Attitude: Mental States used by Individuals to structure the way they perceive their environment and guide the way they respond to it. Three components that form attitude, each provides a different insight into a person’s attitude:

1) Cognitive or knowledge component: knowledge of Information about an object. The key is for peopole to recall knowledge without aide. These are FACT based questions or Awareness questions.

2) Liking or affective component: With these knowledge people form emotional/affective component (like or dislike). This is expressed as preferences when there are choices, not just between objects, but between attributes within and between objects. These are preference questions.

3) Intention or Action component : People’s expected action based on the other two components. These are INTENTION questions.

Measurement: A standardized process of assigning a number or symbols to certain characteristics of objects according to prespecified rules. To standardized two rules must be followed:

1) 1 to 1 correspondence between symbol and the characteristics that is being measured. 2) The rules of assignment must be invariant over time or the characteristic being measured.

Scaling: Process of creating a continuum on which objects are located according to the amount of the measured characteristics they possessed.

Types of Scales and their property of the characteristics they measure:

1) Nominal Scale: The property is IDENTITY. The scale represent the identity of the object. For ATTITUDE: USUALLY “YES” or “NO” questions. (AWARENESS)?