Some of the important methods of attitude scale are given below:
- 1. Arbitrary scale: Sometimes researcher develops new rational and appropriate method. ...
- 2. Summated rating scale or Likert scale: This scale was developed by Rensis Likert. ...
- 3. Differential Scale or Thurstone scale: This scale was developed by L.L Thurstone using the consensus scale approach. ...
- 4. Cumulative or Guttman scale:
What are the three types of scales used for measuring attitude?
This article throws light upon the three types of scales that are used for measuring attitude of individuals. The types are: 1. Differential Scales 2. Summated Scales 3. Cumulative Scales. Type # 1. Differential Scales:
What are the 5 measures of psychological assessment?
The area of psychological measurement was pioneered by Louis Leon Thurstone. His Thurstone Scale is one of five common psychological measures. The others are the Likert Scale, Bogardus Social Distance Scale, Semantic Differential Scale, and the Guttman Scale.
How is the Likert scale used to measure attitudes?
Each degree of agreement is given a numerical score and the respondents total score is computed by summing these scores. This total score of respondent reveals the particular opinion of a person. Likert Scale are of ordinal type, they enable one to rank attitudes, but not to measure the difference between attitudes.
How do you measure attitude in research?
Depending upon the attitude to be measured, appropriate scales are designed. Scaling is a technique used for measuring qualitative responses of respondents such as those related to their feelings, perception, likes, dislikes, interests and preferences.
Which scale is used for attitude measurement?
the Likert ScaleThe most widely used attitude scale is the Likert Scale, which uses five levels of agreement/disagreement.
What are 4 types of attitude scales?
Four types of scales are generally used for Marketing Research.Nominal Scale. This is a very simple scale. ... Ordinal Scale. Ordinal scales are the simplest attitude measuring scale used in Marketing Research. ... Interval Scale. ... Ratio Scale.
What is the most common method of measuring attitude?
Within each of these categories, there are strategies for measuring attitude-related behaviors. Most commonly, attitude measurement is accomplished by one of the following techniques: Questionnaires and rating scales.
What is the most common scale being used in research?
The four most common types of scale are: nominal, ordinal, interval and ratio. Among the attitude scales used in scientific research, we highlight the Thurstone and the Likert. The Thurstone scale is used to measure a probable human attitude without indicating the intensity.
How do you measure attitudes in research?
One of the most popular techniques of attitude measurement is the Likert Scale. Using this scale, the attitude researcher asks the consumer respondents to indicate the degree of approval with a statement relating to the attitude object. Respondents are given the choice of five responses regarding the statement.
What are the different attitude measurement techniques?
This was followed by five important tools/scales of attitude measurement, viz., Guttman, Thurstone's equal-appearing interval, Semantic Differential, Likert's and the Q-sort technique.
Which scale is simplest attitude measuring scale used in marketing Research?
Ordinal scalesFour types of scales are generally used for Marketing Research. Ordinal scales : are the simplest attitude measuring scale used in Marketing Research. It is more powerful than a nominal scale in that the numbers possess the property of rank order.
Which of the following is a method of measuring attitude *?
Ranking: It is an ordinal scale measurement. The researcher tries to measure attitude towards different variables.
What is the Likert scale in Research?
A Likert scale is a rating scale used to measure opinions, attitudes, or behaviors. It consists of a statement or a question, followed by a series of five or seven answer statements. Respondents choose the option that best corresponds with how they feel about the statement or question.
What types of scales are used in research?
There are four different scales of measurement used in research; nominal, ordinal, interval and ratio.
What are the common scales used in quantitative research?
These measurement scales are four in number, namely; nominal scale, ordinal scale, interval scale, and ratio scale. The measurement scales are used to measure qualitative and quantitative data.
Is one of the most commonly used scale in research community?
Likert Scale: Perhaps the most commonly used among psychological scales is the Likert scale. It is often used for questionnaires and has people rate items.
What are types of attitudes?
Attitudes can include up to three components: cognitive, emotional, and behavioral.
What is Thurstone scale with example?
An example of a Thurstone scale survey is to understand the attitude of employees in an organization towards diversity hiring in that organization. There are 2 distinct milestones in the Thurstone scale question; to derive the final questions and administer the Thurstone scale question and conduct its analysis.
What is Guttman scale explain?
What is a Guttman Scale? The Guttman scale is one of the three unidimensional measurement scales. It tests how a person responds to a specific topic and measures how positively or negatively a person reacts to a subject. A uni-dimensional scale means a scale that has one dimension.
What is 7 point Likert scale?
A 7-point Likert scale would be like; (1) Strongly Disagree; (2) Disagree; (3) Somewhat Disagree; (4) Neither Agree Nor Disagree; (5) Somewhat Agree; (6) Agree; (7) Strongly Agree. 4.
