ATTITUDE MEASUREMENT

Meaning of Attitude Measurement

An attitude is a mental state involving beliefs,
feelings, values and personalities to act in a
certain way.
It can further be understood as a learned
predisposition to respond consistently in a
positive or negative manner towards different
aspects of the world.
 Components of Attitude
Attitude has three components-
• Cognitive Component(belief/ opinion)
• Affective Component (feelings)
• Behavioral Component(attitude)
Example:
If a person says that he loves Britannia biscuits
because they are tasty and always eats them,
the statement comprises all these three
components of an attitude.
 Relationship between Attitudes and
Behavior
The following critical aspects discovered by
researchers are governing the attitudes and
behavior of consumers.
• A product or service usage will be maximum if the
person develops a positive attitude towards it.
The converse is also true
• Attitudes of consumers towards products that
they have never tried will be neutral
• When attitudes are developed based on actual
trial and experience of a product, attitudes predict
behavior effectively
 Measurement Scales

DEFINITION OF ATTITUDE SCALE:

An attitude scale is a set of items (questions or
statements) that probe a single aspect of
human behavior, attitudes, or feelings.

SCALING:
It is the process of measuring quantitative
aspects of subjective or abstract concepts. It is
a method to assign numbers or symbols to
some attributes of an object.
 A Classification of Scaling
Techniques
Scaling Techniques

Comparative Noncomparative
Scales Scales

Paired Rank Constant Continuous Itemized

Comparison Order Sum Rating Scales Rating Scales

Semantic Stapel
Likert
Differentia
In comparative scaling, the respondent is
asked to compare one object with another.

The comparative scales can further be divided

into the following four types of scaling
techniques:
(a)Paired Comparison Scale,
(b)Rank Order Scale,
(c)Constant Sum Scale, and
 Paired comparison scales
• In paired comparison scales, respondents are asked to
select one of two items in a pair based on pre-set
criteria. As each item is compared with all other
items, the number of times an item is selected from a
pair gives its rank. The higher the number the better
is the rank.
• A major advantage of this method is that the problem
of order bias is eliminated as no set pattern is
followed while providing respondents the pairs.
Paired Comparison Scale:
This is a comparative scaling technique in which a
respondent is presented with two objects at a time and
asked to select one object according to some criterion. The
data obtained are ordinal in nature.
For example, there are four types of cold drinks - Coke,
Pepsi, Sprite, and Limca. The respondents can prefer Pepsi
to Coke or Coke to Sprite, etc.
 Rank-order scales
• Rank order scales are comparative
scales, where the respondent is
asked to rate an item in comparison
with another item or a group of
items against each other based on a
common criterion.
 Constant sum scale
In this, the respondents are asked to divide a
given number of points, usually 100, among
two or more attributes based on the importance
they attach to each attribute. Here respondents
have to rate an item in relation with all other
items. Ranking for each item is based on the
points assigned by the respondent to the items.
NON-COMPARATIVE
SCALING
In non-comparative scaling respondents need
only evaluate a single object. Their
evaluation is independent of the other object
which the researcher is studying.

The non-comparative scaling techniques can

be further divided into:
(a)Continuous Rating Scale, and
(b)Itemized Rating Scale.
 Continuous Rating scales
• Continuous scales are those where respondents
are asked to rate items being studied by
marking at an appropriate place on a line
drawn from one extreme of the scale to the
other
 Itemized Rating Scales
Itemized rating scale is a scale having numbers or brief
descriptions associated with each category. The categories are
ordered in terms of scale position and the respondents are
required to select one of the limited number of categories that
best describes the product, brand, company, or product
attribute being rated. Itemized rating scales are widely used in
marketing research.

Itemised rating scales is further divided into three parts,

namely
(a) Likert scale,
(b) Semantic Differential Scale, and
(c) Stapel Scale.
 Likert scales
Likert scales consist of a series of statements
where the respondent provides answers in the
form of degree of agreement or disagreement.
This expresses attitude towards the concept
under study. 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
respondent’s attitude.
•
 Semantic differential scales
These scales are used to describe a set of
beliefs that underline a person’s attitude
towards an organization, product or brand. The
respondents are asked to rate an attitude object
on a set of itemized, seven-point rating scale,
bounded by bipolar phrases or adjectives.
Semantic differential scales
 Stapel scales
• A stapel scale is an attitude measure that
places a single adjective or an attribute or an
attribute describing an object in the centre of
an even number of numerical values.
• In general, stapel scales are constructed on a
scale of 10 ranging from -5 to +5, without a
neutral point (zero). The respondent is asked
to rate attributes on this scale.
•
Stapel scales
Motivation Research /
Projective Techniques
 Definition of Projective
Techniques
• An unstructured, indirect form of
questioning that encourages respondents
to project their underlying motivations,
beliefs, attitudes or feelings regarding the
issues of concern.
• In projective techniques, respondents are
asked to interpret the behavior of others.
• In interpreting the behavior of others,
respondents indirectly project their own
motivations, beliefs, attitudes, or feelings
into the situation.
 Projective Techniques
• Types:
1. Construction technique
2. Association technique
3. Completion technique
 Construction Techniques
With a picture response, the respondents are
asked to describe a series of pictures of ordinary
as well as unusual events. The respondent's
interpretation of the pictures gives indications of
that individual's personality.

In cartoon tests, cartoon characters are shown

in a specific situation related to the problem. The
respondents are asked to indicate what one
cartoon character might say in response to the
comments of another character. Cartoon tests
are simpler to administer and analyze than
picture response techniques.
 Word Association
In word association, respondents are presented with a
list of words, one at a time and asked to respond to each
with the first word that comes to mind. The words of
interest, called test words, are interspersed throughout the
list which also contains some neutral, or filler words to
disguise the purpose of the study. Responses are analyzed
by calculating:

(1) the frequency with which any word is given as a

response;
(2) the amount of time that elapses before a response is
given; and
(3) the number of respondents who do not respond at all to
a test word within a reasonable period of time.
 Word Association
• Eg: In a study on TV viewing habits
the respondents can be presented
with words like-
• Discovery
• Soap
• Idiot
• Star
 Completion Techniques
In Sentence completion, respondents are given
incomplete sentences and asked to complete them.
Generally, they are asked to use the first word or
phrase that comes to mind.

A person who enters politics are

______________________

A person who gives money to a charity is

__________________________________

story completion……
.
 Completion Techniques
In story completion, respondents are given part
of a story – enough to direct attention to a
particular topic but not to hint at the ending.
They are required to give the conclusion in their
own words.
Figure 5.4 A Cartoon Test
Sears

Let’s see if we
can pick up
some house
wares at Sears