Measurement of attitude

1. MEASUREMENT OFMEASUREMENT OF
ATTITUDE : ATTITUDEATTITUDE : ATTITUDE
SCALESSCALES
Mukut HazarikaMukut Hazarika
ProfessorProfessor
Department of EducationDepartment of Education
Dibrugarh universityDibrugarh university

2. AttitudeAttitude
Thurstone defines Attitude as the degreeThurstone defines Attitude as the degree
of positive or negative effect associatedof positive or negative effect associated
with some psychological objects.with some psychological objects.
RemmersRemmers et alet al define attitude as a feelingdefine attitude as a feeling
for or against something.for or against something.

3. Characteristics of AttitudeCharacteristics of Attitude
FavourablenessFavourableness : It is the degree to: It is the degree to
which a person is for or against awhich a person is for or against a
psychological object.psychological object.
Intensity : It is the strength of the feeling.Intensity : It is the strength of the feeling.
Salience : How freely or spontaneously anSalience : How freely or spontaneously an
individual expresses his/her attitude.individual expresses his/her attitude.
Attitude are acquired, not inborn or innate.Attitude are acquired, not inborn or innate.
Attitude are more or less permanent.Attitude are more or less permanent.

4. Attitude involves subject-objectAttitude involves subject-object
relationship i.e. Attitudes are formed inrelationship i.e. Attitudes are formed in
relation to some person, object orrelation to some person, object or
situation.situation.
Attitude involves affective, cognitive andAttitude involves affective, cognitive and
action components.action components.
Attitudes are inferred : Attitude of a personAttitudes are inferred : Attitude of a person
cannot be observed directly. Attitude cancannot be observed directly. Attitude can
only be inferred from individual’s actions,only be inferred from individual’s actions,
behaviour and statements.behaviour and statements.

5. Attitude ScaleAttitude Scale
The inquiry form that attempts to assess theThe inquiry form that attempts to assess the
attitude of an individual is known as anattitude of an individual is known as an
Opinionnaire or Attitude Scale. It consists of aOpinionnaire or Attitude Scale. It consists of a
number of items that have been carefullynumber of items that have been carefully
prepared, selected and edited according toprepared, selected and edited according to
some criteria. Items of Attitude scales are calledsome criteria. Items of Attitude scales are called
Statements,Statements, which can be defined as ‘anythingwhich can be defined as ‘anything
that is said about a psychological object.’Anthat is said about a psychological object.’An
individual responds to these statements byindividual responds to these statements by
indicating his/her agreement or disagreement.indicating his/her agreement or disagreement.

6. Assumption in Measurement of AttitudeAssumption in Measurement of Attitude
An individual’s behaviour with respect toAn individual’s behaviour with respect to
the object of attitude will be consistentthe object of attitude will be consistent
from one situation to another.from one situation to another.
Attitude cannot be observed directly. It is,Attitude cannot be observed directly. It is,
therefore, assumed that it must be inferredtherefore, assumed that it must be inferred
from the statements, actions andfrom the statements, actions and
behaviour of an individual.behaviour of an individual.

7. Different Types of Attitude ScalesDifferent Types of Attitude Scales
Method of Equal Appearing Intervals orMethod of Equal Appearing Intervals or
Thurstone Scale.Thurstone Scale.
Method of Summated Ratings or LikertMethod of Summated Ratings or Likert
Scale.Scale.
Method of Cumulative Scaling.Method of Cumulative Scaling.
Semantic Differentials.Semantic Differentials.

8. The Method of Equal AppearingThe Method of Equal Appearing
IntervalsIntervals
Originally developed by Thurstone andOriginally developed by Thurstone and
Chave (1929)Chave (1929)
Assumptions underlying the MethodAssumptions underlying the Method ::
The intervals into which the statements areThe intervals into which the statements are
sorted or rated are equal.sorted or rated are equal.
The attitude of the judge does not influenceThe attitude of the judge does not influence
the sorting of the statements into thethe sorting of the statements into the
various intervals.various intervals.

9. Steps in the Method of EqualSteps in the Method of Equal
Appearing IntervalsAppearing Intervals
Step-I : Collection of Statements : A largeStep-I : Collection of Statements : A large
number of statements ( about 100 to 200)number of statements ( about 100 to 200)
showing both favourable and unfavourableshowing both favourable and unfavourable
attitude in varying degrees towards theattitude in varying degrees towards the
psychological object, are written orpsychological object, are written or
collected by the researcher from differentcollected by the researcher from different
sources.sources.

