Professional Documents
Culture Documents
Measurement
Scales
McGraw-Hill/Irwin
12-2
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.
12-3
68
12-4
Measurement Scales
12-5
12-6
Nature of Attitudes
Cognitive
Affective
Behavioral
12-7
Improving Predictability
Specific
Multiple
Multiple
measures
measures
Reference
Reference
groups
groups
Strong
Strong
Factors
Factors
Direct
Direct
Basis
12-8
Response types
Data properties
Number of
dimensions
Balanced or
unbalanced
Forced or unforced
choices
Number of
scale points
Rater errors
12-9
Response Types
Rating
Rating scale
scale
Ranking
Rankingscale
scale
Categorization
Categorization
Sorting
Sorting
12-10
Number of Dimensions
Unidimensional
Multi-dimensional
12-11
Balanced or Unbalanced
How good an actress is Angelina Jolie?
Very bad
Bad
Neither good nor bad
Good
Very good
Poor
Fair
Good
Very good
Excellent
12-12
Very bad
Bad
Neither good nor bad
Good
Very good
Very bad
Bad
Neither good nor bad
Good
Very good
No opinion
Dont know
12-13
Very bad
Bad
Neither good nor bad
Good
Very good
Very bad
Somewhat bad
A little bad
Neither good nor bad
A little good
Somewhat good
Very good
12-14
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
12-15
Rater Errors
Primacy Effect
Recency Effect
Reverse order of
alternatives periodically
12-16
12-17
Multiple-Choice,
Single-Response Scale
12-18
Multiple-Choice,
Multiple-Response Scale
12-19
12-20
Likert Scale
12-21
Semantic Differential
12-22
Adapting SD Scales
Convenience of Reaching the Store from Your Location
Nearby
Distant
Difficult drive
Easy Drive
Products offered
Wide 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
12-23
12-24
Graphic of SD Analysis
12-25
Numerical Scale
12-26
12-27
Stapel Scales
12-28
Constant-Sum Scales
12-29
12-30
Ranking Scales
Paired-comparison
scale
Forced ranking scale
Comparative scale
12-31
Paired-Comparison Scale
12-32
12-33
Comparative Scale
12-34
Sorting
12-35
MindWriter Scaling
Likert Scale
The problem that prompted service/repair was resolved
Strongly
Disagree
1
Disagree
Neither Agree
Nor Disagree
Agree
Strongly
Agree
Very
Satisfied
Met Some
Expectations
Met Most
Expectations
Met All
Expectations
Exceeded
Expectations
12-36
__
__
__
__
__
__
__
__
__
__
* X = agree; __ = disagree.
Participant
Score
12-37
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
12-38
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
12-39
Key Terms
Sorting
Unbalanced rating scale
Stapel scale
Unforced-choice rating
scale
Summated rating scale
Unidimensional scale