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Session 5 measurement
- 1. C H A P T E R 1 1 : M E A S U R E M E N T C H A P T E R 1 2 : M E A S U R E M E N T S C A L E S SESSION 5 MEASUREMENT RESEARCH METHODOLOGY
- 2. CHAPTER 11 MEASUREMENT 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.
- 3. Measurement 11-3 Select measurable phenomena Develop a set of mapping rules Apply the mapping rule to each phenomenon
- 7. Nominal Scales Mutually exclusive and Collectively exhaustive categories Exhibits only classification 11-7
- 9. Ordinal Scales • Characteristics of nominal scale •Order •Implies greater than or less than 11-9
- 10. Levels of Measurement 11- 10 Ordinal interval Ratio Nominal Classification Order Classification Order Classification Distance
- 11. Interval Scales Characteristics of nominal and ordinal scales Equality of interval. Equal distance between numbers 11- 11
- 12. Levels of Measurement 11- 12 Ordinal interval Ratio Nominal Classification Order Classification Order Classification Distance Natural Origin Order Classification Distance
- 13. Ratio Scales Characteristics of nominal, ordinal, interval scales Absolute zero 11- 13
- 14. From Investigative to Measurement Questions11- 14
- 20. Increasing Construct Validity 11- 20 New measure of trust Known measure of trust Empathy Credibility
- 22. Judging Criterion Validity 11- 22 Relevance Freedom from bias Reliability Availability Criterion
- 23. Understanding Validity and Reliability 11- 23
- 26. Key Terms 11- 26 Internal validity Interval scale Mapping rules Measurement Nominal scale Objects Ordinal scale Practicality Properties • Ratio scale • Reliability Equivalence Internal consistency Stability • Validity Construct Contents Criterion-related
- 27. CHAPTER 12 MEASUREMENT 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.
- 29. Selecting a Measurement Scale 12- 29 Research objectives Response types Data properties Number of dimensions Forced or unforced choices Balanced or unbalanced Rater errors Number of scale points
- 30. Response Types 12- 30 Rating scale Ranking scale Categorization Sorting Number of Dimensions Unidimensional Multi-dimensional
- 31. Balanced or Unbalanced 12- 31 Very bad Bad Neither good nor bad Good Very good Poor Fair Good Very good Excellent How good an actress is Angelina Jolie? Very bad Bad Neither good nor bad Good Very good Very bad Bad Neither good nor bad Good Very good No opinion Don’t know Forced or Unforced Choices
- 32. Number of Scale Points 12- 32 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 How good an actress is Angelina Jolie?
- 33. Rater Errors 12- 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
- 34. Rater Errors 12- 34 Primacy Effect Recency Effect Reverse order of alternatives periodically or randomly Halo Effect • Rate one trait at a time • Reveal one trait per page • Reverse anchors periodically
- 35. Simple Category Scale 12- 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
- 36. Multiple-Choice, Multiple-Response Scale 12- 36 What 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 for comprehensive searches. Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree Likert Scale
- 38. Adapting SD Scales 12- 38 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
- 39. SD Scale for Analyzing Actor Candidates 12- 39
- 40. Graphic of SD Analysis 12- 40
- 42. Multiple Rating List Scales 12- 42 “Please indicate how important or unimportant each service characteristic is:” IMPORTANT UNIMPORTANT Fast, reliable repair 7 6 5 4 3 2 1 Service at my location 7 6 5 4 3 2 1 Maintenance by manufacturer 7 6 5 4 3 2 1 Knowledgeable technicians 7 6 5 4 3 2 1 Notification of upgrades 7 6 5 4 3 2 1 Service contract after warranty 7 6 5 4 3 2 1
- 46. Ranking Scales 12- 46 Paired-comparison scale Forced ranking scale Comparative scale
- 50. Sorting 12- 50
- 51. MindWriter Scaling 12- 51 Likert Scale The problem that prompted service/repair was resolved Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree 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? Very Dissatisfied Very Satisfied 1 2 3 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
- 52. Ideal Scalogram Pattern 12- 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.
- 53. Key Terms 12- 53 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
- 54. Key Terms 12- 54 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
- 55. Key Terms 12- 55 Sorting Stapel scale Summated rating scale Unbalanced rating scale Unforced-choice rating scale Unidimensional scale
- 56. REFERENCES: