Session 5 measurement

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


Ordinal

interval

Ratio


OrderClassification

Ordinal Scales

•Characteristics of nominal scale •Order•Implies greater than or less than

11-9


Ordinal

interval

Ratio


OrderClassification

OrderClassification Distance

Interval Scales

Characteristics of nominal and ordinal scales

Equality of interval. Equal distance between numbers

11-11


Ordinal

interval

Ratio


OrderClassification


Natural Origin


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.


Content

Construct

Increasing Construct Validity11-20

New measure of trust

Known measure of trust

Empathy

Credibility


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 goodNo opinionDon’t know

Forced or Unforced Choices

Number of Scale Points12-32


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

REFERENCES:

Session 5 measurement

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