November 19, 2012
University of Phoenix
Surveying the Human Attitude
Attitude can be seen in many parts of a daily routine of an individual. The significance of measuring attitude has become important in many areas of our society. Employers want to measure attitude of employees, while customers on the other side of the counter view att
The measure of attitudes is of great importance in a consumer driven economy, such as the one that exists in the United States today. Psychologists use attitude surveys to translate subjective attitudes of people into empirical data. Attitudes themselves are distinguishable from interests and personality traits, in that attitudes are usually attached to an object (Hogan, 2007). The construct of attitude actually encompasses the cognitive, affective, and behavioral thoughts, feelings, and actions that a person exhibits in reaction to—or as a result of—an object. For the purposes of this paper I designed an attitude survey using a selected-response format that is built upon the precepts of the SERVQUAL approach to attitude assessment. The purpose of the survey is to assess the attitudes and perceptions that University of Phoenix (UOP) students exhibit at graduation about UOP itself. The intention of this paper is to discuss the design, administration, scoring, and interpretation of the survey as well as any issues I experienced while creating the survey. Design
The target audience for this survey is UOP graduates that attended at least their sophomore and senior college years at UOP. The particular trait to be measured is the attitude that graduating students hold towards UOP after graduations. The survey should be administered electronically via the UOP student login page after graduation. There are 11 items in the survey and should take no more than 1-2 minutes to complete. I did this on purpose, because I know from experience that I hate...