How to measure ATTITUDES in Quantitative & Qualitative

Summary

This video delves into the significance of measuring attitudes in social research, highlighting both quantitative and qualitative methods. It explains the differences in measuring attitudes through descriptive forms and attitudinal scales, emphasizing the importance of understanding various aspects of attitudes towards issues like community services and educational effectiveness. The presenter outlines the construction of different scales, such as the Likert, Thurstone, and Guttman scales, discussing their complexities and applications. The video aims to equip viewers with knowledge about attitudinal measurement techniques, paving the way for better policy formulation and service improvement.

Takeaways

• 😀 Measuring attitudes is crucial for understanding people's feelings towards social issues and policies.
• 😀 Attitudinal scales help in formulating new policies and programs for community improvement.
• 😀 Quantitative research quantifies attitudes, while qualitative research explores their spread without measurement.
• 😀 The Likert scale is the easiest to construct, making it a popular choice in quantitative research.
• 😀 The Thurstone scale is more complex than the Likert scale, while the Guttman scale is the most intricate.
• 😀 Formulating both open-ended and closed-ended questions can reveal detailed attitudes on various aspects of an issue.
• 😀 Different aspects of an issue (e.g., teaching methods) need to be included to gain a comprehensive understanding of attitudes.
• 😀 Combining responses from various aspects can help derive an overall attitude indicator.
• 😀 Validity in attitudinal scales depends on the logical connection between statements and the main issue.
• 😀 Future videos will focus on individual attitudinal scales, detailing construction methods and their pros and cons.

Q & A

What is the main purpose of measuring attitudes in social research?

Measuring attitudes helps understand how people feel about various issues, which is crucial for formulating new policies and programs for community improvement.

What are the two main types of research methods used to measure attitudes?

The two main types are quantitative research, which quantifies attitudes and their intensity, and qualitative research, which explores the spread and types of attitudes without quantification.

What are the three types of attitudinal scales discussed in the video?

The three types of attitudinal scales are the Likert scale, the Thurstone scale, and the Guttman scale, each differing in complexity and construction methods.

What are the advantages of using closed-ended questions in attitude measurement?

Closed-ended questions provide clear categories for respondents to choose from, allowing for easier quantification and comparison of attitudes.

Why might open-ended questions be beneficial in measuring attitudes?

Open-ended questions allow respondents to express their attitudes in their own words, providing richer qualitative data and deeper insights into their feelings.

What challenges arise when attempting to ascertain the overall attitude of respondents?

Combining responses from different aspects of an issue can be difficult, as respondents may have varied attitudes towards different aspects, making it hard to draw a single conclusion.

How do attitudinal scales help in measuring overall attitudes?

Attitudinal scales measure the intensity of attitudes towards various aspects and combine them into a single overall indicator, reducing bias from isolated opinions.

What is a significant limitation of qualitative research in measuring attitudes?

Qualitative research lacks techniques to quantify attitudes, making it less effective for determining the intensity or overall prevalence of specific attitudes.

What is the importance of ensuring the validity of an attitudinal scale?

Validity ensures that the statements on different aspects accurately reflect the main issue, which is crucial for the reliability of the findings.

What will the presenter cover in future videos regarding attitudinal scales?

The presenter will discuss each type of attitudinal scale in detail, including how to develop them, considerations for classification, and their advantages and disadvantages.