Page 180 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Unit 9: Attitude Measurement and Scaling Techniques

Step 4: Study the frequency distribution of ratings for each statement and eliminate those Notes
statements, which different judges have given widely scattered ratings.
Step 5: Select one or two statements from each of the 11 piles for the final scale. List the selected
statements in random order to form the scale.
Step 6: The respondents whose attitudes are to be scaled were given the list of statements and
asked to indicate their agreement or disagreement with each statement. Some may agree with
one statement while some may agree with more than one statement.

Example:
1. Crime and violence in movies:
1. All movies with crime and violence should be prohibited by law.

2. Watching crime and violence in movies is a waste of time.
3. Most movies with crime are bad and harmful.
4. The direction and theme in most crime movies are monotonous.
5. Watching a movie with crime and violence does not interfere with my routine
life.
6. I have no opinion one way or the other, about watching movies with crime
and violence.
7. I like to watch movies with crime and violence.
8. Most movies with crime and violence are interesting and absorbing.
9. Crime movies act as a knowledge bank gained by the audience.

10. People learn “how to be safe and protect oneself” by seeing a movie on
crime.
11. Watching crime in a movie does not harm our lifestyle.

Conclusion: A respondent might agree with statements 8, 9 and 10. Such agreement
represents a favourable attitude towards crime and violence. On the contrary, if
items 1, 3, 4 are chosen by respondents, it shows that respondents are unfavourably
disposed towards crime in movies. If the respondent chooses 1, 5 and 11, it could be
interpreted to indicate that she (he) is not consistent in his(her) attitude about the
subject.
2. Suppose, we are interested in the attitude of certain socio-economic class of
respondents towards savings and investments. The final list of statements would be
as follows:

1. One should live for the present and not the future. So, savings are absolutely
not required.
2. There are many attractions to spend the money saved.

3. It is better to spend savings than risk them in investments.
4. Investments are unsafe as the money is also blocked.
5. You earn to spend and not to invest.
6. It is not possible to save these days.

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