My ch 07scales NEW.ppt

7/26/2019 My ch 07scales NEW.ppt

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variablesvariables

QUALITATIVE QUANTITATIVE

NOMINAL ORDINAL INTERVAL RATIO

CONTINOUSDISCRITE


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MEASUREMENTMEASUREMENT

An integrative process ofAn integrative process ofeter!ining t"e a!o#nt $oreter!ining t"e a!o#nt $orintensit%& of infor!ationintensit%& of infor!ationabo#t person' event orabo#t person' event orob(ect of interest)ob(ect of interest)

*rocess of observing an*rocess of observing anrecoring t"e observations)recoring t"e observations)


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T"e process of assigning a set ofT"e process of assigning a set of

escriptors to represent t"e range ofescriptors to represent t"e range ofpossible responses to a +#estion abo#tpossible responses to a +#estion abo#t

a partic#lar ob(ect)a partic#lar ob(ect)

Scaling is t"e assign!ent of ob(ects toScaling is t"e assign!ent of ob(ects to

n#!bers accoring to a r#le)n#!bers accoring to a r#le)

It is a !eas#re in ,"ic" aIt is a !eas#re in ,"ic" a

researc"er capt#res t"e intensit%'researc"er capt#res t"e intensit%'

irection' level or potenc% of a variableirection' level or potenc% of a variable

constr#ct)constr#ct)

ScalesScales


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Orer-Orer-refers to t"e abilit% to .no, ifrefers to t"e abilit% to .no, ifone +#antit% is greater t"an' e+#al to'one +#antit% is greater t"an' e+#al to'

or less t"an anot"er +#antit%)or less t"an anot"er +#antit%)

E+#al intervals-E+#al intervals-!eans t"at t"e!eans t"at t"e

possible scores are eac" an e+#alpossible scores are eac" an e+#alistance fro! eac" ot"er)istance fro! eac" ot"er)

Absol#te /ero-Absol#te /ero-refers to a point ,"ererefers to a point ,"ere

none of t"e +#antit%none of t"e +#antit%is present) oris present) orabsence of t"e val#eabsence of t"e val#e' ,"ere a score of' ,"ere a score of

/ero can be assigne)/ero can be assigne)

Ma nit#e-Ma nit#e- #antit#antit


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55

if ,e "ear t"at a person "as noa!o#nt of !one% in "is poc.et

,e #nerstan t"e /ero val#e oft"e a!o#nt)

*rices of college te0t boo.s are/ero $12 represents no cost&

Lengt" of ,all is /ero' !eans ofno ,all


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NOMINALT"e na!eT"e na!e 8No!inal88No!inal8co!esco!esfro! t"efro! t"e LatinLatin nomennomen''

!eaning!eaning 8na!e88na!e8ananno!inal ata are ite!sno!inal ata are ite!s

,"ic" are ifferentiate b%,"ic" are ifferentiate b%a si!ple na!ing s%ste!)a si!ple na!ing s%ste!)


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99

NOMINAL-$NAME NOMIAL&Relating to na!es i)e) na!es

are assigne to ob(ects orlabels) No!inal ite!s are #s#all%

categorical' ,)o) an% orer or"aving no n#!erical val#e)

E)g)' if one collects people8s soft9rin. lic.ing an optionsprovie as

*e si Co.e Mo#ntain De, etc)


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1010

NOMINAL

T"e cr#est of !eas#re!entT"e cr#est of !eas#re!entscales' classifies inivi#als'scales' classifies inivi#als'

co!panies' pro#cts' bransco!panies' pro#cts' brans

or ot"er entities intoor ot"er entities into

categories ,"ere no orer iscategories ,"ere no orer is

i!plie)i!plie)

E l


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1111

E0a!pleE0a!pleNo!inall% scaleNo!inall% scalet"e nationalit% oft"e nationalit% of

inivi#als in a gro#p of to#rists to a co#ntr%inivi#als in a gro#p of to#rists to a co#ntr%#ring a certain %ear)#ring a certain %ear)

5e co#l no!inall% scale t"is variable in t"e5e co#l no!inall% scale t"is variable in t"e

follo,ingfollo,ing !#t#all% e0cl#sive an!#t#all% e0cl#sive an

collectivel% e0"a#stive categories)collectivel% e0"a#stive categories) A!erican :apaneseA!erican :apanese R#ssian Mala%sianR#ssian Mala%sian

C"inese 6er!anC"inese 6er!an Arabian Ot"erArabian Ot"er


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E;AM*LESE;AM*LES

Universit% epart!ents'Universit% epart!ents'

Vegetables' 7r#its' Te0tileVegetables' 7r#its' Te0tile

factories' Ice9crea!factories' Ice9crea!

flavo#rs' Oil brans'flavo#rs' Oil brans'

Co#ntries'


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NOMINAL

If t"e%8re n#!erical' t"en#!bers "ave no !eaning$(#st =na!e=(#st =na!e= &)

3 > ?@ an 3 > B ,e cantsa% "o#se B is greater t"an

"o#se ?@' beca#se it is a"ig"er n#!ber)


