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Measuring attitudes. Direct measures Semantic differential scale Likert scale Indirect measures Physiological measurements Projective tests. psychlotron.org.uk. Measuring attitudes. How can we find out what people’s attitudes are?

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measuring attitudes
Measuring attitudes
  • Direct measures
    • Semantic differential scale
    • Likert scale
  • Indirect measures
    • Physiological measurements
    • Projective tests

psychlotron.org.uk

measuring attitudes2
Measuring attitudes
  • How can we find out what people’s attitudes are?
  • What might be the advantages and disadvantages of each method?

psychlotron.org.uk

measuring psychological processes
Measuring psychological processes
  • Should we observe people or ask people?

psychlotron.org.uk

measuring psychological processes4
Measuring psychological processes
  • Observing people tells you what they do but not necessarily why
  • Asking people might tell you why people do things but only if:
    • They actually know;
    • They tell you the truth

psychlotron.org.uk

direct measures of attitudes
Direct measures of attitudes
  • Involve asking people questions about their attitudes
  • Could be used to obtain quantitative or qualitative data

psychlotron.org.uk

attitude scales
Attitude scales
  • Direct, quantitative measures of attitudes
  • Ways of turning peoples attitudes into a set of numbers
    • Semantic differential scales
    • Likert scales

psychlotron.org.uk

semantic differential scales8
Semantic differential scales
  • Chosen attitude object is rated on a series of bipolar adjective pairs
  • Adjective pairs relate to:
    • Evaluation (good or bad)
    • Potency (strong or weak)
    • Activity (active or passive)
  • Evaluation is the most important to most psychologists

psychlotron.org.uk

likert scale
Likert scale

psychlotron.org.uk

likert scale10
Likert scale
  • Respondent rates a series of statements (about the AO) according to how much they agree
  • Scores for each statement summed to give an overall attitude score

psychlotron.org.uk

comparison comments
Comparison & comments
  • Both:
    • Fairly easy to create
    • Easy to compare PPs responses
  • Likert:
    • More reliable
    • May oversimplify (one dimensional)
  • Semantic differential:
    • More valid (multi-dimensional)
    • Harder to analyse

psychlotron.org.uk

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