the concept of measurement and attitude scales chapter eight
TRANSCRIPT
The Conceptof Measurement
and Attitude Scales
Chapter Eight
Chapter Eight
Chapter Eight ObjectivesChapter Eight Objectives
To understand the concept of measurement.
To understand the four levels of scales and their typical usage.
To explore the concepts of reliability and validity.
To become familiar with the concept of scaling.
To learn about the various types of attitude scales.
To examine some basic considerations in selecting a type of scale.
To realize the importance of attitude measurement scales in management decision making.
Chapter Eight
Measurement Process
Measurement:
Rule:
• The Process of assigning numbers or labels to persons, objects, or events in accordance with specific rules for representing quantities or qualities or attributes.
• The guide, method, or command that tells a researcher what to do.
Chapter Eight
Data Levels
Nominal Yes No No No•uses labels•categorizes
Ordinal Yes Yes No No•ranks responses•determines order
not distance
Interval Yes Yes Yes No•distance between
descriptors is known
Ratio Yes Yes Yes Yes•has zero as reference point•numeric
Scale Description Order Distance Origin
LeastSophisticated
MostSophisticated
Chapter Eight
Nominal Data
Classification Type Data. Examples:• Yes or no questions;• Nouns in general• Gender;• Race / Ethnicity;• Occupation;• Text open-ended questions.
Analysis Approach:• Cross tabulations / Percentages;• Sums and frequency counts;• Can’t tell the relative value of responses.
Scales that partition data into “mutually exclusive and collectively exhaustive” categories.
Scales that partition data into “mutually exclusive and collectively exhaustive” categories.
Chapter Eight
Ordinal Data
Ranking Type Data Examples:• Best liked, worst liked;• Win, place, or show;• First, second, third;• Small, medium, and large;• Comparisons rankings -
“rank these movies from best to worst”
Analysis Approach:• Cross tabulations, sums and frequency counts;• Percentages, mode, mean for some types;• Can tell the relative order of responses
but not the distance between responses
Scales that maintain the labeling characteristics of nominal scales and have the ability to order data.
Scales that maintain the labeling characteristics of nominal scales and have the ability to order data.
Chapter Eight
Interval Data
Comparison Type Data Examples:• One a “1 to 10” scale;• Age, income, etc. as ranges• Red, blue, green
- if each rated from “1 to X” – for example.
Analysis Approach:• Standard deviation, variance, kurtosis;• Descriptive statistics - mean, median, mode;• Sums and ranged frequency counts;• Correlation;• Can tell the relative value of responses and
can tell the distance between responses.
Scales that have the characteristics of ordinal scales, plus equal intervals between points.
Scales that have the characteristics of ordinal scales, plus equal intervals between points.
Chapter Eight
Ratio Data
Flat Numeric Type Data Examples:• Age = 50 (not an age range)• Income = $25,000 (not an income range)• Number of children: ________
Analysis Approach:• Standard deviation, variance, kurtosis• Descriptive statistics - mean, median, mode• