1. AREA OF STUDY 1: INTERPERSONAL & GROUP BEHAVIOUR
UNIT 2: SELF AND OTHERS
AREA OF STUDY 1:
INTERPERSONAL & GROUP BEHAVIOUR

2. MEASUREMENT OF ATTITUDES
1. OBSERVATIONAL STUDIES
2. SELF REPORT METHODS
- Questionnaires
- Surveys
- Interviews
- Rating Scales
MEASUREMENT OF ATTITUDES

3. 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

4. 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

5. 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

6. LEARNING ACTIVITY 8.27 (pg.361)
HOMEWORK

7. 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

8. MEASUREMENT OF ATTITUDES
SELF REPORT METHODS
WHAT’S YOUR ATTITUDE?
MEASUREMENT OF ATTITUDES

9. 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 )
MEASUREMENT OF ATTITUDES

10. 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

11. 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

12. 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

13. CHAPTER 8 TESTS TRUE/FALSE QUIZ (pg. 369) MULTIPLE CHOICE TEST (pg
CHAPTER 8 TESTS TRUE/FALSE QUIZ (pg.369) MULTIPLE CHOICE TEST (pg ) SHORT ANSWER TEST (pg.372)
HOMEWORK