Measurement Scales 變數衡量 中央大學. 資訊管理系 范錚強 mailto: updated 9

中央資管：范錚強 2 Measurements are Relative “Any measurement must take into account the position of the observer. There is no such thing as measurement absolute, there is only measurement relative.” Jeanette Winterson journalist and author

中央資管：范錚強 3 The Scaling Process

中央資管：范錚強 4 測量的標的 有事實依據的 去年出國幾次 有幾門課被當掉 多久到廟裡燒香 企業規模大小 內隱的 信念 態度 想法、感受 意圖 可以觀察、直接測量、直接詢問 只能用問的 需要設計量表來衡量 無論如何，避免有「社會正確性」 (socially correct) 的問題

中央資管：范錚強 5 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.

中央資管：范錚強 6 Improving Predictability Reference groups Multiple measures Multiple measures Factors Strong Specific Basis Direct

中央資管：范錚強 7 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

中央資管：范錚強 8 Response Types Rating scale Ranking scale Categorization Sorting

中央資管：范錚強 9 Number of Dimensions Unidimensional Reflective Multi-dimensional Formative

中央資管：范錚強 10 Balanced or Unbalanced  Very bad  Bad  Neither good nor bad  Good  Very good  Poor  Fair  Good  Very good  Excellent How good an actress is Angelina Jolie?

中央資管：范錚強 11 Forced or Unforced Choices  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 Angelina Jolie?

中央資管：范錚強 12 Number of Scale Points  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 Angelina Jolie?

中央資管：范錚強 13 Rater Errors Error of central tendency Error of leniency 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

中央資管：范錚強 14 Rater Errors Primacy Effect Recency Effect Reverse order of alternatives periodically 立意良好，但經常會有副作用

中央資管：范錚強 15 Dealing with Halo Effects Halo Effects 光暈效果 Rate one trait at a time Reveal one trait per page Reverse anchors periodically

中央資管：范錚強 16 Simple Category Scale I plan to purchase a MindWriter laptop in the 12 months.  Yes  No

中央資管：范錚強 17 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:_____________)

中央資管：范錚強 18 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:_____________)

中央資管：范錚強 19 Likert Scale The Internet is superior to traditional libraries for comprehensive searches.  Strongly disagree  Disagree  Neither agree nor disagree  Agree  Strongly agree

中央資管：范錚強 20 Semantic Differential 語意分析

中央資管：范錚強 21 Adapting SD Scales Convenience of Reaching the Store from Your Location Nearby___: ___: ___: ___: ___: ___: ___:Distant Short time required to reach store___: ___: ___: ___: ___: ___: ___:Long time required to reach store Difficult drive___: ___: ___: ___: ___: ___: ___:Easy Drive Difficult to find parking place___: ___: ___: ___: ___: ___: ___:Easy to find parking place Convenient to other stores I shop___: ___: ___: ___: ___: ___: ___:Inconvenient to other stores I shop Products offered Wide selection of different kinds of products___: ___: ___: ___: ___: ___: ___: Limited selection of different kinds of products Fully stocked___: ___: ___: ___: ___: ___: ___:Understocked Undependable products___: ___: ___: ___: ___: ___: ___:Dependable products High quality___: ___: ___: ___: ___: ___: ___:Low quality Numerous brands___: ___: ___: ___: ___: ___: ___:Few brands Unknown brands___: ___: ___: ___: ___: ___: ___:Well-known brands

中央資管：范錚強 22 SD Scale for Analyzing Actor Candidates

中央資管：范錚強 23 Graphic of SD Analysis

中央資管：范錚強 24 Numerical Scale

中央資管：范錚強 25 Multiple Rating List Scales

中央資管：范錚強 26 Constant-Sum Scales

中央資管：范錚強 27 Graphic Rating Scales

中央資管：范錚強 28 Ranking Scales Paired-comparison scale Forced ranking scale Comparative scale

中央資管：范錚強 29 Paired-Comparison Scale

中央資管：范錚強 30 Forced Ranking Scale

中央資管：范錚強 31 Comparative Scale