10. Criteria for Writing StatementsCriteria for Writing Statements
(Edwards, 1957)(Edwards, 1957)
 Avoid statements that refer to the past ratherAvoid statements that refer to the past rather
than the present.than the present.
 Avoid factual statements.Avoid factual statements.
 Avoid statements that may be interpreted inAvoid statements that may be interpreted in
more than one way.more than one way.
 Avoid statements that are irrelevant to theAvoid statements that are irrelevant to the
psychological object under consideration.psychological object under consideration.
 Avoid statements that are likely to be endorsedAvoid statements that are likely to be endorsed
by almost everyone or almost no one.by almost everyone or almost no one.

11.  Select statements that are believed to cover theSelect statements that are believed to cover the
entire range of the effective scale of interest.entire range of the effective scale of interest.
 Keep the language of the statements simple,Keep the language of the statements simple,
clear and direct.clear and direct.
 Statement should be short, rarely exceeding 20Statement should be short, rarely exceeding 20
words.words.
 Each statement should contain only oneEach statement should contain only one
complete thought.complete thought.
 Statements containing universals such asStatements containing universals such as all,all,
always,always, nonenone oror nevernever often introduceoften introduce
ambiguity and should be avoided.ambiguity and should be avoided.
 Words such asWords such as only, just, merelyonly, just, merely and othersand others
of a similar nature should be used with care andof a similar nature should be used with care and
moderation in writing statements.moderation in writing statements.

12. Whenever possible, statements should beWhenever possible, statements should be
in the form of simple sentences.in the form of simple sentences.
Avoid words that may not be understoodAvoid words that may not be understood
by those who are to be given the completeby those who are to be given the complete
scale.scale.
Avoid the use of double negatives.Avoid the use of double negatives.

13.  Step-II :Step-II :The Sorting of StatementsThe Sorting of Statements :In the:In the
second step, the statements are sent to thesecond step, the statements are sent to the
experts or judges for classification on an 11-pointexperts or judges for classification on an 11-point
continuum, according to favourableness orcontinuum, according to favourableness or
unfavourableness of each statement towards theunfavourableness of each statement towards the
psychological object under study. The researcherpsychological object under study. The researcher
proceeds as follows :proceeds as follows :
Each statement is printed on separateEach statement is printed on separate
sheets / cards.sheets / cards.
Each judge is then given 11 cardsEach judge is then given 11 cards
(envelopes) on which letters A to K (or(envelopes) on which letters A to K (or
numbers 1 to 11) are written.numbers 1 to 11) are written.

14.  These cards / envelops are arranged before theThese cards / envelops are arranged before the
judges in a manner that ‘A’ is kept at the extremejudges in a manner that ‘A’ is kept at the extreme
left and ‘K’ is kept at the extreme right.left and ‘K’ is kept at the extreme right.
 Statements that seem to express the mostStatements that seem to express the most
unfavourable feelings about the object of attitudeunfavourable feelings about the object of attitude
are to be placed on the card / envelope ‘A’.are to be placed on the card / envelope ‘A’.
 Statements that seem to express the mostStatements that seem to express the most
favourable feelings about the object of attitudefavourable feelings about the object of attitude
are to be placed on the card / envelope ‘K’.are to be placed on the card / envelope ‘K’.
 Statements that express neither favourable norStatements that express neither favourable nor
unfavourable feelings about the object of attitudeunfavourable feelings about the object of attitude
are to be placed in the middle ‘F’ card / envelopeare to be placed in the middle ‘F’ card / envelope
that is described as the neutral card.that is described as the neutral card.

15. The cards / envelopes lettered from ‘G’ toThe cards / envelopes lettered from ‘G’ to
‘K’ represent various degrees of‘K’ represent various degrees of
favourableness and the cards from ‘E’ tofavourableness and the cards from ‘E’ to
‘A’ represent various degrees of‘A’ represent various degrees of
unfavourableness.unfavourableness.

16.  Step-III :Step-III : Selection of Statements for theSelection of Statements for the
Final ScaleFinal Scale :The next step is to determine the:The next step is to determine the
Scale Value and Q-value of each statement.Scale Value and Q-value of each statement.
Thurstone and Chave used median as the scaleThurstone and Chave used median as the scale
value to show the favourableness orvalue to show the favourableness or
unfavourableness, and quartile deviation as theunfavourableness, and quartile deviation as the
Q-value, as a measure of variance for a givenQ-value, as a measure of variance for a given
statement. The final form of the scale is thenstatement. The final form of the scale is then
constructed by selecting 30 to 35 statements thatconstructed by selecting 30 to 35 statements that
are most relevant, least ambiguous and whichare most relevant, least ambiguous and which
cover or represent the different intensities of thecover or represent the different intensities of the
attitude. They are then arranged in a randomattitude. They are then arranged in a random
order.order.

