PRaman

1. Measurement
Objectives:
 design different question types
 when to use these types
 advantages/disadvantages
 coding for subsequent data analyses

2. Issues
 Response Format
 Measurement Level of question

3. Response Formats
 Open ended
 simple
 probed (looking for more details)
 Closed ended
 dichotomous (two choices only)
Do you like this class Yes No
 multiple category (need to decide how may are to
be picked)
Do you like this class? 1=not at all 2= somewhat 3=like 4=like very much 5=like a lot
 Scaled response (a type of close ended)
 Labeled
Do you like this class? 1=not at all 2= somewhat3=like 4=like very much 5=like a lot
 Unlabeled
Do you like this class? 1 2 3 4 5

5. Levels of Measurement
CATEGORICAL SCALES
Ordinal and Nominal Scales
 to label objects
 e.g., gender, occupation, yes/no, school year
 To indicate rank order
 e.g., preference, higher than/lower than, best
liked/least liked
 Types of Analysis
 counts, percentages

6. Levels of Measurement
METRIC SCALES
Interval and Ratio Scales
 for rating
 e.g., attitude scales, agree/disagree,
 actual number
 e.g., “how many times…”
 Types of Analysis
 counts, percentages, averages, correlations,

7. Comparing Metric and Categorical
Scales
 What is your age? _____ years
 Indicate the age range you belong to
 < 18
 18-25
 25-35
 36-45
 46-55
 56-65
 > 65

8. Other Considerations
 How many categories for rank order
 How many scale items? (sensitivity)
 Do you like this class? 1= not at all like 2 3 4 5=like very much
 Do you like this class? 1= not at all like 2 3 4 5 6 7 8 9 10 11 12 13 14 15=like very much
 Even or odd number of scale items
 Balanced versus unbalanced scales
 Please rate the service at this restaurant
1= very poor 2=poor 3=neutral 4=good 5=very good
 Please rate the service at this restaurant
1= poor 2=fair 3=good 4=very good 5= excellent

9. Commonly Used Scales
Likert Scale
 5 point agree/disagree scale with a set of
statements
 measures intensity of feeling

10. Semantic Differential
 bipolar adjectives as anchors
 scale levels are usually not given
descriptors
 typically 7 point scales are used
 used for evaluation of objects, brands, etc.

11. Reverse Scaling Issues
 Why do you need reverse scaling
 Avoid halo effect
 Check to see if respondent is paying attention
 Consistency of responses
I consider Brand A to be a quality brand
1= strongly disagree 2=disagree 3=neutral 4=agree 5=strongly agree
Brand A is poorly made
1= strongly agree 2=agree 3=neutral 4=disagree 5=strongly disagree

12. Some other scales
 graphic scale
 Stapel scale
 negative and positive numbers

13.  Continuous scale
 Constant Sum scale

14. How to choose a question
 questionnaire administration method (data
collection mode)
 ability of the respondent
 what kind of analysis do you need (scale
level desired)
 e.g., do you want to report a count, a
percentage, an average
 Previous research studies

15. What makes a good scale?
1. Reliability
 consistency of scale
2. Validity
 how accurate is the scale

16. Testing for Reliability
 administering same questions to same
respondents at two different times
 by using call backs
 respondents may remember earlier responses
 if time gap is too long, conditions may change
 Use reverse scaled items
 Repeat some items

17. Testing for Validity
 Face validity
 does the question measure what it is supposed
to measure
 this is a subjective evaluation