Copyright2004JohnWileyandSons,Inc.pptVIP

6. To examine some basic considerations in selecting a type of scale. 7. To realize the importance of attitude measurement scales in management decision making. Learning Objectives Learning Objectives Copyright ? 2004 John Wiley and Sons, Inc. The Concept of Measurement and Attitude Scales CHAPTER Eight Learning Objectives 1. To understand the concept of measurement. 2. To understand the four levels of scales and their typical usage. To explore the concepts of reliability and validity. To become familiar with the concept of scaling. To learn about the various types of attitude scales. Me