MEASUREMENT, SCALING,& QUESTIONNAIRE DESIGN

DefinitionMeasurement

Assigning numbers or other symbols to characteristics of objectsaccording to certain pre-specified rules

ScalingInvolves creating a continuum upon which measured objects are located

Primary Scales of Measurement

Nominal

Classification

Ex.: brand, production type (import, local)

Ordinal

Classification

Order: diurutkan

Ex.: ranking (1/2/3, education (SD/SMP/SMA)

Interval

Classification

Order

Distance: jarak bermakna

Ex.: IP, TOEFL, rating, temperature

Ratio

Classification

Order

Distance

Natural Origin: punya nilai 0 (nol) yang berarti tidak memiliki besaran

Ex.: jumlah uang, satuan ratio keuangan, tinggi badan, panjang, jarak, umur

Scaling Techniques

Comparative Scales

Definition

Involve direct comparison of stimulus objects

Must be interpreted in relative terms and have only ordinal orrank order properties

Classification

Paired Comparison

Rank Order

Constant Sum

Q-Sort

Noncomparative Scales

DefinitionEach object is scaled independently of the others in the stimulus set

The resulting data are generally assumed to be interval or ratio scaled

Classification

Continuous Rating Scales

Itemized Rating Scales

Likert

Semantic Differential

Stapel

Selecting a measurement scale

Research objective

Characteristics

Judges

Research types

Rating

Ranking

Categorization

Sorting

Data properties

Number of dimension

Balanced vs. Unbalanced

Forced vs. Non-forced

Number of scale point

Rater errors

Scale Evaluation

Reliability

Test / retest

Alternative forms

Internal consistency

Validity

Internal Validity

Content

Creation

Construct

Convergent

Discriminant

Nomological

External ValidityGeneralization

Relationship between reliability & validity

If a measure is perfectly valid, it's also reliable

If a measure is unreliable, it can't be perfectly valid

If a measure is perfectly reliable, it may ormay not be perfectly valid

Reliability is necessary, but not sufficient(condition for validity)

Questionnaire

DefinitionA formalized set of questions for obtaining information from respondents

Objectives

Translate information needed into a set of specific questions

Questionnaire must uplift, motivate, and encourage the respondent to becomeinvolved in the interview, to cooperate, and to complete the interview

Should minimize response error

Questionnaire Design Checklist

1. Specific the information needed

2. Type the interview method

3. Individual question content

4. Overcome inability & unwillingness to answer

5. Choose question structure

6. Individual question wording

7. Determine the order of questions

8. form & layout

9. Reproduce the questionnaire

10. Pretest

week 5 Measurement, Scaling, and Questionnaire Design.mmap - 07/04/2011 - Mindjet