ATTITUDE SCALING - PUBLICWEB2 Hosted Sites态度量表- publicweb2主办的网站.pptVIP

LECTURE 4 ATTITUDE SCALING THURSTONE SCALING Post WWI work on interests and attitudes during 1920s- both industrial and psychological research interests Thurstone proposed model based on jnd Assumed interval scale possible for respondents to respond to different stimuli Developed procedure to generate about 20 statements that a respondent would agree or disagree with, sum the items based on their interval scale value (positive or negative items, scored appropriately) THURSTONE SCALING Example: Attitude toward Abortion 10 statements positive toward abortion 10 statements negative toward abortion Respondent agreeing with positive statement receives 1 point for each Respondent disagreeing with negative statement receives 1 point each Possible range 0 - 20 THURSTONE SCALING A. Select single concept, idea, or construct for scaling eg. War, marriage, abortion, mathematics B. Collect 100-200 statements about the concept: non-factual, opinion-oriented C. Select about 80-100 for analysis. eg: I like arithmetic most of the time. Abortions should never be performed under any circumstances. War is usually a good thing, everything considered. THURSTONE SCALING D. Place statements along 11 point continuum from (-) 1= most negative statement to (+) 11= most positive statement, with 6= neutral or nonjudgmental statement. - use 50-200 subjects to do placement - evaluate distribution of each statement: THURSTONE SCALING Median of item as scale value: for example, statement: Abortions should never be performed. 1 2 3 4 5 6 ... n: 150 50 0 0 0 0 ? %ile 50 score 1.17 THURSTONE SCALING for example, statement: Abortions should be performed only to save the life of the mother. 1 2 3 4 5 6... n: 10 40 90 40 20 0 ? %ile 50 score 3.05 THURSTONE SCALING Variability: Eliminate items with ranges 6