17. Step-IV :Step-IV :DeterminingDetermining ReliabilityReliability : Split-: Split-
half technique is used.half technique is used.
Step-V :Step-V : DeterminingDetermining ValidityValidity : By: By
correlating the average attitude scores withcorrelating the average attitude scores with
actual behaviour of the subjects.actual behaviour of the subjects.

18. The Method of SummatedThe Method of Summated
RatingsRatings
 Introduced by Likert (1932)Introduced by Likert (1932)
 Step-I :Step-I : Collection of ItemsCollection of Items ::
 A large number of statements that express an opinion orA large number of statements that express an opinion or
feeling towards the psychological object are collected.feeling towards the psychological object are collected.
 The statements express definite favourableness orThe statements express definite favourableness or
unfavourableness to the psychological object.unfavourableness to the psychological object.
 The number of favourable and unfavourable statementsThe number of favourable and unfavourable statements
should be approximately equal.should be approximately equal.
 Statements are then edited keeping in view the criteria.Statements are then edited keeping in view the criteria.
 Each item is followed by five responses,Each item is followed by five responses, vizviz. Strongly Agree,. Strongly Agree,
Agree, Undecided, Disagree and Strongly Disagree.Agree, Undecided, Disagree and Strongly Disagree.
 One of these responses is to be checked by the respondent.One of these responses is to be checked by the respondent.

19. Step-II :Step-II : The Try OutThe Try Out ::
The preliminary draft of the scale is administered toThe preliminary draft of the scale is administered to
a sample of about 200 subjects selected from thea sample of about 200 subjects selected from the
target population.target population.
Arbitrary scoring weights are used as follows :Arbitrary scoring weights are used as follows :
An individual’s score on a particular attitude scaleAn individual’s score on a particular attitude scale
is the sum of his ratings on all items.is the sum of his ratings on all items.
SASA AA UDUD DD SDSD
FavourableFavourable 55 44 33 22 11
UnfavourableUnfavourable 11 22 33 44 55

20. Step-III :Step-III : Selection of Items andSelection of Items and
Preparation of the Final Draft :Preparation of the Final Draft :
Items are selected in this method using Item
Analysis.
On the basis of the total scores, 25 % of the
subjects with the highest total scores and 25%
of the subjects with the lowest total scores are
taken.
In evaluating the responses of high and low
groups to the individual statements, ‘t’ ratio is
found out.
The value of ‘t’ measures the extent to which a
given statement differentiates between the high
and low groups.

21. A t-value equal to or greater than 1.75 indicatesA t-value equal to or greater than 1.75 indicates
that the average response of the high and lowthat the average response of the high and low
groups to a statement differs significantly.groups to a statement differs significantly.
About 20-25 statements with the largest t-values (tAbout 20-25 statements with the largest t-values (t
≥≥ 1.75) are selected for the final draft of the attitude1.75) are selected for the final draft of the attitude
scale.scale.
Step-IV :Step-IV :DeterminingDetermining ReliabilityReliability : Split-: Split-
half technique is used.half technique is used.
Step-V :Step-V : DeterminingDetermining ValidityValidity ::
Correlating the result with score obtainedCorrelating the result with score obtained
using other scales. Also, by correlating theusing other scales. Also, by correlating the
average attitude scores with actualaverage attitude scores with actual
behaviour of the subjects.behaviour of the subjects.

22.  Analysis and Interpretation of Data:Analysis and Interpretation of Data:
In equal-appearing interval scales, the attitude scoreIn equal-appearing interval scales, the attitude score
of an individual is taken as the mean of the scale valuesof an individual is taken as the mean of the scale values
of the statements with which he/she is agree and theof the statements with which he/she is agree and the
interpretation of an attitude score is made independentlyinterpretation of an attitude score is made independently
of the distribution of scores for a particular group ofof the distribution of scores for a particular group of
individuals.individuals.
On the other hand, the interpretation of an attitudeOn the other hand, the interpretation of an attitude
score on a summated-rating scale cannot be madescore on a summated-rating scale cannot be made
independently of the distribution of scores of someindependently of the distribution of scores of some
defined or norm group. The interpretation of thedefined or norm group. The interpretation of the
summated-rating attitude score of an individual in termssummated-rating attitude score of an individual in terms
of favourableness or unfavourableness is always doneof favourableness or unfavourableness is always done
with the help of the mean of the norm group.with the help of the mean of the norm group.

23. Limitations in Measurement ofLimitations in Measurement of
AttitudeAttitude
An individual may conceal his/her realAn individual may conceal his/her real
attitude and express socially acceptedattitude and express socially accepted
opinions only.opinions only.
An individual may not really know howAn individual may not really know how
(s)he feels about a social issue.(s)he feels about a social issue.
An individual may not be able to expressAn individual may not be able to express
his/her attitude towards a situation inhis/her attitude towards a situation in
abstract.abstract.