Attitude measurement

Attitudes are assumed to be a precursor of behaviour and are considered to express a person's beliefs and, in some sense, to influence the person's ultimate behaviour. Most commercial market research studies contain questions as a means of attitude measurement.

People have different notions about what constitutes an attitude but it often involves feelings, emotions and likes or dislikes. Attitudes reflect a person's evaluation of an object based on their beliefs about that object. To some degree, attitudes influence how the person will respond when they encounter the object. An attitude might therefore be looked on as a learned predisposition to respond in a consistently favourable or unfavourable manner to a given object.1 Such a description assumes that attitudes are learned, that they are a forerunner to behaviour and that they are stable.

There are several types of scaling technique that can be used to measure attitudes. Here we discuss and illustrate some of them.

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