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Measurement Scales for Attitudes: Selecting the Right Scale for Accurate Results

This chapter explores the nature of attitudes and their relationship to behavior, and the critical decisions involved in selecting an appropriate measurement scale. It discusses the characteristics and use of rating, ranking, sorting, and other preference scales.

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Measurement Scales for Attitudes: Selecting the Right Scale for Accurate Results

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  1. Chapter 13 Measurement Scales

  2. Learning Objectives Understand… • nature of attitudes and their relationship to behavior • critical decisions involved in selecting an appropriate measurement scale • characteristics and use of rating, ranking, sorting, and other preference scales

  3. Exhibit 13-1 The Scaling Process

  4. Nature of Attitudes Cognitive I think oatmeal is healthier than corn flakes for breakfast. I hate corn flakes. Affective Conative I intend to eat more oatmeal for breakfast.

  5. Specific Multiple measures Strong Direct Reference groups Basis Improving the Predictability of Attitudes Factors

  6. 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

  7. Response Types Rating scale Ranking scale Categorization Sorting

  8. Number of Dimensions Unidimensional Multi-dimensional

  9. Very bad Bad Neither good nor bad Good Very good Poor Fair Good Very good Excellent Balanced or Unbalanced How good an actress is Julia Roberts?

  10. 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 Julia Roberts?

  11. 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 Julia Roberts?

  12. 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

  13. Dealing with Halo Effects • Rate one trait at a time • Reveal one trait • per page • Reverse anchors • periodically Halo Effects

  14. Simple Category Scale • I plan to purchase a MindWriter laptop in the • 12 months. • Yes • No

  15. 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:_____________)

  16. 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:_____________)

  17. Likert Scale • The Internet is superior to traditional libraries for • comprehensive searches. • Strongly disagree • Disagree • Neither agree nor disagree • Agree • Strongly agree

  18. Semantic Differential

  19. Exhibit 13-5 Adapting SD Scales

  20. Exhibit 13-7 SD Scale for Analyzing Actor Candidates

  21. Exhibit 13-8 Graphic of SD Analysis

  22. Numerical Scale

  23. Multiple Rating List Scales

  24. Stapel Scales

  25. Constant-Sum Scales

  26. Graphic Rating Scales

  27. Ranking Scales • Paired-comparison scale • Forced ranking scale • Comparative scale

  28. Paired-Comparison Scale

  29. Forced Ranking Scale

  30. Comparative Scale

  31. Sorting

  32. MindWriter Scaling

  33. Exhibit 13-13 Ideal Scalogram Pattern

  34. Attitude Balanced rating scale Categorization Comparative scale Constant-sum scale Cumulative scale Error of central tendency Error of leniency Forced-choice rating scale Forced ranking scale Graphic rating scale Halo effect Item analysis Likert scale Multidimensional scale Key Terms

  35. Multiple-choice, multiple-response scale Multiple-choice, single-response scale Multiple rating list Numerical scale Paired-comparison scale Q-sort Ranking scale Rating scale Scaling Scalogram analysis Semantic differential Simple category scale Key Terms

  36. Sorting Stapel scale Summated rating scale Unbalanced rating scale Unforced-choice rating scale Unidimensional scale Key Terms

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