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Collecting Data Using Attitudinal Scales: Research Methodology

The document discusses attitudinal scales used in research to measure attitudes. It covers the function of attitudinal scales in quantitatively measuring the intensity, spread, and types of attitudes. The three main types of attitudinal scales discussed are the Likert scale, Thurstone scale, and Guttman scale. The Likert scale is the most commonly used as it measures attitude intensity through categories or numbers in response to statements.

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Eva Danielle
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709 views12 pages

Collecting Data Using Attitudinal Scales: Research Methodology

The document discusses attitudinal scales used in research to measure attitudes. It covers the function of attitudinal scales in quantitatively measuring the intensity, spread, and types of attitudes. The three main types of attitudinal scales discussed are the Likert scale, Thurstone scale, and Guttman scale. The Likert scale is the most commonly used as it measures attitude intensity through categories or numbers in response to statements.

Uploaded by

Eva Danielle
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Research Methodology

Chapter 10

Collecting Data Using Attitudinal


Scales
Topics covered
• Attitudinal scales in research
• Function of attitudinal scales
• Developing attitudinal scales
• Types of attitudinal scales
– Likert scale
– Thurstone scale
– Guttman scale
• Attitudinal scales and measurement scales
Attitudinal scales in research
• Helps to find out how people feel towards certain
issues and situations (level of satisfaction, agreement,
positive/negative attitude, etc.)
• Quantitative research explores types of attitudes, how
many people have a certain attitude and intensity of
attitude
• Qualitative research explores the spread of attitudes
and establish types of attitudes
• Attitude scales are prevalent in quantitative research
such as the Likert scale
Function of attitudinal scales

• Measure of intensity of respondents’ attitudes


toward the various aspects of a situation or
issue
• Provide techniques to combine the attitude
toward different aspects into on overall
indicator
Developing attitudinal scales
1. Which aspects of a situation or issue should
be included when seeking to measure an
attitude towards an issue or problem?
2. What procedure should be adopted for
combining the different aspects to obtain an
overall picture?
3. How can one ensure that a scale really is
measuring what it is supposed to measure?
Types of attitudinal scales
• The summated rating scale, also known as the
Likert scale;
• The equal-appearing interval scale or
differential scale, also known as the Thurstone
scale;
• The cumulative scale, also known as the
Guttman scale.
Likert Scale
• Most common attitudinal scale
• Measures intensity of attitude toward an issue
• Each statement has equal attitudinal value
• Measures in categories or on a numerical scale
• 1, 2 or 3 dimensions of attitudes (e.g. 2 as in
positive and negative)
• Scores will be assigned to the attitude scale if
calculations are used for weighting responses
Figure 10.1 An example of a categorical scale
Figure 10.2 An example of a seven point scale
Figure 10.3 An example of a scale with statements
reflecting varying degrees of an attitude
Other scales
Thurstone scale:
• Calculates an attitudinal value for each statement
• Mean score is recorded for each statement
• The mean score is equivalent to the attitudinal
value assigned by a group of judges
• Reflects absolute rather than relative attitudes
Guttman scale:
• Cumulative scale which is rarely used
Attitudinal scales and measurement scales

Table 10.1 The relationship between attitudinal


and measurement scales

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