1 Chapter 10 Attitude Measurement © 2005 Thomson/South-Western

2 Methods for Assessing Attitude Observation of Behavior A Indirect Techniques Performance of Objective Tasks Self-Report Techniques Physiological Reactions I1I1 I2I2 I3I3 I4I4 I5I5

3 Scales of Measurement Typical Examples Measures of Average Scale Basic Comparisons Nominal Ordinal Interval Ratio Identity Order Comparison of intervals Comparison of absolute magnitudes Male-female User-nonuser Occupations Uniform numbers Preference for brands Social class Hardness of minerals Graded quality of lumber Temperature scale Grade point average Attitude toward brands Awareness of advertising Units sold Number of purchasers Probability of purchase Weight Mode Median Mean Geometric mean Harmonic mean

4 Figure 1: Assessing a Respondent’s Liking of Soft Drinks With Nominal, Ordinal, Interval, and Ratio Scales Nominal Which of the soft drinks in the following list do you like? (Check ALL that apply): ___Coke ___Dr. Pepper ___Mountain Dew ___Pepsi ___Seven Up ___Sprite Ordinal Rank the soft drinks according to how much you like each (most preferred drink = 1, and least preferred drink = 6): ___Coke ___Dr. Pepper ___Mountain Dew ___Pepsi ___Seven Up ___Sprite Interval Please indicate how much you like each soft drink by checking the appropriate position on the scale:dislike like a lot dislike like a lot Coke ____ ____ ____ ___ Dr. Pepper ____ ____ ____ ___ Mountain Dew ____ ____ ____ ___ Pepsi ____ ____ ____ ___ Seven Up ____ ____ ____ ___ Sprite____ ____ ____ ___ Ratio Please divide 100 points among these soft drinks To represent how much you like each: ___Coke ___Dr. Pepper ___Mountain Dew ___Pepsi ___Seven Up ___Sprite 100

5 Figure 2: Thurstone Equal-Appearing Interval Continuum ABCDEFGHIJK UnfavorableNeutralFavorable

6 Figure 3: Example of Likert Summated Rating Form neither strongly agree nor strongly disagree disagree disagree agree agree 1.The bank offers courteous service.___ ___ ___ ___ ___ 2.The bank has a convenient location.___ ___ ___ ___ ___ 3.The bank has convenient hours.___ ___ ___ ___ ___ 4.The bank offers low interest rate loans.___ ___ ___ ___ ___

7 Figure 4: Example of Semantic Differential Scaling Form Service is discourteous___:___:___:___:___:___:___ Service is courteous Location is convenient___:___:___:___:___:___:___ Location is inconvenient Hours are convenient___:___:___:___:___:___:___ Hours are inconvenient Loan interest rates are high___:___:___:___:___:___:___ Loan interest rates are low

8 Figure 5: Contrasting Profiles of Banks A and B Service is discourteous___:___:___:___:___:___:___ Service is courteous Location is convenient___:___:___:___:___:___:___ Location is inconvenient Hours are convenient___:___:___:___:___:___:___ Hours are inconvenient Loan interest rates are high___:___:___:___:___:___:___ Loan interest rates are low Bank A Bank B

9 Figure 6: Example of a Stapel Scale Service is courteous           Location is convenient           Hours are convenient           Loan interest rates are high          

10 Figure 7: Graphic Rating Scale Please evaluate each quality in terms of how important it is to you personally by clicking the cursor at the position on the horizontal line that most reflects your feelings: notveryimportant Courteous service_______________________________________ Convenient location_______________________________________ Convenient hours_______________________________________ Low interest rate loans_______________________________________

11 Figure 8: Comparative Rating Scale Please divide 100 points among the following bank services in terms of relatively how important each is to you: ___Courteous service ___Convenient hours ___Convenient location ___Low interest rates 100

12 Figure 9: Sad-to-Happy Faces that Work with Children (and Adults!)

13 Source: Appendix 10A Psychological Measurement

14 Figure 1: Schematic Diagram Illustrating the Structure of Science and the Problem of Measurement Observable data construct

15 Figure 2: The Relationship between the Construct “Customer Satisfaction” and its Determinants and Consequences comparison expectations purchaserepeat buy satisfaction X Y ?

16 Potential Sources of Difference in Obtained Scores * True differences in the characteristic being measured * True differences in other relatively stable characteristics of the people or objects that affect their scores * Differences due to situational factors * Differences due to transient personal factors * Differences due to variations in administration * Differences due to mechanical factors * Differences due to lack of clarity of the measuring instrument * Differences due to sampling of items

17 Evidence Used to Infer the Validity of a Measure Indirect Evidence Via Reliability Coefficients Direct Evidence Via Validity Coefficients Test-retest Alternate forms Split half Coefficient  Predictive validity Content validity Construct validity Convergent validity Discriminant validity

18 Figure 3: Procedure for Measurement Development Specify Domain of the Construct Generate Sample of Items Collect Data Purify Measure Assess Validity Step 1: Step 2: Step 3: Step 4: Step 5: