The Math Problem: Advertising Students’ Attitudes toward Statistics

This study used the Students’ Attitudes toward Statistics Scale (STATS) to measure attitude toward statistics among a national sample of advertising students. A factor analysis revealed four underlying factors make up the attitude toward statistics construct—Interest & Future Applicability, Confidence, Statistical Tools, and Initiative. Advertising students’ attitudes toward statistics were shown to be more positive than negative. Students in this study were most positive about the use of Statistical Tools and displayed attitudes well above neutral on Interest & Future Applicability and Initiative. Confidence received the lowest evaluation. Advertising students who were drawn to the major because of its creative aspects had significantly weaker attitudes toward statistics than did those who came to study advertising because of the business aspects. Strategies for improving negative attitudes toward statistics in advertising courses are discussed.