Page 168 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Tanima Dutta, Lovely Professional University
Unit 9: Attitude Measurement and Scaling Techniques

Unit 9: Attitude Measurement and Scaling Techniques Notes

CONTENTS
Objectives
Introduction
9.1 Components of Attitude
9.2 Scaling Technique
9.2.1 Types of Scaling Techniques
9.2.2 Comparative and Non-comparative Scales

9.3 Criteria for the Good Test
9.4 Data Processing Operations
9.4.1 Steps in Processing of Data
9.5 Summary
9.6 Keywords
9.7 Review Questions
9.8 Further Readings

Objectives

After studying this unit, you will be able to:

 Know Basic scaling techniques
 Discuss Comparative and non-comparative scales

 Explain Multi-dimensional scaling techniques
 Identify Limitations of multi-dimensional scaling techniques
 Discuss Criteria for a good test

 Explain Data processing operations
Introduction

Attitude is a degree of positive or negative effect associated with some psychological object.
Attitudes are subjective and personal. Attitude influences the behaviour. Purchase decisions are
based upon the attitudes. The attitudes can change over time.

9.1 Components of Attitude

Attitude has three components, namely cognitive, affective and the behavioural.
 Cognitive: This refers to the respondents’ beliefs, knowledge or awareness about an event
or an object. This is usually acquired from friends, periodicals etc. Sometimes, it is also
known as the belief component. Statements like: (a) I am aware of the product ‘X’ (b) I have
no idea about the product ‘B’ (c) That institute is excellent.
Cognitive component is very important in marketing in terms of creating awareness
bout the product, person, etc.

LOVELY PROFESSIONAL UNIVERSITY 163