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Measurement & Attitude Scaling

Measurement & Attitude Scaling. Chapter 10. Measurement Scaling. Concept Operational Definition Conceptual Definition Rules. Measurement Scales. Nominal Scales Ordinal Scales Interval Scales Ratio Scales. Index Measures. Attributes Index Measures AKA Composite measures.

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Measurement & Attitude Scaling

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  1. Measurement & Attitude Scaling Chapter 10

  2. Measurement Scaling • Concept • Operational Definition • Conceptual Definition • Rules

  3. Measurement Scales • Nominal Scales • Ordinal Scales • Interval Scales • Ratio Scales

  4. Index Measures • Attributes • Index Measures • AKA Composite measures

  5. What Makes a Good Measurement? • Reliability • Validity • Sensitivity

  6. Attitude Measurement • What is an Attitude? • Affective • Cognitive • Behavioral • Hypothetical Construct

  7. Attitude Measurement • Exploratory Research (Chapter 5) • Ranking • Rating • Sorting • Choice • Physiological

  8. Attitude Rating Scales • Simple Attitude Scales • Most basic • Likert Scales • Strongly Disagree Strongly Agree • Semantic Differential Scale • Seven point continuum • Coding • Numerical Scale

  9. Attitude Rating Scales • Stapel Scales • Single characteristic • Constant-Sum Scale • Divide up points • Graphic Rating Scales

  10. Measuring Behavioral Intentions • Will people take action? • Types • Behavioral Differential

  11. Ranking • Rank Order • Attributes • Brands • Paired Comparisons

  12. Sorting • Classify products or concepts

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