Market Research

Attitudes are individual mental processes which determine both the actual and potential responses of each person in a social world. Since an attitude is always directed toward some object it may defined as "the state of mind of the individual toward a value".

1, Nominal Scales

2. Ordinal Scales

3. Interval Scales

4. Ratio scales

nominal scale

No order , distance or origin

Determination of equality

No. of students

UG PG Total

Day Scholars 800 200 1000

Hostellers 400 150 550

Total 1200 350 1550

ordinal scale

Order but no distance or unique origin

Determination of greater or lesser values

Are ranking scales

Household A B C D E

Income (Rs) 6k 10k 4.8k 12k 11k

Household Order of households on the basis of annual income

A D

B E

C B

D A

E C

Acceptability of a soft drink is involved. On a five point scale

I strongly like it +2

I like it somewhat +1

I am indifferent 0

I dislike it somewhat -1

I strongly dislike it -2

One can combine the individual rankings and get a collective rankings.