What is the most commonly used technique for measuring attitudes?
1. Attitude Surveys. This is the most commonly used technique for measuring attitudes. In an attitude survey, the investigators provide a questionnaire or ask a series of questions on the telephone. A respondent shows his or her attitude, by answering a series of questions. These questions may be open or close-ended.
What is the common way of measuring attitudes?
Therefore, the common way of measuring attitudes is to study some aspect of behavior and from that makes inferences about the attitudes that may be responsible for behavior.
How did the researchers measure attitudes toward the competing brands of cola?
The other researchers measured attitudes toward the competing brands of cola, by searching through the garbage cans. Still others attempted to determine the most popular exhibit at a museum, by measuring the amount of wear and tear on various parts of the carpet (Webb, Campbell, Schwartz, Sechrist & Grove, 1981).
How to measure attitudes?
Measuring attitudes helps investigators make inferences about the attitudes that may be responsible for certain behaviors. Attitude survey is the most commonly used technique for measuring attitudes. Here, the investigators provide a questionnaire or ask a series of questions on the telephone. A respondent shows his or her attitude, by answering a series of questions.
Who developed the scale?
Louis Guttman (1947) developed a scale much like Likert and Thurstone, but he placed extreme stress on the instrument, measuring only a single trait (a property called unidimensionality, a single dimension underlies the responses to the scale).
Who developed the attitude scale?
Thurstone (1929) is credited with having first created the attitude-measurement methodology. He is considered to be the ‘father’ of attitude scaling. He developed one of the earliest methods for measuring the attitudes towards religion. It is made up of statements about a particular issue, and each statement has a numerical value, indicating how favorable or unfavorable it is judged to be (See Exhibit I).
Why are Thurstone scales so complex?
As the developer of the scale needs to make sure, that a wide range of possible views is expressed in the statements used, the Thurstone scales are quite complex and time consuming. This is particularly important, since the only responses allowed are agreement and disagreement. Thus, their main drawback is that they are very time-consuming, and therefore expensive to produce.
What are the three types of scales used to measure attitude?
This article throws light upon the three types of scales that are used for measuring attitude of individuals. The types are: 1. Differential Scales 2. Summated Scales 3. Cumulative Scales.
What scale was used in MacCrone's study of attitudes toward ‘natives’ in South Africa?
In MacCrone’s study of attitudes toward ‘natives’ in South Africa using the Thurstone- type scale, the statement which was judged as one with extremely unfavorable import for the natives and having the scale value 10.3 was, “I consider that the native is only fit to do the ‘dirty’ work of the white community.”
What is Thurstone scale?
Thurstone-type scale consists of a number of statements whose position on the scale has been determined by a ranking operation performed by judges who are persons whose judgements about the relative rank of different statements along a dimension can be relied on.
What is the most favourable statement having a scale value of 0.8?
The most favourable statement having a scale value of 0.8 was “I would rather see the white people lose their position in this country than keep it up at the expense of injustice to the native.” Between these two opposite extreme statements were a number of statements arranged according to their scale-values (from higher of lower).
What method of securing judgments of scales-position have been used?
Various method of securing judgments of scales-position have been, viz., the method of paired comparisons, the method of equal-appearing intervals, etc. The method of equal-appearing intervals is most commonly used in the construction of this scale.
Which pile of statements are most unfavorable?
Each of the judges is requested to place in the first pile the statements which he thinks are most unfavorable to the issue (or, most progressive or most permissive, depending upon the dimension along which the statements are to be placed) in the second pile, those he considers next most unfavorable and proceeding thus, in eleventh pile, the statements he considers most favourable.
When did unidimensional scales start?
After 1940 , there has been a rapid development of techniques for determining whether the statements form or a scale in the ideal sense ideally have. This led to a methodological emphasis on the development of uni-dimensional scales, that is, scales consisting of statement that do no refer to issues extraneous to the characteristic being measured.
What is the most commonly used psychological scale?
Likert Scale : Perhaps the most commonly used among psychological scales is the Likert scale. It is often used for questionnaires and has people rate items. For example, one item on a questionnaire might say, 'Chocolate ice cream is better than vanilla.'.
Who developed the scale to measure psychological traits?
Thurstone might have been the first, but he wasn't the only one to develop a scale to measure psychological traits like attitudes. There are five common scales used in psychological measurement:
What is psychological measurement?
Psychological measurement is the process whereby psychologists assess people's thoughts, behaviors, or feelings. The area of psychological measurement was pioneered by Louis Leon Thurstone. His Thurstone Scale is one of five common psychological measures. The others are the Likert Scale, Bogardus Social Distance Scale, Semantic Differential Scale, and the Guttman Scale.
