m An organized predisposition to respond in a favorable and unfavorable

manner toward a specified class or object.

m Made up of what you think, what you do, and what you feel.

There are three components of attitude,

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A description of or belief in way things are.
When you form your opinion or judgment on the basis of available
information and decide whether you have a favorable or unfavorable
opinion on that, it the cognitive part of attitude .

m 

refers to the emotional aspect of attitude. This is perhaps the most often
referred part of attitude and decides mostly the desirable or undesirable
aspect attitude.
m  Ú


m The behavioral component refers to that part of attitude which reflects

the intension of a person in short run or in long run.
m The first category comprises those who have  
 
 
 attitude,
m The second category has this  
  
 attitude,
m and the third sect believes in  
  

m 
  

m Those under "You're right, I'm wrong" category are the ones, who're
generally too willing to obey others and who easily concur with
views/opinions of all people.
ince they don't have individual perceptions and perspectives about any
matter, they instantly conform to others' thinking pattern.

Due to lack of spunk in them, they can never stand up for themselves,
leave alone standing up for others.

m  
  


Those who belong to "I'm right, you're wrong" category, always
vociferate their views with strong feelings. They keep finding ways of
advertising their potential and prowess in everything.

They often try to just prove what they think/believe is the universal truth
 
  
The human-folks of "You're right and so am I" category are the most
prudent and pragmatic lot, with oodles of sagacity in them.
They are prepared to assimilate good points from other people (and even
acknowledge others' good qualities), they live life on self-dictated terms.
Being good listeners, they respect others' standpoints, but finally do what
they deem it right.
m egative attitude says: you cannot achieve success.
m Positive attitude says: You can achieve success.
½ 
m It brings optimism into your life.
m Makes easier to avoid worry and negative thinking.
m Adopt it as a way of life, it will bring constructive changes into your
life, and makes them happier, brighter and more successful.


m Úauses of negative attitude,
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m
d  
m Describe a positive feelings about his/her job.
m High level of job satisfaction hold positive feelings and vice versa
d   
m Measures degree to which people identify psychologically with their job.
0
   
m Three separate dimension of organizational commitment
m Affective commitment
m Úontinuance commitment
m ormative commitment
½ 
 


m Degree to which employees believe the organization values their
contribution and cares about their well being.
m People perceive supportive when,
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m An individual involvement with, satisfaction with, and enthusiasm for
the he/she does
m 



 
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m caling is applied to the attempts to measure the attitude objectively.

m caling is a technique used for measuring qualitative responses of

respondents such as those related to their feelings, perception, likes,
dislikes, interests and preferences.
÷
 

 


m ominal cale
m Ordinal cale
m Interval cale
m Ratio cale
 

m This is a very simple scale.

mÚonsists of assignment of facts/choices to various alternative categories

which are usually exhaustive as well mutually exclusive.
m umerical and are the least restrictive of all the scales. Instances of
ominal cale are - credit card numbers, bank account numbers,
employee id numbers etc.

m Used when relationship between two variables is to be studied.

"#$½ë
mWhat is your gender?
[ ] Male
[ ] Female

m Daily turnover of consumer is?

[ ] Between 100 ± 200
[ ] Between 200 ± 300
[ ] Above 300
0

m Used in Marketing Research.

m It is more powerful than a nominal scale in that the numbers possess

the property of rank order.

m The ranking of certain product attributes/benefits as deemed important

by the respondents is obtained through the scale.

m"#$½ë Rank the following attributes (1 ± 5), on their

importance in a microwave oven.

a. Úompany name, b. function, c. price, d.Úomfort e. Design



m Distance between the various categories unlike in ominal, or

umbers unlike in Ordinal, are equal in case of Interval cales.

m Also termed as Rating cales.

m A very good example of Interval cale is a Thermometer.

G 

m Ratio cales are not widely used in Marketing Research unless a base
item is made available for comparison
m Ratio scales are very common in physical scenarios. possess all the
characteristics of an internal scale, and the ratios of the numbers on
these scales have meaningful interpretations.

"#$½ë
%&'(   )*++++++
%,' -   *++++++

Answers to these questions have a natural, unambiguous starting point,

namely zero. starting

point is not chosen arbitrarily, computing and interpreting ratio makes

sense.
6


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