of Methods Assessing Attitude
- Observation of Behavior
- Indirect techniques
- Performance of objective tasks
- Physiological reactions
- Self-report measures
Self Report Measures: A method of assessing attitudes in which individuals are asked directly
for their beliefs about or feelings toward an object or class of objects.
Self-Report Categories
- Graphic: Individuals indicate their ratings of something by checking a point on a line
that runs from one extreme to another.
o There are no discrete answer choices.
o If the respondents are not that knowledgeable about the topic the response objects
can be frustrating because they may not feel strongly enough about the
statements. However, if the subjects are very knowledgeable you can get more
specific data about their feelings.
o You have to use a ruler to find the physical measurements and then find the
averages of the data.
o This is an interval level of measurement.
- Itemized: Individuals must indicate their ratings of something by selecting the response
category that best describes their position on the position or object. (Very satisfied,
somewhat satisfied, somewhat dissatisfied, very dissatisfied, etc).
o General Itemized scales
Can be used to measure attractiveness, likelihood, pleasure, desirability,
consistency, and agreement.
They are usually very easy to design.
It is a type of interval scale.
o Summated Ratings (Likert) Scale: A self-report technique for attitude
measurement in which respondents indicate their degree of agreement or
disagreement witch each number of statements.
Advantage is that it uses more detailed statements than other types of
measures. However, this can be a disadvantage if the survey is over the
phone because a long detailed statement may be confusing to the
participant.
Helps you evaluate the strengths and weaknesses of each individual item
based on how strongly people agree/disagree on each statement.
You can find the summated score and then the averaged score.
You can get a general idea of a consumers overall attitude of something.
It is an interval scale because there are still equal levels of intervals
between each answer choice.
o Semantic Differential: The subjects are asked to check which cell between a set
of bipolar adjectives or phrases best describes their feelings toward the object.
Precise and concise adjectives are used.
Interval Scale
The challenge is to find the two ends of the spectrum with bipolar
adjectives. This can be hard to find the opposite of some words. For
example, Employees treat you as a friend versus Employees treat you
as a _______. It is hard to find the polar opposite of meaning a friend.
Many words could fill in the blank.
Someone who was neutral would select one of the middle boxes.
o Snake Diagram: Takes the results from semantic-differential statements and
connects them, thereby depicting the profile of the object or objects being
evaluated. It is called a snake diagram based on the zig zag lines from connecting
the semantic results.
- Comparative: A scale that requires subjects to make their ratings as a series of relative
judgments or comparisons rather than independent assessments.
o Constant-Sum method: An individual divides some given sum among two or
more attributes on a basis such as importance of favorability.
This is a ratio level of measurement because you can conduct absolute
comparisons between two different attributes.
Allows you to see which attributes are more important to consumers in
comparison to other attributes.
Shows what areas to improve on.
- Magnitude Scale: mentioned but not in the book. Look online for more information.
Examples:
Graphic Scale:
- Please evaluate each of the following attributes of compact disc players according to how
important the attribute is to you personally by placing an X at the position on the
horizontal line that most accurately reflects your feelings.
o Attribute
Not Important
Important
o
X
______X_____________________________
General Itemized Scale:
- Using the scale provided, please rate the level of survive quality provided by Central Perc
in each of the areas listed be low
o Very low Quality 1 2 3 4 5 Very high quality
o List of services such as providing a cozy atmosphere
Summated (Likert) Scale
- Please rate Central Perc on each of the statements listed below. Use the scale provided to
indicate your level of agreement/disagreement with each statement.
o Strongly Agree -- 1
o Somewhat Disagree -- 2
o Neither Agree/Disagree -- 3
o Somewhat agree -- 4
o Strongly Agree -- 5
- On such statements such as Offers a wide variety of appealing espresso drinks
Semantic-Differential Scale
- Rate Central Perc on each of the following characteristics by placing an X on the blank
that best represents your evaluation.
o Insufficient seating ___ ___ ___ ___ ___ Sufficient Seating.
Constant-Sum Scale
- Consumers rank the statements based on importance from a preset scale they are given.
o 20 Offering a wide variety of appealing espresso drinks
o 40 Providing consistently high quality espresso drinks
o 15 Having employees who treat you like a friend
o 5 Regularly offering innovative new espresso drinks.
Selction Criteria: Consider the perspectives of the
- Managers
- Respondents
- Modes of administration