1. Measurement Scales 變數衡量 中央大學. 資訊管理系 范錚強 mailto: ckfarn@mgt.ncu.edu.tw 2010.04 9

2. 中央資管：范錚強 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. 中央資管：范錚強 3 Measurement Scales “All survey questions must be actionable if you want results.” Frank Schmidt, senior scientist The Gallup Organization

4. 中央資管：范錚強 4 The Scaling Process

5. 中央資管：范錚強 5 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

6. 中央資管：范錚強 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. 中央資管：范錚強 7 Improving Predictability Reference groups Multiple measures Multiple measures Factors Strong Specific Basis Direct

8. 中央資管：范錚強 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. 中央資管：范錚強 9 Response Types Rating scale Ranking scale Categorization Sorting

10. 中央資管：范錚強 10 Number of Dimensions Unidimensional Reflective Multi-dimensional Formative

11. 中央資管：范錚強 11 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?

12. 中央資管：范錚強 12 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?

13. 中央資管：范錚強 13 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?

14. 中央資管：范錚強 14 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

15. 中央資管：范錚強 15 Rater Errors Primacy Effect Recency Effect Reverse order of alternatives periodically 立意良好，但經常會有副作用

16. 中央資管：范錚強 16 Dealing with Halo Effects Halo Effects 光暈效果 Rate one trait at a time Reveal one trait per page Reverse anchors periodically

17. 中央資管：范錚強 17 Simple Category Scale I plan to purchase a MindWriter laptop in the 12 months.  Yes  No

18. 中央資管：范錚強 18 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:_____________)

19. 中央資管：范錚強 19 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:_____________)

20. 中央資管：范錚強 20 Likert Scale The Internet is superior to traditional libraries for comprehensive searches.  Strongly disagree  Disagree  Neither agree nor disagree  Agree  Strongly agree

21. 中央資管：范錚強 21 Semantic Differential 語意分析

22. 中央資管：范錚強 22 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

23. 中央資管：范錚強 23 SD Scale for Analyzing Actor Candidates

24. 中央資管：范錚強 24 Graphic of SD Analysis

25. 中央資管：范錚強 25 Numerical Scale

26. 中央資管：范錚強 26 Multiple Rating List Scales

27. 中央資管：范錚強 27 Stapel Scales

28. 中央資管：范錚強 28 Constant-Sum Scales

29. 中央資管：范錚強 29 Graphic Rating Scales

30. 中央資管：范錚強 30 Ranking Scales Paired-comparison scale Forced ranking scale Comparative scale

31. 中央資管：范錚強 31 Paired-Comparison Scale

32. 中央資管：范錚強 32 Forced Ranking Scale

33. 中央資管：范錚強 33 Comparative Scale

34. 中央資管：范錚強 34 Sorting

35. 中央資管：范錚強 35 MindWriter Scaling Likert Scale The problem that prompted service/repair was resolved Strongly DisagreeDisagree Neither Agree Nor DisagreeAgree Strongly Agree 12345 Numerical Scale (MindWriter ’ s Favorite) To what extent are you satisfied that the problem that prompted service/repair was resolved? Very Dissatisfied Very Satisfied 12 345 Hybrid Expectation Scale Resolution of the problem that prompted service/repair. Met Few Expectations Met Some Expectations Met Most ExpectationsMet All Expectations Exceeded Expectations 12345

36. 中央資管：范錚強 36 Ideal Scalogram Pattern * X = agree; __ = disagree. 0 __ 1 X 2 XX 3 XXX 4 XXXX 3142 Participant Score Item