measurement, scales and attitudes. nominal ordinal?

44
Measurement, Scales and Attitudes

Upload: bennett-oconnor

Post on 28-Dec-2015

247 views

Category:

Documents


4 download

TRANSCRIPT

Page 1: Measurement, Scales and Attitudes. Nominal Ordinal?

Measurement, Scales and Attitudes

Page 2: Measurement, Scales and Attitudes. Nominal Ordinal?

Nominal

Page 3: Measurement, Scales and Attitudes. Nominal Ordinal?

Ordinal?

Page 4: Measurement, Scales and Attitudes. Nominal Ordinal?

Interval

Page 5: Measurement, Scales and Attitudes. Nominal Ordinal?

Ratio

Page 6: Measurement, Scales and Attitudes. Nominal Ordinal?

Types of Scales

• Nominal - Identification only– Ex (players numbers, male=1 female=0)

• Ordinal -Ranking– Ex (grades?) SEI score

• Interval –Ranks and distinguishes intervals– Ex (temperature)

• Ratio – absolute quantities– Ex (weight, degrees Kelvin)

Page 7: Measurement, Scales and Attitudes. Nominal Ordinal?

You Try

• Which college is your major housed in?1. CLS 2. CBA 3. SAH

• How much money did you spend on alcohol at the bars in the last 7 days?_____Dollars

– Or answer categories1. $0-10 2. $11-20 3. $21 +

Page 8: Measurement, Scales and Attitudes. Nominal Ordinal?

Practice Problems

Page 9: Measurement, Scales and Attitudes. Nominal Ordinal?

Appropriate Statistical Analysis

• Scale matters.

– Usually

Page 10: Measurement, Scales and Attitudes. Nominal Ordinal?

Index Measures

• Conglomerates of questions

• Mapping multiple responses to a single metric

• Consumer Sentiment Index

Page 11: Measurement, Scales and Attitudes. Nominal Ordinal?

Good Measurement

• Reliable

• Valid

• Sensitive

Page 12: Measurement, Scales and Attitudes. Nominal Ordinal?

Wrong

Page 13: Measurement, Scales and Attitudes. Nominal Ordinal?

Validity-reliability bulls eye (Babbie, 1998)

Bothvalid & reliable Reliable,

but invalid

Page 14: Measurement, Scales and Attitudes. Nominal Ordinal?

Reliability

• Degree to which measures are free from error

Page 15: Measurement, Scales and Attitudes. Nominal Ordinal?

Reliability

• Repeatability– Test-Retest method- High correlation suggests

stability/reliability

Page 16: Measurement, Scales and Attitudes. Nominal Ordinal?

Reliability

• Internal Consistency – Split-half method- take results form even

questions and compare to odd number questions– Equivalent form- asking different but equivalent

questions of a group, and comparing their answers on the separate questions

Page 17: Measurement, Scales and Attitudes. Nominal Ordinal?

Validity

• the ability to measure that which you intend to measure

• Reliability is a necessary condition for validity, not sufficient– Example - if the scale always reads 5 pounds too

much. It is reliable, but not a valid measure of weight.

Page 18: Measurement, Scales and Attitudes. Nominal Ordinal?

Types of Validity

• Content (Face) validity- agreement that a scale accurately measures that which it is intended to

• Criterion validity- the ability of a measure to correlate highly with another measure of the same construct– Concurrent validity- measures made concurrently – Predictive validity- correlates with future measure

• Construct validity- The ability of a measure to confirm a network of related hypothesis

Page 19: Measurement, Scales and Attitudes. Nominal Ordinal?

Types of Validity

• Content (Face) validity- agreement that a scale accurately measures that which it is intended to

Page 20: Measurement, Scales and Attitudes. Nominal Ordinal?

Types of Validity

• Criterion validity- the ability of a measure to correlate highly with another measure of the same construct– Concurrent validity- measures made concurrently – Predictive validity- correlates with future measure

Page 21: Measurement, Scales and Attitudes. Nominal Ordinal?

Types of Validity

• Construct validity- The ability of a measure to confirm a network of related hypothesis

Page 22: Measurement, Scales and Attitudes. Nominal Ordinal?

Sensitivity

• a measurements ability to measure variability in stimuli

• Without variability in response we have nothing of interest.– We can classify but not understand or explain

Page 23: Measurement, Scales and Attitudes. Nominal Ordinal?

Attitude Measurement

• Attitude – an enduring disposition which contains these components:– Affective (emotional)– Cognitive (reason)– Behavioral (action)

• Example (sexual identity)

• Hypothetical Construct

Page 24: Measurement, Scales and Attitudes. Nominal Ordinal?

Male Sex Behavior and Identification

Total 33 10 1,213 1,256 normal/straight 1 0 64 65 something else 1 2 4 7 bisexual 4 3 1 8 homosexual 22 0 2 24 heterosexual 5 5 1,142 1,152 identification exclusive both male exclusive Total rs sexual year gender of sex ps in the last

Col1 exclusively maleCol 2 bothCol 3 exclusively female

Page 25: Measurement, Scales and Attitudes. Nominal Ordinal?

