An investigation into perverting influence in catogory assessment scales, with particular reference to precision in the objective assessment of attitude. Also a comparison between category scaling and an application of paired comparisons.

An investigation into perverting influence in catogory assessment scales, with particular reference to precision in the objective assessment of attitude. Also a comparison between category scaling and an application of paired comparisons. The writers approach to precision in attitude scaling is derived from an exposition of propaganda, defined in terms of attitude manipulation. The attitude-action discrepancy is discussed in relation to cultural stereotypes and stereotypical behaviour. Category scaling procedures are critically described and discussed, together with paired comparisons, Cutman scalogram analysis, and questionnaire methodology. Experiments are carried out to amplify and clarify the perverting influences on category scaling as discussed. Also experiments are carried out to provide data on the relative precision in item selection, and ease of application of category scaling methodologies and an application of paired comparisons. Multiple partial ranking, an adaptation of paired comparisons, is discussed in relation to attitude scaling methodologies.