'Attitude' can have relative measurement and can be measured in a relative percentage (like humidity) and its of + & - scale. Most positive attitude could be to solve others issues at the cost of own interest is on plus maximum scale point and for own smallest benefit, hamper others most, is minus maximum scale point.

As it is relative measurement, +100% and -100% point (reference) to be defined clearly. 

Yes, we must write our vision about the attitude change, and lay down a map for realizing it, the guideposts that we use in reaching our vision. Attitude change is a very difficult thing to realize. So measurement at different stages of the progress in this direction would be very helpful in attaining our goals. 

If you were to reliably and validly operationalize "attitude." that is, what the individual does ("moves or reaches toward; pushes away, smiles or frowns,chooses, or says, etc.), you then should be able to measure it.  

I fully agree with Beth. Case studies on attitude change are also possible, whereby attitude of the person concerned towards some object/s, people, groups, etc. is measured before and after the change.

I strongly agree with the responses that we can and should measure "attitudes", but that to do so we should operationalize them into the behaviors that manifest the attitude we're concerned with. I worked many years ago with disaffected youth who had dropped out of school, and part of the charges against them were that they had a "bad attitude". Through role-playing, we discovered that they all had the ability to act like someone with a good attitude - in fact, they had fun doing so. Out training focused on how they behaved, and they soon learned that they could behave like students with a good attitude, and things got a lot better. I remember telling them "We don't care how you feel about school, and if you want to hate it, you're free to do so. But while you're in and around school, you will behave as if you loved it."

if we want managers to have a good attitude toward coaching, it is because we want them to coach, and coach well. In my view, attitude training and attitude measurement go hand in hand - focus on the behaviors you want to see, and why those behaviors are important. A hospital client we worked with had a corporate value of "compassion". All of our training focused on how compassionate people could and should behave, especially in what we called critical incidents (e.g., treating an injured rapist in the ER) - this is a true test of the strength of a compassionate attitude! Bottom line" if you behave 100% of the time like a person with a good attitude, we're done; no need for attitude scales and Likert measures. Who cares what these say if the behavior is right?

You go, Robert!

And we can use behaviourally anchored rating scales BARS to do so.

I thank you all for your responses.

So, in operationalizing the behaviors attached to an attitude...would you then say that in order to determine the positive or negative effects of an attitude that has been operationalized, the attitude change must be seen in real time?

I guess, I'm still having a true challenge in writing objectives for an online course where I need to see a physical change (an attitude) which can only be interpreted through a face to face delivery mode. 

Am I making sense?