Chapter 12 Measurement Scales Mc GrawHillIrwin Business Research
![Chapter 12 Measurement Scales Mc. Graw-Hill/Irwin Business Research Methods, 10 e © 2008 The Chapter 12 Measurement Scales Mc. Graw-Hill/Irwin Business Research Methods, 10 e © 2008 The](https://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-1.jpg)
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. 2 Learning Objectives Understand… • The nature of attitudes and their relationship to behavior.](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-2.jpg)
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 3 The Scaling Process](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-3.jpg)
3 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](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-4.jpg)
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 5 Improving Predictability Specific Multiple measures Strong Factors Reference groups Direct Basis](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-5.jpg)
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 6 Selecting a Measurement Scale Research objectives Response types Data properties Number of dimensions](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-6.jpg)
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](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-7.jpg)
7 Response Types Rating scale Ranking scale Categorization Sorting
![8 Number of Dimensions Unidimensional Multi-dimensional 8 Number of Dimensions Unidimensional Multi-dimensional](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-8.jpg)
8 Number of Dimensions Unidimensional Multi-dimensional
![9 Balanced or Unbalanced How good an actress is Angelina Jolie? q Very bad 9 Balanced or Unbalanced How good an actress is Angelina Jolie? q Very bad](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-9.jpg)
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 10 Forced or Unforced Choices How good an actress is Angelina Jolie? q Very](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-10.jpg)
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 11 Number of Scale Points How good an actress is Angelina Jolie? q q](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-11.jpg)
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 12 Rater Errors • Adjust strength of descriptive adjectives Error of central tendency Error](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-12.jpg)
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](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-13.jpg)
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](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-14.jpg)
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](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-15.jpg)
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 Multiple-Choice, Single-Response Scale What newspaper do you read most often for financial news? q](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-16.jpg)
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 Multiple-Choice, Multiple-Response Scale What sources did you use when designing your new home? Please](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-17.jpg)
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 18 Likert Scale The Internet is superior to traditional libraries for comprehensive searches. q](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-18.jpg)
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](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-19.jpg)
19 Semantic Differential
![20 Adapting SD Scales Convenience of Reaching the Store from Your Location Nearby ___: 20 Adapting SD Scales Convenience of Reaching the Store from Your Location Nearby ___:](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-20.jpg)
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 21 SD Scale for Analyzing Actor Candidates](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-21.jpg)
21 SD Scale for Analyzing Actor Candidates
![22 Graphic of SD Analysis 22 Graphic of SD Analysis](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-22.jpg)
22 Graphic of SD Analysis
![23 Numerical Scale 23 Numerical Scale](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-23.jpg)
23 Numerical Scale
![24 Multiple Rating List Scales 24 Multiple Rating List Scales](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-24.jpg)
24 Multiple Rating List Scales
![25 Stapel Scales 25 Stapel Scales](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-25.jpg)
25 Stapel Scales
![26 Constant-Sum Scales 26 Constant-Sum Scales](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-26.jpg)
26 Constant-Sum Scales
![27 Graphic Rating Scales 27 Graphic Rating Scales](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-27.jpg)
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](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-28.jpg)
28 Ranking Scales • Paired-comparison scale • Forced ranking scale • Comparative scale
![29 Paired-Comparison Scale 29 Paired-Comparison Scale](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-29.jpg)
29 Paired-Comparison Scale
![30 Forced Ranking Scale 30 Forced Ranking Scale](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-30.jpg)
30 Forced Ranking Scale
![31 Comparative Scale 31 Comparative Scale](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-31.jpg)
31 Comparative Scale
![32 Sorting 32 Sorting](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-32.jpg)
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](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-33.jpg)
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 34 Ideal Scalogram Pattern Item 2 4 1 3 X X 4 __ X](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-34.jpg)
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 35 Key Terms • • Attitude Balanced rating scale Categorization Comparative scale Constant-sum scale](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-35.jpg)
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](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-36.jpg)
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](http://slidetodoc.com/presentation_image/54bda23963ccf95fc7139840e3d12e02/image-37.jpg)
37 Key Terms • Sorting • Unbalanced rating scale • Stapel scale • Unforced-choice rating scale • Summated rating scale • Unidimensional scale
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