排序量表.PPTVIP

態度的本質 改善態度可預測性的因素 選擇量表 回應類型 構面的數量 平衡或不平衡 強制或非強制性選擇 非常差 差 不好也不差 好 非常好 無意見 不知道 量表的點數 評分者誤差 評分者誤差（續） 評分者誤差（續） 多重選項單選式量表 多重選項複選式量表 A rating scale is used when participants score an object or indicant without making a direct comparison to another object or attitude. For example, they may be asked to evaluate the styling of a new car on a 7-point rating scale. Ranking scale constrain the study participant to making comparisons and determining order among two or more properties or objects. Participants may be asked to choose which one of a pair of cars has more attractive styling. A choice scale requires that participants choose one alternative over another. They could also be asked to rank-order the importance of comfort, ergonomics, performance, and price for the target vehicle. Categorization asks participants to put themselves or property indicants in groups or categories. Sorting requires that participants sort card into piles using criteria established by the researcher. The cards might contain photos or images or verbal statements of product features such as various descriptors of the car’s performance. With a unidimensional scale, one seeks to measure only one attribute of the participant or object. One measure of an actor’s star power is his or her ability to “carry” a movie. It is a single dimension. A multidimensional scale recognizes that an object might be better described with several dimensions. The actor’s star power variable might be better expressed by three distinct dimensions - ticket sales for the last three movies, speed of attracting financial resources, and column-inch/amount of TV coverage of the last three movies. A balanced rating scale has an equal number of categories above and below the midpoint. Scales can be balanced with or without a midpoint option. An unbalanced rating scale has an unequal number of favorable and unfavorable response choices. An unforced-choice rating scale provides participants with an opportunity to express no op