Research Methodology

Attitude Measurement
Scales

Compiled by Rajesh Devasia

Construct measurement

Human traits, attitude, behaviour are

combination of many variables, called
constructs. For example,
Intelligence, life style, personality, perception
Find components of construct to be
measured.
Then select scale to measure each
component.
Often multiple items are used to understand a
construct.
Data on multiple items is combined and an index is
computed to represent persons location in construct
Compiled by Rajesh Devasia

Single-item format
Respondent is asked to give his score
on construct
Que.: My attitude towards shopping in
Pantaloon is
Favourable
Unfavourable
_______
__
__
___
__
__
_____
Extremely Quite Slightly Neither Slightly Quite Extremely

Compiled by Rajesh Devasia

Multiple-item format

Compiled by Rajesh Devasia

1. Likert scale
Statements concerning attitude are selected. For e.g.:
The
The
The
The

bank
bank
bank
bank

offers courteous service

has a convenient location
hours are not convenient
offers low interest rate loans

Respondent is asked to select one of the five options:

Strongly agree

Agree

Neither agree nor disagree

Disagree

Strongly disagree
Compiled by Rajesh Devasia

1. Likert scale Example 1

1. The bank offers courteous service.
___ ___ ___ ___ ___
2. The bank has a convenient location.
___ ___ ___ ___ ___
3. The bank hours are not convenient.
___ ___ ___ ___ ___
4. The bank offers low interest rate loans.
___
___ ___
___ ___
Strongly Disagree

Disagree

Neither Disagree nor Agree

Compiled by Rajesh Devasia

Agree

Strongly Agree

1. Likert scale - statements

Statements should include all components

of
attitude.
They are generated in exploratory research
like focus group or sentence completion
Respondents are asked to indicate to what
extent they agree or disagree to each
statement
Responses are scored from 1 to 5 or from
-2 to +2. Unfavourable opinion should get
low score.
Compiled by Rajesh Devasia

Likert scale - statements

Total scores are computed for each

respondent
Respondents scoring top 20% and bottom
20% are identified. These groups are called
criterion groups
Mean of scores given by criterion groups
are computed
Those statements are selected where
difference between mean scores is high
Usually 20 to 30 statements are finally
used.
Compiled by Rajesh Devasia

2. Semantic differential scale

Opposite objectives (poles) are shown to the respondents on each

component of attitude with seven options.
Que.: We would like to know what you think about Pantaloon
shop. Please check the category that represents your opinion:

Modern ___ : ___ : ___ : ___ : ___ : ___ : ___ Old fashioned
Unfriendly staff ___ : ___ : ___ : ___ : ___ : ___ : ___ Friendly staff
Expensive ___ : ___ : ___ : ___ : ___ : ___ : ___
Economical
Quick service ___ : ___ : ___ : ___ : ___ : ___ : ___ Delay in service
Good ambience ___ : ___ : ___ : ___ : ___ : ___ : ___ Poor ambience
Inconvenient ___ : ___ : ___ : ___ : ___ : ___ : ___ Convenient
store hours
store hours

Poles should be randomly distributed to left-hand and right-hand

anchored positions.

Scoring is from 1 to 7 or from -3 to +3.

Compiled by Rajesh Devasia

3. Stapel scale

Only one pole of a component of attitude is shown. For example,

Expensive store.
Scale has 10 response categories with no neutral or indifference
category.

5 categories have + sign and 5 have negative sign.

+5
+4
+3
+2
+1
Expensive store
-1
-2
-3
-4
-5
Compiled by Rajesh Devasia

10

3. Stapel scale
Data is analysed in the same way as
semantic differential scale.

Compiled by Rajesh Devasia

11

4. Constant Sum scale

Respondents are asked to divide a fixed

number of points among several attributes
to indicate their relative importance
E.g. Divide 100 points among the following
brands according to your preference.
o
o
o
o

Hair & Care

Dabur Almond
Cocoraj
Parachute

Compiled by Rajesh Devasia

12

5. Graphic Rating scale

Presents respondents with a graphic
continuum
Respondents are allowed to choose
any point on the continuum to
indicste their attitude.
e.g. On which rung of ladder you feel your life is today ?
Top rung represents best possible life while the bottom
rung represents the worst possible life
10 9 8 7 6 5 4 3 2 1 0
Compiled by Rajesh Devasia

13