1 Attitude Scaling

Attitude An enduring disposition to consistently respond in a given matter

Attitudes as Hypothetical Constructs ,[object Object]

Three Components of an Attitude ,[object Object],[object Object],[object Object]

Affective The feelings or emotions toward an object

Behavioral ,[object Object],[object Object],[object Object]

Measuring Attitudes ,[object Object],[object Object],[object Object],[object Object]

The Attitude Measuring Process ,[object Object],[object Object],[object Object],[object Object]

Simple Attitude Scaling ,[object Object]

Simplified Scaling Example ,[object Object],[object Object]

Category Scales ,[object Object],[object Object]

Example of Category Scale ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Method of Summated Ratings: The Likert Scale ,[object Object],[object Object]

Likert Scale for Measuring Attitudes Toward Tennis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Likert Scale for Measuring Attitudes Toward Tennis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Likert Scale for Measuring Attitudes Toward Tennis

Semantic Differential ,[object Object]

Semantic Differential Scales for Measuring Attitudes Toward Tennis ,[object Object],[object Object],[object Object],[object Object]

Numerical Scales ,[object Object]

Stapel Scales ,[object Object],[object Object]

A Stapel Scale for Measuring a Store’s Image ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],Behavioral Differential

Paired Comparisons ,[object Object]

[object Object],[object Object],[object Object],[object Object]

Graphic Rating Scales ,[object Object]

Graphic Rating Scale Stressing Pictorial Visual Communications 3 2 1 Very Very Good Poor

Monadic Rating Scale A Monadic Rating Scale asks about a single concept Now that you’ve had your automobile for about 1 year, please tell us how satisfied you are with its engine power and pickup. Completely Very Fairly Well Somewhat Very Satisfied Satisfied Satisfied Dissatisfied Dissatisfied

A Comparative Rating Scale A Comparative Rating Scale asks respondents to rate a concept by comparing it with a benchmark Please indicate how the amount of authority in your present position compares with the amount of authority that would be ideal for this position. TOO MUCH ABOUT RIGHT TOO LITTLE

An Unbalanced Scale An Unbalanced Scale has more responses distributed at one end of the scale How satisfied are you with the bookstore in the Student Union? Neither Satisfied Quite Very Satisfied Nor Dissatisfied Satisfied Dissatisfied

1 Attitude Scaling

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1 Attitude Scaling