ATTITUDE

SCALES
DEFINITION
– Composite scales are socio-psychologic measurements
directed towards quantifying the qualitative attributes such
as feelings , attitude , self concept, perceptions belief s etc.
– Composite scales are socio-psychologic rating scales
generally used for qualitative measures and discriminate
people with different attribute , perception , fears , motives
personality traits and needs that are often incorporated into
interviews or questionnaire.
A Five point scale

– Strongly agree
– Agree
– Uncertain
– Disagree
– Strongly disagree
Four point scale
– Strongly agree
– Moderately agree
– Disagree
– Uncertain
Seven point scale
– Very strongly agree
– Strongly agree
– Agree
– Uncertain
– Disagree
– Strongly disagree
– Very strongly disagree
Definition of Likert scale

Likert scale is a composite measurement scale used to

measure attitudes , values and feelings of the people that
involve summation of scores on the set of positive and
negative declarative statements regarding measuring
variables to which respondents are asked to indicate their
degree of agreement or disagreement.
Uses of Likert scale
– To measure the attitudes , values , feelings of people
about specific concepts such as situations , people ,
places , objects , programmes , practices , policies.
– It is used to have quantified measurement of
qualitative attributes.
– To assess the opinions of respondents.
Characteristics
– Psychologic measurement tool
– Illustrative in nature
– Neutral statements
– Bipolar scaling method
– Measurement of specific number of scaling categories
scoring
For a positive statement if there is agreement with the

statement the respondent gets highest score

Advantages
Relatively easy to construct this scale
More reliable and valid
Easy to administer
Less time consuming
Disadvantages
– Respondents may feel forced to answer the questions
– Feeling may not be fully assessed
– Difficulty in justifying the selection of the number of
categories and numerical assignment to these
categories
– May provide misleading data.
Definition if Semantic Differential
Scale
– It is designed to measure the connotative meaning of
objects , events and concepts. These connotations are
used to derive the respondents attitude towards the
objects , events and concepts.
Uses
– Patient satisfaction survey
– Customer satisfaction survey
– Employee survey
– Marketing survey
– Operational survey
– Personality measurements
– Clinical psychology
Advantages
>Convenient to assess the beliefs , attitudes and values.
>Easy to administer.
>provides reasonable valid and reliable quantitative
data.
Disadvantages
– It is difficult to select the relevant concepts which are
appropriate for any given investigation.
– It is time consuming to find the appropriate adjective
pairs.
THANK YOU