Consumer Research which is included in Consumer Behavior. In this presentation, there is about of attitude scales.

1. CONSUMER RESEARCH
Presented by Group VI

2. Measuring Attitudes
 Involve asking people questions about their attitudes
 Could be used to obtain quantitative or qualitative data

3. Attitude Scales
 There are two main categories of attitudinal scales - the
rating scales and the ranking scale.
 Rating scales
 Likert Scale
 Semantic Differential Scale
 Behavior Intention Scale
 Rand-Order Scale

4. Likert Scale
 Designed to examine how strongly the respondents
agree or disagree with statements relating to the attitude
or object on a 5-point scale.
 The scores on the individual items are summed to
produce a total score for the respondent.
 A Likert scale usually contains two parts, the item part
and the evaluative part.

5. By Likert Scale
 The instructor, besides his/her role as knowledge
provider, is to guide students in the process of learning.
 Strongly Agree
 Somewhat Agree
 Neither Agree nor Disagree
 Somewhat Disagree
 Strongly Disagree

6. By Likert Scale
 The instructor should use the teaching style which is
flexible to students.
 Strongly Agree
 Somewhat Agree
 Neither Agree nor Disagree
 Somewhat Disagree
 Strongly Disagree

7. By Likert Scale
 The instructor’s presentations or lectures should help
students for notes taking and exam.
 Strongly Agree
 Somewhat Agree
 Neither Agree nor Disagree
 Somewhat Disagree
 Strongly Disagree

8. By Likert Scale
 The instructor should encourage students to present in
the class new ideas and arguments.
 Strongly Agree
 Somewhat Agree
 Neither Agree nor Disagree
 Somewhat Disagree
 Strongly Disagree

9. By Likert Scale
 The instructor should focus on each students to familiar
with student’s learning difficulties.
 Strongly Agree
 Somewhat Agree
 Neither Agree nor Disagree
 Somewhat Disagree
 Strongly Disagree

10. Semantic Differential Scale
 Several bipolar attributes are identified at the
extremes of the scale.
 Respondents are asked to indicate their attitudes on
semantic space toward a particular individual, object
or event on each of the attributes.
 Adjective pairs relate to:
 Evaluation (good or bad)
 Potency (strong or weak)
 Activity (active or passive)

11. Semantic Differential Scale
 The semantic space may consist of five or seven-point
rating scales bounded at each end by polar adjectives
or phrases.
 There may be as many as 15 to 25 semantic
differential scales for each attitude or object.

12. By Semantic Differential Scale
 Best expresses your impression of how that feature
applies to instructor and his/her teaching style and
knowledge
 Good Bad
 Strong Weak
 Motivated Aimless
 Fast Slow
 Difficult Easy

13. Measured by either Scaling Techniques
 Semantic scales like the Likert, the Rank Order and
the Semantic Differential, are used for constructing
most instruments used in research.
 These scales indicate and reflect the respondents’
choices and feelings.
 Semantic differential has been applied frequently as a
technique for attitude measurement.

14. Measured by either Scaling Techniques
 Semantic Differential measurements have been found
to correlate highly with measurements on traditional
attitude scales.

15. Measured by either Scaling Techniques
 In conclusion,
 There is advantages and disadvantages for each scaling
techniques.
 The difference between these scaling techniques is the
degree/ amount of a characteristic or attribute
possessed by an object directly on the scale.
 Selecting a measurement scale is only depend on the
issues such as degree of preference and number of
dimensions etc.