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Measuring Attitudes (Attitude measurement, 1- Make psychological…
Measuring Attitudes
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Usually a set of 10-15 statements that represent equally spaced steps on a scale from extremely favourable, neutral, extremely unfavourable
Constructed by writing large number of statements and asking people to put them on a scale and then selecting 10-15 for the survey
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5-7 possible responses, ranging from: strongly agree to strongly disagree
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Good-bad, exciting- boring, ugly- beautiful, tense- relaxed
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Advantages:
- Simple
- Generates lots of rich data
- Can easily state for or against attitude
Disadvantages:
- Social desirability, false or misleading answers may be given
- Some people may not interpret the question
- Need and accurate self-concept toe answer some questions
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Assumption- emotion due to arousal indicates the affective component of the attitude, e.g. heart rate
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A measure used to convince the participant that their attitudes can be objectively measured using a 'bogus' piece of equipment
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Seeks to avoid the inherent self-serving bias of other measurement tools by a covert method of observation
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Far from reliable as our behaviour does not necessarily reflect our attitudes- we do things for other reasons