DIRECT ATTITUDE MEASURE
Attitudes are an important construct in psychology, sociology, political science, and other fields of study. Attitudes are complex and multi-dimensional, and can be difficult to measure. Direct attitude measure (DAM) is a specific type of attitude measurement that attempts to uncover an individual’s attitudes by asking them directly.
DAM is based on self-report surveys that ask questions about a person’s beliefs, values, and feelings about an object, event, or idea. The specific questions asked are designed to elicit an individual’s attitude toward a specific topic, and the responses provide insight into the individual’s attitude. While this type of measurement is not without limitations, it can be a useful tool for researchers who are interested in uncovering an individual’s attitudes.
One of the main advantages of DAM is that it is a relatively inexpensive and easy way to measure attitudes. Unlike other methods, DAM does not require observers or trained interviewers. Furthermore, DAM can be used to measure attitudes across a variety of contexts and topics. This allows researchers to tailor their questions to specific topics and to avoid asking questions that may be irrelevant or confusing to respondents.
A potential drawback of DAM is that people may not always be honest or accurate in their responses. Some people may be reluctant to answer questions about their attitudes, while others may be influenced by social desirability bias. Furthermore, DAM has been criticized for its lack of ecological validity; that is, the responses may not reflect the individual’s true attitudes in the real world.
Despite these limitations, DAM remains a useful tool for researchers who are interested in measuring attitudes. By asking individuals directly about their attitudes, researchers can gain valuable insights into how people feel about certain topics.
References
Heckman, J. J., & Lochner, L. J. (1999). Attitude measurement. In J. J. Heckman, & L. J. Lochner (Eds.), Handbook of labor economics (Vol. 3, pp. 3463-3520). Amsterdam: Elsevier.
Krosnick, J. A., & Petty, R. E. (1995). Attitude strength: An overview. In R. E. Petty, & J. A. Krosnick (Eds.), Attitude strength: Antecedents and consequences (pp. 1-24). Mahwah, NJ: Erlbaum.
Morse, S. J. (1999). Attitude measurement and its validity. In R. B. Cialdini, & N. J. Goldstein (Eds.), Handbook of social influence: Theories, research, and applications (pp. 141-159). Mahwah, NJ: Erlbaum.