This document contains summaries of two chapters about measurement in research methodology:
Chapter 11 discusses the concepts of measurement, including the four scale types (nominal, ordinal, interval, and ratio), sources of measurement error, and criteria for evaluating measurement tools.
Chapter 12 covers selecting an appropriate measurement scale based on research objectives and scale characteristics like response type, number of dimensions, and forced vs. unforced choices. Several specific scale types are described like rating, ranking, sorting, Likert, and semantic differential scales.
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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.
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
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
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