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AoA 124255-Extracted

The document discusses the assessment of attitudes through various measurement techniques, highlighting the importance of selecting the appropriate scale based on research objectives, target population, and context. It compares quantitative scales like Likert and Thurstone with qualitative methods such as interviews, emphasizing their unique strengths and limitations. The conclusion advocates for a thoughtful approach to attitude measurement, suggesting that a mixed-methods strategy often provides the most comprehensive insights.

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5 views3 pages

AoA 124255-Extracted

The document discusses the assessment of attitudes through various measurement techniques, highlighting the importance of selecting the appropriate scale based on research objectives, target population, and context. It compares quantitative scales like Likert and Thurstone with qualitative methods such as interviews, emphasizing their unique strengths and limitations. The conclusion advocates for a thoughtful approach to attitude measurement, suggesting that a mixed-methods strategy often provides the most comprehensive insights.

Uploaded by

soumayadeep basak
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 PDF, TXT or read online on Scribd
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• Focuses on opinion-based or value-laden questions.

• Questions may assess:


• Emotional response (e.g., "How do you feel about...?")
• Cognitive evaluation (e.g., "What do you think about...?")
• Behavioural intention (e.g., "What would you do if...?")

SELECTION OF AN APPROPRIATE ATTITUDE MEASUREMENT SCALE


There is a number of different techniques which are available for the measurement of attitudes.
Each has some strengths and some weaknesses. Almost every technique can be used for the
measurement of any component of attitudes. But at the same time all techniques are not suitable
for all purposes. The selection of a suitable attitude measurement must be made thoughtfully,
based on research objectives, target population, context, available resources, and the type of data
analysis intended. Each scale has unique strengths and is suited to particular scenarios. Below is a
detailed discussion on how to choose the most appropriate attitude scale:
1. Factors Influencing Scale Selection
• Research Objective: If the aim is to quantify attitudes and conduct statistical analysis,
quantitative scales like Likert, Thurstone, or Semantic Differential are appropriate. For
exploratory purposes, qualitative tools like interviews or Q-sort are better.
• Nature of the Construct: For simple, unidimensional attitudes, Likert or Guttman scales may
suffice. For complex perceptions, Multidimensional Scaling (MDS) or Semantic Differential is
more informative.
• Target Respondent Profile: In low-literacy populations, interviews or observation methods
are more effective. Educated respondents can handle structured tools like Likert or Thurstone
scales.
• Desired Type of Data: Likert and Guttman scales give ordinal data; Semantic Differential and
Thurstone scales can be treated as interval-level data. MDS provides spatial representations.
• Practical Considerations: Likert is cost-effective and easy; Thurstone and MDS require more
expertise. Consider cost, time, and reliability.
2. Comparative Suitability of Scales
The table below summarizes the best uses and limitations of each scale:
Scale Best Use When to Avoid
Likert Scale Large-scale surveys, general When detailed dimensional analysis
attitude measurement is needed
Thurstone Scale Precise attitude measurement If lacking time or expert judges
with expert input
Guttman Scale Cumulative attitude intensity If topic doesn't follow cumulative
pattern
Semantic Differential Connotative meaning of When bipolar adjectives are hard to
objects/brands define
Multidimensional Complex perception & attribute Small sample size or lack of expertise
Scaling relationship

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Q-sort Technique Profiling, market segmentation Large-scale studies needing
objectivity
Interview In-depth or sensitive topics When generalizability is needed

CONCLUSION
Attitude plays a central role in shaping human behavior, making its assessment a critical
component of research across social sciences, education, psychology, and development studies.
This assignment has explored both quantitative and qualitative tools used for attitude
measurement, each offering unique strengths and limitations.
Quantitative scales such as the Likert scale, Semantic Differential scale, Thurstone scale, Guttman
scale, and Multidimensional Scaling (MDS) provide structured, numerical data that allow for
objective comparisons and statistical analysis. These tools are especially valuable when large-scale
assessments or standardization is required.
On the other hand, qualitative methods like interviews, observations, and techniques such as the
Q-sort offer deeper, more nuanced insights into individual attitudes. These approaches are better
suited for exploratory studies, particularly when assessing complex or sensitive topics that cannot
be captured through numbers alone.
Each method serves a specific purpose, and the choice of tool should depend on the research
objectives, nature of the target population, and the context of the study. Often, a mixed -methods
approach, combining both qualitative and quantitative tools, yields the most comprehensive
understanding of attitudes.
In conclusion, the effective assessment of attitudes requires careful selection and implementation
of tools, guided by sound theoretical and methodological considerations. As social realities
continue to evolve, so must our methods of understanding the beliefs, values, and perceptions
that drive human action.

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REFERENCES
Allen, I. E., & Seaman, C. A. (2007). Likert scales and data analyses. Quality Progress, 40(7), 64–65.
Anonymous (n.d). National Institute of Open Schooling. (n.d.). Unit 6: Attitude measurement and
scales. eGyanKosh. Retrieved from https://egyankosh.ac.in/bitstream/123456789/16074/I/Unit-
6.pdf
Edwards, A. L. (1957). Techniques of attitude scale construction. Appleton-Century-Crofts.
Guttman, L. (1944). A basis for scaling qualitative data. American Sociological Review, 9(2), 139–
150.
Kothari, C. R. (2004). Research methodology: Methods and techniques (2nd ed.). New Age
International Publishers.
Likert, R. (1932). A technique for the measurement of attitudes. Archives of Psychology, 140, 1–
55.
Mangal, S. K. (2012). Essentials of educational psychology (6th ed., pp. 328–338).
McBurney, D. H., & White, T. L. (2009). Research methods (8th ed.). Cengage Learning.
Osgood, C. E. (1962). Semantic differential technique in the development of the culture-free
personality inventory. Journal of Abnormal and Social Psychology, 64(3), 440–445.
Osgood, C. E., Suci, G. J., & Tannenbaum, P. H. (1957). The measurement of meaning. University of
Illinois Press.
Thurstone, L. L. (1928). Attitudes can be measured. American Journal of Sociology, 33(4).

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