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    Attitude Scale by Yth

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    yeateshwarrior
    This document discusses different types of attitude scales used to measure respondents' attitudes, including single-item and multi-item scales. Single-item scales include itemized category scales, rank order scales, and comparative scales. Multi-item scales are needed when attitudes cannot be measured based on one attribute alone. These include semantic differential scales, which describe beliefs underlying attitudes using polar opposites; Staple scales, which place an adjective in the center of a numerical scale to measure positive and negative intensity; and Likert scales, which use a series of statements requiring agreement or disagreement responses.

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    Attitude Scale by Yth

    Uploaded by

    yeateshwarrior
    114 views11 pages
    This document discusses different types of attitude scales used to measure respondents' attitudes, including single-item and multi-item scales. Single-item scales include itemized category scales, rank order scales, and comparative scales. Multi-item scales are needed when attitudes cannot be measured based on one attribute alone. These include semantic differential scales, which describe beliefs underlying attitudes using polar opposites; Staple scales, which place an adjective in the center of a numerical scale to measure positive and negative intensity; and Likert scales, which use a series of statements requiring agreement or disagreement responses.

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    This document discusses different types of attitude scales used to measure respondents' attitudes, including single-item and multi-item scales. Single-item scales include itemized category scales, rank order scales, and comparative scales. Multi-item scales are needed when attitudes cannot be measured based on one attribute alone. These include semantic differential scales, which describe beliefs underlying attitudes using polar opposites; Staple scales, which place an adjective in the center of a numerical scale to measure positive and negative intensity; and Likert scales, which use a series of statements requiring agreement or disagreement responses.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    114 views11 pages

    Attitude Scale by Yth

    Uploaded by

    yeateshwarrior
    This document discusses different types of attitude scales used to measure respondents' attitudes, including single-item and multi-item scales. Single-item scales include itemized category scales, rank order scales, and comparative scales. Multi-item scales are needed when attitudes cannot be measured based on one attribute alone. These include semantic differential scales, which describe beliefs underlying attitudes using polar opposites; Staple scales, which place an adjective in the center of a numerical scale to measure positive and negative intensity; and Likert scales, which use a series of statements requiring agreement or disagreement responses.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 11

    Attitude Scales

    YEATESH SABHARWAL
    13PBA021
    MBA

    Types of Attitude Scales :


    1) Single item Scale
    2) Multi-item Scales
    Single item scales are those with which only one item
    is measured. The following are the important single
    item scales:
    1) Itemised Category Scales:
    Are those in which respondents have to select an
    answer from a limited number of ordered categories.
    Eg. A hotel customer is asked to indicate the level of
    satisfaction for the service provided
    Highly
    Considerably Reasonably Unsatisfied
    Highly

    2) Rank Order Scales :


    They are comparative scales where respondents
    were asked to rate an item in comparison with another
    item or a group of items on a common criterion.
    Example:
    Rank order scale for analysing Motor Cycles
    Brand

    Affordable
    Cost

    High
    Mileage

    Stylish

    Great Pick
    up

    Hero Honda
    TVS
    Bajaj

    Rank the brands with 1 being the brand that best


    meets the characteristics , 7 being the worst of the

    THANK YOU

    3) Comparative Scales :
    The Researcher provides a point of comparison for
    respondents to provide answers. Therefore, all
    respondents will have a uniform point of comparison
    for selecting answers.
    Example:
    Respondent is asked to rate the sweet shop X in
    comparison to sweet shop Y in Kochi:
    Excellent

    Very Good Good

    Both are same

    Poor

    Very poor

    Multi-item Scales :
    These are applied when it is difficult to measure
    peoples attitude based on only one attribute.
    Eg. Ask a person whether he/she is satisfied with Indian
    Railway.
    Overall I am satisfied. But there are many factors
    with which I am dissatisfied.
    In such cases it is impossible to capture the complete
    picture with one overall question.
    A number of scales have to be developed that can
    measure a respondents attitude towards several issues
    From most favourable to most unfavourable.

    1) Semantic Differential Scale :


    It is used to describe a set of beliefs that underline a persons
    attitude towards an object.
    This scale is based on the principle that individuals think
    dichotomously or in terms of polar opposites such as reliableunreliable, modern-old fashioned etc.
    Eg. Comparing four brands of car :
    Mitsubishi(L) ; Hyundai(E) ; Skoda(O) ; Honda
    Fast
    -- -- -Large
    -- -- -Plain -- -- -- -InExpensive -- -- --

    -- -- -- -- Slow
    -- -- -- -- Small
    -- -- -- Stylish
    -- -- -- -- Expensive

    2) Staple Scales :
    It is an attitude measure that places a single adjective
    or an attitude describing an object in the centre of an
    even number of numerical values. Generally it is
    constructed on a scale of 10 ranging from -5 to +5,
    without a neutral point ( zero ). It is similar to
    Semantic Scale, except for it is single polar.
    This scale is useful for the Researchers to understand
    the positive and negative intensity of attitudes of
    respondents.

    Staple Scale Example - Measuring the attitude of


    Flight Passengers:
    +5
    +4
    +3
    +2
    +1

    +5
    +4
    +3
    +2
    +1

    Friendly Cabin
    Crew

    -1
    -2
    -3
    -4
    -5

    +5
    +4
    +3
    +2
    +1
    Comfortable
    Interiors

    -1
    -2
    -3
    -4
    -5

    -1
    -2
    -3
    -4
    -5

    Accurate Timings

    3) Likert Scale :
    This scale consists of a series of statements where the
    respondent provides answers in the form of agreement
    or disagreement.
    The respondent selects a numerical score for each
    statement to indicate the degree of agreement or
    otherwise.
    Each such score is finally added up to measure the
    respondents attitude.

    Eg. of Likert Scale for evaluating the attitude of customers who have not used
    Vacuum cleaner, but who have aware of its existence:
    Strongly
    Agree
    Neutral
    Disagree Strongly
    Agree
    disagree
    The
    1
    Product
    is costlier

    I dont
    find time
    to use it

    Advt. is
    1
    not
    convincin
    g

    Never
    use a V C

    I am
    satisfied
    with the
    present
    way of
    cleaning

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