Attitude Measurement

1
Attitude Measurement

• Dr. John T. Drea
• Professor of Marketing
• Western Illinois University

2
Scale Properties

• The first and most fundamental issue to resolve
  is the type of scale data to be obtained
• The type of scale data collected determines the
  type of analysis which can be used.
• Nominal-level data (identity)
• found in dichotomous categories (e.g., male1,
  female2) and multichotomous categories
  (1marketing, 2finance, 3economics)
• Measure of average is the mode.
• Chi-square is a common test used with
  nominal-level data.

3
Scale Properties

• Ordinal-level data (order)
• Categories are in some type of order, but the
  distance between points is not known.
• Ex Very Good 5, Good 4, Neutral 3, Poor
  2, Very Poor 1
• Measures of the average are the median and the
  mode.
• Chi-square is a common test used with
  nominal-level data.

4
Scale Properties

• Interval-level data (comparison of intervals)
• The categories are not only in order, but the
  distance between each category is known and has a
  numerical meaning.
• Ex a 1-7 scale, anchored only by bi-polar
  adjectives (Good/Bad, Agree/Disagree)

5
Scale Properties

• Interval-level data (comparison of intervals)
• Anchoring the intermediate points converts the
  scale into an ordinal scale.
• There is no absolute zero to an interval scale.
• Measure of the average is the mean.
• z-tests, t-tests, ANOVA, factor analysis,
  regression, bivariate correlations are a common
  with interval-level data.

6
Scale Properties

• Ratio-level data (absolute magnitudes)
• Categories are in order, distances between items
  is known, and an absolute zero exists.
• Ex Sales (an absolute zero exists)
• Tip If a number doubles, does it mean theres
  twice as much of it? If yes, its ratio data.
  If no, its internal (or less).
• Measure of the average is the mean.
• z-tests, t-tests, ANOVA, factor analysis,
  regression, bivariate correlations are a common
  with ratio-level data.

7
Scale Properties

• Scale-level data
• In SPSS, interval and ration level data are
  combined into a single category.
• They are called scale-level data.

8
Common Types of Scales

• Likert a summated ratings scale (express the
  degree to which you agree/disagree w/ a statement)

Example
WIU provides an excellent quality education. I
can always find something fun to do at
WIU. People at WIU are friendly.
SD D N A SA SD D N A SA SD D N A SA
What type of data does this measure produce?
WIU provides an excellent quality education. 7
6 5 4 3 2 1 I can always find something fun
to do at WIU. 7 6 5 4 3 2 1 People at WIU
are friendly. 7 6
5 4 3 2 1
What type of data does this measure produce?
9
Common Types of Scales
Semantic Differential (Osgood, Suci, and
Tannenbaum 1957) --Involves the use of bipolar
adjectives --Frequently used for assessing
affect.
Good Quality ___ ___ ___ ___ ___ Poor
Quality Fun ___ ___ ___ ___ ___
Not Fun Friendly ___ ___ ___ ___ ___
Unfriendly
Issue Adjectives must be bi-polar opposites.
Is the opposite of fun Not fun, unpleasant
unfunny? Each would likely produce different
results.
10
Common Types of Scales
Stapel Scale adjectives can be tested separately
instead of bipolar opposites, points are
identified by number, 10 scale positions.
-5 -4 -3 -2 -1 1 2 3 4 5
Education quality is good
Always something fun to do
People at WIU are friendly.
Issues Selection of adjectives impacts results.
Also allows for scenarios where both pilor
adjectives are relevant.
11
Common Types of Scales
Magnitude Scaling (graphic rating) drawing a
line/making a mark to indicate the extent to
which you concur with scale anchors.
What is the educational quality at WIU?
Very Poor
Very Good
Issues Allows for fine distinctions (attentuates
correlations), but may result in underreporting
or overreporting. Also, length of line may
report finer distinctions than intended.
12
Common Types of Scales
Itemized Rating Scales individuals make
judgments independent. The rater chooses from
fixed, limited categories.
The quality of education at WIU is ___
excellent ___ good ___ fair ___poor or The
quality of education of education at WIU is very
good ___ ___ ___ ___ ___ ___ ___ very
poor Issues Are categories sufficient?
Are distinctions meaningful? Are you using the
appropriate level of analysis?
13
Common Types of Scales
Comparative Making assessments comparing
alternatives. Ex 1 Rank order the following
attributes in order of importance in selecting a
university, assigning a 1 to the most important
and a 3 to the least important. ___ Overall
quality of education. ___ Always something fun to
do. ___ Friendliness of the people. Constant
Sum A type of comparative scale - shows
magnitude. Ex 2 Please divide 100 points between
the following attributes in terms of its
importance to you in selecting a university
. ___pts. Overall quality of education. ___pts.
Always something fun to do. ___pts. Friendliness
of the people. 100 pts.