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1414

E;AM*LESE;AM*LES7or e0a!ple- $7or e0a!ple- $6ener categori/e as6ener categori/e as&& 6ener-6ener- ? 7e!ale'? 7e!ale' B MaleB Male Marital stat#s-Marital stat#s- ? Single' B Marrie'? Single' B Marrie' Divorce' Divorce'

5io,e5io,e Ma.e of car-Ma.e of car-? 7or' B NISSAN? 7or' B NISSAN) ) )) ) )


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No!inal ScaleNo!inal cale A no!inal scale is one t"at allo,s t"eA no!inal scale is one t"at allo,s t"e

researc"er to assign s#b(ects to certainresearc"er to assign s#b(ects to certaincategories or gro#ps)categories or gro#ps)

5"at is %o#r epart!entH5"at is %o#r epart!entH

O Mar.etingO Mar.eting O MaintenanceO Maintenance

OO*ro#ction*ro#ction O ServicingO Servicing

O SalesO Sales O *#blic RelationsO *#blic Relations

O Acco#ntingO Acco#nting O 7inanceO 7inance

O *ersonnelO *ersonnel O 7inanceO 7inance


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Note t"at no!inal scale ,illNote t"at no!inal scale ,illallo, co!p#tation of t"eallo, co!p#tation of t"e

n#!bers an percentages ofn#!bers an percentages of

responents t"at fit intoresponents t"at fit intot"e!)t"e!)

5e can #se


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1717

Responent8s Se0

636 41.9

881 58.1

1517 100.0

Male

Female

Total

Valid Frequency Percent

Race of Responent

1264 83.3

204 13.4

49 3.2

1517 100.0

!ite

"lac#

$t!er

Total

ValidFrequency Percent


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B-Orinal Scale Data !eas#re can be place intoData !eas#re can be place into

categories' an t"ese categoriescategories' an t"ese categoriescan be orere or ran.ecan be orere or ran.e ' i)e)ifferences b, ata val#es are

!eaningf#l an also s"o,s less t"anor !ore t"an' b#t not b% "o, !#c"$!ag)&)

Data can be ran.e arrangeData can be ran.e arrange$s#c" as lo, to "ig" or !ost to$s#c" as lo, to "ig" or !ost to

least&least&


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2020

Orinal ata' "as no

!agnit#e' it "as an abilit%to .no, one is greater t"an

or less t"an to anot"erone)

or orer fro! greatest tolo,est


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Orinal variables allo, #s to ran. orert"e ite!s ,e !eas#re in ter!s of ,"ic"

"as less an ,"ic" "as !ore of t"e+#alit% represente b% t"e variable' b#tstill t"e% o not allo, #s to sa% ="o,

!#c" !ore)= A t%pical e0a!ple of anorinal variable is t"e socioecono!icstat#s of fa!ilies) 7or e0a!ple' ,e .no,t"at #pper9!ile is "ig"er t"an !ileb#t ,e cannot sa% t"at it is' for e0a!ple'?JK "ig"er)


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2222

T"e orer !atters) So' ?stis no,a"ea of Bn)


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2323

In orinal!eas#re!ent t"e attrib#tes can be

ran.9orere) 3ere' istances bet,eenattrib#tes o not "ave an% !eaning) 7ore0a!ple' on a s#rve% %o# !ig"t coeE#cational Attain!ent as 2less t"an 3)S)?so!e 3)S) B3)S) egree so!ecollege college egree @post college) Int"is !eas#re' "ig"er n#!bers !ean more

e#cation)


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2424

%&am'le(%&am'le(T"e @2 states in orer of pop#lation-T"e @2 states in orer of pop#lation- ? California? California

B Te0asB Te0as

Ne, 4or. Ne, 4or.

) ) ) @2 5%o!ing) ) ) @2 5%o!ing

Cancer stagingCancer staging

Inco!e $ L M 3 &Inco!e $ L M 3 &

Co#rse graes A'


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5"en a !ar.et researc"er as.s5"en a !ar.et researc"er as.s

%o# to ran. t%pes of (#ices fro!%o# to ran. t%pes of (#ices fro!

!ost flavo#rf#l to least flavo#rf#l'!ost flavo#rf#l to least flavo#rf#l'

"es"e is as.ing %o# to create an"es"e is as.ing %o# to create an

orinal scale of preference)orinal scale of preference)4o# s"o#l ran. t"e !ost4o# s"o#l ran. t"e !ost

i!portant ite! as ?' t"e ne0t ini!portant ite! as ?' t"e ne0t in

i!portance a B' an so on' #ntili!portance a B' an so on' #ntil

%o# "ave ran.e eac" of t"e! ?' B'%o# "ave ran.e eac" of t"e! ?' B'

' or )' or )


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E0a!ple BE0a!ple B


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E0a!ple BE0a!ple BRan. t"e follo,ing fiveRan. t"e follo,ing five

c"aracteristics in a (ob in ter!sc"aracteristics in a (ob in ter!sof "o, i!portant t"e% are forof "o, i!portant t"e% are for

%o#)%o#)

4o# s"o#l ran. t"e !ost4o# s"o#l ran. t"e !ost

i!portant ite! as ?' t"e ne0t ini!portant ite! as ?' t"e ne0t in

i!portance a B' an so on' #ntili!portance a B' an so on' #ntil%o# "ave ran.e eac" of t"e! ?'%o# "ave ran.e eac" of t"e! ?'

