Post on 20-Feb-2018
7/24/2019 MB0050 Slides Unit 05
1/14
C o n f i d e n t i a l
1
Program : MBA
Semester : III
Subject Code : MB0050
Subject Name : Research Methodology
Unit Number : 5
Unit Title : Attitude Measurement and Scaling
Lecture Number : 5
Lecture Title : Attitude Measurement and Scaling
Book Id : B1700
HOME NEXT
7/24/2019 MB0050 Slides Unit 05
2/14
C o n f i d e n t i a l
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 andthe statistical techniques that are applicable for the same.
2
HOME NEXTPREVIOUS
Unit-5 Attitude Measurement and Scaling
7/24/2019 MB0050 Slides Unit 05
3/14
C o n f i d e n t i a l
Lecture Outline
Introduction
Types of Measurement Scales
Classification of Scales
Measurement Error
Summary
Check Your Learning
Activity
3
HOME NEXTPREVIOUS
Unit-5 Attitude Measurement and Scaling
7/24/2019 MB0050 Slides Unit 05
4/14
C o n f i d e n t i a l
Introduction
The termmeasurementmeans 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 ismeasured 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.
4
HOME NEXTPREVIOUS
Unit-5 Attitude Measurement and Scaling
7/24/2019 MB0050 Slides Unit 05
5/14
C o n f i d e n t i a l
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 orless 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).
5
HOME NEXTPREVIOUS
Unit-5 Attitude Measurement and Scaling
7/24/2019 MB0050 Slides Unit 05
6/14
C o n f i d e n t i a l
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 consumersbuying or purchase intention.
6
HOME NEXTPREVIOUS
Unit-5 Attitude Measurement and Scaling
7/24/2019 MB0050 Slides Unit 05
7/14C o n f i d e n t i a l
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:
7
HOME NEXTPREVIOUS
Unit-5 Attitude Measurement and Scaling
Single Item vs Multiple Item Scale
In the single item scale, there is only one item to measure a given construct. Inmultiple 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, therespondents do not make use of any frame of reference before answering thequestions. The resulting data is generally assumed to be interval or ratio scale.
The non-comparative scales are divided into two categories, namely, the graphic ratingscales and the itemized rating scales.
7/24/2019 MB0050 Slides Unit 05
8/14C o n f i d e n t i a l
Classification of Scales
8
HOME NEXTPREVIOUS
Unit-5 Attitude Measurement and Scaling
7/24/2019 MB0050 Slides Unit 05
9/14C o n f i d e n t i a l
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.
9
HOME NEXTPREVIOUS
Unit-5 Attitude Measurement and Scaling
7/24/2019 MB0050 Slides Unit 05
10/14C o n f i d e n t i a l
Measurement Error
There are three criteria for evaluating measurements: Reliability,
Validity and Sensitivity.
10
HOME NEXTPREVIOUS
Unit-5 Attitude Measurement and Scaling
Reliability
Reliability is concerned withconsistency, accuracy andpredictability of the scale.
The reliability of a scale can bemeasured using the following
methods:Testretest reliability
Split-half reliability method
Validity
The validity of a scale refers to thequestion whether we are measuringwhat we want to measure.
There are different ways to measurevalidity:
Content validity
Predictive validity
7/24/2019 MB0050 Slides Unit 05
11/14C o n f i d e n t i a l
Measurement Error
11
HOME NEXTPREVIOUS
Unit-5 Attitude Measurement and Scaling
Sensitivity
Sensitivity refers to aninstruments ability to accurately
measure the variability in aconcept.
The sensitivity of scale based ona single question or a single itemcan be increased by addingquestions or items.
7/24/2019 MB0050 Slides Unit 05
12/14C o n f i d e n t i a l
Summary
Measurementmeans 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.
12
HOME NEXTPREVIOUS
Unit-5 Attitude Measurement and Scaling
7/24/2019 MB0050 Slides Unit 05
13/14C o n f i d e n t i a l
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 therespondents 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.
13
HOME NEXTPREVIOUS
Unit-5 Attitude Measurement and Scaling
7/24/2019 MB0050 Slides Unit 05
14/14C o n f i d e n t i a l
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?
14
HOMEPREVIOUS
Unit-5 Attitude Measurement and Scaling