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Chapter 12. Measurement Scales. Learning Objectives. Understand… The nature of attitudes and their relationship to behavior. The critical decisions involved in selecting an appropriate measurement scale. The characteristics and use of rating, ranking, sorting, and other preference scales. . - PowerPoint PPT Presentation
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McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
MEASUREMENT SCALES
Chapter 12
12-2
Learning Objectives
Understand… The nature of attitudes and their
relationship to behavior. The critical decisions involved in
selecting an appropriate measurement scale.
The characteristics and use of rating, ranking, sorting, and other preference scales.
12-3
Pull Quote
“No man learns to know his inmost nature by introspection, for he rates himself sometimes too low, and often too high, by his own measurement. Man knows himself only by comparing himself with other men; it is life that touches his genuine worth.”
Johann Wolfgang von GoetheGerman writer, artist, politician
(1749–1832)
12-4
The Scaling Process
12-5
Nature of Attitudes
Cognitive I think oatmeal is healthierthan corn flakes for breakfast.
Affective
Behavioral
I hate corn flakes.
I intend to eat more oatmealfor breakfast.
12-6
Improving Predictability
Reference groups
Multiple measures
Factors
Strong
Specific
Basis
Direct
12-7
Measurement Scales
“All survey questions must be actionable if you want results.”
Frank Schmidt, senior scientistThe Gallup Organization
12-8
Selecting a Measurement Scale
Research objectives Response types
Data properties Number of dimensions
Forced or unforcedchoices
Balanced or unbalanced
Rater errorsNumber of scale points
12-9
Response Types
Rating scale
Ranking scale
Categorization
Sorting
12-10
Number of Dimensions
Unidimensional
Multi-dimensional
12-11
Balanced or Unbalanced
Very badBadNeither good nor badGoodVery good
PoorFairGoodVery goodExcellent
How good an actress is Jennifer Lawrence?
12-12
Forced or Unforced Choices
Very badBadNeither good nor badGoodVery good
Very badBadNeither good nor badGoodVery goodNo opinionDon’t know
How good an actress is Jennifer Lawrence?
12-13
Number of Scale Points
Very badBadNeither good nor badGoodVery good
Very badSomewhat badA little badNeither good nor badA little goodSomewhat goodVery good
How good an actress is Jennifer Lawrence?
12-14
Rater Errors
Error of central tendency
Error of leniency
• Adjust strength of descriptive adjectives
• Space intermediate descriptive phrases farther apart
• Provide smaller differences in meaning between terms near the ends of the scale
• Use more scale points
12-15
Rater Errors
Primacy EffectRecency Effect
Reverse order of alternatives periodically or randomly
12-16
Rater Errors
Halo Effect
• Rate one trait at a time
• Reveal one trait per page
• Reverse anchors periodically
12-17
Simple Category Scale
I plan to purchase a MindWriter laptop in the next 12 months.
Yes No
12-18
Multiple-Choice, Single-Response Scale
What newspaper do you read most often for financial news? East City Gazette West City Tribune Regional newspaper National newspaper Other (specify:_________)
12-19
Multiple-Choice, Multiple-Response Scale
Check any of the sources you consulted when designing your new home. Online planning
services Magazines Independent
contractor/builder Designer Architect Other
(specify:_______)
12-20
Likert Scale
The Internet is superior to traditional libraries for comprehensive searches. Strongly Disagree Disagree Neither Agree nor
Disagree Agree Strongly Agree
12-21
Semantic Differential
12-22
Adapting SD Scales
Convenience of Reaching the Store from Your Location
Nearby ___: ___: ___: ___: ___: ___: ___: Distant
Short time required to reach store ___: ___: ___: ___: ___: ___: ___: Long time required to reach store
Difficult drive ___: ___: ___: ___: ___: ___: ___: Easy Drive
Difficult to find parking place ___: ___: ___: ___: ___: ___: ___: Easy to find parking place
Convenient to other stores I shop ___: ___: ___: ___: ___: ___: ___: Inconvenient to other stores I shop
