測量量表与企业研究.ppt

* * From Exhibit 11-3: In ranking scales, the participant directly compares two or more objects and makes choices among them.在排列量表中，受測者直接比較兩個或更多的目標，並在其中選擇 The participant may be asked to select one as the best or most preferred.通常要求受測者選擇「最好」或是「最偏好」的 * From Exhibit 11-10: Using the paired-comparison scale, the participant can express attitudes unambiguously by choosing between two objects. The number of judgments required in a paired comparison is [(n)(n-1)/2], where n is the number of stimuli or objects to be judged. Paired comparisons run the risk that participants will tire to the point that they give ill-considered answers or refuse to continue. Paired comparisons provide ordinal data. * From Exhibit 11-10: Using the paired-comparison scale, the participant can express attitudes unambiguously by choosing between two objects. The number of judgments required in a paired comparison is [(n)(n-1)/2], where n is the number of stimuli or objects to be judged. Paired comparisons run the risk that participants will tire to the point that they give ill-considered answers or refuse to continue. Paired comparisons provide ordinal data. * From Exhibit 11-10: The forced ranking scale lists attributes that are ranked relative to each other. This method is faster than paired comparisons and is usually easier and more motivating to the participant. With five item, it takes ten paired comparisons to complete the task, but the simple forced ranking of five is easier. A drawback of this scale is the limited number of stimuli (usually no more than 7) that can be handed by the participant. This scale produces ordinal data. * From Exhibit 11-10: The forced ranking scale lists attributes that are ranked relative to each other. This method is faster than paired comparisons and is usually easier and more motivating to the participant. With five item, it takes ten paired comparisons to complete the task, but the simple forced ranking of five is easier. A drawback of this