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Measurement Scales and Attitude Analysis

Learn about the nature of attitudes, selecting appropriate measurement scales, and the characteristics and use of rating, ranking, sorting, and other preference scales.

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Measurement Scales and Attitude Analysis

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  1. Chapter 13 Measurement Scales

  2. Learning Objectives Understand… • nature of attitudes and their relationship to behavior • critical decisions involved in selecting an appropriate measurement scale • characteristics and use of rating, ranking, sorting, and other preference scales

  3. Exhibit 13-1 The Scaling Process

  4. Nature of Attitudes Cognitive I think oatmeal is healthier than corn flakes for breakfast. I hate corn flakes. Affective Conative I intend to eat more oatmeal for breakfast.

  5. Specific Multiple measures Strong Direct Reference groups Basis Improving the Predictability of Attitudes Factors

  6. Selecting a Measurement Scale Research objectives Response Types Data properties Number of dimensions Balanced or unbalanced Forced or unforced choices Number of scale points Rater errors

  7. Response Types Rating scale Ranking scale Categorization Sorting

  8. Number of Dimensions Unidimensional Multi-dimensional

  9. Very bad Bad Neither good nor bad Good Very good Poor Fair Good Very good Excellent Balanced or Unbalanced How good an actress is Julia Roberts?

  10. 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 How good an actress is Julia Roberts?

  11. 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 Number of Scale Points How good an actress is Julia Roberts?

  12. Rater Errors • Adjust strength of • descriptive adjectives • Space intermediate • descriptive phrases • farther apart • Provide smaller • differences • in meaning between • steps near the • ends of the scale • Use more scale points Error of central tendency Error of leniency

  13. Rater Errors Primacy Effect Recency Effect • Reverse order of • alternatives periodically

  14. Dealing with Halo Effects • Rate one trait at a time • Reveal one trait • per page • Reverse anchors • periodically Halo Effects

  15. Simple Category Scale • I plan to purchase a MindWriter laptop in the • 12 months. • Yes • No

  16. Multiple-Choice, Single Response Scale • What newspaper do you read most often for • financial news? • East City Gazette • West City Tribune • Regional newspaper • National newspaper • Other (specify:_____________)

  17. Multiple-Choice, Multiple Response Scale • 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:_____________)

  18. Likert Scale • The Internet is superior to traditional libraries for • comprehensive searches. • Strongly disagree • Disagree • Neither agree nor disagree • Agree • Strongly agree

  19. Semantic Differential

  20. Exhibit 13-5 Adapting SD Scales

  21. Exhibit 13-7 SD Scale for Analyzing Actor Candidates

  22. Exhibit 13-8 Graphic of SD Analysis

  23. Numerical Scale

  24. Multiple Rating List Scales

  25. Stapel Scales

  26. Constant-Sum Scales

  27. Graphic Rating Scales

  28. Ranking Scales • Paired-comparison scale • Forced ranking scale • Comparative scale

  29. Paired-Comparison Scale

  30. Forced Ranking Scale

  31. Comparative Scale

  32. Sorting

  33. MindWriter Scaling

  34. Exhibit 13-13 Ideal Scalogram Pattern

  35. Attitude Balanced rating scale Categorization Comparative scale Constant-sum scale Cumulative scale Error of central tendency Error of leniency Forced-choice rating scale Forced ranking scale Graphic rating scale Halo effect Item analysis Likert scale Multidimensional scale Key Terms

  36. Multiple-choice, multiple-response scale Multiple-choice, single-response scale Multiple rating list Numerical scale Paired-comparison scale Q-sort Ranking scale Rating scale Scaling Scalogram analysis Semantic differential Simple category scale Key Terms

  37. Sorting Stapel scale Summated rating scale Unbalanced rating scale Unforced-choice rating scale Unidimensional scale Key Terms

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