Measuring attitudes
Download
1 / 11

Measuring attitudes - PowerPoint PPT Presentation


  • 241 Views
  • Updated On :

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?

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Measuring attitudes' - lotus


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Measuring attitudes l.jpg
Measuring attitudes

  • Direct measures

    • Semantic differential scale

    • Likert scale

  • Indirect measures

    • Physiological measurements

    • Projective tests

psychlotron.org.uk


Measuring attitudes2 l.jpg
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 l.jpg
Measuring psychological processes

  • Should we observe people or ask people?

psychlotron.org.uk


Measuring psychological processes4 l.jpg
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 l.jpg
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 l.jpg
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 scales l.jpg
Semantic differential scales

psychlotron.org.uk


Semantic differential scales8 l.jpg
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 l.jpg
Likert scale

psychlotron.org.uk


Likert scale10 l.jpg
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 l.jpg
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


ad