Questionnaire Scales

1. Questionnaire Scales Dr. Michael R. Hyman, NMSU

2. Researchers Can Develop a Broad Range of Scales

3. …Although It Never Hurts to Be Creative…

4. Precise Language is Important

5. Different Ways to Ask Same Question Can Yield Different Responses

9. Classification of Scaling Techniques Paired Comparison

10. Non-comparative (Monadic) Rating Scales Non-comparative Rating Scales ask about a single concept Now that you’ve had your automobile for about 1 year, please tell us how satisfied you are with its engine power and pickup. Completely Very Fairly Well Somewhat Very Satisfied Satisfied Satisfied Dissatisfied Dissatisfied

11. Comparative Rating Scales Comparative Rating Scales ask respondents to rate a concept by comparing it to a benchmark Please indicate how the amount of authority in your present position compares with the amount of authority that would be ideal for this position. TOO MUCH ABOUT RIGHT TOO LITTLE

12. Non-comparative Scales

13. Likert Item for Measuring Attitudes toward Tennis It is more fun to play a tough, competitive tennis match than to play an easy one. ___Strongly Agree ___Agree ___Not Sure ___Disagree ___Strongly Disagree

17. Method of Summated Ratings: Likert Scales • Popular way to measure attitudes • Respondents indicate their (or another person’s) attitudes by checking how strongly they (or another person would) agree or disagree with statements. • Typical response alternatives: Strongly agree, Agree, Uncertain, Disagree, and Strongly disagree

19. Data for Likert-type Items

22. Thurstone Scales

23. Data for Thurstone Scaling

24. Data for Thurstone Scaling: Percentages

25. Cumulative Proportions and Q-values

26. Psychometric Graph: Trace Line

27. Semantic Differential (SD) Scale • Series of bipolar rating scales • Bipolar adjectives, such as “good” and “bad”, anchor the scale ends (or poles) • A number is assigned to each position on the scale • Proper SD scales assume three underlying attitudinal dimensions that everyone, regardless of culture or language, uses to evaluate things in their social environment: Evaluation, Power, and Activity

28. SD Scales for Measuring Attitudes Toward Tennis Exciting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Calm Interesting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Dull Simple ___ : ___ : ___ : ___ : ___ : ___ : ___ Complex Passive ___ : ___ : ___ : ___ : ___ : ___ : ___ Active

32. Least-Preferred Co-Worker Scale

33. Limitations of SD Scales • Respondents will misuse • Don’t read instructions and unfamiliar with SD scales • Difficult to construct • Limited to only a few words • Negation not necessarily opposite • Not black, which includes all colors, is not opposite of black • No advantage relative to Likert scales

34. Profile Analysis Examples

35. Image Profile of Major vs. Commuter Airlines

36. Image Profile for Color Televisions

37. Image Profile for a Savings Bank

38. Limitations of Profile Analysis • Few brands can be depicted • Attributes are non-independent • Profiles not weighted by attribute importance

39. Stapel Scales • Modern versions substitute a single adjective for bipolar adjectives of SD scales • Advantages, disadvantages, and results similar to SD, but Stapel scales easier to conduct and administer

41. Stapel Scales for Kmart

42. Stapel Scale for Compact Cars

43. Verbal category descriptions Number of categories Balanced or unbalanced Odd or even categories Forced or non-forced choice Use precise descriptions for each category At least 4, but typically 5 to 9 categories Balanced unless known that respondents’ attitudes are unbalanced (e.g., all favorable) Odd if respondents could be neutral or indifferent Non-forced unless likely all respondents will know about issue Formatting Issues for Non-comparative Scales Issue Recommendation

44. Examples of Different Formats

45. Development of a Multi-item Scale

46. Purchase Intentions Scale

47. Response Alternatives to a Purchase Intent Question

48. Graphic Rating Scales Presents respondents with a graphic continuum