Measuring Constructs: Scoring Direct Measurement

Scoring Direct Measurement

  • Scoring direct measurement of attitudes, subjective norms, and perceived behavioral control
    • Recode items that have negatively worded endpoints on the right; in this way, higher numbers will reflect a positive attitude to the target behavior.
    • Ensure attitude items are internally consistent (scores should correlate highly with each other). You may need to omit items to improve internal consistency.
    • Calculate the mean of the item to gain an overall attitude score.