Rating Scales 2003

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A rating scale is a set of categories designed toelicit information about a quantitative or aqualitative attribute.

In psychometrics, rating scales are oftenreferenced to a statement which expresses anattitude or perception toward something.

The basic feature of any rating scale is that itconsists of a number of categories. These areusually assigned integers.

An example of the use of a Likert scale:

Statement: I could not live without my computer.Response options: 1. Strongly Disagree2. Disagree3. Agree

4. Strongly Agree


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Thurstone method of equal appearing intervals

Guttman cumulative Scale(Scalogram)

Likert method of summated rating

Semantic differential

Graphic rating

Magnitude scaling


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Items are formed

Panel of experts assigns values from 1 to 11 to each

item

Mean or median scores are calculated for each item

Select statements evenly spread across the scale


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Attitude towards Contraception

How favourable Value on 11- Itempoint scale

Least 1.3 Practising contraception should be punishable by law.

3.6 Contraception is morally wrong in spite of possible benefits.

Neutral 5.4 Contraception has both advantages and disadvantages.

7.6 Contraception is a legitimate health measure.

9.6 Contraception is the only solution to many of our social

problems.

Most 10.3 We should not only allow but enforce limitation on family size


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Also known as Scalograms

Both the respondents and items are ranked

Cutting points are determined (Goodenough-Edwards technique)

Coefficient of Reproducibility (CReg) - ameasure of goodness of fit between the

observed and predicted ideal responsepatterns

Keep items with CReg of 0.90 or higher


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Items on a Guttman Cummulative

Scale

GUTTMAN SCALE

Attitude towards mixed-ethnic housingow acceptable Statement

Least Generally speaking, people should be able to live anywhere they want.Real estate agencies should not discriminate against minority groups.

The local council should actively support the idea of open housing.

There should be a local review board that would rule on cases of

extreme discrimination in housing.

Most There should be laws to enforce mixed-ethnic housing.


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1 2 3 4 5 6 7

STRONGLYAPPROVE

NEUTRAL STRONGLYDISAPPROVE

Are you favour of having nuclear power plants in Britain?


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Semantic Differential Scale

GOOD BAD

STRONG WEAK

FAST SLOW

SEMANTIC DIFFERENTIAL SCALE

Nuclear power

Osgood presented the concept directly and asked the

individual to react to it through the use of a number of scales

bounded by bipolaradjectives


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Respondents mark their response on acontinuum

Taste of my soft drink is:

Very important Unimportant

X


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Invented in 1935 by Stephenson(physicist/psychologist) Aim to account for subjectivity e.g

appraisal of health care

political attitudes

anything that is difficult to quantify and enumerate

Free software packages (e.g. Qmethod, Atkinson,1992) are available via the web.

http://www.rz.unibw-muenchen.de/~p41bsmk/qmethod/

http://www.qmethod.org/

Q-sort is the basis of Q Method i.e. obtain responses to a statement from strongly agree (+4) to

strongly disagree (-4)

rank order the responses.
http://www.rz.unibw-muenchen.de/~p41bsmk/qmethod/http://www.qmethod.org/http://www.qmethod.org/http://www.rz.unibw-muenchen.de/~p41bsmk/qmethod/


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Typically, in a Q methodological study people arepresented with a sample of statements about sometopic, called the Q-set.

Respondents, called the P-set, are asked to rank-order the statements from their individual point ofview, according to some preference, judgement orfeeling about them.

By Q sorting people give their subjective meaning tothe statements, and by doing so reveal their subjectiveviewpoint (Smith 2001) or personal profile


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q

Create Nine Columns44 Total Needs, Prioritized from 1 to 9

1

2

5

910

9

5

2

10

1

2

3

4

5

6

78

9

10

Highest

Priority

Third

Highest

Priority

Fif th

Highest

Priority

Seventh

Highest

Priority

Lowest

Priority

Number

of

Individual

Needs

Per


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Highest

Priority

Second

HighestPriority

Fourth

HighestPriority

Fifth

HighestPriority

Sixth

HighestPriority

Seventh

HighestPriority

Eighth

HighestPriority

Lowest

Priority

Third

HighestPriority

1 Need

10Needs9 Needs

5Needs

2Needs

9 Needs

5Needs

2Needs1 Need


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These individual rankings (or viewpoints) arethen subject to factor analysis.

Correlation between personal profiles then

indicates similar viewpoints, or segments ofsubjectivity which exist

By correlating people, Q factor analysis givesinformation about similarities and differences in

viewpoint on a particular subject The factors resulting from Q analysis thus

represent clusters of subjectivity

Q can be very helpful in exploring tastes,preferences, sentiments, motives and goals, thepart of personality that is of great influence onbehaviour but that often remains largelyunexplored


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Documents

Rating Scales 2003