1. Measurement Scale

2. Content Objective of study Nature of Attitudes
Relationship Between Attitudes
Attitude Scaling
Selecting a Measurement Scale
Rating Scale
Ranking scale
Conclusion

3. Objective of study To understand Measurement scales
Develop understanding of attitude scale
To select appropriate scale to address research objective

4. Attitude
“Attitude is a learned, stable predisposition to respond to oneself, other persons, objects or issues in a consistently favorable or unfavorable way.” Is a settled way of thinking or feeling about something.

5. Nature of Attitude Cognitively based attitude
Represent memories, evaluation and belief
Affectively based attitude
Represent feeling, intuition, and emotion
Behaviorally based attitude
Represent action or tendency to behave

6. Relationship between Attitude and Behavior
Attitude and behavior are closely linked.
Attitude as hypothetical construct
Is not directly observable
Is a explanatory variable

7. Conducting attitudinal research
Factors to be considered are:
Specific attitudes are better predictors of behavior.
Strong attitude are better predictors of behavior than weak attitude.
Direct experience with attitude object produce behavior more reliably.
Cognitive based attitudes influence behaviors better than affective- based attitudes.
Using multiple measurement of attitude or several behavioral assessments across time and environment improves prediction.

8. Attitude Scaling
The process of assessing an attitudinal disposition using a number that represent a person’s score on an attitudinal a continuum ranging from an extremely favorable disposition to an extremely unfavorable one.
Scaling
Procedure for the assignment of numbers or other symbol to a property of objects in order to impart some of characteristics of numbers to the properties in question.

9. Attitude Scale
I plan to purchase a home of civil homes. Yes No If, Strongly agree Agree Neutral Disagree Strongly Disagree (5) (4) (3) (2) (1)

10. Ranked the mobile brand according to your preference
Ranked the mobile brand according to your preference. Place 1 For most preferred. Sony Samsung HTC If, Which brand do you prefer most for mobile?

11. Selecting a measurement Scale
Factors affecting reliability, validity and practicality:
Research objectives
Response types
Data properties
Number of dimensions
Balanced or unbalanced
Forced or unforced choices
Number of scale points
Rate errors

12. Research objectives Types of scaling objectives:
To measure characteristics of the participants who participate in the study
To use participants as judges of the objects or indicants presented to them

13. Responses types Response types-
Measurement scales to describe the data
Types of measurement scale
Rating
Ranking
Categorization
Sorting

14. Data Properties Data properties are the attributes of data
Nominal scale classifies data into categories but no order, distance or unique origin
Ordinal scale shows relationship of more and less but no distance or unique origin
Interval scales have both order and distance but no unique origin
Ratio scales possess all four properties’ features

15. Number of dimensions Types of dimensions
One- dimensional- measure only one attribute of the participant or object
Multidimensional- object is described using several dimensions rather than single dimension

16. Balanced or Unbalanced
Balanced rating scale- In balanced rating scale there are equal number of categories above and below the midpoint
Number of favorable and unfavorable responses choices must be equal.
Unbalanced rating scale-It has unequal number of favorable and unfavorable response choices
The scale does not allow participants who are unfavorable to express the intesity of their attitude

17. Forced or Unforced choices
Forced choice scale- It requires that participants select one of the offered alternatives among the alternatives offered
Unforced choice scale- Participants are provided with an opportunity to express no opinion when they are unable to make a choice among the alternatives offered

18. Number of Scale points
Appropriate scales designed based on its purpose
Characteristics of appropriate or useful scale:
Should match the stimulus presented
Extract information proportionate to the complexity of the attitude, object, concept or construct

19. Why different rating scales
Reliability
Validity
For achieving greater measurement sensitivity
Affects accuracy
Standard metric (cultural practices)

20. Rater Errors
Errors in judgment that occur in a systematic manner when an individual observes and evaluates another
Types of Errors:
Error to central tendency- Raters are reluctant to give average ratings
Error to leniency- the tendency to give inflated ratings or deflated ratings
Halo effect- tendency to make inappropriate generalization while rating based on one aspect or behavior

21. Rating Scales
Set of categories designed to elicit information about a quantitative or a qualitative attribute
Used to judge properties of an object without reference to other similar objects

22. Types of Rating Scales Dichotomous Scales Category Scales
Likert Scales
Semantic Differential Scales
Numerical Rating Scale
Staple Scales
Constant-Sum Scales
Graphical Rating Scales

23. Dichotomous Scale Offers two mutually exclusive choices
Used to elicit yes/no answer
Data obtained: Nominal
Simple attitude scales have the properties of a nominal scale and the disadvantages that go with it, also, they do not permit fine distinctions in the respondents’ answers because their choice of answers is limited, but they can be useful in instances where the respondents’ education level is low and questionnaires lengthy

