1. Attitude Measurement and Scales
PRESENTED BY
Amiya Kumar Sahoo
1ST Year PGDM student
Innovation-The Business School
Muktapur,Khurdha

2. Attitude
• Attitude may be defined as "Degree of positive or
negative affect associated with some psychological
object”.

3. Attitudes
Attitudes Cognitive component
A Person’s belief or information
Evaluative about the object
statements or
judgments Affective Component
concerning The emotional or feeling about the
objects, people, product such as like or dislike, good or
or events. bad
Behavioral Component
An intention to behave in a certain way
toward someone or something.

4. Measurement
Assignment of numbers to objects or persons
to represent quantities of their attributes
The assignment of number is done according
to some rules
The attribute of person would include his
income,preference,religion,social class,attidues
etc
Attributes of product would be
speed,size,price,flavoour,quantity etc.

5. Scale
The ratio between the size of something and a
representation of it
A measuring instrument for weighing; shows
amount of mass
A topic which can create a great deal of
confusion in social and educational research is
that of types of scales used in measuring
behaviour

6. Attitude Measurement and Scales
 The study and measurement of attitude is important
 It is assumed that there is a relationship between
attitude and behavior
 For marketing decision the attitude behavior
relationship helps to study customer thinking and like
and dislikeness.
 And with the help of this he predicts the future.
Action/
Attitude
Behavior

7. Types of scales used in measurement
Scales used for Market research have been
divided in to 4 parts
They are
1. Nominal Scales
2. Ordinal scale
3. Interval scale
4. Ratio scale

8. Nominal Scale
 Numbers are used to label persons, events or
objects
 It is the least powerful level of measurement
 It shows difference between things assigning them
in to categories
 It is the counted data
 Statistics used-Mode,Contigency of co-efficient

9. Examples of nominal scale
Players in a football team
Colors of traffic light
Gender (female= 1; male = 2)
Sales Zone A = Islamabad, Sales Zone B =
Rawalpindi
Drink A = Pepsi Cola, Drink B = 7-Up, Drink
C = Miranda

10. Ordinal Scale
 An ordinal scale is one that arranges objects or
alternatives according to their magnitude
 Objects are ranked in order with regard to some
common variable.
 It tells us whether an event has more or less of
characteristics than others.
 Numbers indicate the relative position of objects
but not the magnitude of difference
 Statistics Used-Median,Percentile,Rank order co-
relation

11. Examples
Career Opportunities = Moderate, Good, Excellent
Investment Climate = Bad, inadequate, fair, good,
very good
Merit = A grade, B grade, C grade, D grade
MONTHLY INCOME(RS) NO OF CONSUMERS
Less than 5000 20
5001-8000 30
8001-11000 25
11001-13000 20
13001 and above 12
Total 107

12. Interval Scale
 More powerful than ordinal and nominal scale
 Object is measured on a continuum
 Arbitrary zero point
 Differences between objects can be compared
 Interval scales allow comparisons of the differences
of magnitude (e.g. of attitudes) but do not allow
determinations of the actual strength of the magnitude
Statistics Used-
Mean, Standard Deviation, Average Deviation, Product
moment Co-relation,T-test,F-TEST

13. Examples
Temperature
Attitudes

14. Ratio Scale
 Most powerful measurement
 It have an absolute or true zero measurement
 Interval scale with fixed zero point
 Possible to say how may times greater or smaller one
object is than another.
 Comparison of absolute magnitudes is possible
 Statistics used-
Geometric mean, Harmonic mean, Coefficient of
variations

15. Examples
Income
Distance travelled from home to workplace
Height,weight,density
Market Share(1million in 2002and 1.5 million
in 2003)