Measurement Scales 變數衡量

1. 9 Measurement Scales變數衡量 中央大學.資訊管理系 范錚強 mailto: ckfarn@mgt.ncu.edu.tw 2012.05 updated

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. 中央資管：范錚強

3. Measurements are Relative “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 Winterson journalist and author 中央資管：范錚強

4. The Scaling Process 中央資管：范錚強

5. 測量的標的 可以觀察、直接測量、直接詢問 • 有事實依據的 • 去年出國幾次 • 有幾門課被當掉 • 多久到廟裡燒香 • 企業規模大小 • 內隱的 • 信念 • 態度 • 想法、感受 • 意圖 只能用問的 需要設計量表來衡量 無論如何，避免有「社會正確性」 (socially correct) 的問題 中央資管：范錚強

6. Nature of Attitudes Cognitive I think oatmeal is healthier than corn flakes for breakfast. Affective I hate corn flakes. Behavioral I intend to eat more oatmeal for breakfast. 中央資管：范錚強

7. Specific Multiple measures Strong Direct Reference groups Basis Improving Predictability Factors 中央資管：范錚強

8. Selecting a Measurement Scale Research objectives Response types Data properties Number of dimensions Balanced or unbalanced Forced or unforced choices Number of scale points Rater errors 中央資管：范錚強

9. Response Types Rating scale Ranking scale Categorization Sorting 中央資管：范錚強

10. Number of Dimensions Unidimensional Reflective Multi-dimensional Formative 中央資管：范錚強

11. Very bad Bad Neither good nor bad Good Very good Poor Fair Good Very good Excellent Balanced or Unbalanced How good an actress is Angelina Jolie? 中央資管：范錚強

12. Very bad Bad Neither good nor bad Good Very good Very bad Bad Neither good nor bad Good Very good No opinion Don’t know Forced or Unforced Choices How good an actress is Angelina Jolie? 中央資管：范錚強

13. Very bad Bad Neither good nor bad Good Very good Very bad Somewhat bad A little bad Neither good nor bad A little good Somewhat good Very good Number of Scale Points How good an actress is Angelina Jolie? 中央資管：范錚強

14. Rater Errors • Adjust strength of • descriptive adjectives • Space intermediate • descriptive phrases • farther apart • Provide smaller • differences • in meaning between • steps near the • ends of the scale • Use more scale points Error of central tendency Error of leniency 中央資管：范錚強

15. Rater Errors Primacy Effect Recency Effect • Reverse order of • alternatives periodically 立意良好，但經常會有副作用 中央資管：范錚強

16. Dealing with Halo Effects • Rate one trait • at a time • Reveal one trait • per page • Reverse anchors • periodically Halo Effects 光暈效果 中央資管：范錚強

17. Simple Category Scale • I plan to purchase a MindWriter laptop in the • 12 months. • Yes • No 中央資管：范錚強

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:_____________) 中央資管：范錚強

19. Multiple-Choice, Multiple-Response Scale • What sources did you use when designing your new • home? Please check all that apply. • Online planning services • Magazines • Independent contractor/builder • Designer • Architect • Other (specify:_____________) 中央資管：范錚強

20. Likert Scale • The Internet is superior to traditional libraries for • comprehensive searches. • Strongly disagree • Disagree • Neither agree nor disagree • Agree • Strongly agree 中央資管：范錚強

21. Semantic Differential 語意分析 中央資管：范錚強

22. Adapting SD Scales 中央資管：范錚強

23. SD Scale for Analyzing Actor Candidates 中央資管：范錚強

24. Graphic of SD Analysis 中央資管：范錚強

25. Numerical Scale 中央資管：范錚強

26. Multiple Rating List Scales 中央資管：范錚強

27. Constant-Sum Scales 中央資管：范錚強

28. Graphic Rating Scales 中央資管：范錚強

29. Ranking Scales • Paired-comparison scale • Forced ranking scale • Comparative scale 中央資管：范錚強

30. Paired-Comparison Scale 中央資管：范錚強

31. Forced Ranking Scale 中央資管：范錚強

32. Comparative Scale 中央資管：范錚強