- Attitude is
conceptualized as being a feeling toward an object, an
institution, or a group.
- Attitudes are NOT
directly observable but are inferred from a person's
overt behavior, both verbal and nonverbal.
There are 5 characteristics that are used to describe attitudes:
FOR MEASUREMENT OF ATTITUDE
1. Disguised: -
The objective of the test is not immediately clear to the testee.
a) Information Tests:
test appears to be based on cognitive measurement but actually
is measuring attitude.
- What percentage of the
students in high school believe that smoking
should be legalized?
b) Perception and Memory
detailed picture is displayed to the individual for a short period of
time. Structured or
unstructured questions are then posed
concerning the picture. The
underlying assumption is that attitudes
the individual to evaluate, say, two positions of a debate.
assumption is that attitudes determine the evaluation rather than
the qualities of the debate itself.
2. Non-disguised: -
The objective of the exam is made clear to the testee.
The use of attitude scales.
3. Structured: -
The item responses are structured and the testee responds along an
attitude dimension such as agree/disagree, or
4. Unstructured: -
The format is primarily in the forms of a textual response to a
OF ATTITUDE SCALES
SELECTION: - Attitude
scales are NOT widely used for selection for two
in faking socially acceptable responses.
of ethics when disguising the items.
REMEDIATION: - Attitude
measurement may assist management in
needs for individuals who do not conform
the status quo.
student who believes that schools exist to force the
individual to conform will require an alternative education
PROGRAM IMPROVEMENT:- Scales
are useful in judging changes in
RELIABILITY OF ATTITUDE SCALES
VALIDITY OF ATTITUDE SCALES