PSYCH 3CB3 Lecture Notes - Lecture 2: Likert Scale, Life Satisfaction
12 Oct 2016
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Semantic differential technique (osgood, suci & tannenbaum 1957) Straightforward way of measuring - evaluate attitude object on series of bipolar scale. Ask individual to evaluate x along these 10 dimensions: strong -------- weak, active --------- passive, good ---------- bad, fast ------------- slow. Car companies use this - very interested in how viewers see the construct alongside these scales. Scales set up based on research on individuals and their attitudes. Thurstone"s equal-appearing interval scale (1928: collect ~100 statements reflecting different opinions or evaluations of attitude object. Give these statements and sort them into 11 piles. Pile 1 = most negative statement and pile 11 = 11 most positive statement: many judges sort statements into piles, depending on degree of attitude. Judge to be the most negative about the object place in pile 10 If you have 50 judges, you will have one rating from each of the judges for each statement. Then give each statement a rating of its own (pos/neg).
