Program

MBA

Semester

III

Subject Code

MB0050

Subject Name

Research Methodology

Unit Number

Unit Title

Attitude Measurement and Scaling

Lecture Number :

Lecture Title

Attitude Measurement and Scaling

Book Id

B1700

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Unit-5 Attitude Measurement and Scaling

Attitude Measurement and Scaling

Objectives :

Define measurement.

Distinguish between the four types of measurement scales.

Define attitude and its three components.

Discuss the various classifications of scales.

Define measurement error and explain the criteria for good

measurement.
In this unit, we will focus on different types of measurements and
the statistical techniques that are applicable for the same.

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Unit-5 Attitude Measurement and Scaling

Lecture Outline

Introduction
Types of Measurement Scales
Classification of Scales

Measurement Error
Summary
Check Your Learning

Activity

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Unit-5 Attitude Measurement and Scaling

Introduction

The term measurement means assigning numbers or some other

symbols to the characteristics of certain objects.

When numbers are used, the researcher must have a rule for
assigning a number to an observation in a way that provides an
accurate description.

In research, people/consumers are not measured; what is

measured only are their perceptions, attitude or any other

relevant characteristics.

Scaling is an extension of measurement. Scaling involves creating

a continuum on which measurements on objects are located.

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Unit-5 Attitude Measurement and Scaling

Types of Measurement Scales

There are four types of measurement scalesnominal, ordinal,
interval and ratio.

Nominal scale: This is the lowest level of measurement. Here,

numbers are assigned for the purpose of identification of the objects.

Ordinal scale: An ordinal scale tells whether an object has more or

less of characteristics than some other objects. However, it cannot
answer how much more or how much less.
Interval scale: In the Interval scale the difference of the score on the
scale has meaningful interpretation while the ratio of the score on this
scale does not have a meaningful interpretation.
Ratio scale: In this case, there is a natural zero (origin).
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Unit-5 Attitude Measurement and Scaling

Attitude

An attitude is viewed as an enduring disposition to respond

consistently in a given manner to various aspects of the world,

including persons, events and objects.

Basically, attitude has three components: cognitive, affective and

intention (or action) components.

Cognitive component: This component represents an individuals

information and knowledge about an object.
Affective component: The affective component summarizes a persons
overall feeling or emotions towards the objects.
Intention or action component: This component of an aptitude, also
called the behavioural component, reflects a predisposition to an
action by reflecting the consumers buying or purchase intention.

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Unit-5 Attitude Measurement and Scaling

Classification of Scales

One of the ways of classifications of scales is in terms of the

number of items in the scale. Based upon this, the following
classification may be proposed:

Single Item vs Multiple Item Scale

In the single item scale, there is only one item to measure a given construct. In
multiple item scale, there are many items that play a role in forming the underlying
construct that the researcher is trying to measure.

Comparative vs Non-comparative Scales

In comparative scales it is assumed that respondents make use of a standard frame of
reference before answering the question. In the non-comparative scales, the
respondents do not make use of any frame of reference before answering the
questions. The resulting data is generally assumed to be interval or ratio scale.
The non-comparative scales are divided into two categories, namely, the graphic rating
scales and the itemized rating scales.

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Unit-5 Attitude Measurement and Scaling

Classification of Scales

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Unit-5 Attitude Measurement and Scaling

Measurement Error

Measurement error occurs when the observed measurement on a

construct or concept deviates from its true values.

It may be noted that the total error consists of two components

systematic error and random error.
Systematic error causes a constant bias in the measurement.
Random error on the other hand involves influences that bias the
measurements but are not systematic.

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Unit-5 Attitude Measurement and Scaling

Measurement Error

There are three criteria for evaluating measurements: Reliability,

Validity and Sensitivity.

Reliability

Reliability
is
concerned
with
consistency,
accuracy
and
predictability of the scale.
The reliability of a scale can be
measured
using
the
following
methods:
Testretest reliability
Split-half reliability method

Validity

The validity of a scale refers to the

question whether we are measuring
what we want to measure.
There are different ways to measure
validity:
Content validity
Predictive validity
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Unit-5 Attitude Measurement and Scaling

Measurement Error

Sensitivity

Sensitivity refers to an
instruments ability to accurately
measure the variability in a
concept.
The sensitivity of scale based on
a single question or a single item
can be increased by adding
questions or items.

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Unit-5 Attitude Measurement and Scaling

Summary

Measurement means the assignment of numbers or other symbols to the

characteristics of certain objects. Scaling is an extension of measurement.

There are four types of measurement scales: nominal, ordinal, interval and
ratio scale.

Attitude is a predisposition of the individual to evaluate some objects or

symbol. Attitude has three components: cognitive, affective and intention or
action component.

Scales can be classified as single-item and multiple-item scales.

Another classification could be whether the scales are comparative or non-

comparative in nature.

The observed measurement need not be equal to the true value of the
measurement. Some systematic and random errors may be found in the
observed measurement. There are three criteria for determining the
accuracy of a measurementreliability, validity and sensitivity.
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Unit-5 Attitude Measurement and Scaling

Check Your Learning

1. List the four types of measurement scales.
Ans: There are four types of measurement scalesnominal, ordinal, interval and
ratio.
2. What is an itemized rating scale.
Ans:In the itemized rating scale, the respondents are provided with a scale that
has a number of brief descriptions associated with each of the response categories.
The response categories are ordered in terms of the scale position and the
respondents are supposed to select the specified category that describes in the
best possible way an object is rated.
3. Briefly explain the concepts of reliability, validity and sensitivity.

Ans: Reliability is concerned with consistency, accuracy and predictability of the

scale. The validity of a scale refers to the question whether we are measuring what
we want to measure. Sensitivity refers to an instruments ability to accurately
measure the variability in a concept.
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Unit-5 Attitude Measurement and Scaling

Activity

If you were to conduct a survey to examine the job satisfaction

level of different categories of employees, how would you proceed
to construct a Likert scale?

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