B' ' ' or @)B' ' ' or @)


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E0a!ple B $Cont &E0a!ple B $Cont &


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E0a!ple B $Cont)&E0a!ple B $Cont)&

5e can see t"at t"e orinal scale5e can see t"at t"e orinal scale

provies !ore infor!ationprovies !ore infor!ationt"an t"et"an t"eno!inal scale) Even t"o#g"no!inal scale) Even t"o#g"

ifferences in t"e ran.ing of ob(ects'ifferences in t"e ran.ing of ob(ects'

persons are clearl% .no,n' ,e o notpersons are clearl% .no,n' ,e o not

.no, t"eir !agnit#e).no, t"eir !agnit#e)

T"is eficienc% is overco!e b%T"is eficienc% is overco!e b%interval scaling)interval scaling)


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E lE l


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E0a!plesE0a!plesRan.ing of tea!s in a to#rna!entRan.ing of tea!s in a to#rna!entSocioecono!ic classSocioecono!ic classOcc#pational stat#sOcc#pational stat#s

St#ents of a #niversit% are classifieSt#ents of a #niversit% are classifies#c" as 7res"!an' Sop"o!ore's#c" as 7res"!an' Sop"o!ore'

:#nior' or Senior):#nior' or Senior)

Alternativel%' a n#!eric coe co#lAlternativel%' a n#!eric coe co#lbe #se for t"e class staningbe #se for t"e class staning

variable $e)g) ? 7res"!an' B variable $e)g) ? 7res"!an' B

Sop"o!ore' (#nior Senior&)Sop"o!ore' (#nior Senior&)


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-Interval Scale

Interval ata $Interval ata $integerinteger& is& is!eas#re along a scale in!eas#re along a scale in

,"ic" eac" position is,"ic" eac" position is

e+#iistant fro! one anot"er)e+#iistant fro! one anot"er)

T"is allo,s for t"e istanceT"is allo,s for t"e istance

bet,een t,o pairs to bebet,een t,o pairs to bee+#ivalent in so!e ,a%)e+#ivalent in so!e ,a%)


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St ti * i t 7 i * i tSt ti * i t 7 i * i t


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Starting *oint or 7ree/ing *ointStarting *oint or 7ree/ing *oint

2222 C BC B2277

Ter!inating *oint boiling *ointTer!inating *oint boiling *oint

?22?2222C or B?BC or B?B2277

T"e gap b, free/ing anT"e gap b, free/ing an

boiling points is iviing intoboiling points is iviing into

?22 e+#all% space intervals'?22 e+#all% space intervals'.no,n egrees.no,n egrees


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If t"e te!perat#reIf t"e te!perat#re

toa% is 2toa% is 222egreesegreesan %estera% it ,asan %estera% it ,as

?2?222' ,e co#l not sa%' ,e co#l not sa%

t"at it no, is t"reet"at it no, is t"ree

ti!es as ,ar!)ti!es as ,ar!)

A t" t ti A t" t ti


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As t"e starting anAs t"e starting an

ter!inating points areter!inating points are

arbitrar%' t"e% are notarbitrar%' t"e% are not

absol#te' t"at is ,"% ,eabsol#te' t"at is ,"% ,e

cant sa% t"at 2cant sa% t"at 222C is t,iceC is t,iceas "ot as 2as "ot as 222C or 2C or 2227 is7 is

t"ree ti!es "otter t"an ?2t"ree ti!es "otter t"an ?222

7)7)

It i ibl t It i ibl t


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It is possible to a orIt is possible to a or

s#btract a constant tos#btract a constant toall of t"e scale val#esall of t"e scale val#es

,it"o#t affecting t"e,it"o#t affecting t"efor! of t"e scale b#tfor! of t"e scale b#t

one cannot !#ltipl% orone cannot !#ltipl% orivie t"e val#esivie t"e val#es


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5e can sa% t"at a5e can sa% t"at a

te!perat#re of @2te!perat#re of @2egrees is "ig"eregrees is "ig"er

t"an a te!perat#re oft"an a te!perat#re ofB@ egrees)B@ egrees)

IQ- T"ere is a !eaningf#l ifferenceIQ- T"ere is a !eaningf#l ifference


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4343

IQ- T"ere is a !eaningf#l ifferenceIQ- T"ere is a !eaningf#l ifferenceof @ points b, an IQ score of @of @ points b, an IQ score of @

an ?@2 of t,o st#ents)an ?@2 of t,o st#ents),e co#l not sa% t"at Dani%a is,e co#l not sa% t"at Dani%a is

t,ice as intelligent as Ma"a' event,ice as intelligent as Ma"a' even,"en t"eir res#lts in an intelligence,"en t"eir res#lts in an intelligence

test ,ere ?@2 an @ respectivel%)test ,ere ?@2 an @ respectivel%)

