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Questionnaire Scales

Questionnaire Scales. Researchers Can Develop a Broad Range of Scales. …Although It Never Hurts to Be Creative…. Precise Language is Important. Different Ways to Ask Same Question Can Yield Different Responses. Classification of Scaling Techniques. Paired Comparison.

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Questionnaire Scales

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  1. Questionnaire Scales Dr. Michael R. Hyman, NMSU

  2. Researchers Can Develop a Broad Range of Scales

  3. …Although It Never Hurts to Be Creative…

  4. Precise Language is Important

  5. Different Ways to Ask Same Question Can Yield Different Responses

  6. Classification of Scaling Techniques Paired Comparison

  7. Non-comparative (Monadic) Rating Scales Non-comparative Rating Scales ask about a single concept Now that you’ve had your automobile for about 1 year, please tell us how satisfied you are with its engine power and pickup. Completely Very Fairly Well Somewhat Very Satisfied Satisfied Satisfied Dissatisfied Dissatisfied

  8. Comparative Rating Scales Comparative Rating Scales ask respondents to rate a concept by comparing it to a benchmark Please indicate how the amount of authority in your present position compares with the amount of authority that would be ideal for this position. TOO MUCH ABOUT RIGHT TOO LITTLE

  9. Non-comparative Scales

  10. Likert Item for Measuring Attitudes toward Tennis It is more fun to play a tough, competitive tennis match than to play an easy one. ___Strongly Agree ___Agree ___Not Sure ___Disagree ___Strongly Disagree

  11. Method of Summated Ratings: Likert Scales • Popular way to measure attitudes • Respondents indicate their (or another person’s) attitudes by checking how strongly they (or another person would) agree or disagree with statements. • Typical response alternatives: Strongly agree, Agree, Uncertain, Disagree, and Strongly disagree

  12. Data for Likert-type Items

  13. Thurstone Scales

  14. Data for Thurstone Scaling

  15. Data for Thurstone Scaling: Percentages

  16. Cumulative Proportions and Q-values

  17. Psychometric Graph: Trace Line

  18. Semantic Differential (SD) Scale • Series of bipolar rating scales • Bipolar adjectives, such as “good” and “bad”, anchor the scale ends (or poles) • A number is assigned to each position on the scale • Proper SD scales assume three underlying attitudinal dimensions that everyone, regardless of culture or language, uses to evaluate things in their social environment: Evaluation, Power, and Activity

  19. SD Scales for Measuring Attitudes Toward Tennis Exciting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Calm Interesting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Dull Simple ___ : ___ : ___ : ___ : ___ : ___ : ___ Complex Passive ___ : ___ : ___ : ___ : ___ : ___ : ___ Active

  20. Least-Preferred Co-Worker Scale

  21. Limitations of SD Scales • Respondents will misuse • Don’t read instructions and unfamiliar with SD scales • Difficult to construct • Limited to only a few words • Negation not necessarily opposite • Not black, which includes all colors, is not opposite of black • No advantage relative to Likert scales

  22. Profile Analysis Examples

  23. Image Profile of Major vs. Commuter Airlines

  24. Image Profile for Color Televisions

  25. Image Profile for a Savings Bank

  26. Limitations of Profile Analysis • Few brands can be depicted • Attributes are non-independent • Profiles not weighted by attribute importance

  27. Stapel Scales • Modern versions substitute a single adjective for bipolar adjectives of SD scales • Advantages, disadvantages, and results similar to SD, but Stapel scales easier to conduct and administer

  28. Stapel Scales for Kmart

  29. Stapel Scale for Compact Cars

  30. Verbal category descriptions Number of categories Balanced or unbalanced Odd or even categories Forced or non-forced choice Use precise descriptions for each category At least 4, but typically 5 to 9 categories Balanced unless known that respondents’ attitudes are unbalanced (e.g., all favorable) Odd if respondents could be neutral or indifferent Non-forced unless likely all respondents will know about issue Formatting Issues for Non-comparative Scales Issue Recommendation

  31. Examples of Different Formats

  32. Development of a Multi-item Scale

  33. Purchase Intentions Scale

  34. Response Alternatives to a Purchase Intent Question

  35. Graphic Rating Scales Presents respondents with a graphic continuum

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