Attitude
Measurement
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(Source: W.G Zikmund, B.J Babin, J.C Carr and M.
Griffin, Business Research Methods, 8th Edition,
U.S, South-Western Cengage Learning, 2008)
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Objectives
1.
2.
3.
4.
5.
Describe how business researchers think of
attitudes
Identify basic approaches to measuring attitudes
Discuss the use of rating scales for measuring
attitudes
Represent a latent construct by constructing a
summated scale
Summarize ways to measure attitudes with ranking
and sorting techniques
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What is An Attitude?
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Attitude
 An enduring disposition to consistently respond in a given
manner to various aspects of the world.
Components of attitudes:
 Affective Component
 The feelings or emotions toward an object
 Cognitive Component
 Knowledge and beliefs about an object
 Behavioral Component
 Predisposition to action
 Intentions
 Behavioral expectations
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Techniques for Measuring Attitudes
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Ranking
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Requiring the respondent to rank order objects in
overall performance on the basis of a
characteristic or stimulus.
Rating

Asking the respondent to estimate the magnitude
of a characteristic, or quality, that an object
possesses by indicating on a scale where he or
she would rate an object.
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Techniques for Measuring Attitudes
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Sorting
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Presenting the respondent with several concepts
typed on cards and requiring the respondent to
arrange the cards into a number of piles or
otherwise classify the concepts.
Choice

Asking a respondent to choose one alternative
from among several alternatives; it is assumed
that the chosen alternative is preferred over the
others.
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Attitude Rating Scales

Simple Attitude Scale

Requires that an individual agree/disagree with a
statement or respond to a single question.
This type of self-rating scale classifies respondents
into one of two categories (e.g., yes or no).
Example:


THE PRESIDENT SHOULD RUN FOR RE-ELECTION
_______ AGREE
______ DISAGREE
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Attitude Rating Scales (cont’d)
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Category Scale
 A more sensitive measure than a simple scale in that it can
have more than two response categories.
 Question construction is an extremely important factor in
increasing the usefulness of these scales.
Example:
How important were the following in your decision to visit San Diego?
(check one for each item)
VERY
IMPORTANT
CLIMATE
___________
COST OF TRAVEL
___________
FAMILY ORIENTED
___________
EDUCATIONAL/HISTORICAL ASPECTS ___________
FAMILIARITY WITH AREA
___________
SOMEWHAT
IMPORTANT
___________
___________
___________
___________
___________
NOT TOO
IMPORTANT
___________
___________
___________
___________
___________
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Selected Category Scales
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Attitude Rating Scales (cont’d)
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Likert Scale

A popular means for measuring attitudes.

Respondents indicate their own attitudes by checking how
strongly they agree or disagree with statements.
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Typical response alternatives: “strongly agree,” “agree,”
“uncertain,” “disagree,” and “strongly disagree.”
Example:
It is more fun to play a tough, competitive tennis match than to play an easy one.
___Strongly Agree ___Agree ___Not Sure ___Disagree ___Strongly Disagree
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Attitude Rating Scales (cont’d)
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Semantic Differential

A series of seven-point rating scales with bipolar
adjectives, such as “good” and “bad,” anchoring
the ends (or poles) of the scale.
A weight is assigned to each position on the scale.
Traditionally, scores are 7, 6, 5, 4, 3, 2, 1, or +3, +2,
+1, 0, -1, -2, -3.
Example:
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Exciting ___ : ___ : ___ : ___ : ___ : ___ : ___ Calm
Interesting ___ : ___ : ___ : ___ : ___ : ___ : ___ Dull
Simple ___ : ___ : ___ : ___ : ___ : ___ : ___ Complex
Passive ___ : ___ : ___ : ___ : ___ : ___ : ___ Active
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Semantic Differential Scales for Measuring Attitudes Toward
Supermarkets
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Other Scale Types (cont’d)
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Image Profile
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A graphic representation of semantic differential
data for competing brands, products, or stores to
highlight comparisons.
Because the data are assumed to be interval,
either the arithmetic mean or the median will be
used to compare the profile of one product, brand,
or store with that of a competing product, brand,
or store.
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Image Profiles of Commuter Airlines versus Major Airlines
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Attitude Rating Scales (cont’d)
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Numerical Scales
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Scales that have numbers as response options,
rather than “semantic space” or verbal
descriptions, to identify categories (response
positions).
In practice, researchers have found that a scale
with numerical labels for intermediate points on the
scale is as effective a measure as the true semantic
differential.
Example:
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Now that you’ve had your automobile for about one year, please tell
us how satisfied you are with your Ford Taurus.
Extremely Dissatisfied 1 2 3 4 5 6 7 Extremely Satisfied
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Other Scale Types (cont’d)
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Stapel Scale
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Uses a single adjective as a substitute for the
semantic differential when it is difficult to create
pairs of bipolar adjectives.
Tends to be easier to conduct and administer
than a semantic differential scale.
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A Stapel Scale for Measuring a Store’s Image
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Other Scale Types (cont’d)
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Constant-Sum Scale
 Respondents are asked to divide a constant sum to
indicate the relative importance of attributes.
 Respondents often sort cards, but the task may also be
a rating task (e.g., indicating brand preference).
Example:

