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Home→The Westburn Dictionary of Marketing→A→attitude measurement

attitude measurement

Definition:
The assignment to each individual of a numerical score indicating where he falls on the particular ATTITUDE DIMENSION on the basis of inferences drawn from the responses of the individual to statements directly related to that object or idiom that is the locus of the study (i.e. the attitude-object); measurement therefore is an open and direct reaction to the statements included within the ATTITUDE SCALE giving a numerical score of the strength of beliefs, feelings and inclination to take action in a given situation such as towards a product range, a brand name, a marketing practice etc.

Cross-References:
[attitude dimension] [attitude scale]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Jennifer L. Drayton], [1998].