T" l ti b T"e elapse ti!e b, an


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T"e elapse ti!e b, anT"e elapse ti!e b, an

A)M) e+#als t"e ti!e b, A)M) e+#als t"e ti!e b, an A)M) one can not sa%an A)M) one can not sa%

"o,ever' A)M) is t,ice as"o,ever' A)M) is t,ice aslate as A)M) beca#se /erolate as A)M) beca#se /ero

ti!e is an arbitrar% origin)ti!e is an arbitrar% origin)


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E l E l


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4848

E0a!ple aE0a!ple a Inicate t"e e0tent to ,"ic" %o#Inicate t"e e0tent to ,"ic" %o#

agree ,it" t"e follo,ing state!entsagree ,it" t"e follo,ing state!entsas t"e% relate to %o#r (ob' b% circlingas t"e% relate to %o#r (ob' b% circlingt"e appropriate n#!ber against eac"'t"e appropriate n#!ber against eac"'

#sing t"e scale given belo,)#sing t"e scale given belo,) strongl% isagree ?' Disagree Bstrongl% isagree ?' Disagree B

Neit"er Agree Nor Disagree Neit"er Agree Nor Disagree

Agree ' Strongl% Agree @)Agree ' Strongl% Agree @)

E0a!ple a $Cont &E0a!ple a $Cont &


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E0a!ple a $Cont)&E0a!ple a $Cont)&T"e follo,ing opport#nitiesT"e follo,ing opport#nities

offere b% t"e (ob are ver%offere b% t"e (ob are ver%i!portant to !e-i!portant to !e-

Interacting ,it" ot"ersInteracting ,it" ot"ers ?? BB @@Using a n#!ber ofUsing a n#!ber ofifferent s.illsifferent s.ills

?? BB @@

Co!pleting a tas.Co!pleting a tas.

fro! beginning to enfro! beginning to en

?? BB @@

Serving ot"ersServing ot"ers ?? BB @@

5or.ing inepenentl%5or.ing inepenentl% ?? BB @@

E0a!ple a $Cont &E0a!ple a $Cont &


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E0a!ple a $Cont)&E0a!ple a $Cont)&S#ppose t"at t"e e!plo%ees circle t"eS#ppose t"at t"e e!plo%ees circle t"e

n#!bers ' ?' B' ' an @ for t"e five ite!s)n#!bers ' ?' B' ' an @ for t"e five ite!s)

T"eT"e !agnit#e of ifference!agnit#e of ifferencerepresenterepresenteb% t"eb% t"e spacespacebet,een points ? an B onbet,een points ? an B ont"e scalet"e scale is t"e sa!eis t"e sa!eas t"e !agnit#e ofas t"e !agnit#e of

ifference represente b% t"e spaceifference represente b% t"e spacebet,een points an @' or bet,een an%bet,een points an @' or bet,een an%ot"er t,o points) An% n#!ber can beot"er t,o points) An% n#!ber can be

ae to or s#btracte fro! t"e n#!bersae to or s#btracte fro! t"e n#!berson t"e scale' still retaining t"e !agnit#eon t"e scale' still retaining t"e !agnit#eof t"e ifference)of t"e ifference)

0a!p e a on0a!p e a on


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0a!p e a on )0a!p e a on )If ,e a to t"e five points onIf ,e a to t"e five points on

t"e scale' t"e interval scale ,illt"e scale' t"e interval scale ,ill"ave t"e n#!bers ' J'G))' ??"ave t"e n#!bers ' J'G))' ??

$ instea of ? to @&)$ instea of ? to @&)

T"e !agnit#e of t"e ifferenceT"e !agnit#e of t"e ifferencebet,een an J is still t"e sa!ebet,een an J is still t"e sa!e

as t"e !agnit#e of t"eas t"e !agnit#e of t"eifference bet,een P an ?2) Itifference bet,een P an ?2) It

"as an arbitrar% origin)"as an arbitrar% origin)

E l 3b


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5252

Example 3b Circle the number that represents your feelings at this

particular moment best. There are no right or rongansers. !lease anser e"ery #uestion.

