管理咨询核心课程《企业研究方法》.pptVIP

Chapter Objectives Know how and when to use the different forms of rating scales and ranking scales Explain stability and consistency, and how they are established Explain the different forms of validity Discuss what ‘goodness’ of measures means, and why it is necessary to establish it in research Rating and Ranking Scales Rating Scales have several response categories and are used to elicit responses with regard to the object, event or person studied. Ranking Scales make comparisons between or among objects, events or persons, and elicit the preferred choices and ranking among them. Rating Scales dichotomous scale category scale Likert scale numerical scales semantic differential scale itemised rating scale fixed or constant sum rating scale Stapel scale graphic rating scale consensus scale Dichotomous Scale Used to elicit a Yes or No answer, eg: Do you own a car? Yes No Category Scales Likert Scale Semantic Differential Scale Responsive Numerical Scale How pleased are you with your new car? Extremely Extremely pleased 7 6 5 4 3 2 1 displeased Itemised Rating Scale Fixed or Constant Sum Rating Scale Respondents are asked to distribute a given number of points across various items, eg: Fragrance — Colour — Shape — Size — Texture of lather — Total points 100 Stapel Scale Measures the direction and intensity of the attitude towards the items under study, eg Graphic Rating Scale Ranking Scales paired comparison forced choice comparative scale Paired Comparison Used when, among a small number of objects, respondents are asked to choose between two objects at a time. The paired choices for n objects will be ((n) (n-1)/2). Forced Choice Rank your preferences among the following magazines, 1 being your preferred choice and 5 being your least preferred: Australian Financial Review __ Business Review Weekly __ Playboy __ The Economist __ Time __ Comparative Scale In a volatile financi