© 2006 the mcgraw-hill companies, inc., all rights reserved.mcgraw-hill/irwin 13-1 chapter 13...
TRANSCRIPT
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© 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.
McGraw-Hill/Irwin
Chapter 13Chapter 13
MeasurementMeasurement
ScalesScales
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Learning Objectives
Understand…
• nature of attitudes and their relationship to behavior
• critical decisions involved in selecting an appropriate measurement scale
• characteristics and use of rating, ranking, sorting, and other preference scales
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Exhibit 13-1 The Scaling Process
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Nature of Attitudes
CognitiveI think oatmeal is healthier
than corn flakes for breakfast.
Affective
Conative
I hate corn flakes.
I intend to eat more oatmealfor breakfast.
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Improving the Predictability of Attitudes
Reference groups
Reference groups
Multiple measuresMultiple
measures
FactorsFactors
StrongStrong
Specific
Basis
DirectDirect
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Selecting a Measurement Scale
Research objectives Response Types
Data propertiesNumber of dimensions
Forced or unforcedchoices
Balanced or unbalanced
Rater errorsNumber of scale points
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Response Types
Rating scaleRating scale
Ranking scaleRanking scale
CategorizationCategorization
SortingSorting
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Number of Dimensions
Unidimensional
Multi-dimensional
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Balanced or Unbalanced
Very badBadNeither good nor badGoodVery good
PoorFairGoodVery goodExcellent
How good an actress is Julia Roberts?
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Forced or Unforced Choices
Very badBadNeither good nor badGoodVery good
Very badBadNeither good nor badGoodVery goodNo opinionDon’t know
How good an actress is Julia Roberts?
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Number of Scale Points
Very badBadNeither good nor badGoodVery good
Very badSomewhat badA little badNeither good nor badA little goodSomewhat goodVery good
How good an actress is Julia Roberts?
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Rater Errors
Error of central tendency
Error of leniency
•Adjust strength of descriptive adjectives
•Space intermediate descriptive phrases farther apart
•Provide smaller differences in meaning between steps near the ends of the scale
•Use more scale points
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Rater Errors
Primacy EffectRecency Effect
•Reverse order of alternatives periodically
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Dealing with Halo Effects
Halo Effects
•Rate one trait at a time
•Reveal one trait per page
•Reverse anchors periodically
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Simple Category Scale
I plan to purchase a MindWriter laptop in the 12 months.
YesNo
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Multiple-Choice, Single Response Scale
What newspaper do you read most often for financial news?
East City GazetteWest City TribuneRegional newspaperNational newspaperOther (specify:_____________)
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Multiple-Choice, Multiple Response Scale
What sources did you use when designing your new home? Please check all that apply.
Online planning servicesMagazinesIndependent contractor/builderDesignerArchitectOther (specify:_____________)
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Likert Scale
The Internet is superior to traditional libraries forcomprehensive searches.
Strongly disagreeDisagreeNeither agree nor disagreeAgreeStrongly agree
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Semantic Differential
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Exhibit 13-5 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 differentkinds of products ___: ___: ___: ___: ___: ___: ___:
Limited selection of differentkinds of products
Fully stocked ___: ___: ___: ___: ___: ___: ___: Understocked
Undependable products ___: ___: ___: ___: ___: ___: ___: Dependable products
High quality ___: ___: ___: ___: ___: ___: ___: Low quality
Numerous brands ___: ___: ___: ___: ___: ___: ___: Few brands
Unknown brands ___: ___: ___: ___: ___: ___: ___: Well-known brands
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Exhibit 13-7 SD Scale for Analyzing Actor Candidates
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Exhibit 13-8 Graphic of SD Analysis
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Numerical Scale
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Multiple Rating List Scales
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Stapel Scales
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Constant-Sum Scales
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Graphic Rating Scales
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Ranking Scales
• Paired-comparison scale
• Forced ranking scale• Comparative scale
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Paired-Comparison Scale
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Forced Ranking Scale
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Comparative Scale
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Sorting
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MindWriter Scaling
Likert Scale
The 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 Scale
Resolution of the problem that prompted service/repair.
Met FewExpectations
Met SomeExpectations
Met Most Expectations
Met AllExpectations
ExceededExpectations
1 2 3 4 5
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Exhibit 13-13 Ideal Scalogram Pattern
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.
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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
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Key Terms
• Multiple-choice, multiple-response scale
• Multiple-choice, single-response scale
• Multiple rating list • Numerical scale• Paired-comparison
scale
• Q-sort• Ranking scale• Rating scale• Scaling• Scalogram analysis• Semantic differential• Simple category scale
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Key Terms
• Sorting• Stapel scale• Summated rating scale
• Unbalanced rating scale• Unforced-choice rating
scale • Unidimensional scale