$. % in"est more in my or& than % get out of it

I disagree completely 1 2 3 4 5 I agree

completely

'. % exert myself too much considering hat % get bac&in return

I disagree completely 1 2 3 4 5 I agree

completely

3. (or the e)orts % put into the organi*ation+ % getmuch in return

I disagree completely 1 2 3 4 5 I agreecompletely

-Ratio Scale


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5353

-Ratio ScaleSa!e as Interval' b#tRatio "as a tr#e /ero orfi0e starting point)

T"e ifference b, t"e

intervals is al,a%s!eas#re fro! a /ero

starting point


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Data can be altere soData can be altere so


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5959

Data can be altere soData can be altere sot"at t"e% fit into at"at t"e% fit into a

ifferent categor%)ifferent categor%)

Inco!e is a ratio b#t ifInco!e is a ratio b#t if

inco!e is classifie asinco!e is classifie as

LM3 t"en ratio variableLM3 t"en ratio variable

beco!es an orinalbeco!es an orinal

variable)variable)


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No!inalNo!inal OrinalOrinal IntervalInterval RatioRatio


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ameame

MutuallyMutuallye&clu+iee&clu+ie

$rdered$rdered

%qual%qualinteralinteral

a,+. 0 a,+. 0

enderender

e+oe+o

:la++ ran#:la++ ran#

ratin;+ratin;+

ay+ o* -#.ay+ o* -#.

tem'.tem'.


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6363

Data T%pesData T%pes

OrderOrder IntervalInterval OriginOrigin

No!inalNo!inal nonenone nonenone nonenone

OrinalOrinal %es%es #ne+#al#ne+#al nonenone

IntervalInterval %es%es e+#ale+#al nonenone

RatioRatio %es%es e+#ale+#al /ero/ero

P=>:T:T


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,iscrete or Continuous - ominal / ordinal / inter"al /ratio -

!g of tar in cigarettes!g of tar in cigarettes

n#!ber of people in a carn#!ber of people in a car

"ig" to lo, te!perat#re in"ig" to lo, te!perat#re in

an% a%an% a%

,eig"t,eig"t

ti!eti!e

n#!ber of c"ilren in t"en#!ber of c"ilren in t"e

average fa!il%average fa!il%

Continuous

,iscrete

Continuous

Continuous

Continuous

,iscrete

Avg above avg belo,Avg above avg belo,

avgavg

Nicotine contents of cig)sNicotine contents of cig)s

Toa%s te!p) in Celsi#sToa%s te!p) in Celsi#s

Colors of M7 caniesColors of M7 canies

No!inalNo!inal 6raes $A'


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6666

Pro'ertie+ o* t!e Four cale+Pro'ertie+ o* t!e Four cale+

QUESTION CODIN6QUESTION CODIN6


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6767

QUESTION CODIN6QUESTION CODIN6 If %o# are planning to anal%sis %o#rIf %o# are planning to anal%sis %o#r

ata b% co!p#ter' t"e% ,ill nee to beata b% co!p#ter' t"e% ,ill nee to becoe prior to entr%) 7or +#antit%coe prior to entr%) 7or +#antit%

+#estions' act#al n#!bers can be+#estions' act#al n#!bers can be

#se as coes) 7or ot"er +#estions'#se as coes) 7or ot"er +#estions'%o# ,ill nee to esign a coing%o# ,ill nee to esign a coing

sc"e!e) 5"enever possible %o#sc"e!e) 5"enever possible %o#

s"o#l establis" t"e coing sc"e!es"o#l establis" t"e coing sc"e!eprior to collection ata anprior to collection ata an

incorporate it into %o#r +#estionnaire)incorporate it into %o#r +#estionnaire)

>T> />$?T>T> />$?T


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6868

So!e pri!ar% ata collection

!et"os s#c" ascomputeraided personal interviewing,

Computer aided telephoneinterviewingan on line+#estionnairescana#to!aticall% enter an save atato a co!p#ter file at t"e ti!e of

collection 7or ot"er ata collection


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6969

7or ot"er ata collection!et"os' %o# ,ill "ave to

prepare an enter %o#r atafor co!p#ter anal%sis)

As %o# are entering %o#ro,n ata into S*SS *AS5

one case $ro,& at a ti!e aneac" col#!n #s#all%

represent a single variable DATA IN*UTDATA IN*UT


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7070

As part of a !ar.eting intervie,

s#rve% ,e nee to iscover,"ic" of fo#r pro#cts $ To!ato.etc"#p'


71/120

E " f t" t


72/120

7272

Eac" of t"ese ata

ite!s is a separatevariables) 3o,ever' t"e

ata can be collecteb% #sing one +#estion)


73/120

T!i+ i+ #no-n a+ multi'ledic!otomy codin;

T! d t ll t d * ! d t ill *


74/120

7474

T!e data collected *rom eac! re+'ondent -ill *orm

*our +e'arate aria,le+ in t!e P ,y u+in;

numerical code+C Purc!a+ed1 ot 'urc!a+ed2 ot+ure3D

:$


75/120

7575

%ac! aria,le *or eac! ca+e in your data +et +!ould

!ae a code een i* no data !ae ,een collected.

T!e c!oice o* code i+ u' to you. > mi++in; data codei+ u+ed to indicate -!y data are mi++in;. Main

rea+on+ *or mi++in; data are *our.

