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Measurement of Attitude

Attitudinal behavior is a certain set of observable behavior which is preparatory to and indicative of the subsequent actual behavior. For the purpose of measuring attitudes only the overt symbolic type of acts are taken into account because such acts alone can be observed. Examples of such acts are speaking; writing and gesturing etc.

Attitude indicate a tendency which can be helpful in predicting the subsequent behaviour.Herein lies the importance of measuring attitudes. Measurement of attitudes is useful in various aspects of day to day life. For example it helps in predicting consumer behavior in making demand forecasts in providing an insight into the public response to various welfare measured indicated by the Government in maintaining peace and social order and in social research.

The sources of information regarding the attitude of a person are: