13 1 Chapter 13 Measurement Scales Mc GrawHillIrwin

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13 -1 Chapter 13 Measurement Scales Mc. Graw-Hill/Irwin © 2006 The Mc. Graw-Hill Companies,

13 -1 Chapter 13 Measurement Scales Mc. Graw-Hill/Irwin © 2006 The Mc. Graw-Hill Companies, Inc. , All Rights Reserved.

2 Learning Objectives Understand… • nature of attitudes and their relationship to behavior •

2 Learning Objectives Understand… • nature of attitudes and their relationship to behavior • critical decisions involved in selecting an appropriate measurement scale • characteristics and use of rating, ranking, sorting, and other preference scales

3 Exhibit 13 -1 The Scaling Process

3 Exhibit 13 -1 The Scaling Process

4 Nature of Attitudes Cognitive I think oatmeal is healthier than corn flakes for

4 Nature of Attitudes Cognitive I think oatmeal is healthier than corn flakes for breakfast. Affective I hate corn flakes. Conative I intend to eat more oatmeal for breakfast.

5 Improving the Predictability of Attitudes Specific Multiple measures Strong Factors Reference groups Direct

5 Improving the Predictability of Attitudes Specific Multiple measures Strong Factors Reference groups Direct Basis

6 Selecting a Measurement Scale Research objectives Response Types Data properties Number of dimensions

6 Selecting a Measurement Scale Research objectives Response Types Data properties Number of dimensions Balanced or unbalanced Forced or unforced choices Number of scale points Rater errors

7 Response Types Rating scale Ranking scale Categorization Sorting

7 Response Types Rating scale Ranking scale Categorization Sorting

8 Number of Dimensions Unidimensional Multi-dimensional

8 Number of Dimensions Unidimensional Multi-dimensional

9 Balanced or Unbalanced How good an actress is Julia Roberts? q Very bad

9 Balanced or Unbalanced How good an actress is Julia Roberts? q Very bad q Bad q Neither good nor bad q Good q Very good q Poor q Fair q Good q Very good q Excellent

10 Forced or Unforced Choices How good an actress is Julia Roberts? q Very

10 Forced or Unforced Choices How good an actress is Julia Roberts? q Very bad q Bad q Neither good nor bad q Good q Very good q No opinion q Don’t know

11 Number of Scale Points How good an actress is Julia Roberts? q Very

11 Number of Scale Points How good an actress is Julia Roberts? q Very bad q Bad q Neither good nor bad q Good q Very good q Very bad q Somewhat bad q A little bad q Neither good nor bad q A little good q Somewhat good q Very good

12 Rater Errors • Adjust strength of descriptive adjectives Error of central tendency Error

12 Rater Errors • Adjust strength of descriptive adjectives Error of central tendency Error of leniency • Space intermediate descriptive phrases farther apart • Provide smaller differences in meaning between steps near the ends of the scale • Use more scale points

13 Rater Errors Primacy Effect Recency Effect • Reverse order of alternatives periodically

13 Rater Errors Primacy Effect Recency Effect • Reverse order of alternatives periodically

14 Dealing with Halo Effects • Rate one trait at a time Halo Effects

14 Dealing with Halo Effects • Rate one trait at a time Halo Effects • Reveal one trait per page • Reverse anchors periodically

15 Simple Category Scale I plan to purchase a Mind. Writer laptop in the

15 Simple Category Scale I plan to purchase a Mind. Writer laptop in the 12 months. q. Yes q. No

16 Multiple-Choice, Single Response Scale What newspaper do you read most often for financial

16 Multiple-Choice, Single Response Scale What newspaper do you read most often for financial news? q. East City Gazette q. West City Tribune q. Regional newspaper q. National newspaper q. Other (specify: _______)

17 Multiple-Choice, Multiple Response Scale What sources did you use when designing your new

17 Multiple-Choice, Multiple Response Scale What sources did you use when designing your new home? Please check all that apply. q. Online planning services q. Magazines q. Independent contractor/builder q. Designer q. Architect q. Other (specify: _______)

