Attitude
Meaning
An enduring disposition to consistently respond in a given manner to various aspects of the world;
o Composed of affective
o Cognitive
o Behavioural
Cognitive
The component of attitude that represents one’s awareness and knowledge about an object.
Affective
The component of attitude that reflect one’s general feelings or emotions toward an object.
Behavioural component
The component of attitude that includes buying intentions and behavioural expectations; reflects a predisposition to action.
Measuring scale
1. Nominal scale
A scale in which the numbers or letters assigned to objects serve as label for identification or classification. It is a measurement scale of the simplest type.
2. Ordinal scale
A scale that arrange objects or alternatives according to their magnitudes.
3. Interval scale
A scale that not only arranges objects or alternatives according to their magnitudes but also distinguish this ordered arrangement in unit of equal intervals.
4. Ratio scale
A scale having absolute rather than relative quantities and processing an absolute zero, where there is an absence of a given attitude.
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Three criteria for good measurement
1. Reliability
The degree to which measures are free from error and therefore yield consistent results.
2. Validity
The ability of a scale or measuring instrument to measure what it is intended to measure. This section discuss the three basic approaches to dealing with the evaluation of validity.
(a) Face validity
Professional agreement that a scale logically appears to accurately measure what it is intend to measure.
(b) Criterion validity
The ability of some measure to correlate with other measure of the same construct.
(c) Construct validity
The ability of a measure to confirm a network of related hypothesis generated from a theory based on the concepts.
3. Sensitivity
A measurement instruments ability to accurately measure variability in stimuli or responses.
Techniques for measuring the attitude
1. Ranking
A measurement task that requires the respondents rank order a small number of activities, events or objects on the basis of overall preference or some characteristics of the stimulus.
2. Rating
A measurement task that requires the respondents to estimate the magnitude of a characteristics or quality that an object posses.
3. Sorting
A measurement technique that presents a respondent with several concepts printed on cards and requires the respondent to arrange the cards into a number of piles to classify the concept.
4. Choice
A measurement task that identifies preferences by requiring respondents to choose between two or more alternatives.
Attitude rating scale
Using rating scales to measure attitudes is perhaps the most common practice in business research. This section discuss many rating scales designed to enables respondents to report the intensity of their attitudes.
1. Simple attitude scale
Attitude scaling requires that an individual agree or disagree with a statement or respond to single question. Example: an individual might be asked to indicate whether he likes or dislikes labour unions.
2. Likert scale
A measure of attitudes designed to allow respondents to indicate how strongly they agree or disagree with carefully constructed statements that range from very positive to very negative toward an attitudinal object.
3. Semantic differential
An attitude measures consisting of a series of seven – point bipolar rating scales allowing response to a concept.
(a) Numerical
An attitude rating scale similar to a semantic differential expect that it uses numbers instead of verbal descriptions as response options to identify response positions.
(b) Constant sum scale
A measure of attitudes in which respondents are asked to divide a constant sum to indicate the relative importance of attributes.
(c) Staple scale
An attitude measures that place a single objective in the center of an even number of numerical values.
(d) Graphic rating scale
A measure of attitude consisting of a graphic continuum that allows respondents to rate an object by choosing any point on the continuum.
Meaning
An enduring disposition to consistently respond in a given manner to various aspects of the world;
o Composed of affective
o Cognitive
o Behavioural
Cognitive
The component of attitude that represents one’s awareness and knowledge about an object.
Affective
The component of attitude that reflect one’s general feelings or emotions toward an object.
Behavioural component
The component of attitude that includes buying intentions and behavioural expectations; reflects a predisposition to action.
Measuring scale
1. Nominal scale
A scale in which the numbers or letters assigned to objects serve as label for identification or classification. It is a measurement scale of the simplest type.
2. Ordinal scale
A scale that arrange objects or alternatives according to their magnitudes.
3. Interval scale
A scale that not only arranges objects or alternatives according to their magnitudes but also distinguish this ordered arrangement in unit of equal intervals.
4. Ratio scale
A scale having absolute rather than relative quantities and processing an absolute zero, where there is an absence of a given attitude.
if you like my post then pls click on advertisment and add as you in my follower list.
Its beneficial for you and me both.
Three criteria for good measurement
1. Reliability
The degree to which measures are free from error and therefore yield consistent results.
2. Validity
The ability of a scale or measuring instrument to measure what it is intended to measure. This section discuss the three basic approaches to dealing with the evaluation of validity.
(a) Face validity
Professional agreement that a scale logically appears to accurately measure what it is intend to measure.
(b) Criterion validity
The ability of some measure to correlate with other measure of the same construct.
(c) Construct validity
The ability of a measure to confirm a network of related hypothesis generated from a theory based on the concepts.
3. Sensitivity
A measurement instruments ability to accurately measure variability in stimuli or responses.
Techniques for measuring the attitude
1. Ranking
A measurement task that requires the respondents rank order a small number of activities, events or objects on the basis of overall preference or some characteristics of the stimulus.
2. Rating
A measurement task that requires the respondents to estimate the magnitude of a characteristics or quality that an object posses.
3. Sorting
A measurement technique that presents a respondent with several concepts printed on cards and requires the respondent to arrange the cards into a number of piles to classify the concept.
4. Choice
A measurement task that identifies preferences by requiring respondents to choose between two or more alternatives.
Attitude rating scale
Using rating scales to measure attitudes is perhaps the most common practice in business research. This section discuss many rating scales designed to enables respondents to report the intensity of their attitudes.
1. Simple attitude scale
Attitude scaling requires that an individual agree or disagree with a statement or respond to single question. Example: an individual might be asked to indicate whether he likes or dislikes labour unions.
2. Likert scale
A measure of attitudes designed to allow respondents to indicate how strongly they agree or disagree with carefully constructed statements that range from very positive to very negative toward an attitudinal object.
3. Semantic differential
An attitude measures consisting of a series of seven – point bipolar rating scales allowing response to a concept.
(a) Numerical
An attitude rating scale similar to a semantic differential expect that it uses numbers instead of verbal descriptions as response options to identify response positions.
(b) Constant sum scale
A measure of attitudes in which respondents are asked to divide a constant sum to indicate the relative importance of attributes.
(c) Staple scale
An attitude measures that place a single objective in the center of an even number of numerical values.
(d) Graphic rating scale
A measure of attitude consisting of a graphic continuum that allows respondents to rate an object by choosing any point on the continuum.
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