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Chapter 13

Chapter 13. Measurement Scales. Nature of Attitudes. Cognitive. I think oatmeal is healthier than corn flakes for breakfast. I hate corn flakes. Affective. Conative. I intend to eat more oatmeal for breakfast. Selecting a Measurement Scale. Research objectives. Response Types.

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Chapter 13

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  1. Chapter 13 Measurement Scales

  2. Nature of Attitudes Cognitive I think oatmeal is healthier than corn flakes for breakfast. I hate corn flakes. Affective Conative I intend to eat more oatmeal for breakfast.

  3. Selecting a Measurement Scale Research objectives Response Types Data properties Number of dimensions Balanced or unbalanced Forced or unforced choices Number of scale points Rater errors

  4. Number of Dimensions Unidimensional Multi-dimensional

  5. Very bad Bad Neither good nor bad Good Very good Poor Fair Good Very good Excellent Balanced or Unbalanced How good an actress is Julia Roberts?

  6. 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 Forced or Unforced Choices How good an actress is Julia Roberts?

  7. 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 Number of Scale Points How good an actress is Julia Roberts?

  8. Rater Errors • 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 Error of central tendency Error of leniency

  9. Rater Errors Primacy Effect Recency Effect • Reverse order of • alternatives periodically

  10. Dealing with Halo Effects • Rate one trait at a time • Reveal one trait • per page • Reverse anchors • periodically Halo Effects

  11. Simple Category Scale • I plan to purchase a MindWriter laptop in the • 12 months. • Yes • No

  12. 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:_____________)

  13. 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:_____________)

  14. Likert Scale • The Internet is superior to traditional libraries for • comprehensive searches. • Strongly disagree • Disagree • Neither agree nor disagree • Agree • Strongly agree

  15. Semantic Differential

  16. Exhibit 13-5 Adapting SD Scales

  17. Exhibit 13-7 SD Scale for Analyzing Actor Candidates

  18. Numerical Scale

  19. Multiple Rating List Scales

  20. Stapel Scales

  21. Constant-Sum Scales

  22. Graphic Rating Scales

  23. Ranking Scales • Paired-comparison scale • Forced ranking scale • Comparative scale

  24. Paired-Comparison Scale

  25. Forced Ranking Scale

  26. Comparative Scale

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