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Chapter Nine MEASUREMENT SCALES

Chapter Nine MEASUREMENT SCALES. Scaling and Consideration. What is Scaling? Scaling is assigning numbers to indicants of the properties of objects Consideration in Scale Selection Study objective: Which objective to measure? Characteristics of the participants

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Chapter Nine MEASUREMENT SCALES

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  1. Chapter NineMEASUREMENT SCALES

  2. Scaling and Consideration • What is Scaling? • Scaling is assigning numbers to indicants of the properties of objects • Consideration in Scale Selection • Study objective: Which objective to measure? • Characteristics of the participants • Attitude or opinion of the participants • Response form: Which scale to use? • Rating scale, Ranking scale or category

  3. Scaling and ConsiderationContinued • Degree of preference: Which one to measure? • Preference or non-preference • What is the data property? • Nominal, ordinal, interval, or ratio data • Number of dimension? • Uni-dimensional or multi-dimensional • How to develop scales? • Arbitrary, consensus, item analysis, cumulative scaling or factor analysis

  4. Types of Rating Scales • Simple category (dichotomous scale) • Multiple choice, single response • Multiple choice, multiple response (check list) • Likert scale (a variant of summated rating scale) • Semantic differential

  5. Types of Rating ScalesContinued • Numerical scale • Fixed sum: to find proportions • Stapel scale (alternative to semantic differential) • Graphic rating (often used with children) • Advantage • Disadvantage

  6. Rating Scale Errors to Avoid • Leniency • Negative Leniency • Positive Leniency • Central Tendency • Halo Effect: the systematic bias by the rater from carrying over a generalized impression of the subject from one rating to another.

  7. Types of Ranking Scales • Paired-comparison: choosing between two objects • Forced Ranking • Comparative Scale: standard to compare is provided

  8. Dimensions of a Scale • Unidimensional: measuring only one attribute of the participant or object • Multidimensional: measuring several attributes (or aspects) of the participant or object

  9. Scale Design Techniques(Measurement Scale Construction) • Arbitrary scaling -subjective • Consensus scaling - costly • Item Analysis scaling (statistical analysis of each item, using t-test) • Cumulative scaling (analysis of scalogram) • Factor analysis (in Chapter 19)

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