24. Category Scale Uses a number of choices to elicit a single response
Data obtained: Nominal

25. Likert Scale Developed by Rensis Likert
Indicate a degree of agreement and disagreement towards a series of statement on a 5-point scale
Responses from a number of statements can be combined to create an index
Type of data: ordinal or interval

26. Likert Scale
Example:

27. Semantic Differential Scale
Bipolar adjective pairs on a linear scale
Respondents are asked to indicate their attitudes on a semantic space
Example: To measure attitude towards new vehicle design
Can be used to avoid ‘halo effect’ by rotating positive and negative characteristics
Versatile

28. When to use semantic differential?

30. Numerical Scales
It have equal intervals that separate their numeric scale points.
This are often 5-points scale but may have 7 or 10 points.
For e.g., this scale is most commonly used in the healthcare, it offers the individual in pain to rate their pain score.
Linearity, simplicity and production of ordinal or interval data of this scales make it popular for managers and researchers

31. Staple Scale
The data obtains by using a staple scale can be analyzed in the same ways as semantic differential data,
It is used when it becomes difficult to find bipolar adjectives that match the investigative question
One of the types of attitude measurement scales
The higher the positive score the better the adjective describes the object.
The larger the positive number responded choose its more accurate he think the number describes his choice.
The less accurate the description. The larger the negative number is chosen.
The simplicity of using this scales make it more advantageous compare to other.
Mostly used in the process of conducting survey via telephone

32. For e.g., the respondents may be asked to rate their job using staple scales as follows: Challenging Suits my skill Satisfactory

33. Constant- Sum Scales
Comparative scaling technique in which respondents are required to allocate a constant sum of its as points, dollars, chits among a set of stimulus objects with respect to some criterion,
Average is taken form all respondents
Ordinal in nature
Advantage of using this scales is compatibility with percentage, alternative perceived as equal can be scored
Cant be effectively used with children or the uneducated.

34. For e.g. Allocate a total of 100 points among the following soft-drinks depending on how favorable you feel toward each; the more highly you think of each soft-drink, the more points you should allocate to it.
Coca-Cola …………………… points
7-Up …………………… points
Dr. pepper …………………… points
Tab …………………… points
Pepsi Cola …………………… points
100 Points

35. Graphic Rating Scales
Under this scales various points are usually put along the line to form a continuum and the rater indicates his rating by simply making a marks data the appropriate point on a line that runs form one extreme to the other.
The scores is the measure of length form either point and treated as interval data.
It is often used with children, whose more limited vocabulary prevents the use of scales anchored with words.
Graphic rating scales also uses pictures, icons, or other visuals to communicate
One disadvantage is difficulty in coding and analysis

36. ,

37. Ranking scales
Respondents directly compare two or more objects and makes choices among them.
Respondent are ask to select one as the “best” or the “most preferred.”
Easier when comparison is to be made between two attributes. But when there is more than two attributes resulted ambiguous findings.
For e.g. In a response if 40% choose A design, 30% B and 30% C, we may conclude that A design is most preferable one but 60% of participant choose some other model than A.
To avoid this ambiguity following techniques can be applied:
I. Paired- comparison Scale
II. Forced Ranking Scale
III. Comparative Scale

38. Paired Comparison Scale
Respondents can express their attitude unambiguously by choosing between two objects.
The number of judgments required in a paired comparison is (n)(n-1)/2 , where “n” is the number of stimuli or objects.
For e.g., For each of the paired business school please place a check beside the one you would most prefer if you had to choose between two:
……KUSOM ……. APEX
……ACE ……..British college
……KUSOM …….ACE
……. APEX …….APEX
…….British college …….ACE
……..KUSOM …….British College

39. Forced Ranking Scale
Various lists of attributes are ranked in relative to each other.
Easier, faster than paired comparison and more motivating to respondent.
For e.g., “Rank the radar detection features in your order of preference. Place the number 1 next to the most preferred, 2 by the second choice and so forth.”
………..user programming
……..Cordless capability
………..Small Size
………..minimal false alarms
………..Long-range warning
A drawback to forced ranking is the number of stimuli that can be handled by this method. Only five objects can be ranked easily

40. Comparative Scale
This scale is applicable when respondents is to make comparison with the attributes which they are familiar
Deals with direct comparison of objects or individuals
Data collected is interpreted in relative terms and have only ordinal or rank characteristics
But some researcher treat its as interval data since the scoring reflects an interval between the standard and what is being compared.
For e.g., “compared to KUSOM previous MBA program and new Restructure MBA program
Superior About the same Inferior
…… …… …… …… …….