ch 13 9-7 - Methods of Assessing Attitude - Observation of...

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Methods of 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.
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This note was uploaded on 11/07/2011 for the course HACE 3100 taught by Professor Moorman during the Fall '09 term at University of Georgia Athens.

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ch 13 9-7 - Methods of Assessing Attitude - Observation of...

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