Measuring attitudes

Direct measures Semantic differential scale Likert scale

Indirect measures Physiological measurements Projective tests

Measuring attitudes

How can we find out what people’s attitudes are?

What might be the advantages and disadvantages of each method?

Measuring psychological processes

Should we observe people or ask people?

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

Direct measures of attitudes

Involve asking people questions about their attitudes

Could be used to obtain quantitative or qualitative data

Attitude scales

Direct, quantitative measures of attitudes

Ways of turning peoples attitudes into a set of numbers Semantic differential scales Likert scales

Semantic differential scalesKind +3 +2 +1 0 -1 -2 -3 Unkind

Helpful +3 +2 +1 0 -1 -2 -3 Unhelpful

Patient +3 +2 +1 0 -1 -2 -3 Impatient

Calm +3 +2 +1 0 -1 -2 -3 Angry

Friendly +3 +2 +1 0 -1 -2 -3 Threat’ing

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

Likert scale

This teacher is always helpful

Strongly agree

Agree Undecided

Disagree Strongly disagree

This teacher is often angry

Strongly agree

Agree Undecided

Disagree Strongly disagree

This teacher is always rushing me along

Strongly agree

Agree Undecided

Disagree Strongly disagree

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

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