Divide 100 points among each of the following brands according
to your preference for the brand:
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Brand A _________
Brand B _________
Brand C _________
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Other Scale Types (cont’d)
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Graphic Rating Scale
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A measure of attitude that allows respondents to
rate an object by choosing any point along a
graphic continuum.
Advantage:
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Allows the researcher to choose any interval
desired for scoring purposes.
Disadvantage:

There are no standard answers.
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Graphic Rating Scale
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A Ladder Scale
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Graphic Rating Scale with Picture Response
Categories Stressing Visual Communication
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Summary of Advantages and Disadvantages of Rating Scales
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Measuring Behavioral Intention
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Behavioral Component
 The behavioral expectations (expected future actions) of an
individual toward an attitudinal object.
Example:
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How likely is it that you will purchase a Honda Fit?
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I definitely will buy
I probably will buy
I might buy
I probably will not buy
I definitely will not buy
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Measuring Behavioral Intention
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Behavioral Differential
 A rating scale instrument similar to a semantic differential,
developed to measure the behavioral intentions of subjects
toward future actions.
 A description of the object to be judged is placed on the top
of a sheet, and the subjects indicate their behavioral
intentions toward this object on a series of scales.
Example:
A 25 year-old woman sales representative
Would ___ : ___ : ___ : ___ : ___ : ___ : ___ : Would Not
ask this person for advice.
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Ranking

An ordinal scale may be developed by asking
respondents to rank order (from most
preferred to least preferred) a set of objects
or attributes.
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Paired comparisons
Sorting
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Paired Comparison
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A measurement technique that involves presenting the
respondent with two objects and asking the respondent
to pick the preferred object; more than two objects may
be presented, but comparisons are made in pairs.
Number of comparisons = [(n)(n-1)/2]
Example:
I would like to know your overall opinion of two brands of adhesive bandages. They
are MedBand and Super-Aid. Overall, which of these two brands—MedBand or
Super-Aid—do you think is the better one? Or are both the same?
MedBand is better _____
Super-Aid is better _____
They are the same _____
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Sorting
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Require that respondents indicate their attitudes or
beliefs by arranging items on the basis of perceived
similarity or some other attribute.
Example:
Here is a sheet that lists several airlines. Next to the name of each airline is a pocket.
Here are ten cards. I would like you to put these cards in the pockets next to the
airlines you would prefer to fly on your next trip. Assume that all of the airlines fly to
wherever you would choose to travel. You can put as many cards as you want next to
an airline, or you can put no cards next to an airline.
Cards
American Airlines _____
Delta Airlines
_____
United Airlines
_____
Southwest Airlines _____
Northwest Airlines _____
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Selecting a Measurement Scale
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Some Practical Questions:
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Is a ranking, sorting, rating, or choice technique best?
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Should a monadic or a comparative scale be used?
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What type of category labels, if any, will be used for the rating
scale?
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How many scale categories or response positions are needed
to accurately measure an attitude?
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Should a balanced or unbalanced rating scale be chosen?
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Should a scale that forces a choice among predetermined
options be used?
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Should a single measure or an index measure be used?
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Selecting a Measurement Scale (cont’d)
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Monadic Rating Scale
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Asks about a single concept in isolation.
The respondent is not given a specific frame of
reference.
Example:
Now that you’ve had your automobile for about 1 year, please
tell us how satisfied you are with its engine power and pickup.
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Selecting a Measurement Scale (cont’d)
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Comparative Rating Scale
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Asks respondents to rate a concept in comparison
with a benchmark explicitly used as a frame of
reference.
Example:
Please indicate how the amount of authority in your present
position compares with the amount of authority that would be
ideal for this position.
TOO MUCH 
ABOUT RIGHT 
TOO LITTLE 
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Selecting a Measurement Scale (cont’d)
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What Type of Category Labels, If Any?
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Verbal labels for response categories help
respondents better understand the response
positions.
The maturity and educational levels of the
respondents will influence the labeling decision.
How Many Scale Categories or Response Positions?
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Five to eight points are optimal for sensitivity.
The researcher must determine the number of
positions that is best for the specific project.
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Selecting a Measurement Scale (cont’d)
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Balanced Rating Scale
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A fixed-alternative rating scale with an equal
number of positive and negative categories; a
neutral point or point of indifference is at the
center of the scale.
Example:
How satisfied are you with the bookstore in the Student Union?
Very
Satisfied
Satisfied
Neither Satisfied
Nor Dissatisfied
Dissatisfied
Very
Dissatisfied
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Selecting a Measurement Scale (cont’d)
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Unbalanced Rating Scale
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A fixed-alternative rating scale that has more
response categories at one end than the other
resulting in an unequal number of positive and
negative categories.
Example:
How satisfied are you with the bookstore in the Student Union?
Satisfied
Neither Satisfied
Nor Dissatisfied
Very
Dissatisfied
Dissatisfied
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Selecting a Measurement Scale (cont’d)
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Forced-choice Rating Scale
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A fixed-alternative rating scale that requires
respondents to choose one of the fixed
alternatives.
Non-forced Choice Scale
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A fixed-alternative rating scale that provides a “no
opinion” category or that allows respondents to
indicate that they cannot say which alternative is
their choice.
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Selecting a Measurement Scale (cont’d)
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Factors affecting the choice of using a single measure or
an index measure:
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The complexity of the issue to be investigated.
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The number of dimensions the issue contains.
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Whether individual attributes of the stimulus are
part of a holistic attitude or are seen as separate
items.
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The researcher’s conceptual (problem) definition
will be helpful in making this choice.
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