企业管理研究方法（英文版·第11版）唐纳德·库珀-Chap012.pptVIP

* The steps in constructing a semantic differential scale are provided in Exhibit 12-7. * In Exhibit 12-8, we see a scale used by a consulting firm to help a movie production company evaluate actors for the leading role of a risky film venture. The selection of concepts is driven by the characteristics they believe the actor must possess to produce box office financial targets. To analyze the results, the set of values for each component (evaluation, potency, and activity) is averaged. * In Exhibit 12-9, the data are plotted on a snake diagram. Here the adjective pairs are reordered so evaluation, potency, and activity descriptors are grouped together, with the ideal factor reflected by the left side of the scale. Profiles of the three actor candidates may be compared to each other and to the ideal. * From Exhibit 12-3 Numerical scales have equal intervals that separate their numeric scale points. The verbal anchors serve as the labels for the extreme points. Numerical scales are often 5-point scales but may have 7 or 10 points. The participants write a number from the scale next to each item. It produces either ordinal or interval data. * From Exhibit 12-3: A multiple rating scale is similar to the numerical scale but differs in two ways: it accepts a circled response from the rater, and the layout facilitates visualization of the results. The advantage is that a mental map of the participant’s evaluations is evident to both the rater and the researcher. This scale produces interval data. * From Exhibit 12-3: The Stapel scale is used as an alternative to the semantic differential, especially when it is difficult to find bipolar adjectives that match the investigative question. In the example, there are three attributes of corporate image. The scale is composed of the word identifying the image dimension and a set of 10 response categories for each of the three attributes. Stapel scales produce interval data. * From Exhibit 12-3: The constant-sum scale