Measurement Scales

指導教授：洪新原 教授

603530042 張顥獻603530044 蔡毓萍

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Catalog

The nature of attitude Selecting a measurement scale Rating scales Ranking scales Sorting Cumulative scales

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Learning objective

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.

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The scaling

process

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The nature of attitudes

The relationship between Attitudes and Behavior

Attitude scaling

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The nature of attitudes

What is attitude?

Attitude is a learned stable predisposition to respond to oneself, other persons, object, or issues in a consistently favorable or unfavorable way.

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CognitiveI think oatmeal is healthier

than corn flakes for breakfast.

Affective

Behavioral

I hate corn flakes.

I intend to eat more oatmealfor breakfast.

The nature of attitudes

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The relationship between Attitudes and Behavior The attitude-behavior relationship is not

straightforward, although there may be close linkage

Attitudes don’t always lead to actual behaviors

Sometimes behaviors can influence attitudes

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Factors affect the attitude research

Specific attitudes

Strong attitudes

Experiences

Cognitive-based better than affective-based

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Factors affect the attitude research

Affective-based better predict consumption behaviors

Multiple measurements across time and environments

The influence of group and individual’s inclination

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Attitude scaling

ScalingProcedure for the assignment of numbers to

a property of objects in order to impact some of the characteristics of numbers to the properties in question.

ExampleThermometer

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Selecting a measurement scale

Research objective Response types Data properties Number of dimensions Balanced or unbalanced Forced or unforced choices Number of scale points Rater errors

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Research objectives

Too numerous to list

But here are two general typesMeasure characteristics of the participantsUse participants as judges of the objects

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Response types

Rating scaleParticipants score an object without making a

comparison to another object

Ranking scaleConstrain the participant to making

comparisons and determining order among properties

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Response types

CategorizationParticipants put themselves or property

indicants in group or categories

SortingParticipants sort cards into piles using criteria

established by the researcher

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Data properties

Nominal scale Classify data into categories

Ordinal scale Show the relationships of more or less than

Interval scale With the distance relationship

Ratio scale Possess the above properties

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Number of dimensions

Unidimensional scaleOne seeks to measure only one attribute of th

e participants or objects

Multidimensional scaleBetter describe an object with several dimensi

ons than unidimensional scale

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Balanced or unbalanced

Balanced rating scale An equal number of categories above and below the

midpoint

Unbalanced rating scale An unequal number of favorable and unfavorable

response choices Expect the mean rating will be near one side Avoid the error of leniency

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Very bad

Bad

Neither good nor bad

Good

Very good

Poor

Fair

Good

Very good

Excellent

How good an actress is Jennifer Lawrence?

Balanced or unbalanced

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Forced or Unforced choice

Unforced-choice rating scaleProvide participants with an opportunity to

express no opinion

Forced-choice rating scaleRequires participants select one of the

offered alternativeMay cause some error of the result

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Very bad

Bad

Neither good nor bad

Good

Very good

Very bad

Bad

Neither good nor bad

Good

Very good

No opinion

How good an actress is Jennifer Lawrence?

Forced or Unforced choice

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Number of scale points

What is the ideal number of points?A scale should be appropriate for its purpose

Easy to make decisionSimple scale

The object is complex or importantMore scale points

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Number of scale points

The reliability increases if the number of scale points increases

Much more number of scale points may produce more valid results

To extract more variance

Produce accuracy when using Unidimensional scale

The cultural practices may condition participants to a standard metric

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Rater errors

Error of central tendencySome raters reluctant to give extreme

judgments

Error of leniency

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Rater errors

To address the tendencies Adjust the strength of descriptive adjectives

Space the intermediate descriptive phrases farther apart

Provide smaller differences in meaning between the steps near the ends of the scale than between the steps near the center

Use more points in the scale

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Rater errors

Halo effect A systematic bias that the rater introduces by carrying

over a generalized impression of the subject from one rating to another

To avoid halo effect Participant rate one trait at a time Revealing one trait per page Reverse anchors periodically

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Rating Scales

Simple attitude scale Likert scales Semantic differential scales Numerical scales Multiple rating list scales Stapel scales Constant-sum scales Graphic rating scales

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The simple category scale(also called a dichotomous scale) offers two mutually exclusive response choice.