Female Sex Behavior and Identification

Col1 exclusively maleCol 2 bothCol 3 exclusively female

Total 1,531 7 19 1,557 normal/straight 87 1 0 88 something else 7 0 5 12 bisexual 4 2 2 8 homosexual 1 0 8 9 heterosexual 1,432 4 4 1,440 identification exclusive both male exclusive Total rs sexual year gender of sex ps in the last

. tab sxident sexsex if gender==0

Page 26: Measurement, Scales and Attitudes. Nominal Ordinal?

Male Sexual Attraction and Identification

Total 1,396 43 9 11 37 1,496 normal/straight 74 2 0 0 3 79 something else 5 1 2 2 1 11 bisexual 2 3 5 1 0 11 homosexual 1 1 0 8 17 27 heterosexual 1,314 36 2 0 16 1,368 identification only wome mostly wo both wome mostly me only men Total rs sexual is r attracted to males or females

Page 27: Measurement, Scales and Attitudes. Nominal Ordinal?

Female Sexual Attraction and Identification

Total 7 11 15 50 1,803 1,886 normal/straight 1 0 0 0 116 117 something else 3 0 1 1 7 12 bisexual 0 2 5 3 0 10 homosexual 2 9 1 0 0 12 heterosexual 1 0 8 46 1,680 1,735 identification only wome mostly wo both wome mostly me only men Total rs sexual is r attracted to males or females

. tab sxident attract if gender==0

Page 28: Measurement, Scales and Attitudes. Nominal Ordinal?

Practice Problems

• Drinking Alcohol

• Religion

• Music

Page 29: Measurement, Scales and Attitudes. Nominal Ordinal?

Concept Measurement• Awareness: measure of knowledge; understanding;

familiarity• Behavior: measure of actions/choices that took place• Motivation: measure of why people behave as they do• Opinion: measure of belief or attitude• Preference: measure of likes/dislikes• Desire: measure of wants• Interest: measure of concerns/curiosities• Intention: measure of anticipated behavior• Demographic: measure of respondent’s characteristics• Perceptions of above?

Page 30: Measurement, Scales and Attitudes. Nominal Ordinal?

What is Most Appropriate?

Page 31: Measurement, Scales and Attitudes. Nominal Ordinal?

Methods of Measuring Attitudes

• Rating– Likert Scale – carefully constructed attitudinal

measure which asks people for their agreement with a statement

– Example: Please rate each of the following, on a scale from 1 to 10, with 1 being least important and 10 being most important…

Page 32: Measurement, Scales and Attitudes. Nominal Ordinal?

Methods of Measuring Attitudes

• Ranking– Rank choices from most important to least

important

• Example: Of the following 10 items please rank them in order of importance, with 1 being least important and 10 being most important.

Page 33: Measurement, Scales and Attitudes. Nominal Ordinal?

Source: http://blog.vovici.com/blog/bid/18228/Ranking-Questions-vs-Rating-Questions

Page 34: Measurement, Scales and Attitudes. Nominal Ordinal?

• Sorting– Asks respondents to sort items/names into groups

Page 35: Measurement, Scales and Attitudes. Nominal Ordinal?

• Multiple Choice– Provide alternative responses that R might

choose.

Page 36: Measurement, Scales and Attitudes. Nominal Ordinal?

Monadic

Q. How satisfied are you with your current job?

1. Very Satisfied

2. Somewhat Satisfied

3. Not Very Satisfied

Page 37: Measurement, Scales and Attitudes. Nominal Ordinal?

Comparative

Q. Compared to your current job how much responsibility did you have at your last job?

1. More

2. About the Same

3. Less

Page 38: Measurement, Scales and Attitudes. Nominal Ordinal?

How many categories are needed?

Page 39: Measurement, Scales and Attitudes. Nominal Ordinal?

Balanced

Q. How satisfied are you with your current cable service?

1. Very Satisfied 2. Somewhat Satisfied 3. Somewhat unsatisfied 4. Very unsatisfied

Page 40: Measurement, Scales and Attitudes. Nominal Ordinal?

Unbalanced

Q. How satisfied are you with your current cable service?

1. Very Satisfied 2. Somewhat Satisfied 3. Somewhat unsatisfied

Page 41: Measurement, Scales and Attitudes. Nominal Ordinal?

Forced Choice

• Does not allow the respondent to offer no opinion, which is different than a neutral opinion

Page 42: Measurement, Scales and Attitudes. Nominal Ordinal?

Unforced Choice

• Allows respondents to opt out of providing an opinion.

Page 43: Measurement, Scales and Attitudes. Nominal Ordinal?

JOHN ALLEN PAULOS

Unless we know how things are counted, we don’t know if it’s wise to count on the numbers.

Page 44: Measurement, Scales and Attitudes. Nominal Ordinal?

Albert Einstein

Not everything that can be counted counts, and not everything that counts can be counted.