CHAPTER 13 MEASUREMENT SCALES

ATTITUDE SCALING Attitude scaling is the process of assessing an attitudinal disposition using a number that represents a person’s score on an attitudinal continuum ranging from an extremely favorable disposition to an extremely unfavorable one.

SELECTING A MEASUREMENT SCALE RESEARCH OBJECTIVES To measure characteristics of the participants To use participants as judges of the objects or indicants presented to them

RESPONSE TYPES Rating scales: Without a direct comparison Ranking scales: Comparison and determination of order Categorization: Categorize themselves Sorting: Sorting cards using criteria

DATA PROPERTIES Nominal data Ordinal data Interval data Ratio data NUMBER OF DIMENSIONS Unidimensional scale Multidimensional scale

BALANCED OR UNBALANCED Balanced rating scale: Equal number of choices Unbalanced rating scale: Unequal number of choices FORCED OR UNFORCED CHOICES Unforced-choice rating scale: “No opinion” option Forced-choice rating scale: No such option

NUMBER OF SCALE POINTS For low-involvement products: 3 point For complex product: 5 to 11 point RATERS ERRORS Error of central tendency Error of leniency Halo effect

RATING SCALES A rating scale is used when participants score an object or indicant without making a direct comparison to another object or attitude. Like-dislike Approve-indifferent-disapprove

1. SIMPLE CATEGORY (DICHOTOMOUS) SCALE (Data: Nominal) “I plan to purchase a laptop in the next 12 months.” – Yes No

2. MULTIPLE-CHOICE,SINGLE-RESPONSE SCALE (Data: Nominal) “What newspaper do you read most often for financial news?” - Financial Express Prothom Alo Daily Star The Independence Other (specify_____________ )

3. MULTIPLE-CHOICE,MULTIPLE-RESPONSE SCALE (Data: Nominal) “Check any of the sources you consulted when designing your new home.” - Online planning service Magazines Builders Developer’s models/plans Designer Architect Other (specify_____________ )

4. LIKERT SCALE (Data: Interval) “The Internet is superior to traditional libraries for comprehensive searches.” – Strongly agree Agree Neither agree Nor disagree Disagree Strongly disagree (5)(4)(3)(2)(1)

5. SEMANTIC DIFFERENTIAL SCALE (Data: Interval) “Please mark (X) the blank that best indicates that best indicates what the store means to you.” – PowerfulWeak:---:---:---:---:---:---:---: UnreliableReliable:---:---:---:---:---:---:---: ModernOld-fashioned:---:---:---:---:---:---:---: CarefulCareless:---:---:---:---:---:---:---:

6. NUMERICAL SCALE (Data: Ordinal or Interval) “Write a number from the scale next to each item.” – Employees’ cooperation in teams_____ Employees’ knowledge of tasks_____ Employees’ planning effectiveness _____ Extremely favorable Extremely unfavorable 54321

7. MULTIPLE RATING LIST SCALE (Data: Interval) “Please indicate with circles how important or unimportant each service characteristic is.” – Fast reliable repair Service at my location Knowledgeable technicians Service contract after warranty ImportantUnimportant

8. CONSTANT SUM SCALE (Data: Ratio) “The importance of bathing soap (dividing 100 units between)” – Price Fragrance Packaging Cleaning power 100 Sum

9. STAPEL SCALE (Data: Ordinal or Interval) “Please evaluate how accurately each word or phase describes the department store” – High quality Poor service Agora

10. GRAPHIC RATING SCALE (Data: Ordinal or Interval or Ratio) “Please tell me how much you like the Barbie doll by pointing to the face.” – 54321

RANKING SCALES A ranking scale scores an object or property by making a comparison determining order among two or more objects or properties.

1. PAIRED-COMPARISON SCALE (Data: Ordinal) “Among the four pairs of brands, for each pair, please indicate which one of the two brands of shampoo in the pair you would prefer for personal use.” – ___Sunsilk ___Garnier ___Pert ___Pantene ___Sunsilk ___Garnier ___Garnier ___ Pantene ___Pert ___Pantene ___Pert ___Sunsilk

2. FORCED-RANKING SCALE (Data: Ordinal) “Rank the various brands of shampoo in order of preference.” – Sunsilk___ Pantene___ Garnier___ Pert___ Clinic Plus___ Head & Shoulder___

3. COMPARATIVE SCALE (Data: Ordinal) “Compared to your previous hair dryer’s performance, the new one is:” – Superior About the same Inferior 54321