I plan to purchase a MindWriter laptop in the next 12 months. Yes No

Simple Attitude Scale

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Simple Attitude Scale

When there are multiple options for the rater but only one answer is sought, the multiple-choice, single-response scale is appropriate.

What newspaper do you read most often for financial news? East City Gazette West City Tribune Regional newspaper National newspaper Other (specify:_________)

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Simple Attitude Scale

The multiple-choice, multiple-response scale(also called a checklist), allows the rater to select one or several alternatives.

Check any of the sources you consulted when designing your new home. Online planning services Magazines Independent contractor/builder Designer Architect Other (specify:_______)

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Likert scale

The Likert scale, is the most frequently used variation of the summated rating scale.

The participant is asked to agree or disagree with each statement.

Each response is given a numerical score to reflect its degree of attitudinal favorableness.

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Likert scale

The Internet is superior to traditional libraries for comprehensive searches.

Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree

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Likert scale

The two extreme groups represent people with the most favorable and least favorable attitudes toward the attitude being studied.

Item analysis: It involves calculating the mean scores for each

scale item among the low scores and high scorers. The mean scores for the high-score and low-score

groups are then tested for statistical significance by computing t values.

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Semantic differential scale

Semantic differential scale measures the psychological meanings of an attitude object using bipolar adjectives.

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Semantic differential scale

Osgood and his associates produced a list of 289 bipolar adjective pairs, which were reduced to 76pairs and formed into rating scales for attitude research.

There factors contributed most to meaningful judgments by participants: Evaluation (E)Potency (P)Activity (A)

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Evaluation (E) Potency (P) Activity (A)

good—bad Hard—soft Active—passive

Positive—negative Strong—weak Fast—slow

Optimistic—pessimistic Heavy—light Hot—cold

Complete—incomplete Masculine—feminine Excitable--calm

Time—untimely Severe—lenient

Tenacious—yielding

• Result of the thesaurus study

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Semantic differential scale

Steps in constructing an SD scale

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About step2…..

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Semantic differential scale

SD Scale for Analyzing industry Association Candidates

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Semantic differential scale

The data are plotted in a “snake diagram”

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Numerical Scale

Numerical Scale have equal intervals that separate their numeric scale points.

Numerical scales are often 5-point scales. The participants write a number from the

scale next to each item.

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Multiple Rating List Scale

It is similar to the numerical scale but differs in two ways: It accepts a circled response from the rater.The layout facilitates visualization of the result

s.“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

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Stapel Scales

Stapel scales is used as an alternative to the semantic differential, especially when it is difficult to find bipolar adjectives that match the investigative question.

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Constant-sum scale

A scale that helps the researcher discover proportions is the constant-sum scale.

The participant allocates point to more than one attribute or property indicant, such that they total a constant sum, usually 100 or 10.

You have 100 points to distribute among the following characteristics of the Dallas Steakhouse Indicate the relative importance of each attribute:

　

____Food Quality____Atmosphere____Service____Price100 TOTAL

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Graphic Rating Scales

it was originally created to enable researchers to discern fine differences.

They are instructed to mark their response at any point along a continuum.

Usually, the score is a measure of length from either endpoint.

Never 　 X Always

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Ranking Scales

Paired-comparison scale Forced ranking scale Comparative scale

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Paired-Comparison Scale

paired-comparison scale, the participant can express attitudes unambiguously by choosing between two objects.

The number of judgments required in a paired comparison is [(n)(n-1)/2], where n is the number of stimuli or objects to be judged.

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Forced Ranking Scale

It lists attributes that are ranked relative to each other.

This method is faster than paired comparisons and is usually easier and more motivating to the participant.

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Comparative scale

This calls for a standard by which other programs, processes, brands, point-of –sale promotions, or people can be compared.

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Sorting

Q-sorts

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Q-sort

Q-sorts require sorting of a deck of cards into piles that represent points along a continuum.

The participant groups the cards based on his response to the concept written on the card.

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Cumulative Scales

Total scores on cumulative scales have the same meaning.

Given a person’s total score, it is possible to estimate which items were answered positively and negatively.

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Cumulative Scales

Scalogram analysis is a procedure for determining whether a set of items forms a unidimensional scale.

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.

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Thanks for listening