Business Research Methods Chap009

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Business Research Methods Chap009

  1. 1. 9-1
  2. 2. Part Two THE DESIGN OF RESEARCH 9-2McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc.,All Rights Reserved.
  3. 3. Chapter Nine MEASUREMENT SCALES9-3
  4. 4. What is Scaling? • Scaling is assigning numbers to indicants of the properties of objects9-4
  5. 5. Types of Response Scales • Rating Scales • Ranking Scales • Categorization9-5
  6. 6. Types of Rating Scales • Simple category • Numerical • Multiple choice, • Multiple rating single response • Fixed sum • Multiple choice, • Stapel multiple response • Graphic rating • Likert scale • Semantic differential9-6
  7. 7. Rating Scale Errors to Avoid • Leniency – Negative Leniency – Positive Leniency • Central Tendency • Halo Effect9-7
  8. 8. Types of Ranking Scales • Paired-comparison • Forced Ranking • Comparative9-8
  9. 9. Dimensions of a Scale • Unidimensional • Multidimensional9-9
  10. 10. Scale Design Techniques • Arbitrary scaling • Consensus scaling • Item Analysis scaling • Cumulative scaling • Factor scaling9-10

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