2. Measuring Attitudes
Involve asking people questions about their attitudes
Could be used to obtain quantitative or qualitative data
3. Attitude Scales
There are two main categories of attitudinal scales - the
rating scales and the ranking scale.
Rating scales
Likert Scale
Semantic Differential Scale
Behavior Intention Scale
Rand-Order Scale
4. Likert Scale
Designed to examine how strongly the respondents
agree or disagree with statements relating to the attitude
or object on a 5-point scale.
The scores on the individual items are summed to
produce a total score for the respondent.
A Likert scale usually contains two parts, the item part
and the evaluative part.
5. By Likert Scale
The instructor, besides his/her role as knowledge
provider, is to guide students in the process of learning.
Strongly Agree
Somewhat Agree
Neither Agree nor Disagree
Somewhat Disagree
Strongly Disagree
6. By Likert Scale
The instructor should use the teaching style which is
flexible to students.
Strongly Agree
Somewhat Agree
Neither Agree nor Disagree
Somewhat Disagree
Strongly Disagree
7. By Likert Scale
The instructor’s presentations or lectures should help
students for notes taking and exam.
Strongly Agree
Somewhat Agree
Neither Agree nor Disagree
Somewhat Disagree
Strongly Disagree
8. By Likert Scale
The instructor should encourage students to present in
the class new ideas and arguments.
Strongly Agree
Somewhat Agree
Neither Agree nor Disagree
Somewhat Disagree
Strongly Disagree
9. By Likert Scale
The instructor should focus on each students to familiar
with student’s learning difficulties.
Strongly Agree
Somewhat Agree
Neither Agree nor Disagree
Somewhat Disagree
Strongly Disagree
10. Semantic Differential Scale
Several bipolar attributes are identified at the
extremes of the scale.
Respondents are asked to indicate their attitudes on
semantic space toward a particular individual, object
or event on each of the attributes.
Adjective pairs relate to:
Evaluation (good or bad)
Potency (strong or weak)
Activity (active or passive)
11. Semantic Differential Scale
The semantic space may consist of five or seven-point
rating scales bounded at each end by polar adjectives
or phrases.
There may be as many as 15 to 25 semantic
differential scales for each attitude or object.
12. By Semantic Differential Scale
Best expresses your impression of how that feature
applies to instructor and his/her teaching style and
knowledge
Good Bad
Strong Weak
Motivated Aimless
Fast Slow
Difficult Easy
13. Measured by either Scaling Techniques
Semantic scales like the Likert, the Rank Order and
the Semantic Differential, are used for constructing
most instruments used in research.
These scales indicate and reflect the respondents’
choices and feelings.
Semantic differential has been applied frequently as a
technique for attitude measurement.
14. Measured by either Scaling Techniques
Semantic Differential measurements have been found
to correlate highly with measurements on traditional
attitude scales.
15. Measured by either Scaling Techniques
In conclusion,
There is advantages and disadvantages for each scaling
techniques.
The difference between these scaling techniques is the
degree/ amount of a characteristic or attribute
possessed by an object directly on the scale.
Selecting a measurement scale is only depend on the
issues such as degree of preference and number of
dimensions etc.