Bài giảng Business Research Methods - Chapter 12: Measurement Scales

Chapter 12MeasurementScalesMcGraw-Hill/IrwinCopyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved. Learning ObjectivesUnderstand 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. 2Measurements are Relative“Any measurement must take into account the position of the observer. There is no such thing as measurement absolute, there is only measurement relative.”Jeanette Wintersonjournalist and author3PulsePoint: Research Revelation34The percent of workers who are considered truly loyal.4The Scaling Process5Nature of AttitudesCognitiveI think oatmeal is healthierthan corn flakes for breakfast.AffectiveBehavioralI hate corn flakes.I intend to eat more oatmealfor breakfast.6Improving Predictability Reference groupsMultiple measuresFactorsStrongSpecificBasisDirect7Measurement Scales“All survey questions must be actionable if you want results.” Frank Schmidt, senior scientistThe Gallup Organization8Selecting a Measurement ScaleResearch objectivesResponse typesData propertiesNumber of dimensionsForced or unforcedchoicesBalanced or unbalancedRater errorsNumber of scale points9Response TypesRating scaleRanking scaleCategorizationSorting10Number of DimensionsUnidimensionalMulti-dimensional11Balanced or UnbalancedVery badBadNeither good nor badGoodVery goodPoorFairGoodVery goodExcellentHow good an actress is Angelina Jolie?12Forced or Unforced ChoicesVery badBadNeither good nor badGoodVery goodVery badBadNeither good nor badGoodVery goodNo opinionDon’t knowHow good an actress is Angelina Jolie?13Number of Scale PointsVery badBadNeither good nor badGoodVery goodVery badSomewhat badA little badNeither good nor badA little goodSomewhat goodVery goodHow good an actress is Angelina Jolie?14Rater ErrorsError of central tendencyError of leniencyAdjust strength of descriptive adjectivesSpace intermediate descriptive phrases farther apartProvide smaller differences in meaning between terms near the ends of the scaleUse more scale points 15Rater ErrorsPrimacy EffectRecency EffectReverse order of alternatives periodically or randomly16Rater ErrorsHalo Effect Rate one trait at a time Reveal one trait per page Reverse anchors periodically17Simple Category ScaleI plan to purchase a MindWriter laptop in the 12 months. Yes No18Multiple-Choice, Single-Response ScaleWhat newspaper do you read most often for financial news? East City Gazette West City Tribune Regional newspaper National newspaper Other (specify:_____________)19Multiple-Choice, Multiple-Response ScaleWhat 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:_____________)20Likert ScaleThe Internet is superior to traditional libraries forcomprehensive searches. Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree21Semantic Differential22Adapting SD Scales Convenience of Reaching the Store from Your LocationNearby___: ___: ___: ___: ___: ___: ___:DistantShort time required to reach store___: ___: ___: ___: ___: ___: ___:Long time required to reach storeDifficult drive___: ___: ___: ___: ___: ___: ___:Easy DriveDifficult to find parking place___: ___: ___: ___: ___: ___: ___:Easy to find parking placeConvenient to other stores I shop___: ___: ___: ___: ___: ___: ___:Inconvenient to other stores I shopProducts offeredWide selection of differentkinds of products___: ___: ___: ___: ___: ___: ___:Limited selection of differentkinds of productsFully stocked___: ___: ___: ___: ___: ___: ___:UnderstockedUndependable products___: ___: ___: ___: ___: ___: ___:Dependable productsHigh quality___: ___: ___: ___: ___: ___: ___:Low qualityNumerous brands___: ___: ___: ___: ___: ___: ___:Few brandsUnknown brands___: ___: ___: ___: ___: ___: ___:Well-known brands23SD Scale for Analyzing Actor Candidates24Graphic of SD Analysis25Numerical Scale26Multiple Rating List Scales“Please indicate how important or unimportant each service characteristic is:” IMPORTANT UNIMPORTANTFast, reliable repair 7 6 5 4 3 2 1Service at my location 7 6 5 4 3 2 1Maintenance by manufacturer 7 6 5 4 3 2 1Knowledgeable technicians 7 6 5 4 3 2 1Notification of upgrades 7 6 5 4 3 2 1Service contract after warranty 7 6 5 4 3 2 127Stapel Scales28Constant-Sum Scales29Graphic Rating Scales30Ranking ScalesPaired-comparison scaleForced ranking scaleComparative scale31Paired-Comparison Scale32Forced Ranking Scale33Comparative Scale34Sorting35MindWriter ScalingLikert ScaleThe problem that prompted service/repair was resolvedStronglyDisagreeDisagreeNeither AgreeNor DisagreeAgreeStronglyAgree12345Numerical Scale (MindWriter’s Favorite)To what extent are you satisfied that the problem that prompted service/repair was resolved?VeryDissatisfiedVerySatisfied12345Hybrid Expectation ScaleResolution of the problem that prompted service/repair.Met FewExpectationsMet SomeExpectationsMet Most ExpectationsMet AllExpectationsExceededExpectations1234536Ideal Scalogram PatternItemParticipant Score2413XXXX4__XXX3____XX2______X1________0* X = agree; __ = disagree.37Key TermsAttitudeBalanced rating scaleCategorizationComparative scaleConstant-sum scaleCumulative scaleError of central tendencyError of leniencyForced-choice rating scaleForced ranking scaleGraphic rating scaleHalo effectItem analysisLikert scaleMultidimensional scale38Key TermsMultiple-choice, multiple-response scaleMultiple-choice, single-response scaleMultiple rating list Numerical scalePaired-comparison scaleQ-sortRanking scaleRating scaleScalingScalogram analysisSemantic differentialSimple category scale 39Key TermsSortingStapel scaleSummated rating scaleUnbalanced rating scaleUnforced-choice rating scale Unidimensional scale40