

Example:

Please rate car model A on each of the following dimensions:

Poor Fair Good Very good Excellent

a)Durability [ ] [ ] [ ] [ ] [ ]

b)Fuel consumption [ ] [ ] [ ] [ ] [ ]

Characteristics:

• Response options are still verbal descriptions.

• Response categories are usually ordered according to a


particular descriptive or evaluative dimension.

• Therefore scale has ordinal properties.

• However, researchers often assume that it possesses interval


properties => but this is only an assumption.

** One special version is the Simple category scale.

Simple Category Scale

A category scale with only two response categories (or scale points)
both of which are labeled.
Example:

Please rate brand A on each of the following dimensions:

Poor excellent

a) Durability [ ] [ ]

b) Fuel consumption [ ] [ ]

Semantic Differential Scale

A rating scale in which bipolar adjectives are placed at both ends


(or poles) of the scale, and response options are expressed as
“semantic” space.

Example:

Please rate car model A on each of the following dimensions:

Durable -:-X-:---:---:---:---:--- Not durable

Low fuel consumption ---:---:---:---:---:-X-:--- High fuel


consumption

Characteristics

1. The scale has properties of an interval scale.

2. Sometimes descriptive phrases are used instead of bipolar


adjectives, especially when it is difficult to get adjectives that
are exact opposites

3. It is often used to construct an image profile.

Stapel Scale

A simplified version of the semantic differential scale in which a


single adjective or descriptive phrase is used instead of bipolar
adjectives.

Characteristics

1. The scale measures both the direction and intensity of the


attribute simultaneously.

2. It has properties similar to the semantic differential.

Example:

Model A
-3 -2 -1 Durable Car 1 2 3
-3 -2 -1 Good Fuel Conaumption 1 2 3
Constant-Sum Scale

• A rating scale in which respondents divide a constant sum among


different attributes of an object (usually to indicate the
relative importance of each attribute).

• Assumed to have ratio level properties.

Example:

Divide 100 points among the following dimensions to indicate their


level of importance to you when you purchase a car:

Durability

Fuel Consumption

Total 100

Numerical Scale

Any rating scale in which numbers rather than semantic space or


verbal descriptions are used as response options.

Examples:

Poor Excellent

Durability 1 2 3 4 5 6 7

Durable 1 2 3 4 5 6 7 Not durable

Graphic Ratings Scales

• Rating scales in which respondent’s rate an object on a graphic


continuum, usually a straight line.

• Modified versions are the ladder scale and happy face scale.

Characteristics

1. The straight line scale has ratio level properties.

2. The ladder and happy face scales have properties depending on the
labeling option chosen – whether all response categories are
labeled (ordinal properties) or only the scale end-points are
labeled (interval properties).

The Likert Scale (Summated Ratings Scale)

• A multiple item rating scale in which the degree of an attribute


possessed by an object is determined by asking respondents to
agree or disagree with a series of positive and/or negative
statements describing the object.

Example:
Attitude toward buying from the Internet
Totally Totally
disagree Disagree Neutral Agree agree
a) Shopping takes much longer on the Internet [ ] [ ] [ ] [ ] [ ]
b) It is a good thing that Saudi consumers have
the opportunity to buy products through the [ ] [ ] [ ] [ ] [ ]
c) Buying products over the Internet is not a
sensible thing to do [ ] [ ] [ ] [ ] [ ]

Characteristics of the Likert Scale

• The following procedure is used to analyze data from Likert


scales:

1. First, weights are assigned to the responses options, e.g.


Totally agree=1, Agree=2, etc

2. Then negatively-worded statements are reverse-coded (or reverse


scored). E.g. a score of 2 for a negatively-worded statement with
a 5-point response options is equivalent to a score of 4 on an
equivalent positive statement.

3. Next, scores are summed across statements to arrive at a total


(or summated) score.

4. Each respondent’s score can then be compared with the mean


score or the scores of other respondents to determine his level of
attitude, loyalty, or other construct that is being measured

• Note that the response for each individual statement is


expressed on a category scale.

Issues in Selecting a Measurement Scale

1. Whether to use single or index measure.

2. Whether to use a ranking, sorting, choice, or rating scale.

3. Whether to use monadic or comparative scale.

• Monadic rating scale is one in which respondents evaluate an


object in isolation

• Comparative scale s one in which the object is evaluated in


relation to other objects

• Construction and labeling is different for monadic and


comparative scales
4. Whether to use category labels or not.

5. If the decision is to use category labels, what labels to use.

6. Number of response options (scale categories) to use, i.e.


whether to use 2, 3, 4, 5, etc response categories

• In general, the larger the number of categories the more


sensitive the scale is; but also the more difficult it is for
respondents to answer

7. Whether to use balanced or unbalanced scale.

• A balanced scale has an equal number of points to the left


and right of a mid-point. An unbalanced scale has more
response options on one side than the other

8. Whether the scale should force choice among the response


categories, i.e. should the scale contain a “neutral” or “don’t
know” category.

ATTITUDE

An enduring disposition to consistently respond in a given manner

Attitudes as Hypothetical Constructs

The term hypothetical construct is used to describe a variable that


is not directly observable, but is measurable by an indirect means
such as verbal expression or overt behavior - attitudes are
considered to be such variables.

