1. ©The McGraw-Hill Companies, Inc., 2001Irwin/McGraw-Hill Donald Cooper Pamela Schindler Chapter 9 Business Research Methods

2. ©The McGraw-Hill Companies, Inc., 2001Irwin/McGraw-Hill Chapter 9 Measurement Scales

3.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style What is Scaling? äAssigning numbers to indicants of the properties of objects Slide 9 - 1

4.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Types of Response Scales Slide 9 - 2 äRating Scales äRanking Scales äCategorization

5.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Types of Rating Scales äSimple category äMultiple choice, single response äMultiple choice, multiple response äLikert scale äSemantic differential äNumerical äMultiple rating äFixed sum äStapel äGraphic rating Slide 9 - 3

6.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Rating Scale Errors to Avoid Leniency Negative Leniency Positive Leniency Central Tendency Halo Effect Slide 9 - 4

7.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Types of Ranking Scales Paired-comparison Forced Ranking Comparative Slide 9 - 5

8.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Dimensions of a Scale Unidimensional Multidimensional Slide 9 - 6

9.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Scale Design Techniques Arbitrary Consensus Item Analysis Cumulative Factor Slide 9 - 7