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Attitude scale construction by sakshi shastri

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This document discusses two methods for constructing attitude scales: paired comparison and equal appearing interval technique. It provides definitions and examples of each technique. The paired comparison method involves respondents selecting between two objects according to some criterion, allowing for ranking of items from most to least preferred. The equal appearing interval method involves subject matter experts sorting statements into piles from most favorable to unfavorable to derive scale values. Advantages and disadvantages of each method are listed.

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Assignment on- Attitude scale construction: Paired comparison and Equal appearing interval technique Course no.- EXT 602 Course name- Advanced design and techniques in social science research Indira Gandhi Krishi Vishwavidyalaya, Raipur (CG) Submitted to, Dr. M.A. Khan Professor, Department of Agricultural Extension College of Agriculture, Raipur (C.G.) Submitted by, Sakshi Shastri PhD first year first sem. Department of Agricultural Extension College of Agriculture, Raipur (C.G.)
Contents 2 Attitude and attitude scale Paired comparison scale Equal appearing interval 1 2 3
Attitude! Attitude word is derived from latin word aptus which means ability. Attitude can be defined as a tendency to react favorably, neutrally, or unfavorably toward a particular class of stimuli, such as a custom, institutional practice, or national group. 3
4 Thurstone (1994) defined ATTITUDE as the degree of degree or negative affect (feeling) associated with some psychological object like symbol, phrase, slogan, person, institution, ideal or ideas towards which people can differ in varying degrees.
The word scale comes from the Latin word Scala, meaning a ladder or flight of steps. An attitude scale is a tool designed to provide a valid, accurate measures of an individuals social attitude. An attitude scale is a special type of questionnaire designed to produce scores indicating the intensity and direction (for or against) of a persons feeling about an object or event. Attitude Scale 5
Paired comparison scale Developed by Thurstone It is a psychological scaling method, and makes possible the quantitative investigation of all kinds of values and subjective experiences- Edwards, 1969 Data obtained are ordinal in nature (arranged or ranked in order of magnitude).
7 It is a comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object according to some criterion. Example: the respondent can prefer tea over coffee, sprite over coke etc. With n brands , n(n-1)/2 paired comparisons are required. Continued...
Do you know what helps you make your point clear? Lists like this one: Because theyre simple You can organize your ideas clearly And because youll never forget to buy milk! And the most important thing: the audience wont miss the point of your presentation The slide title goes here! 8
The following is an example that uses the paired comparison analysis to identify and rank the top motivators for a team. The team has selected appreciation to be their top motivator, then comes the financial benefits. this method provide an estimate of the distances between each of the stimulus with least preference, whose scale value is (arbitarily) to the level of zero. Example: 9
Advantages 10 Help to set priorities where there are conflicting resources. Reliable as it based on systematic comparative evaluation. small differences between stimulus objects can be detected Easily understood and can be applied. Tend to reduce halo or carryover effects from one judgement to others. Do not allow tests for statistical inferences. Particularly useful where priorities are not clear. Easy to do if only a few items are compared. Disadvantages
Developed by Louis Leon Thurstone in 1928. First formal method designed to measure attitude. made up of statements about particular issue. consists of statements which have a range of weights from high (usually 11) to low (usually 1). 11 Equal appearing interval scale
1. A large number of statements from various shades related to the attitude being investigated. These are then scrutinised and edited. 2. Large number of judges (50-300) exercising complete detachment sort out into 11 piles ranging from most favourable to neutral to most unfavourable. 3. Tabulation are made which indicates the number of who placed each item in each category. 4. The scale value of a statement is computed as the median to which it is assigned by the group of judges. 5. median of the frequency ranges from 0 to 11. 6. Final selection is made, taking items or statements for which there are more judges agreement Construction of equal appearing scale 12
Example: 13 The question and the subsequent options can be administered to the respondents by using either the mean or the median score in the below format. The weights of the statements are summed and divided by the number of statements checked. If a respondent were to agree with statements 2, 5, 7 and 10; the attitude score is 10.5 + 2.5 + 4.5 + 6.0 = 23.5/4 = 5.8. Dividing the number of statements puts this score at a little above the midway point of the 1-11 scale. This score indicates that the attitude is slightly favorable to diversity hiring in the organization.
Advantages 14 Having a clear neutral point on the scale.This neutral point allows for absolute interpretation of scale scores. Mean or median is always calculated. They are two stepped They are labour intensive The ratings may be influenced by the judges personal attitude. It does not obtain information about the intensity of agreements with the ratings. Disadvantages
References Attitude scale. Merriam-Webster.com Dictionary, Merriam-Webster, https://www.merriam- webster.com/dictionary/attitude%20scale. Accessed 9 Feb. 2021. Edwards, A. L., & Kilpatrick, F. P. (1948). A technique for the construction of attitude scales. Journal of Applied Psychology, 32(4), 374384. https://doi.org/10.1037/h0057313 Green, B. F. Attitude Measurement. In G. Lindzey (Ed.), Handbook of Social Psychology, Vol.I. Reading, Mass: Addison-Wesley, 1954 , 335-369. L L.Thurstone . "The Method of Paired Comparisons for Social Values," Journal of Abnormal and Social Psychology, 21, (1927): 384-400. Kothari, C. and Garg, G., 2014. Research methodology Methods and Techniques. 3rd ed. New Delhi: New Age International (P) Ltd., p.63. Stephanie Glen. "Thurstone Scale: Definition, Examples" From StatisticsHowTo.com: Elementary Statistics for the rest of us! https://www.statisticshowto.com/thurstone-scale/ https://www.encyclopedia.com/social-sciences/dictionaries-thesauruses-pictures-and-press-releases/equal- appearing-intervals 15
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Attitude scale construction by sakshi shastri