The Attitude Measuring Process

RANKING - Rank order preference

RATING - Estimates magnitude of a characteristic

SORTING - Arrange or classify concepts

CHOICE - Selection of preferred alternative

 Ranking tasks require that the respondent rank order a small


number of objects in overall performance on the basis of some
characteristic or stimulus.

 Rating asks the respondent to estimate the magnitude of a


characteristic, or quality, that an object possesses. The
respondent’s position on a scale(s) is where he or she would
rate an object.
 Sorting might present the respondent with several concepts
typed on cards and require that the respondent arrange the
cards into a number of piles or otherwise classify the
concepts.

 Choice between two or more alternatives is another type of


attitude measurement - it is assumed that the chosen object is
preferred over the other.

Simple Attitude Scaling

In its most basic form, attitude scaling requires that an individual


agree with a statement or respond to a single question. This type
of self-rating scale merely classifies respondents into one of two
categories.

Simplified Scaling Example

THE PRESIDENT SHOULD RUN FOR RE-ELECTION

_______ AGREE ______ DISAGREE

Category Scales

 A category scale is a more sensitive measure than a scale


having only two response categories - it provides more
information.

 Questions working are an extremely important factor in the


usefulness of these scales.

EXAMPLE OF CATEGORY SCALE

How important were the following in your decision to visit San


Diego? (Check one for each item)

VERY SOMEWHAT NOT TOO

IMPORTANT IMPORTANT IMPORTANT

CLIMATE ___________ ___________ ___________

COST OF TRAVEL ___________ ___________ ___________

FAMILY ORIENTED ___________ ___________ ___________

EDUCATIONAL

/HISTORICAL ASPECTS _________ ___________ ___________

FAMILIARITY WITH
AREA ___________ ___________ ___________

Method of Summated Ratings: The Likert Scale

 An extremely popular means for measuring attitudes.


Respondents indicate their own attitudes by checking how
strongly they agree or disagree with statements.

 Response alternatives: “strongly agree”, “agree”, “uncertain”,


“disagree”, and “strongly disagree”.

LIKERT SCALE FOR MEASURING ATTITUDES TOWARD TENNIS

It is more fun to play a tough, competitive tennis match than to


play an easy one.

___Strongly Agree

___Agree

___Not Sure

___Disagree

___Strongly Disagree

There is really no such thing as a tennis stroke that cannot be


mastered.

___Strongly Agree

___Agree

___Not Sure

___Disagree

___Strongly Disagree

Playing tennis is a great way to exercise.

___Strongly Agree

___Agree

___Not Sure

___Disagree

___Strongly Disagree
Semantic Differential

 A series of seven-point bipolar rating scales. Bipolar


adjectives, such as “good” and “bad”, anchor both ends (or
poles) of the scale.

 A weight is assigned to each position on the rating scale.


Traditionally, scores are 7, 6, 5, 4, 3, 2, 1, or +3, +2, +1,
0, -1, -2, -3.

SEMANTIC DIFFERENTIAL SCALES FOR MEASURING ATTITUDES TOWARD TENNIS

Exciting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Calm

Interesting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Dull

Simple ___ : ___ : ___ : ___ : ___ : ___ : ___ : Complex

Passive ___ : ___ : ___ : ___ : ___ : ___ : ___ : Active

Numerical Scales

 Numerical scales have numbers as response options, rather than


“semantic space’ or verbal descriptions, to identify categories
(response positions).

Stapel Scales

 Modern versions of the Staple scale place a single adjective as


a substitute for the semantic differential when it is difficult
to create pairs of bipolar adjectives.

 The advantage and disadvantages of a Stapel scale, as well as


the results, are very similar to those for a semantic
differential. However, the stapel scale tends to be easier to
conduct and administer.

A Stapel Scale for Measuring a Store’s Image

Department Store Name

+3

+2

+1

Wide Selection

-1
-2

-3

Select a plus number for words that you think describe the store
accurately. The more accurately you think the work describes the
store, the larger the plus number you should choose. Select a minus
number for words you think do not describe the store accurately.
The less accurately you think the word describes the store, the
large the minus number you should choose, therefore, you can select
any number from +3 for words that you think are very accurate all
the way to -3 for words that you think are very inaccurate.

Rank Order Scales

• Rank the following in order of preference, 1 being the most


preferred and 3 the least:

• Brand A _________

• Brand B _________

• Brand C _________

Rank Order Scales

Easy to understand and use, ordinal scales, comparative data, number


and kinds of alternatives could be a problem and difficult to know
how far apart.

Constant Sum Scale

• Divide 100 points among each of the following brands according


to your preference for the brand:

• Brand A _________

• Brand B _________

• Brand C _________

Constant Sum Scale

• Magnitude of each alternative known

• Equal value can be indicated.

• Too many can confuse

Graphic Rating Scales

A graphic rating scale presents respondents with a graphic


continuum.
Graphic Rating Scale Stressing Pictorial Visual Communications

1 2
3

Very Good Very


Poor

Easy to construct and simple to use, can discern fine distinctions,


but not very reliable, can be treated as interval data.

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