18 Likert Scale The Internet is superior to traditional libraries for comprehensive searches. q.

18 Likert Scale The Internet is superior to traditional libraries for comprehensive searches. q. Strongly disagree q. Disagree q. Neither agree nor disagree q. Agree q. Strongly agree

19 Semantic Differential

19 Semantic Differential

20 Exhibit 13 -5 Adapting SD Scales Convenience of Reaching the Store from Your

20 Exhibit 13 -5 Adapting SD Scales Convenience of Reaching the Store from Your Location Nearby ___: ___: Distant Short time required to reach store ___: ___: Long time required to reach store Difficult drive ___: ___: Easy Drive Difficult to find parking place ___: ___: Easy to find parking place Convenient to other stores I shop ___: ___: Inconvenient to other stores I shop Products offered Wide selection of different kinds of products ___: ___: Limited selection of different kinds of products Fully stocked ___: ___: Understocked Undependable products ___: ___: Dependable products High quality ___: ___: Low quality Numerous brands ___: ___: Few brands Unknown brands ___: ___: Well-known brands

21 Exhibit 13 -7 SD Scale for Analyzing Actor Candidates

21 Exhibit 13 -7 SD Scale for Analyzing Actor Candidates

22 Exhibit 13 -8 Graphic of SD Analysis

22 Exhibit 13 -8 Graphic of SD Analysis

23 Numerical Scale

23 Numerical Scale

24 Multiple Rating List Scales

24 Multiple Rating List Scales

25 Stapel Scales

25 Stapel Scales

26 Constant-Sum Scales

26 Constant-Sum Scales

27 Graphic Rating Scales

27 Graphic Rating Scales

28 Ranking Scales • Paired-comparison scale • Forced ranking scale • Comparative scale

28 Ranking Scales • Paired-comparison scale • Forced ranking scale • Comparative scale

29 Paired-Comparison Scale

29 Paired-Comparison Scale

30 Forced Ranking Scale

30 Forced Ranking Scale

31 Comparative Scale

31 Comparative Scale

32 Sorting

32 Sorting

33 Mind. Writer Scaling Likert Scale The problem that prompted service/repair was resolved Strongly

33 Mind. Writer Scaling Likert Scale The problem that prompted service/repair was resolved Strongly Disagree 1 Disagree Neither Agree Nor Disagree Agree Strongly Agree 2 3 4 5 Numerical Scale (Mind. Writer’s Favorite) To what extent are you satisfied that the problem that prompted service/repair was resolved? Very Dissatisfied 1 Very Satisfied 2 3 4 5 Hybrid Expectation Scale Resolution of the problem that prompted service/repair. Met Few Expectations Met Some Expectations Met Most Expectations Met All Expectations Exceeded Expectations 1 2 3 4 5

34 Exhibit 13 -13 Ideal Scalogram Pattern Item ___________________________ 2 4 1 3 Participant

34 Exhibit 13 -13 Ideal Scalogram Pattern Item ___________________________ 2 4 1 3 Participant Score X X 4 __ X X X 3 __ __ X X 2 __ __ __ X 1 __ __ 0 * X = agree; __ = disagree.

35 Key Terms • • Attitude Balanced rating scale Categorization Comparative scale Constant-sum scale

35 Key Terms • • Attitude Balanced rating scale Categorization Comparative scale Constant-sum scale Cumulative scale Error of central tendency Error of leniency • Forced-choice rating scale • Forced ranking scale • Graphic rating scale • Halo effect • Item analysis • Likert scale • Multidimensional scale

36 Key Terms • Multiple-choice, multiple-response scale • Multiple-choice, singleresponse scale • Multiple rating

36 Key Terms • Multiple-choice, multiple-response scale • Multiple-choice, singleresponse scale • Multiple rating list • Numerical scale • Paired-comparison scale • • Q-sort Ranking scale Rating scale Scaling Scalogram analysis Semantic differential Simple category scale

37 Key Terms • Sorting • Unbalanced rating scale • Stapel scale • Unforced-choice

37 Key Terms • Sorting • Unbalanced rating scale • Stapel scale • Unforced-choice rating scale • Summated rating scale • Unidimensional scale