Products offered
Wide selection of differentkinds of products ___: ___: ___: ___: ___: ___: ___:
Limited selection of differentkinds of products
Fully stocked ___: ___: ___: ___: ___: ___: ___: Understocked
Undependable products ___: ___: ___: ___: ___: ___: ___: Dependable products
High quality ___: ___: ___: ___: ___: ___: ___: Low quality
Numerous brands ___: ___: ___: ___: ___: ___: ___: Few brands
Unknown brands ___: ___: ___: ___: ___: ___: ___: Well-known brands
12-23
SD Scale for Analyzing Actor Candidates
12-24
Graphic of SD Analysis
12-25
Numerical Scale
12-26
Multiple Rating List Scales
“Please indicate how important or unimportant each service characteristic is:”
IMPORTANT UNIMPORTANTFast, reliable repair 7 6 5 4 3 2 1Service at my location 7 6 5 4 3 2 1Maintenance by manufacturer 7 6 5 4 3 2 1Knowledgeable technicians 7 6 5 4 3 2 1Notification of upgrades 7 6 5 4 3 2 1Service contract after warranty 7 6 5 4 3 2 1
12-27
Stapel Scales
12-28
Constant-Sum Scales
12-29
Graphic Rating Scales
12-30
Ranking Scales
Paired-comparison scale
Forced ranking scale
Comparative scale
12-31
Paired-Comparison Scale
12-32
Forced Ranking Scale
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Comparative Scale
12-34
Sorting
12-35
CloseUp:MindWriter Scaling
Likert ScaleThe problem that prompted service/repair was resolved
StronglyDisagree Disagree
Neither AgreeNor Disagree Agree
StronglyAgree
1 2 3 4 5
Numerical Scale (MindWriter’s Favorite)To what extent are you satisfied that the problem that prompted service/repair was resolved?
VeryDissatisfied
VerySatisfied
1 2 3 4 5
Hybrid Expectation ScaleResolution of the problem that prompted service/repair.
Met FewExpectations
Met SomeExpectations
Met Most Expectations
Met AllExpectations
ExceededExpectations
1 2 3 4 5
12-36
CloseUp: MindWriter Scaling
12-37
Ideal Scalogram Pattern
Item
Participant Score
2 4 1 3
X X X X 4__ X X X 3__ __ X X 2__ __ __ X 1__ __ __ __ 0
* X = agree; __ = disagree.
12-3812-38
Key Terms
AttitudeBalanced rating scaleCategorizationComparative scaleConstant-sum scaleCumulative scaleError of central
tendencyError of leniency
Forced-choice rating scale
Forced ranking scaleGraphic rating scaleHalo effectItem analysisLikert scaleMultidimensional
scale
12-3912-39
Key Terms
Multiple-choice, multiple-response scale
Multiple-choice, single-response scale
Multiple rating list Numerical scalePaired-comparison
scale
Q-sortRanking scaleRating scaleScalingScalogram analysisSemantic differentialSimple category scale
12-4012-40
Key Terms
SortingStapel scaleSummated rating
scale
Unbalanced rating scale
Unforced-choice rating scale
Unidimensional scale
McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
ADDITIONAL DISCUSSION OPPORTUNITIESChapter 12
12-42
PicProfile: i.Think
Online focus groups
Candid thoughts
Moderator selection is critical
12-43
PicProfile: Online Surveys
12-44
PicProfile: Snausages Breakfast Bites
Social media discussions
Invited dog lovers
“What does your dog eat for breakfast?”
Dog Lovers care about nutritional content of pet food.
12-45
Snapshot: Maritz Customer Satisfaction
New non-compensatory model
Scale overall satisfaction first
Then scale individual attributes
What attribute made experience so good/bad as to offset all others?
12-46
Snapshot: Paired Comparison
“We now estimate that Americans with disabilities currently spent $13.2 billion in travel expenditures and that amount would at least double [to $27.2 billion] if travel businesses were more attuned to the needs of those with disabilities.”
12-47
Galaxy…Teen Shopping
Study on teen shopping
Compete with specialty stores
Intra-store boutiques?
What scale?
12-48
Pull Quote
“Any measurement must take into account the position of the observer. There is no such thing as measurement absolute, there is only measurement relative.”
Jeanette Wintersonjournalist and author
12-49
PulsePoint: Research Revelation
34 The percent of workers who are considered truly loyal.
McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
MEASUREMENT SCALES
Chapter 12
12-51
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