1. Measurement of Attitude
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2. Contents what is attitude why study attitude measurements of attitude
conclusion

3. What is attitude?
A favorable or unfavorable evaluative reaction towards something or someone, exhibited in one’s beliefs, feelings or intended behavior.

4. GORDON ALLPORT (1935) Famous social psychologist.
Referred to attitude as the most distinctive and indispensable concept in social psychology.
Today, we also find the term
attitude has become apart of our
everyday language.
GORDON ALLPORT (1935)

5. EAGLY and CHAIKEN (1993)
Attitude is a learned evaluative response, directed at Specific objects, which is relatively enduring and Influences and motivates our behavior towards these objects.
This definition highlights the following key characteristics of attitude.

6. Which are: First, an attitude is evaluative
Which are: First, an attitude is evaluative. Second, an attitude is necessarily directed at the same target.

7. Third, an attitude is relatively enduring, that is they are stable and persist across time an situation.
Fourth, most of us believe that influence and motivated our behavior
Finally, attitudes are learned, that is, they come from experience.

8. why study attitude? strongly influence our social thought
- help to organize and evaluate stimuli e.g. positive and negative
presumably have a strong effect on behavior
help to predict people's behavior in wide range of contexts e.g. voting, interpersonal relations

9. Measurement of Attitude
Six types of measuring scales
Category scale
Osgood's semantic differential scale
Stapel scale
Likert scale (summated ratings scale)
Constant sum scale
Graphic scale

10. 1.Semantic scale
a rating scale in which bipolar objectives are placed at both ends of the scale, and response options are expressed as " semantic" space.
Example:
Please rate car model A on each of the following dimensions.
Durable ---:-X-:---:---:---:---:--- Not durable
Low fuel consumption---:---:---:---:---:-X-:--- High fuel consumption

11. Characteristics : the scale has properties of an interval scale
sometimes descriptive phrases are used instead of bipolar adjectives, especially when it is difficult to get adjectives that are exact opposites

12. Cont..
Chosen attitude object is rated on a series of bipolar adjective pairs
Adjective pairs relate to:
Evaluation (good or bad)
Potency (strong or weak)
Activity (active or passive)
Evaluation is the most important to most psychologists

13. Semantic Differential Scales

14. Semantic Differential Scales

15. Characteristics/Different Types of Rating Scales
Hard to attach a verbal explanation to response
Visual impact, easy for poor readers
Choose a visual picture
7. Graphic scale-picture response
No standard answers
Visual impact, unlimited scale points
Choose a point on a continuum
6. Graphic scale
Endpoints are numerical, not verbal.
Easier to construct than semantic differential
Choose point on scale with 1 center adjective
5. Stapel scale
Difficult for respondents with low education levels
Scale approximates an interval measure
Divide a construct sum among response alternatives
4. Constant sum scale
Bipolar adjectives must be found, data may be ordinal, not interval
Easy to construct, norms exist for comparison, e.g. profile analysis
Choose points between bipolar adjectives on relative dimensions
3. Semantic differential and numerical scales
Hard to judge what a single score means
Easiest scale to construct
Evaluate statements on a 5-point scale
2. Likert scale
Ambiguous items, few categories, only gross distinction.
Flexible, easy to respond
Indicate a response category
1.Category scale
Disadvantages
Advantages
Subject must:
Rating Scale

16. 2.Likert scale Likert scale (summated rating)
Introduce by Rensis Likert in 1932.
"A Technique for the Measurement of Attitudes,”
A Likert scale is a psychometric scale

17. Likert scale Likert technique presents a set of attitude statements
bipolar scale
Subjects are asked to express agreement or disagreement

18. The methodology to construct scales using items that ordered response categories reflecting a level of agreement Strongly disagree Disagree Neutral Agree Strongly agree

19. examples:
Generate as many statements as possible covering all aspects of the issue
Math is one of my worst subjects.
I like doing math. 
Math is a science.
Men are better at math than women. 
I am no good in math.
I got good grades in math. 
I need mathematics for my future career.
Math is difficult for me.
 I am confident that I can learn math.
Math is an important subject to learn. 
I can handle most subjects, but not math. 

20. Likert item construction
Respondents should ask one statement
Don’t contract double-barreled items
Like
“I like statistics and I see how they can be applied in my life”
Strongly disagree
Disagree
Neutral
Agree
Strongly agree

21. Advantages Likert scale statements use psychometric testing
Work with quantative data
Very easy & quick type of survey

22. Limitations Uni-dimentional
Previous questions will have influenced responses to any further questions
Participants may not be completely honest

23. Comparison of LIKERT AND SEMANTIC SCALES:
Both are:
Fairly easy to create
Easy to compare PPs responses

24. Comparison of LIKERT AND SEMANTIC SCALES:
More reliable
May oversimplify (one dimensional

25. Comparison of LIKERT AND SEMANTIC SCALES
Semantic differential:
More valid (multi-dimensional)
Harder to analyze

26. Conclusion Attitude is a general predisposition toward in object
attitude can be positive and negative,
both will effect a person personality and enable us to gain reward and avoid punishment.

27. Conclusion
the most straightforward way of finding out about someone’s attitudes would be to ask them
by applying both the scales in daily life,a person can easily get some idea about the other person view or attitude.

28. Conclusion both the scales are easy, valid and understandable.
An attitude scale is designed to provide a valid, or accurate, measure of an individual’s social attitude.