business research method，chapter13.ppt

Chapter 13 Measurement Scales 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 Exhibit 13-1 The Scaling Process Nature of Attitudes Improving the Predictability of Attitudes Selecting a Measurement Scale Response Types Number of Dimensions Balanced or Unbalanced Very bad Bad Neither good nor bad Good Very good Poor Fair Good Very good Excellent Forced or Unforced Choices 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 Number of Scale Points 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 Rater Errors Rater Errors Dealing with Halo Effects Simple Category Scale Multiple-Choice, Single Response Scale Multiple-Choice, Multiple Response Scale Likert Scale Semantic Differential Exhibit 13-5 Adapting SD Scales Exhibit 13-7 SD Scale for Analyzing Actor Candidates Exhibit 13-8 Graphic of SD Analysis Numerical Scale Multiple Rating List Scales Stapel Scales Constant-Sum Scales Graphic Rating Scales Ranking Scales Paired-comparison scale Forced ranking scale Comparative scale Paired-Comparison Scale Forced Ranking Scale Comparative Scale Sorting MindWriter Scaling Exhibit 13-13 Ideal Scalogram Pattern Key Terms 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 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 differentia