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Attitude Measurement

Attitude Measurement. (Click icon for audio). What is an Attitude?. Attitude. An enduring disposition to consistently respond in a given matter. Attitudes as Hypothetical Constructs.

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Attitude Measurement

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  1. Attitude Measurement (Click icon for audio) Dr. Michael R. Hyman, NMSU

  2. What is an Attitude?

  3. Attitude An enduring disposition to consistently respond in a given matter

  4. Attitudes as Hypothetical Constructs The term hypothetical construct is used to describe a variable that is not directly observable, but is measurable by an indirect means such as verbal expression or overt behavior - attitudes are considered to be such variables.

  5. Attitudes Behaviors

  6. Three Attitude Components

  7. Affective The feelings or emotions toward an object

  8. Cognitive Knowledge and beliefs

  9. Behavioral • Predisposition to action • Intentions • Behavioral expectations

  10. Fishbein Model

  11. When Designing Attitude Measures, Theory is ImportantExample: Store Image

  12. Concept A generalized idea about a class of objects, attributes, occurrences, or processes

  13. Operational Definition Specifies what the researcher must do to measure the concept under investigation

  14. Non-attitudinal Example of Operational Definition

  15. Media Skepticism:Conceptual Definition The degree to which people are skeptical about the reality presented by mass media. Media skepticism varies across people, from • those who are mildly skeptical and accept most of what they see and hear in mass media, to • those who completely discount and disbelieve the facts, values, and portrayal of reality in mass media.

  16. Media Skepticism: Operational Definition Please tell me how true each statement is about the media. Is it very true, not very true, or not at all true? • The program was not very accurate in its portrayal of the problem. • Most of the story was staged for entertainment purposes. • The presentation was slanted and unfair.

  17. Constitutive vs. Measurement Definition

  18. Developing Sound Constructs • Specify constitutive definition • Specify measurement / operational definition • Perform item analysis • Perform reliability checks • Perform validity checks

  19. Attitude Measurement Process

  20. Attitude Measuring Process Ranking: Rank order preference Rating: Estimates magnitude of a characteristic Sorting: Arrange or classify concepts Choice: Selection of preferred alternative

  21. Ranking Tasks Ranking tasks require that respondents rank a small number of objects in overall performance based on some characteristic or stimulus.

  22. Rating Tasks Rating tasks ask respondents to estimate the magnitude of a characteristic, or quality, that an object possesses. Respondents’ position on a scale is where they would rate that object.

  23. Sorting Tasks Sorting tasks present several concepts —represented either on typed cards or a computer display—and require respondents to arrange the concepts into a number of piles or groupings.

  24. Choice Tasks Choice between two or more alternatives is a type of attitude measurement that assumes the chosen object is preferred over the other object(s).

  25. Recap • Attitude defined • Three component model • Importance of theory in designing attitude measures • Conceptual versus operational definitions • Attitude measurement process • Ranking, rating, sorting, and choice

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