Attitude Measurement
Researchers from a variety of disciplines use survey questionnaires to measure attitudes. For example, political scientists study how people evaluate policy alternatives or political actors. Sociologists study how one's attitudes toward a social group are influenced by one's personal background. Several different methods, including multi-item measures, are used to measure attitudes.
People hold attitudes toward particular things, or attitude objects. In question format, an attitude object is presented as the stimulus in an attitude question, and respondents are asked to respond to this stimulus. Consider the following question:
Do you approve, disapprove, or neither approve nor disapprove of the way the president is handling his job?
The attitude object in this question is the president's handling of his job. The respondents must consider what they know about ...
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Reader's Guide
Ethical Issues In Survey Research
Measurement - Interviewer
Measurement - Mode
Measurement - Questionnaire
Measurement - Respondent
Measurement - Miscellaneous
Nonresponse - Item-Level
Nonresponse - Outcome Codes And Rates
Nonresponse - Unit-Level
Operations - General
Operations - In-Person Surveys
Operations - Interviewer-Administered Surveys
Operations - Mall Surveys
Operations - Telephone Surveys
Political And Election Polling
Public Opinion
Sampling, Coverage, And Weighting
Survey Industry
Survey Statistics
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Research Methods
