管理咨询核心课程《企业研究方法》.pptxVIP

Chapter 9Scaling, Reliability and Validity Chapter ObjectivesKnow 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 ScalesRating Scaleshave several response categories and are used to elicit responses with regard to the object, event or person studied.Ranking Scalesmake comparisons between or among objects, events or persons, and elicit the preferred choices and ranking among them. Rating Scalesdichotomous 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 ScaleUsed to elicit a Yes or No answer, eg:Do you own a car? Yes No Category Scales Likert ScaleIndicate the extent to which you agree or disagree with the following statements:My work is very interesting 1 2 3 4 5Life without my work would be dull 1 2 3 4 5 Semantic Differential ScaleBadGoodUnresponsiveResponsiveTimidCourageous Numerical ScaleHow pleased are you with your new car?Extremely Extremelypleased 7 6 5 4 3 2 1 displeased Itemised Rating ScaleThis is an unbalanced rating scale which does not have a neutral point. 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 Scalespaired comparisonforced choicecomparative scale Paired ComparisonUsed when, among a small number of objects, respondents are asked to choose between two objects at a time.The paired choices for n obj