Transcript
CHAPTER 11 : MEASUREMENT CHAPTER 12 : MEASUREMENT SCALES
SESSION 5MEASUREMENT
RESEARCH METHODOLOGY
CHAPTER 11MEASUREMENT
Learning Objectives: The distinction between measuring objects, properties, and
indicants of properties. The similarities and differences between the four scale types
used in measurement and when each is used. The four major sources of measurement error. The criteria for evaluating good measurement.
Measurement11-3
Selectmeasurable phenomena
Develop a set of mapping rules
Apply the mapping ruleto each phenomenon
Characteristics of Measurement 11-
4
Levels of Measurement 11-5
Ordinal
interval
Ratio
Nominal Classification
Types of Scales 11-6
Ordinal
interval
Nominal
Ratio
Nominal Scales
Mutually exclusive andCollectively exhaustivecategoriesExhibits only classification
11-7
Levels of Measurement 11-8
Ordinal
interval
Ratio
Nominal Classification
OrderClassification
Ordinal Scales
•Characteristics of nominal scale •Order•Implies greater than or less than
11-9
Levels of Measurement 11-10
Ordinal
interval
Ratio
Nominal Classification
OrderClassification
OrderClassification Distance
Interval Scales
Characteristics of nominal and ordinal scales
Equality of interval. Equal distance between numbers
11-11
Levels of Measurement 11-12
Ordinal
interval
Ratio
Nominal Classification
OrderClassification
OrderClassification Distance
Natural Origin
OrderClassification Distance
Ratio Scales
Characteristics of nominal, ordinal, interval scales
Absolute zero
11-13
From Investigative to Measurement Questions11-
14
Sources of Error11-15
Respondent
InstrumentMeasurer
Situation
Evaluating Measurement Tools11-16
Criteria
Validity
Practicality Reliability
Validity Determinants11-17
Content
ConstructCriterion
Increasing Content Validity11-18
ContentLiterature Search
Expert Interviews
Group Interviews
Question Database
Etc.
Validity Determinants11-19
Content
Construct
Increasing Construct Validity11-20
New measure of trust
Known measure of trust
Empathy
Credibility
Validity Determinants11-21
Content
ConstructCriterion
Judging Criterion Validity11-22
Relevance
Freedom from bias
Reliability
Availability
Criterion
Understanding Validity and Reliability11-23
Reliability Estimates11-24
Stability
InternalConsistency Equivalence
Practicality11-25
Economy InterpretabilityConvenience
Key Terms11-26
Internal validityInterval scaleMapping rulesMeasurementNominal scaleObjectsOrdinal scalePracticalityProperties
• Ratio scale• Reliability
Equivalence Internal
consistency Stability
• Validity Construct Contents Criterion-related
CHAPTER 12MEASUREMENT SCALES
Learning Objectives: 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.
The Scaling Process12-28
Selecting a Measurement Scale12-
29
Research objectives Response types
Data properties Number of dimensions
Forced or unforcedchoices
Balanced or unbalanced
Rater errorsNumber of scale points
Response Types12-30
Rating scale
Ranking scale
Categorization
Sorting
Number of Dimensions
Unidimensional
Multi-dimensional
Balanced or Unbalanced12-31
Very badBadNeither good nor badGoodVery good
PoorFairGoodVery goodExcellent
How good an actress is Angelina Jolie?
Very badBadNeither good nor badGoodVery good
Very badBadNeither good nor badGoodVery goodNo opinionDon’t know
Forced or Unforced Choices
Number of Scale Points12-32
Very badBadNeither good nor badGoodVery good
Very badSomewhat badA little badNeither good nor badA little goodSomewhat goodVery good
How good an actress is Angelina Jolie?
Rater Errors12-33
Error of central tendency
Error of leniency
•Adjust strength of descriptive adjectives
•Space intermediate descriptive phrases farther apart
•Provide smaller differences in meaning between terms near the ends of the scale
•Use more scale points
Rater Errors12-34
Primacy EffectRecency Effect
Reverse order of alternatives periodically or randomly
Halo Effect
• Rate one trait at a time
• Reveal one trait per page
• Reverse anchors periodically
Simple Category Scale12-35
I plan to purchase a MindWriter laptop in the 12 months.
Yes No
What newspaper do you read most often for financial news? East City Gazette West City Tribune Regional newspaper National newspaper Other (specify:_____________)
Multiple-Choice, Single-Response Scale
Multiple-Choice, Multiple-Response Scale
12-36What sources did you use when designing your new
home? Please check all that apply. Online planning services Magazines Independent contractor/builder Designer Architect Other (specify:_____________)
The Internet is superior to traditional libraries forcomprehensive searches.
Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree
Likert Scale
Semantic Differential12-37
Adapting SD Scales 12-38
Convenience of Reaching the Store from Your LocationNearby ___: ___: ___: ___: ___: ___: ___: 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 offeredWide 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
SD Scale for Analyzing Actor Candidates 12-
39
Graphic of SD Analysis12-40
Numerical Scale12-41
Multiple Rating List Scales12-42
“Please indicate how important or unimportant each service characteristic is:”
IMPORTANT UNIMPORTANTFast, reliable repair 7 6 5 4 3 2 1Service at my location 7 6 5 4 3 2 1Maintenance by manufacturer 7 6 5 4 3 2 1Knowledgeable technicians 7 6 5 4 3 2 1Notification of upgrades 7 6 5 4 3 2 1Service contract after warranty 7 6 5 4 3 2 1
Stapel Scales12-43
Constant-Sum Scales12-44
Graphic Rating Scales12-45
Ranking Scales12-46
Paired-comparison scale
Forced ranking scale
Comparative scale
Paired-Comparison Scale12-47
Forced Ranking Scale12-48
Comparative Scale12-49
Sorting12-50
MindWriter Scaling12-51
Likert ScaleThe problem that prompted service/repair was resolved
StronglyDisagree Disagree
Neither AgreeNor Disagree Agree
StronglyAgree
1 2 3 4 5
Numerical Scale (MindWriter’s Favorite)To what extent are you satisfied that the problem that prompted service/repair was resolved?
VeryDissatisfied
VerySatisfied
1 2 3 4 5
Hybrid Expectation ScaleResolution of the problem that prompted service/repair.
Met FewExpectations
Met SomeExpectations
Met Most Expectations
Met AllExpectations
ExceededExpectations
1 2 3 4 5
Ideal Scalogram Pattern12-52
Item
Participant Score
2 4 1 3
X X X X 4__ X X X 3__ __ X X 2__ __ __ X 1__ __ __ __ 0
* X = agree; __ = disagree.
Key Terms12-53
AttitudeBalanced rating scaleCategorizationComparative scaleConstant-sum scaleCumulative scaleError of central
tendencyError of leniency
Forced-choice rating scale
Forced ranking scaleGraphic rating scaleHalo effectItem analysisLikert scaleMultidimensional scale
Key Terms12-54
Multiple-choice, multiple-response scale
Multiple-choice, single-response scale
Multiple rating list Numerical scalePaired-comparison
scale
Q-sortRanking scaleRating scaleScalingScalogram analysisSemantic
differentialSimple category
scale
Key Terms12-55
SortingStapel scaleSummated rating
scale
Unbalanced rating scale
Unforced-choice rating scale
Unidimensional scale
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