1. McGraw-Hill/IrwinCopyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved. MEASUREMENT SCALES Chapter 12

2. 12-2 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.

3. 12-3 The Scaling Process

4. 12-4 4 Scales can be single-item or multiple-item Single-item, less reliable and valid Multiple-item, more reliable and valid

5. 12-5 Use of Scale The most frequent use of scales is to measure attitudes An attitude is a learned, stable predisposition or tendency to respond to oneself, other persons, objects, or issues in a consistently favorable or unfavorable way. 5

6. 12-6 Nature of Attitudes Cognitive I think oatmeal is healthier than corn flakes for breakfast. Affective Behavioral I hate corn flakes. I intend to eat more oatmeal for breakfast.

7. 12-7 Improving Attitude to Behavior Predictability Reference groups Multiple measures Multiple measures Factors Strong Specific Basis Direct

8. 12-8 Selecting a Measurement Scale Research objectivesResponse types Data properties Number of dimensions Forced or unforced choices Balanced or unbalanced Rater errors Number of scale points

9. 12-9 Response Types Rating scale Ranking scale Categorization Sorting

10. 12-10 Number of Dimensions Unidimensional Multi-dimensional

11. 12-11 Balanced or Unbalanced Dr. Sindhav’s Thumb Rule: Keep Balanced Very bad Bad Neither good nor bad Good Very good Poor Fair Good Very good Excellent How good an actress is Jennifer Lawrence?

12. 12-12 Forced or Unforced Choices: Dr. Sindhav’s Thumb Rule: Keep Unforced 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 How good an actress is Jennifer Lawrence?

13. 12-13 Number of Scale Points Dr. Sindhav’s Thumb Rule: Keep 5 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 How good an actress is Jennifer Lawrence?

14. 12-14 Multiple-Choice, Single-Response Scale What newspaper do you read most often for financial news? Check one.  East City Gazette  West City Tribune  Regional newspaper  National newspaper  Other (specify:_________)

15. 12-15 Multiple-Choice, Multiple-Response Scale Check all sources you consulted when designing your new home.  Online planning services  Magazines  Independent contractor/builder  Designer  Architect  Other (specify:_______)

16. 12-16 Likert Scale: Agree-Disagree scales The Internet is superior to traditional libraries for comprehensive searches.  Strongly Disagree  Disagree  Neither Agree nor Disagree  Agree  Strongly Agree

17. 12-17 Semantic Differential: Bipolar Adjectives 17

18. 12-18 Graphic of SD Analysis

19. 12-19 Multiple Rating List Scales “Please indicate how important or unimportant each service characteristic is:” IMPORTANT UNIMPORTANT Fast, reliable repair7 6 5 4 3 2 1 Service at my location7 6 5 4 3 2 1 Maintenance by manufacturer7 6 5 4 3 2 1 Knowledgeable technicians7 6 5 4 3 2 1 Notification of upgrades7 6 5 4 3 2 1 Service contract after warranty7 6 5 4 3 2 1

20. 12-20 Graphic Rating Scales

21. 12-21 Ranking Scales Paired-comparison scale Forced ranking scale Comparative scale

22. 12-22 Ranking Scale

23. 12-23 Key Terms Balanced rating scale Categorization Rating scale Ranking scale Graphic rating scale Item analysis Likert scale Likert-type scale