Business Research Methods: Attitude Measurement

Business
Research Methods
William G. Zikmund
Chapter 14:
Attitude Measurement
Attitude
An enduring disposition to
consistently respond in a given matter
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.
Three Components of an Attitude
• Affective
• Cognitive
• Behavioral
Affective
The feelings or emotions toward an

object
Cognitive
• Knowledge and beliefs

Behavioral
• Predisposition to action
• Intentions
• Behavioral expectations
Measuring Attitudes
• Ranking
• Rating
• Sorting
• Choice
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.
 Physiological measures of attitudes provide
a means of measuring attitudes without
verbally questioning the respondent. for
example, galvanic skin responses, measure
blood pressure etc.
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 is 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 tan 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
Playing tennis is a great way to exercise.

___Strongly Agree
___Agree
___Not Sure
___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.
Semantic Differential
• 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 Stapel 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.
Behavioral Differential
The behavioral differential instrument has been developed for
measuring the behavioral intentions of subjects towards any
object or category of objects. A description of the object to
be judged is placed on the top of a sheet, and the subjects
indicate their behavioral intentions toward this object on a
series of scales. For example:
A 25-year old woman sales representative

Would ___ : ___ : ___ : ___ : ___ : ___ : ___ : Would Not
Ask this person for advice.
Paired Comparisons
In paired comparisons the respondents are presented
with two objects at a time and asked to pick the one
they prefer. Ranking objects with respect to one
attribute is not difficult if only a few products are
compared, but as the number of items increases, the
number of comparisons increases geometrically
(n*(n -1)/2). If the number of comparisons is too
great, respondents may fatigue and no longer
carefully discriminate among them.
Divide 100 points among each of the
following brands according to your
preference for the brand:
Brand A _________
Brand B _________
Brand C _________
Graphic Rating Scales
 A graphic rating scale presents respondents
with a graphic continuum.
Graphic Rating Scale Stressing
Pictorial Visual Communications
3 2 1
Very Very
Good Poor
Monadic Rating Scale
A Monadic Rating Scale asks about a single concept
Now that you’ve had your automobile for about 1 year, please tell us how
satisfied you are with its engine power and pickup.
Completely Very Fairly Well Somewhat Very

Satisfied Satisfied Satisfied Dissatisfied Dissatisfied
A Comparative Rating Scale
A Comparative Rating Scale asks respondents to rate a concept by

comparing it with a benchmark
Please indicate how the amount of authority in your present position

compares with the amount of authority that would be ideal for this position.
TOO MUCH ABOUT RIGHT TOO LITTLE

An Unbalanced Scale
An Unbalanced Scale has more responses distributed at one end of the

scale
How satisfied are you with the bookstore in the Student Union?
Neither Satisfied Quite Very

Satisfied Nor Dissatisfied Satisfied Dissatisfied

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Business

The feelings or emotions toward an

• Knowledge and beliefs

Ranking - Rank order preference

Rating - Estimates magnitude of a characteristic

Sorting - Arrange or classify concepts

Choice - Selection of preferred alternative

THE PRESIDENT SHOULD RUN FOR RE-ELECTION

How important were the following in your decision to visit San

CLIMATE ___________ ___________ ___________

There is really no such thing as a tennis stroke

Playing tennis is a great way to exercise.

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

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

Simple___ : ___ : ___ : ___ : ___ : ___ : ___ Complex

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

A 25-year old woman sales representative

Completely Very Fairly Well Somewhat Very

A Comparative Rating Scale asks respondents to rate a concept by

Please indicate how the amount of authority in your present position

TOO MUCH ABOUT RIGHT TOO LITTLE

An Unbalanced Scale has more responses distributed at one end of the

Neither Satisfied Quite Very

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CLIMATE _____ _ _______

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

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

Simple_ : _ : _ : _ : _ : _ : ___ Complex

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