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Measurement, Scales and Attitudes

Measurement, Scales and Attitudes. Nominal. Ordinal?. Interval. Ratio. Types of Scales. Nominal - Identification only Ex (players numbers, male=1 female=0) Ordinal -Ranking Ex (grades?) SEI score Interval –Ranks and distinguishes intervals Ex (temperature) Ratio – absolute quantities

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Measurement, Scales and Attitudes

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  1. Measurement, Scales and Attitudes

  2. Nominal

  3. Ordinal?

  4. Interval

  5. Ratio

  6. Types of Scales • Nominal - Identification only • Ex (players numbers, male=1 female=0) • Ordinal -Ranking • Ex (grades?) SEI score • Interval –Ranks and distinguishes intervals • Ex (temperature) • Ratio – absolute quantities • Ex (weight, degrees Kelvin)

  7. You Try • Which college is your major housed in? 1. CLS 2. CBA 3. SAH • How much money did you spend on alcohol at the bars in the last 7 days?_____Dollars • Or answer categories 1. $0-10 2. $11-20 3. $21 +

  8. Practice Problems

  9. Appropriate Statistical Analysis • Scale matters. • Usually

  10. Index Measures • Conglomerates of questions • Mapping multiple responses to a single metric • Consumer Sentiment Index

  11. Good Measurement • Reliable • Valid • Sensitive

  12. Wrong

  13. Validity-reliability bulls eye(Babbie, 1998) Both valid & reliable Reliable, but invalid

  14. Reliability • Degree to which measures are free from error

  15. Reliability • Repeatability • Test-Retest method- High correlation suggests stability/reliability

  16. Reliability • Internal Consistency • Split-half method- take results form even questions and compare to odd number questions • Equivalent form- asking different but equivalent questions of a group, and comparing their answers on the separate questions

  17. Validity • the ability to measure that which you intend to measure • Reliability is a necessary condition for validity, not sufficient • Example - if the scale always reads 5 pounds too much. It is reliable, but not a valid measure of weight.

  18. Types of Validity • Content (Face) validity- agreement that a scale accurately measures that which it is intended to • Criterion validity- the ability of a measure to correlate highly with another measure of the same construct • Concurrent validity- measures made concurrently • Predictive validity- correlates with future measure • Construct validity- The ability of a measure to confirm a network of related hypothesis

  19. Types of Validity • Content (Face) validity- agreement that a scale accurately measures that which it is intended to

  20. Types of Validity • Criterion validity- the ability of a measure to correlate highly with another measure of the same construct • Concurrent validity- measures made concurrently • Predictive validity- correlates with future measure

  21. Types of Validity • Construct validity- The ability of a measure to confirm a network of related hypothesis

  22. Sensitivity • a measurements ability to measure variability in stimuli • Without variability in response we have nothing of interest. • We can classify but not understand or explain

  23. Attitude Measurement • Attitude – an enduring disposition which contains these components: • Affective (emotional) • Cognitive (reason) • Behavioral (action) • Example (sexual identity) • Hypothetical Construct

  24. Male Sex Behavior and Identification Col1 exclusively male Col 2 both Col 3 exclusively female

  25. Female Sex Behavior and Identification Col1 exclusively male Col 2 both Col 3 exclusively female

  26. Male Sexual Attraction and Identification

  27. Female Sexual Attraction and Identification

  28. Practice Problems • Drinking Alcohol • Religion • Music

  29. Concept Measurement • Awareness:measure of knowledge; understanding; familiarity • Behavior:measure of actions/choices that took place • Motivation:measure of why people behave as they do • Opinion:measure of belief or attitude • Preference:measure of likes/dislikes • Desire:measure of wants • Interest:measure of concerns/curiosities • Intention:measure of anticipated behavior • Demographic:measure of respondent’s characteristics • Perceptions of above?

  30. What is Most Appropriate?

  31. Methods of Measuring Attitudes • Rating • Likert Scale – carefully constructed attitudinal measure which asks people for their agreement with a statement • Example: Please rate each of the following, on a scale from 1 to 10, with 1 being least important and 10 being most important…

  32. Methods of Measuring Attitudes • Ranking • Rank choices from most important to least important • Example: Of the following 10 items please rank them in order of importance, with 1 being least important and 10 being most important.

  33. Source: http://blog.vovici.com/blog/bid/18228/Ranking-Questions-vs-Rating-Questions

  34. Sorting • Asks respondents to sort items/names into groups

  35. Multiple Choice • Provide alternative responses that R might choose.

  36. Monadic • Q. How satisfied are you with your current job? 1. Very Satisfied 2. Somewhat Satisfied 3. Not Very Satisfied

  37. Comparative • Q. Compared to your current job how much responsibility did you have at your last job? • 1. More • 2. About the Same • 3. Less

  38. How many categories are needed?

  39. Balanced Q. How satisfied are you with your current cable service? 1. Very Satisfied 2. Somewhat Satisfied 3. Somewhat unsatisfied 4. Very unsatisfied

  40. Unbalanced Q. How satisfied are you with your current cable service? 1. Very Satisfied 2. Somewhat Satisfied 3. Somewhat unsatisfied

  41. Forced Choice • Does not allow the respondent to offer no opinion, which is different than a neutral opinion

  42. Unforced Choice • Allows respondents to opt out of providing an opinion.

  43. JOHN ALLEN PAULOS Unless we know how things are counted, we don’t know if it’s wise to count on the numbers.

  44. Albert Einstein Not everything that can be counted counts, and not everything that counts can be counted.

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