T!e -ere not required 'er!a'+ ,ecau+e o* a +#i';enerated ,y a *ilter que+tion in a +ureyT!e que+tion -a+ not an+-ered a+ t!e re+'ondent!ad no o'inionC no re+'on+eD

T!e data -ere not aaila,le *or +ome ot!er rea+on

/eain; 'art o* a que+tion in a +urey ,lan# im'lie+an an+-erE in +uc! ca+e+ t!e data are not cla++i*ied

a+ mi++in;


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Developing ScalesDeveloping Scales


77/120

7777


Categories ofCategories of attit#inalattit#inalscales- $not to be conf#sescales- $not to be conf#se,it" t"e fo#r ifferent,it" t"e fo#r ifferent types oftypes of

scalesscales&&T"eT"e RatingRatingScalesScalesT"eT"eRan.ingRan.ingScalesScales



78/120

7878

p gp g

RatingRatingscales "ave several responsescales "ave several response

categories an are #se to elicit responsescategories an are #se to elicit responses,it" regar to t"e ob(ect' event' or person,it" regar to t"e ob(ect' event' or person

st#ie)st#ie)

Ran.ing scalesRan.ing scales' !a.e co!parisons bet,een' !a.e co!parisons bet,eenor a!ong ob(ects' events' or persons anor a!ong ob(ects' events' or persons an

elicit t"e preferre c"oices an ran.ingelicit t"e preferre c"oices an ran.ing

a!ong t"e!)a!ong t"e!)

7irst ,e7irst ,e rateratean t"en ,ean t"en ,e ran.ran.

Rating ScalesRating Scales


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7979


T"e follo,ingT"e follo,ing ratingratingscales arescales areoften #se in organi/ationaloften #se in organi/ational

researc")researc")?)?)Dic"oto!o#s scaleDic"oto!o#s scale

B)B)Categor% scaleCategor% scale

))Li.ert scaleLi.ert scale

))N#!erical scaleN#!erical scale



80/120

808080

gg

@)@) Se!antic ifferential scaleSe!antic ifferential scale

)) Ite!i/e rating scaleIte!i/e rating scale

)) 7i0e or constant s#! rating7i0e or constant s#! rating

scalescaleJ)J) Stapel scaleStapel scale

P)P) 6rap"ic rating scale6rap"ic rating scale?2)?2)Consens#s scaleConsens#s scale

Dic"oto!o#s ScaleDic"oto!o#s Scale


81/120

8181

Is #se to elicit a 4es or No ans,erIs #se to elicit a 4es or No ans,er

$i)e) (#st t,o responses&' calle$i)e) (#st t,o responses&' callebinar% or ic"oto!o#sbinar% or ic"oto!o#s

$Note t"at a$Note t"at a no!inal scaleno!inal scaleis #seis #seto elicit t"e response&to elicit t"e response&

E0a!pleE0a!ple

Do %o# o,n a carHDo %o# o,n a carH 4es No4es No

Categor% ScaleCategor% Scale


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8282

Categor% ScaleCategor% Scale It #ses !#ltiple ite!s $i)e) !ore t"anIt #ses !#ltiple ite!s $i)e) !ore t"an

t,o& to elicit a single response)t,o& to elicit a single response)E0a!ple @E0a!ple @

5"ere in :oran o %o# resieH5"ere in :oran o %o# resieH

A!!anA!!an Mafra+Mafra+

IrbiIrbi

ar+aar+a Ot"erOt"er

Li.ert ScaleLi.ert Scale


83/120

8383

Li.ert ScaleLi.ert Scale Is esigne to e0a!ine "o, strongl%Is esigne to e0a!ine "o, strongl%

s#b(ects agree or isagree ,it"s#b(ects agree or isagree ,it"

state!ents on a @9point scale asstate!ents on a @9point scale as

follo,ing-follo,ing-

Strongl% Neit"er Agree Strongl%Strongl% Neit"er Agree Strongl%

Disagree Disagree Nor Disagree Agree AgreeDisagree Disagree Nor Disagree Agree Agree

? B @? B @

Li.ert ScaleLi.ert Scale


84/120

848484

T"is is an Interval scale an t"eT"is is an Interval scale an t"e

ifferences in responsesifferences in responsesbet,een an% t,o points on t"ebet,een an% t,o points on t"e

scale re!ain t"e sa!e)scale re!ain t"e sa!e)

Se!antic Differential ScaleSe!antic Differential Scale


85/120

858585

5e #se t"is scale ,"en several5e #se t"is scale ,"en several

attrib#tes are ientifieattrib#tes are ientifie at t"eat t"ee0tre!ese0tre!esof t"e scale) 7orof t"e scale) 7or

instance' t"e scale ,o#linstance' t"e scale ,o#le!plo% s#c" ter!s as-e!plo% s#c" ter!s as-

