Attitude Measurement

C.SATAPATHY AMITY

What is Attitude
Attitude is learned disposition that project a positive or
negative behavior towards objects. Attitude becomes permanent and influence action of a person.

Scientists feel and have proved that attitude of

a person decides action which the business people or extension workers try to look it critically as it affects their concern.

Components of Attitude
Feeling ( emotion, anger, happiness, shame, distress)

components

Cognitive Component ( Belief, opinion, knowledge, awareness about the product)

Behavior component Action and future action

Attitude
Attitude is the degree of positive and negative effect associated with psychological object. We call it Latent variable. Latent variable is not measured directly. It is measured in two ways

Direct Questioning Limitations 1. Environment 2. No experience 3. Hide facts

Observation 1. Event may not occur 2. Not possible to observe large number of respondents 3. Conceal behavior

Example
scale

Favorable Unfavorable Undecided 60 30 10 Does not Indicate how much favorable and how much unfavorable ? To measure how much we use scale

A scale is a set of statements to which numerals are assigned according to rule It measures intensity of positive and negative effects

Properties of Scale

1.Validity 2.. Reliability 3.Equal interval 4.Uni-dimension 5. Zero point

Attitude
Main function is to study feeling, belief and action that provide information to manager to take action. It is difficult to measure attitude Research indicate 1. Once attitude is positive the use of product and services are maximum 2. No use of product means neutral attitude 3. Objective is to make attitude positive This requires measurement of attitude

Attitude scale
To measure attitude we need a scale. We call it attitude scale Attitude scale:-Attitude scale is a set of items ( statements) that probe a single aspect of human behavior or attitude or feeling. Scaling is the process of measuring quantitative aspects of subjective or abstractive concepts

Attitude Scale
Assign number or numerals to attitude

Attitude scale

Develop continuum on which measured objects are located.

May measure single item or multiple items

Types of Attitude Scale

Single item scale

Continuous scale

Multi-Item scale

1. 2. 3. 4. 5. 6. 7.

Itemized category scale Rank order scale Q-Sort scale Comparative scale .Paired comparison scale Constant sum scale Pictorial scale

1. Likert Scale 2. Semantic differential scale 3Thrurstone scale 4 Associated scales 5 Stapel scale

1. Itemized Scale
Itemized scale provides scope to select one out of limited choices of ordered category. Suppose we want to study the performance of person in organization with respect to his duties as sakes manager, we can go for itemized scale Example Given below scale ranges from highly satisfactory to highly unsatisfactory. Please select one as you feel appropriate A. Highly satisfied B. Considerably satisfied C. Reasonably satisfied D. Unsatisfied E. Highly unsatisfied ( 5 point scale) It is easy to develop such scale

2. Rank Order Scale

It is a scale of comparison on certain parameter. One has to rank one against other. Please rank the brands of motor cycle on the characteristics given. 1 being best of its kind and 7 being worst. Please put number as you feel appropriate. Brand Hero Hunda TVS Bajaj Cost 4 3 1 Mileage 3 2 6 Stylish 7 1 3 Pick up 2 5 1

Contd.
Advantage 1. Easy to develop Rank order scale Disadvantage 1. Very difficult to include all possible brand and attributes 2. Sometimes brand is not there as liked by the respondent 3. Sometimes attributes may not be relevant as judged by the research 4.Thereis no blue to know why respondent has given particular rating.

Q-Sort Scale
When ranking is to be done for large number of attributes rank order scale is found to be difficult for research. One respondent finds difficult to rank so many attributes. To overcome such problem Q-sort scales are used. Procedure 1. In case of Q -sort scale, respondents are asked to sort out various attributes that are being compared into various groups so that distribution of attributes follow a normal pattern. 2. Respondents are given a set of 100-120 cards containing different categories of items of comparison

Contd.
3.Respondents are requested to segregate cards to 10 stacks so that 1st stack will contain as set of cards that are highly preferred. 4.The last 1oth stack contain items of least preferred. 5. Now in each stack the preference will be arranged in order 6. This provides best and least preferred attributes in the scale.

4.Comparative Scale
Respondent has to select a category that he feels describe best about the object or attributes or product. Respondent is provided with a point of comparison. All respondents have uniform point of comparison in selecting answer. Example: A scale is given ranging from excellent to poor. Which one you choose in case of a particular product or services or product, like sweet shop of Ganguram over Calcutta sweet A. Excellent B. Very good C. Good D. Both are same E. Poor F. Poor
Or we can have :Excellant__Very good___Good___Poor___Very poor___

5. Paired Comparison
Respondents may be confused when compare more than two attributes. Paired comparisons provides scope o select one over other on the criteria set for comparison. Example: Suppose there are 4 media, we want to know which one is better in entertainment. We have to compare in pair Number of pair=n(n-1)/2, In this case 6 Media are TV, News paper, Radio, Magazine 1.TV_ 5. NP____ Newspaper___ Magazine____ 2. TV___ 6. Radio____ Radio___ Magazine___ 3. TV__ ( more is response better is the rank) Magazine___ 4. NP____ Radio___

6. Constant Sum Scale

Respondents are asked to allot given points ( usually 100) to a set of attributes to be studied. The scale is used in place of paired comparison to avoid long list of pairing. We may not allot any score to an item out of the list if not found important to us. Example suppose we are interested to compare attributes of a super market and we have to assign score out of 100 Attributes Points allotted (i) Good location 40 (ii) Wide range of product (iii). Stores well maintained (iv). Cooperative sale persons 20 (v). Comfortable spacing (vi). Affordable price 15 (vii). Pleasing arrangement (viii). Soft music 10 (ix). Comfortable billing 5 (x) Adequate parking space 10
Total 100

7.Pictorial Scale
Picture represent types of scale. We ask respondent see a picture on a product and select a category as he likes.

