Deck 7: Attitude Measurement

Question 1

The diagram below is a type of scale used for attitude measurement. Which type of scale is it?
$\begin{array}{c}\text { Gun ownership }\\\begin{array}{llcc} \text { Light } &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} \text { Heavy }\\ \text { Warm } &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} \text { Cold }\\ \text { Defend } &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} \text { Attack }\\ \text { Father } &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} \text { Mother }\\ \text {Wealth } &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} &\underline {\quad\quad\quad} \text { Poverty }\\\end{array}\end{array}$

A) Likert scale
B) Guttman scale
C) Semantic differential scale
D) Stair-step scale

Answer 1

Semantic differential scale

Question 2

A prompt like the one provided below is constructed using which of the following types of scales for attitude measurement?
$\begin{array}{c}\text { Indicate your level of agreement with the statement below. }\\\text { Medicare-for-all would improve the quality of healthcare for most Americans. }\\\begin{array}{lll} \text {Strongly Disagree } & \text {Disagree } & \text { Neutral } & \text { Agree } & \text { Strongly Agree } \\\end{array}\end{array}$

A) Likert scale
B) Guttman scale
C) Semantic differential scale
D) Stair-step scale

Answer 2

Likert scale

Question 3

Which of the following is an unobtrusive measure you could use when self-report data might not suffice to gather accurate data, such as when you seek to tap into prejudicial attitudes?

A) Semantic differential scale
B) Galvanic skin response
C) Guttman scale
D) Fishbein evaluation

Answer 3

B

Question 4

The Implicit Association Test relies on what measure to determine attitude strength?

A) Pupil dilation
B) Facial muscle contraction
C) Brain-related electrical activity
D) Time to response

Question 5

Rather than an essay, write a short 5- to 10-item survey questionnaire that uses a mix of Likert scale, Guttman scale, and Semantic Differential scale items to evaluate attitudes toward a contemporary political issue of your choice. Your survey should utilize Perloff's recommendations for asking good questions that reduce the impact of contextual factors. After your questionnaire, write a paragraph explaining your rationale for the items included.

Question 6

What are the benefits of measuring attitudes empirically? How might empirical evidence be used to inform policy?

Question 7

Complete the scales in Tables 7.1, 7.2, 7.3, 7.4 and discuss what made them useful measurement tools. When might they not be as useful?

Question 8

Polls have obtained different results depending on the way questions have been framed. What precautions should be taken in designing these polls to obtain fair, accurate measures? When precautions have not been taken, is it ethical to report and use the results?