6oo


86/120

8686

T!i+ +cale i+ treated a+ anT!i+ +cale i+ treated a+ an IntervalInterval

scale)scale)E0a!ple E0a!ple

5"at is %o#r opinion on %o#r s#pervisorH5"at is %o#r opinion on %o#r s#pervisorH

Responsive99999999999999UnresponsiveResponsive99999999999999Unresponsive


87/120

8787

Is si!ilar to t"e se!antic ifferentialIs si!ilar to t"e se!antic ifferential

scale' ,it" t"e ifference t"at n#!bersscale' ,it" t"e ifference t"at n#!berson a @9 points or 9points scale areon a @9 points or 9points scale are

provie' as ill#strate in t"e follo,ingprovie' as ill#strate in t"e follo,ing

e0a!ple-e0a!ple-

3o, please are %o# ,it" %o#r ne, (obH3o, please are %o# ,it" %o#r ne, (obH

E0tre!el% E0tre!lel%E0tre!el% E0tre!lel%

please @ B ? ispleaseplease @ B ? isplease


88/120


89/120


90/120

9090


91/120

Stapel ScaleStapel Scale


92/120

929292

pp

T"is scale si!#ltaneo#sl% !eas#resT"is scale si!#ltaneo#sl% !eas#res

bot" t"e irection an intensit%bot" t"e irection an intensit%of t"eof t"eattit#e to,ar t"e ite!s #ner st#%)attit#e to,ar t"e ite!s #ner st#%)

T"e c"aracteristic of interest to t"eT"e c"aracteristic of interest to t"e

st#% is place at t"e center an ast#% is place at t"e center an a

n#!erical scale ranging' sa% fro! Fn#!erical scale ranging' sa% fro! F

to ' on eit"er sie of t"e ite! asto ' on eit"er sie of t"e ite! asill#strate in t"e follo,ing e0a!ple-ill#strate in t"e follo,ing e0a!ple-


93/120

ra'!ic =atin; calera'!ic =atin; cale


94/120

9494

A grap"ical representationA grap"ical representation

"elps t"e responents to"elps t"e responents toinicate on t"is scale t"eirinicate on t"is scale t"eir

ans,ers to a partic#larans,ers to a partic#lar+#estion b% placing a !ar. at+#estion b% placing a !ar. at

t"e appropriate point on t"et"e appropriate point on t"e

line' as in t"e follo,ingline' as in t"e follo,inge0a!ple-e0a!ple-

6rap"ic Rating Scale6rap"ic Rating Scale


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9595

p gE0a!ple PE0a!ple P

On a scale of ? to ?2' "o,On a scale of ? to ?2' "o,,o#l %o# rate %o#r s#pervisorH,o#l %o# rate %o#r s#pervisorH

@

1

?2

Ran.ing ScalesRan.ing Scales


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9696

AAre u+ed to ta' 're*erence+re u+ed to ta' 're*erence+

,et-een t-o or amon; more,et-een t-o or amon; moreo,Gect+ or item+o,Gect+ or item+ CCorinal inorinal in

nat#renat#reD. Ho-eer +uc! ran#in;D. Ho-eer +uc! ran#in;maymay not give efinitive cl#esnot give efinitive cl#esto +ome o* t!e an+-er+ +ou;!t.to +ome o* t!e an+-er+ +ou;!t.


97/120


98/120

989898

=an#in; cale+=an#in; cale+

T!e mana;erT!e mana;er cannot concl#ecannot concl#et!at t!e *ir+tt!at t!e *ir+t'roduct i+ t!e mo+t 're*erred. !yA'roduct i+ t!e mo+t 're*erred. !yA

"ecau+e 65I o* re+'ondent+ did not c!oo+e"ecau+e 65I o* re+'ondent+ did not c!oo+e

t!at 'roduct. e !ae to u+et!at 'roduct. e !ae to u+e alternativealternative!et"os!et"osli#eli#e 7orce C"oice7orce C"oice Paired Paired

:om'ari+on+ and t!e :om'aratie cale.:om'ari+on+ and t!e :om'aratie cale.

e -ill de+cri,e t!ee -ill de+cri,e t!e 7orce C"oice7orce C"oicea+ ana+ an

e&am'le.e&am'le.


99/120


100/120

6ooness of Meas#res6ooness of Meas#res


101/120

101101


102/120

oodne++ o* Mea+ure+oodne++ o* Mea+ure+


103/120

103103


6ooness of Meas#res6ooness of Meas#res


104/120

104104

Ho- can -e en+ure t!at t!eHo- can -e en+ure t!at t!e

mea+ure+ deelo'ed aremea+ure+ deelo'ed arerea+ona,ly ;oodArea+ona,ly ;oodA

Fir+t anFir+t an ite! anal%sisite! anal%siso* t!eo* t!ere+'on+e+ to t!e que+tion+ ta''in;re+'on+e+ to t!e que+tion+ ta''in;

t!e aria,le i+ done.t!e aria,le i+ done.

T!en t!eT!en t!e reliabilit%reliabilit%andand valiit%valiit%o*o*t!e mea+ure+ are e+ta,li+!ed.t!e mea+ure+ are e+ta,li+!ed.

