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Measuring attitudes Debbie Spicer Attitudes can be measured by: * Questionnaires/rating scales * Physiological observation, e.g. galvanic skin responses (GSR), pupil responses, body language or facial responses. Based on the critical assumption that behaviour and attitudes are consistent Not totally reliable). * Opinion polls * Sociometry * Structured interviews. These forms of measuring attitudes may not be totally reliable and valid. There are three main scales that are normally used to measure peoples attitudes, these have been developed by Thurston, Likert and Osgood. The attitude scales make certain basic assumptions: * That attitudes can be expressed by verbal statements * That statements have the same meaning for all participants * That attitudes when expressed as verbal statements can be measured and quantified. Thurston scale (1931) A list of statements representing a wide range of views in relation to a specific attitude object is prepared. These are then given to a group of judges who rate the statements on an 11-point scale, from...

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