Module 4: Assessment and Measurement of Attitudes and Behaviour

This module develops the professional skills required to assess and measure attitudes and behaviour systematically. Since attitudes are psychological constructs that cannot always be observed directly, practitioners must rely on valid indicators and carefully designed assessment methods to understand them. Participants examine different approaches to measurement, including self-report, other-report, behavioural observation, physiological indicators, indirect measures, Likert scales, semantic differential scales and structured questionnaires. The module emphasises the importance of defining constructs clearly before attempting to measure them and explains how poor definitions can produce misleading findings. Participants also study the principles of reliability, validity, measurement error, response bias and interpretation of assessment results. Practical exercises guide participants through the development of assessment items, selection of appropriate scales and evaluation of measurement quality. The module also addresses the professional responsibility of practitioners to avoid making behavioural judgments based on isolated observations or subjective impressions. By the end of the module, participants will be better equipped to develop, administer and interpret attitude and behaviour assessments in organisational, educational, consultancy and research environments.