Ite! Anal%sisIte! Anal%sis


105/120

105105

Ite! anal%sisIte! anal%sisi+ done to +ee i* t!e item+ ini+ done to +ee i* t!e item+ in

t!e in+trument ,elon; t!ere or not. %ac!t!e in+trument ,elon; t!ere or not. %ac!item i+ e&amined *or it+ a,ility to di+criminateitem i+ e&amined *or it+ a,ility to di+criminate

,et-een t!o+e +u,Gect+ -!o+e total +core+,et-een t!o+e +u,Gect+ -!o+e total +core+

are !i;! and t!o+e -it! lo- +core+.are !i;! and t!o+e -it! lo- +core+.


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107/120

ta,ility


108/120

108108108

y

ta,ility( a,ility o* a mea+ure to remaint!e +ame oer time de+'ite

uncontrolla,le te+tin; condition+ or t!e+tate o* t!e re+'ondent+ t!em+ele+. TestRetest Reliabilit%: T!e relia,ility

coe*Jcient o,tained -it! a re'etition o* t!e

+ame mea+ure on a +econd occa+ion. *arallel97or! Reliabilit%( =e+'on+e+ on

t-o com'ara,le +et+ o* mea+ure+ ta''in;t!e +ame con+truct are !i;!ly correlated.

84


109/120

P ll l F = li ,iliP ll l F = li ,ilit


110/120

110110110

ParallelForm =elia,ilityParallelForm =elia,ility

!en re+'on+e+ on!en re+'on+e+ on t,o co!parablet,o co!parablesets of !eas#ressets of !eas#resta''in; t!e +ameta''in; t!e +ame

con+truct are !i;!ly correlated -e !aecon+truct are !i;!ly correlated -e !ae

'arallel*orm relia,ility.'arallel*orm relia,ility.


111/120


112/120

V liditV lidit


113/120

113113113

ValidityValidity

Valiit%Valiit%te+t+ +!o- !o- -ell an in+trument t!atte+t+ +!o- !o- -ell an in+trument t!ati+ deelo'ed mea+ure+ t!ei+ deelo'ed mea+ure+ t!e partic#lar conceptpartic#lar conceptit i+ intended to mea+ure.it i+ intended to mea+ure. Valiit%Valiit%i+ concernedi+ concerned

-it! -!et!er -e mea+ure t!e ri;!t conce't.-it! -!et!er -e mea+ure t!e ri;!t conce't.

Several t%pes of valiit%Several t%pes of valiit% te+t+ are u+ed to te+tte+t+ are u+ed to te+t

t!e ;oodne++ o* mea+ure+(t!e ;oodne++ o* mea+ure+( content valiit%'content valiit%'

criterion9relate valiit%' an constr#ctcriterion9relate valiit%' an constr#ct

valiit%valiit%..

: t t V lidit: t t V lidit


114/120

114114114

:ontent Validity:ontent Validity

Content valiit%Content valiit%en+ure+ t!at t!e mea+ureen+ure+ t!at t!e mea+ureinclude+ aninclude+ an ae+#ateae+#ateandand representativerepresentative+et o*+et o*ite!site!s t!at ta' t!et!at ta' t!e concept)concept)

T!e more t!e +cale item+ re're+ent t!e domainT!e more t!e +cale item+ re're+ent t!e domain

o* t!e conce't ,ein; mea+ured t!e ;reater t!eo* t!e conce't ,ein; mea+ured t!e ;reater t!econtent alidity.content alidity.


115/120

: it i = l t d V lidit: it i = l t d V lidit


116/120

116116116

:riterion=elated Validity:riterion=elated Validity

%&am'le 12%&am'le 12


117/120

117117117

%&am'le 12 C:ont.D%&am'le 12 C:ont.D

T!o+e -it!T!o+e -it! "ig" ,or. et"ic val#es"ig" ,or. et"ic val#es-ould not-ould not-ant to ,e on -el*are and -ould a+# *or-ant to ,e on -el*are and -ould a+# *or

em'loyment. T!o+e -!o are lo- on -or# et!icem'loyment. T!o+e -!o are lo- on -or# et!ic

alue+ mi;!t e&'loit t!e o''ortunity to +uriealue+ mi;!t e&'loit t!e o''ortunity to +urie

on -el*are *or a+ lon; a+ 'o++i,le.on -el*are *or a+ lon; a+ 'o++i,le.


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d * Moodne++ o* Mea+ure+


119/120

119119119


6ooness of Meas#res6ooness of Meas#resi+ e+ta,li+!ed t!rou;!i+ e+ta,li+!ed t!rou;!t!e di**erent #ind+ o* alidity and relia,ility.t!e di**erent #ind+ o* alidity and relia,ility.

T!e re+ult+ o* any re+earc! can only ,e a+ ;oodT!e re+ult+ o* any re+earc! can only ,e a+ ;ood

a+ t!e mea+ure+ t!at ta' t!e conce't+ in t!ea+ t!e mea+ure+ t!at ta' t!e conce't+ in t!et!eoretical *rame-or#.t!eoretical *rame-or#.

Table )BTable )B+ummarie+ t!e #ind+ o* alidity+ummarie+ t!e #ind+ o* alidity

di+cu++ed in t!e lecture.di+cu++ed in t!e lecture.

Validity


120/120

Validity

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