In today's market survey, attitude scale is being paid more and more attention. Attitude survey is almost concerned in every market survey questionnaire, in the form of attitude scale. So it is important to design an efficient attitude scale which not only can show the surveyor's intention but also inflect the enough information of the respondent. About the process of market survey, many foreign scholars made researches, but scatted. In our country, we put the researches into application. Based on former researches and application, combining present home market survey situation, this paper summarizes , induces and compares different attitude scales, which can let people know every kind of attitude scales' advantages and disadvantages. Then people can select the suitable scale in the different situation.This paper is separated to four chapters: Chapter one is the simple introduction of attitude formation and characteristics. First through the attitude formation and changes, we review its five characteristics. Based on those, we know attitude bare the characteristics of stability, direction, and also instability, convergence. Because of this, we should do our best to show the private diversity of attitude, the last is about its developing process. Chapter two is about the classification of attitude and the introduction of attitude scale in common use. First we introduce the classification standard, and based on this, we give an explanation of every kind of scales' characteristics. The last is the scales design process and data processing. Chapter three is about the valuation of attitude scale. In this chapter, we make a valuation of its validity and reliability. First we introduce the measure error, and based on this, we induce the reliability and the validity. Finally we introduce the relationship of the reliability and validity. Chapter four is about the example of the attitude scale. In this chapter, we choose Likert scale as analysis object, in order to show how to do making a scale and data processing of attitude scale. |