BUSINESS RESEARCH METHODS
Chapter
13
Attitude Measurement and
Scaling Techniques
13-1 PROF.S.N.MURTHY & DR.BHOJANN Excel Books
A
Attitude
Measurement
and Scaling
Techniques
Attitude:
Attitude is a degree of positive or negative effect associated with some
psychological object.
Determinants of Attitude (What Alters Attitude?)
Information gathered in the past
Individual perception and belief
Exposure to new information
Change in the group membership
Individual personality
Copyright © 2007, S N Murthy & U Bhojanna
13-2 Business Research Methods, S N Murthy & U Bhojanna Excel Books
Attitude
Measurement
and Scaling
Techniques
Scaling Techniques:
1. Nominal scale:
In this scale, numbers are used to identify the objects
2. Ordinal scale (Ranking scale):
Ordinal scale is used for ranking in most market research studies
3. Interval scale :
Interval scale may tell us “How far apart the objects are with respect to an
attribute?”
4. Ratio scale:
Ratio scale is a special kind of internal scale that has a meaningful zero point.
With this scale, length, weight, distance, can be measured. In this scale, it is
possible to say, how many times greater or smaller one object compared to
the other. Copyright © 2007, S N Murthy & U Bhojanna
13-3 Business Research Methods, S N Murthy & U Bhojanna Excel Books
Attitude
Measurement
and Scaling
Techniques
Scales used in Attitude Measurement
Paired Comparison
Likert scale
Semantic Differential Scale
Thurstone Scale
Multi Dimension Scaling
Refer text book for details
Criteria for the good test
Reliability
Validity
Copyright © 2007, S N Murthy & U Bhojanna
13-4 Business Research Methods, S N Murthy & U Bhojanna Excel Books
