Attitude Measurement

Attitude

Attitude Components

Attitudes vs. Opinion

Attitude Example

Methods of Measuring Attitudes

Thurstone Scales

Thurston Scale Development Process

Equal Appearing Intervals Process

Example: Reunification

Criticism of Thurstone Method

Likert Scales

Likert Scale Development Process

Likert Scale Item Selection

Scoring a Likert Scale

Likert Example: BE

Example:  Reunification

Criticism of Likert Scales

Guttman Scales

Goal of Guttman Scale

Values

Rokeach Value Survey

Validity Issues