Chapter 10: Collecting Data Using Attitudinal Scales

Question 1

Attitudinal Scales in Quantitative Research

Answer 1

• closed questions with categories

Question 2

3 Types of Attitudinal Scales

Answer 2

1. Likert Scale
2. Thurstone Scale
3. Guttman Scale

Question 3

Likert Scale

Answer 3

• ordered scale from which respondents choose one option

- numbers are usually assigned to each option (1 to 5)

Question 4

Constructing a Likert Scale

Answer 4

1. collect statements
2. group test: give statements to a small group to test them for clarify - rating the extent they are appropriate
3. assign numerical values to positive and negative statements
4. calculate each respondent’s attitudinal score
5. identify non-discriminative items
6. eliminate non-discriminative items
7. construct questionnaire

Question 5

Benefits of Likert Scales

Answer 5

• universal method
• efficient and inexpensive
• easy questions
• easy administration
• easily quantifiable

Question 6

Disadvantages of Likert Scales

Answer 6

• influence by the way the previous questions were answered
• all items are given the same weight
• sometimes people try to avoid the extreme options in the scale

Question 7

Thurstone Scale

Answer 7

made up of statements about a particular issue and each statement has a numerical value indicating the respondent’s attitude about the issue - favorable or unfavorable

Question 8

Benefits of Thurstone Scales

Answer 8

• attitudinal value is pre-determined through judges
• measures on an interval scale instead of ordinal
• able to indicate intensity of people’s attitudes in varying degrees

Question 9

Disadvantages of Thurstone Scale

Answer 9

• difficult to get together a number of judges

- judges might have different opinions

Question 10

Constructing a Thurstone Scale

Answer 10

1. collect statements/attitudes towards an issue
2. select a group of judges with expertise
3. have judges rating on a 11-point scale
4. calculate median value of the rates
5. discard statements that are scattered over the scale
6. select best statements
7. construct a questionnaire with the statements

Question 11

Guttman Scale

Answer 11

• cumulative or scalogram analysis

- aim: establish one-dimensional continuum for a concept

Question 12

Attitudinal Scales

Answer 12

• Likert Scale
• Thurstone Scale
• Guttman Scale

Question 13

Measurement Scales

Answer 13

• Ordinal Scale
• Interval Scale
• Ratio Scale