CONSUMER RESEARCH
Presented by Group VI
Measuring Attitudes
Involve asking people questions about their
attitudes
Could be used to obtain quantitative or
qualitative data
Attitude Scales
There are two main categories of attitudinal
scales - the rating scales and the ranking scale.
Rating scales
Likert Scale
Semantic Differential Scale
Behavior Intention Scale
Rand-Order Scale
Likert Scale
Designed to examine how strongly the
respondents agree or disagree with statements
relating to the attitude or object on a 5-point
scale.
The scores on the individual items are summed
to produce a total score for the respondent.
A Likert scale usually contains two parts, the item
part and the evaluative part.
By Likert Scale
The instructor, besides his/her role as knowledge
provider, is to guide students in the process of
learning.
Strongly Agree
Somewhat Agree
Neither Agree nor Disagree
Somewhat Disagree
Strongly Disagree
By Likert Scale
The instructor should use the teaching style
which is flexible to students.
Strongly Agree
Somewhat Agree
Neither Agree nor Disagree
Somewhat Disagree
Strongly Disagree
By Likert Scale
The instructor’s presentations or lectures should
help students for notes taking and exam.
Strongly Agree
Somewhat Agree
Neither Agree nor Disagree
Somewhat Disagree
Strongly Disagree
By Likert Scale
The instructor should encourage students to
present in the class new ideas and arguments.
Strongly Agree
Somewhat Agree
Neither Agree nor Disagree
Somewhat Disagree
Strongly Disagree
The instructor should focus on each students to
familiar with student’s learning difficulties.
Strongly Agree
Somewhat Agree
Neither Agree nor Disagree
Somewhat Disagree
Strongly Disagree
By Likert Scale
Semantic Differential Scale
Several bipolar attributes are identified at the
extremes of the scale.
Respondents are asked to indicate their
attitudes on semantic space toward a particular
individual, object or event on each of the
attributes.
Adjective pairs relate to:
Evaluation (good or bad)
Potency (strong or weak)
Activity (active or passive)
Semantic Differential Scale
The semantic space may consist of five or
seven-point rating scales bounded at each end
by polar adjectives or phrases.
There may be as many as 15 to 25 semantic
differential scales for each attitude or object.
By Semantic Differential Scale Best expresses your impression of how that
feature applies to instructor and his/her
teaching style and knowledge
Good Bad
Strong
Weak
Motivated
Aimless
Fast Slow
Difficult Easy
Measured by either Scaling Techniques
Semantic scales like the Likert, the Rank Order
and the Semantic Differential, are used for
constructing most instruments used in
research.
These scales indicate and reflect the
respondents’ choices and feelings.
Semantic differential has been applied
frequently as a technique for attitude
measurement.
Measured by either Scaling Techniques
Semantic Differential measurements have been
found to correlate highly with measurements
on traditional attitude scales.
Measured by either Scaling Techniques
In conclusion,
There is advantages and disadvantages for each
scaling techniques.
The difference between these scaling techniques is
the degree/ amount of a characteristic or
attribute possessed by an object directly on the
scale.
Selecting a measurement scale is only depend on
the issues such as degree of preference and
number of dimensions etc.