AREA OF STUDY 1: INTERPERSONAL & GROUP BEHAVIOUR UNIT 2: SELF AND OTHERS AREA OF STUDY 1: INTERPERSONAL & GROUP BEHAVIOUR
MEASUREMENT OF ATTITUDES 1. OBSERVATIONAL STUDIES 2. SELF REPORT METHODS - Questionnaires - Surveys - Interviews - Rating Scales MEASUREMENT OF ATTITUDES
MEASUREMENT OF ATTITUDES OBSERVATIONAL STUDIES Involves watching and describing behaviour as it occurs INDIRECT MEASURE = we observe someone else, and then infer or assume the underlying attitude associated with the behaviour MEASUREMENT OF ATTITUDES
MEASUREMENT OF ATTITUDES OBSERVATIONAL STUDIES It is indirect and unobtrusive Provides data unobtainable by other measures Hard to measure strength of attitude Observed behaviour and attitudes sometimes inconsistent MEASUREMENT OF ATTITUDES
MEASUREMENT OF ATTITUDES SELF REPORT METHODS Written or spoken answers to questions or statements provided by the researcher SUBJECTIVE DATA = responses given by participant FREE-RESPONSE = respondents describe attitudes clearly in their own words FIXED-RESPONSE = provide respondents with a number of fixed alternative answers MEASUREMENT OF ATTITUDES
LEARNING ACTIVITY 8.27 (pg.361) HOMEWORK
MEASUREMENT OF ATTITUDES SELF REPORT METHODS QUESTIONNAIRES: A written set of questions, usually in the form of a survey INTERVIEWS: A face-to-face discussion between the researcher and respondent MEASUREMENT OF ATTITUDES
MEASUREMENT OF ATTITUDES SELF REPORT METHODS WHAT’S YOUR ATTITUDE? MEASUREMENT OF ATTITUDES
MEASUREMENT OF ATTITUDES SELF REPORT METHODS RATING SCALES: A series of fixed-response questions or statements about different aspects of an attitude to which the respondents indicate the extent of their agreement or disagreement LIKERT SCALE Measures the direction of an attitude (see pg.362-363) MEASUREMENT OF ATTITUDES
ADVANTAGES & LIMITATIONS OF ATTITUDE MEASURING DEVICES SELF REPORTS Simple to complete Can be administered to large groups of people at one time Provides valuable quantitative data Cannot be used with young children, illiterate adults, people with non-English speaking backgrounds Time consuming to complete Social desirability – people give false or misleading answers to create a favorable impression of themselves ADVANTAGES & LIMITATIONS OF ATTITUDE MEASURING DEVICES
ADVANTAGES & LIMITATIONS OF ATTITUDE MEASURING DEVICES OBSERVATIONAL STUDIES Unobtrusive Participant’s responses are not influenced by their knowledge of being in a research study Those being observed do not know they are being observed Observation of behaviour assumes that this behaviour reflects a particular attitude ADVANTAGES & LIMITATIONS OF ATTITUDE MEASURING DEVICES
ETHICS IN CONDUCTING RESEARCH ON ATTITUDE MEASUREMENT 1. RESPECTING RIGHTS the right to choose to participate or not 2. OBTAINING INFORMED CONSENT use of a briefing statement and consent form 3. CONFIDENTIALITY keeping respondents information private ETHICS IN CONDUCTING RESEARCH ON ATTITUDE MEASUREMENT
CHAPTER 8 TESTS TRUE/FALSE QUIZ (pg. 369) MULTIPLE CHOICE TEST (pg CHAPTER 8 TESTS TRUE/FALSE QUIZ (pg.369) MULTIPLE CHOICE TEST (pg.370-371) SHORT ANSWER TEST (pg.372) HOMEWORK