Chapter 12 Measurement Scales Mc GrawHillIrwin Business Research

Chapter 12 Measurement Scales Mc. Graw-Hill/Irwin Business Research Methods, 10 e © 2008 The Mc. Graw-Hill Companies, Inc. All Rights Reserved.

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

3 The Scaling Process

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

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

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

8 Number of Dimensions Unidimensional Multi-dimensional

9 Balanced or Unbalanced How good an actress is Angelina Jolie? 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 Angelina Jolie? 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 Angelina Jolie? q q q Very bad Bad Neither good nor bad Good Very good q q q q Very bad Somewhat bad A little bad Neither good nor bad A little good Somewhat good Very good

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

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 12 months. q Yes q No

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: _______) 16

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: _______) 17

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

20 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 SD Scale for Analyzing Actor Candidates

22 Graphic of SD Analysis

23 Numerical Scale

24 Multiple Rating List Scales

25 Stapel Scales

26 Constant-Sum Scales

27 Graphic Rating Scales

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

29 Paired-Comparison Scale

30 Forced Ranking Scale

31 Comparative Scale

32 Sorting

33 Mind. Writer Scaling Likert Scale The problem that prompted service/repair was resolved Strongly Disagree Neither Agree Nor Disagree Agree Strongly Agree 1 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 3 2 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 Ideal Scalogram Pattern Item 2 4 1 3 X X 4 __ X X X 3 __ __ X X 2 __ __ __ X 1 __ __ 0 * X = agree; __ = disagree. Participant Score

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 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 rating scale • Summated rating scale • Unidimensional scale