Graphic ratings and attitude measurement: A comparison of research tactics

Abstract

This paper suggests that under certain conditions attitudes may be measured as validly and as reliably with a single "attitude report question" as with a multi-item attitude scale. 84 physicans responded to 8 Guttman scales, and also rated their attitudes on 8 comparable graphic rating scales. These data were factor analyzed, and the communalities used as an estimate of the minimal scale reliability. In general, the graphic rating scales proved as reliable as the Guttman scales. An examination of the interscale correlations showed that similar conclusions would be drawn from either technique. It is suggested that a single graphic rating may usefully substitute for a multi-item attitude scale when the attitude continuum is unidimensional. (PsycInfo Database Record (c) 2025 APA, all rights reserved)