  • 1. Assignment on- Attitude scale construction: Paired comparison and Equal appearing interval technique Course no.- EXT 602 Course name- Advanced design and techniques in social science research Indira Gandhi Krishi Vishwavidyalaya, Raipur (CG) Submitted to, Dr. M.A. Khan Professor, Department of Agricultural Extension College of Agriculture, Raipur (C.G.) Submitted by, Sakshi Shastri PhD first year first sem. Department of Agricultural Extension College of Agriculture, Raipur (C.G.)
  • 2. Contents 2 Attitude and attitude scale Paired comparison scale Equal appearing interval 1 2 3
  • 3. Attitude! Attitude word is derived from latin word aptus which means ability. Attitude can be defined as a tendency to react favorably, neutrally, or unfavorably toward a particular class of stimuli, such as a custom, institutional practice, or national group. 3
  • 4. 4 Thurstone (1994) defined ATTITUDE as the degree of degree or negative affect (feeling) associated with some psychological object like symbol, phrase, slogan, person, institution, ideal or ideas towards which people can differ in varying degrees.
  • 5. The word scale comes from the Latin word Scala, meaning a ladder or flight of steps. An attitude scale is a tool designed to provide a valid, accurate measures of an individuals social attitude. An attitude scale is a special type of questionnaire designed to produce scores indicating the intensity and direction (for or against) of a persons feeling about an object or event. Attitude Scale 5
  • 6. Paired comparison scale Developed by Thurstone It is a psychological scaling method, and makes possible the quantitative investigation of all kinds of values and subjective experiences- Edwards, 1969 Data obtained are ordinal in nature (arranged or ranked in order of magnitude).
  • 7. 7 It is a comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object according to some criterion. Example: the respondent can prefer tea over coffee, sprite over coke etc. With n brands , n(n-1)/2 paired comparisons are required. Continued...
  • 8. Do you know what helps you make your point clear? Lists like this one: Because theyre simple You can organize your ideas clearly And because youll never forget to buy milk! And the most important thing: the audience wont miss the point of your presentation The slide title goes here! 8
  • 9. The following is an example that uses the paired comparison analysis to identify and rank the top motivators for a team. The team has selected appreciation to be their top motivator, then comes the financial benefits. this method provide an estimate of the distances between each of the stimulus with least preference, whose scale value is (arbitarily) to the level of zero. Example: 9
  • 10. Advantages 10 Help to set priorities where there are conflicting resources. Reliable as it based on systematic comparative evaluation. small differences between stimulus objects can be detected Easily understood and can be applied. Tend to reduce halo or carryover effects from one judgement to others. Do not allow tests for statistical inferences. Particularly useful where priorities are not clear. Easy to do if only a few items are compared. Disadvantages
  • 11. Developed by Louis Leon Thurstone in 1928. First formal method designed to measure attitude. made up of statements about particular issue. consists of statements which have a range of weights from high (usually 11) to low (usually 1). 11 Equal appearing interval scale
  • 12. 1. A large number of statements from various shades related to the attitude being investigated. These are then scrutinised and edited. 2. Large number of judges (50-300) exercising complete detachment sort out into 11 piles ranging from most favourable to neutral to most unfavourable. 3. Tabulation are made which indicates the number of who placed each item in each category. 4. The scale value of a statement is computed as the median to which it is assigned by the group of judges. 5. median of the frequency ranges from 0 to 11. 6. Final selection is made, taking items or statements for which there are more judges agreement Construction of equal appearing scale 12
  • 13. Example: 13 The question and the subsequent options can be administered to the respondents by using either the mean or the median score in the below format. The weights of the statements are summed and divided by the number of statements checked. If a respondent were to agree with statements 2, 5, 7 and 10; the attitude score is 10.5 + 2.5 + 4.5 + 6.0 = 23.5/4 = 5.8. Dividing the number of statements puts this score at a little above the midway point of the 1-11 scale. This score indicates that the attitude is slightly favorable to diversity hiring in the organization.
  • 14. Advantages 14 Having a clear neutral point on the scale.This neutral point allows for absolute interpretation of scale scores. Mean or median is always calculated. They are two stepped They are labour intensive The ratings may be influenced by the judges personal attitude. It does not obtain information about the intensity of agreements with the ratings. Disadvantages
  • 15. References Attitude scale. Merriam-Webster.com Dictionary, Merriam-Webster, https://www.merriam- webster.com/dictionary/attitude%20scale. Accessed 9 Feb. 2021. Edwards, A. L., & Kilpatrick, F. P. (1948). A technique for the construction of attitude scales. Journal of Applied Psychology, 32(4), 374384. https://doi.org/10.1037/h0057313 Green, B. F. Attitude Measurement. In G. Lindzey (Ed.), Handbook of Social Psychology, Vol.I. Reading, Mass: Addison-Wesley, 1954 , 335-369. L L.Thurstone . "The Method of Paired Comparisons for Social Values," Journal of Abnormal and Social Psychology, 21, (1927): 384-400. Kothari, C. and Garg, G., 2014. Research methodology Methods and Techniques. 3rd ed. New Delhi: New Age International (P) Ltd., p.63. Stephanie Glen. "Thurstone Scale: Definition, Examples" From StatisticsHowTo.com: Elementary Statistics for the rest of us! https://www.statisticshowto.com/thurstone-scale/ https://www.encyclopedia.com/social-sciences/dictionaries-thesauruses-pictures-and-press-releases/equal- appearing-intervals 15