1.Sreongly agree_______ 2. Agree______________ 3.Neutral_____________ 4. Disagree___________ 5. Strongly disagree_____

III. Continuous Scale

The scale measures response in two extreme points. These scales are not used in market research Example Suppose we want to measure over all satisfaction of a Fast Food Centre. We have to give response in a scale ranging from 0 to 100. 0 represent worst and 100 best
0 10 20 30 40 50 60 70 80 90 100

III. Multi-Item Scale

We are measuring attitude of people. In single item scale we measure only one aspect of the product or event. But that does not give full picture like suppose we study seat reservation system of Railways, it only gives one aspect. When we want to know over all reaction abut Rail ways we have to us multi-item scale. Under this type we have four important scales 1. Semantic differential scale 2. Likert Scale 3. Thruton scale 4. Differential scale

Steps Involved in Construction of Multi-Item Scale

Steps Activities 1. Initial Development Theory 2.Generating number of items 3. Selecting final set of items judged by expert 4. Identifying appropriate scale for use 5.Checking validity of scale 6. Pre-testing of items 7. Analyzing items 8. Optimizing length of scale

1. Semantic Differential Scale

This scale is used to describe a set of beliefs underlying ones attitude toward organization, product, even, services, brand etc. It is based on two point category Reliable_____Unreliable____ Modern______Old______ Cold________Warm_____

Procedure for Semantic Differential Scale

1. First select object of study 2. Find out positive and negative adjectives 3.Respondents have to give response in seven point scale in between positive and negative points Response have to be graphed This is the most effective method to find out strength and weakness of a product

Example I
Suppose we want to study relative position of different car brand with respect to different attributes and we have to use semantic differential scale Branda are a.Lancer(L), b. Elentra (E) C. Ovtavia (O) and Honda (C)
Fast _L_ O__ _E_ __ _C_ __ __ Slow Large O__ E___ __ C__ _L_ __ __ Small Plain __ __ C __ _L_ _O_ __ E__ __ Stylish Inexpensive __ __ E__ O __ L__ __ C__ Expensive From the data and find out scores and can make graph

Example II (NP Quality)

( scale point 1 2 3 4 5 6 7 )

Contemporary

___ ___ ___ ___ ___ ___ ___

old fashion

Comprehensive

__

__

__

__

__ __

__-

Limited Coverage Uninteresting supplement Unbalance coverage Poor language Less international news Worst editorial Not at all appealing

Increasing supplement __ ___ ___ ___ ___ ___ ___

Balance Coverage Quality language

___ ___ ___ ___ ___ ___ ____ ___ ___ ___

___

___ ___ ___

More International news ___ ___ ___ ___ ___ ___ ___ Excellent Editorial Appealing youth ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___

No political interest

___ ___ ___ ___ ___ ___ ___

Political bias

2. Stapel Scale
It places single attribute or adjective in describing an object or event or product in center with an even number numeral values. It may be + or with +5 and -5 without neutral point. Respondents are asked to rate say for Air line service +5 +5 +5 +4 +4 +4 +3 +3 +3 +2 +2 +2 +1 +1 +1 ____________________________________ ( Cabin crew) (Comfort) (Timing) ____________________________________ -1 -1 -1 -2 -2 -2 -3 -3 -3 -4 -4 -4 -5 -5 -5 Take scores of + and values and calculate scale value

3. Likert Scale
Likert scale contains number of statements and respondent is required to provide response on agree ness to disagree ness. This is how to express attitude about a concept under study. Score is given to each item or statement to indicate degree of agree ness or disagree ness Steps in Scale development 1. Identify concept that is to be measured 2.Develop series of statements say 100 to reveal attitude towards concept 3.Every statement falls to category of favorable or un-favorableness 4. Make pre-testing to know intensity of F-ness or UnF.-ness 5.Assign score to F-ness or UnF-ness 6. Finally select statements that reveal clear discrimination between high and low scores ( It is very popular scale among the social scientist)

Example of Likert Scale

Suppose we want to measure attitude towards vacuum cleaner (VC) who have not used it.
Statement SA 1. The product is costlier 2. No time to use 3.AD on it not convincing 4.Never used it 5.Traditionalo method is Satisfactory 6.Use is cumbersome 7.Other brand is better 8.After some use it is kept idle 9.Dem by sales man not effective
SA A Neutral DA SDA 1 2 3 4 5

Neutral

DA

SDA

PROFILE ANALYSIS
Profile analysis of three Jean brands where a respondent has indicated towards them in a five point scale based five attributes 1 2 3 4 5 ____ _____ _____ ____ ____ Old fashioned

Stylish

Affordable

____ _____ _____

_____

____ ____ Expensive

____ _____ Low brand value

High brand value ____ ____ High range More outlets

_____ _____ _____ _____ _____Low range _____ ______ LEVIS LLEE ______ _____ ____ Lesser outlet

WRANGLER

Other format
We can take Not True Seldom True Occasional True Some what true Very True