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Unit-15: Scaling and Measurement

15.7 Methods of Measuring Attitudes notes

For measuring attitudes some definite methods are used. In this relation it is important that those
methods or scales are understood in brief. for measuring attitudes, which main methods are used,
they are as follows:

15.8 Opinion Scale

for measuring opinions, these types of scales are used much with the help of which regarding attitudes
is also known. in this method, one such scale is developed in which in an order such propositions
or terms are there towards which a person has to express his acceptance or denial. in scale, attitude
is started to be measured from some extreme situation and then gradually it is moved towards an
opposite direction. in other words, in scale, a sequential quantitative expansion happens of any attitude
from unemotional to emotional and from favourable to unfavourable. in this expansion, in the basis of
person’s opinion an average may be taken out and his attitude may be measured. for e.g. if we want
to measure the attitude towards Harijans then scale will be prepared in the below mentioned form:
1. you hate Harijans
2. you are sad towards the Harijans.
3. you have somewhat fondness towards Harijans
4. you like Harijans
5. you want to develop intimate relations with Harijans.
the above given scale starts with a target of attitude, ‘hatred’ and end in its opposite condition of
intimacy. But purpose of all these is same. that is effort is made to give such place to the person on
the measuring scale which may be expressed in his opinion. from person to person, those reactions
are tried to be known which is expressed by their opinions. Person’s opinion is the reflection of his
attitude—it is the directing principle of this method. Under this method, measuring unit or scale is
made. in it below mentioned characters must essentially be present—1. scale is made a reliable scale,
i.e. there must be not much difference in measurement obtained in two similar conditions. 2. scales
must be validated, i.e. in scales such items must be there that throw light on the attitude of the person
in a realistic or practical manner. 3. there should be mutual gap or difference in the steps of scale.
4. Items of scale must be scientifically related to attitudes of person. 5. Impact of attitude of judges
should not fall upon the selection of indication of scales. 6. such items must be selected that people
having various types of attitude may be divided in various categories.

self assessment
fill in the blanks:
1. in this method each person has to express his ________.
2. in this expansion, on the basis of person’s ________ an average may be taken out and his
attitude may be measured.
3. Person is tried to be given such a place on _________ through which introduction of the
condition of the attitude of person is obtained.

15.9 Thurstone Method of Scale

thurstone and his companions in between year 1929 and 1931, had presented scales for studying
attitudes of members of various groups in relation to war, church, capital punishment, descendents

loVely professional uniVersity 119