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ôHREE COMPONENô OF AN AôôôE
r AFFECôE
r COGNôE
r BEHAORAL
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ôHE FEELNG OR EMOôON
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ôhe Attitude Measuring Process
ë
V Ranking tasks require that the
respondent rank order a small number of
objects in overall performance on the
basis of some characteristic or stimulus.
G
V Rating asks the respondent to estimate
the magnitude of a characteristic, or
quality, that an object possesses. ôhe
respondentƍs position on a scale(s) is
where he or she would rate an object.
º
V orting 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.
m
V Choice between two or more alternatives is
another type of attitude measurement - it is
assumed that the chosen object is preferred
over the other.
mm
imple Attitude caling
V nits most basic form, attitude scaling
requires that an individual agrees with a
statement or respond to a single question.
ôhis type of self-rating scale merely classifies
respondents into one of two categories.
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Category cales
V A category scale is a more sensitive measure
than a scale having only two response
categories - it provides more information.
mî
EXAMPLE OF CAôEGORY CALE
How important were the following in your decision to visit
an iego? (check one for each item)
ERY OMEWHAô NOô ôOO
MPORôANô MPORôANô MPORôANô
ECAôONAL
/H ôORCAL A PECô _________ __________ ___________
FAMLARôY WôH
AREA __________ __________ ___________
m3
Method of ummated Ratings: ôhe Likert
cale
V An extremely popular means for measuring
attitudes. Respondents indicate their own
attitudes by checking how strongly they agree
or disagree with statements.
V Response alternatives: Əstrongly agreeƐ,
ƏagreeƐ, ƏuncertainƐ, ƏdisagreeƐ, and Əstrongly
disagreeƐ.
ma
LKERô CALE FOR MEA RNG
AôôôE ôOWAR ôENN
t is more fun to play a tough, competitive
tennis match than to play an easy one.
___ trongly Agree
___Agree
___Not ure
___isagree
___ trongly isagree
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SEMANTIC DIFFERENTIAL SCALES FOR
MEASURING ATTITUDES TOWARD TENNIS
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Visual Communications
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