What is the purpose of the Thurstone scale?
So, Thurstone developed a scale to measure people's attitudes about subjects. The scale is relatively simple: a researcher comes up with a series of statements about a subject. For example, if we wanted to measure people's attitudes about AIDS, we might write things like, 'People with AIDS got what they deserved,' or 'People with AIDS deserve to be treated like everyone else.'
What is the Guttman scale?
5. Guttman Scale: This scale offers several statements that move further and further from the middle point of a position. A person is asked to mark which statement they agree with, and it is implied that they will agree with every other statement below that. For example, imagine a subject is given the following list:
What is the semantic differential scale?
Semantic Differential Scale: Another common scale used in psychology asks participants to read two antonyms and to mark where on the scale between the two the person lies. For example, a person might be given a scale that has the word 'brave' at one end and 'cowardly' at the other.
What is the Bogardus scale?
3. Bogardus Social Distance Scale: This measures how willing people are to include people different from themselves in their social circle. For example, a person might be asked about someone of a different race or age. They would mark on a scale whether they'd be willing to welcome that person into their family, into their circle of friends, into their neighborhood, or into their country. The closest social distance would be allowing someone into one's family, which implies that there is no social distance. On the opposite end of the spectrum is excluding someone from one's country, which implies a very large social distance.
What are the attitudes scales?
ATTITUDE SCALES. 2. CONCEPT OF ATTITUDE Attitudes are individual mental processes which determine both the actual and potential responses of each person in a social world. Since an attitude is always directed toward some object it may be defined as “the state of mind of the individual toward a value.”.
How to rank toothpaste?
Begin by picking out the one brand that you like most and assign it a number 1. Then find the second most preferred brand and assign it a number 2. Continue this procedure until you have ranked all the brands of toothpaste in order of preference. The least preferred brand should be assigned a rank of 10.
What is scale measure?
A scale is a type of composite measure that is composed of several items that have a logical or empirical structure among them. That is, scales make use of differences in intensity among the indicators of a variable. For example, when a question has the response choices of "always," "sometimes," "rarely," and "never," this represents ...
What is the purpose of the Thurstone scale?
The Thurstone scale, created by Louis Thurstone, is intended to develop a format for generating groups of indicators of a variable that have an empirical structure among them.
What is the Likert scale?
Likert scales are one of the most commonly used scales in social science research. They offer a simple rating system that is common to surveys of all kinds. The scale is named for the psychologist who created it, Rensis Likert. One common use of the Likert scale is a survey that asks respondents to offer their opinion on something by stating ...
How to measure prejudice?
For example, let’s say that we're interested in measuring prejudice against women. One method would be to create a series of statements reflecting prejudiced ideas, each with the Likert response categories listed above. For example, some of the statements might be, "Women shouldn’t be allowed to vote," or "Women can’t drive as well as men." We would then assign each of the response categories a score of 0 to 4 (for example, assign a score of 0 to "strongly disagree," a 1 to "disagree," a 2 to "neither agree or disagree," etc.). The scores for each of the statements would then be totaled for each respondent to create an overall score of prejudice. If we had five statements and a respondent answered "strongly agree" to each item, his or her overall prejudice score would be 20, indicating a very high degree of prejudice against women.
How to use semantic differential scale?
The semantic differential scale asks respondents to answer a questionnaire and choose between two opposite positions, using qualifiers to bridge the gap between them. For instance, suppose you wanted to get respondents’ opinions about a new comedy television show. You'd first decide what dimensions to measure and then find two opposite terms that represent those dimensions. For example, "enjoyable" and "unenjoyable," "funny" and "not funny," "relatable" and "not relatable." You would then create a rating sheet for respondents to indicate how they feel about the television show in each dimension. Your questionnaire would look something like this:
Who created the Bogardus scale?
The Bogardus social distance scale was created by sociologist Emory S. Bogardus as a technique for measuring the willingness of people to participate in social relations with other kinds of people. (Incidentally, Bogardus established one of the first departments of sociology on American soil at the University of Southern California in 1915.)
What does the difference in intensity mean?
The clear differences in intensity suggest a structure among the items. Presumably, if a person is willing to accept a certain association, he is willing to accept all those that precede it on the list (those with lesser intensities), though this is not necessarily the case as some critics of this scale point out.
Which scale is the highest level of measurement?
d. The ordinal scale is the highest level of measurement.
Should you always use the highest level of measurement possible?
a. You should always use the highest level of measurement possible.
Can a researcher generalize beyond the objects under study?
A researcher cannot generalize beyond the objects under study
Can respondents allocate more or fewer units than those specified?
respondents may allocate more or fewer units than those specified
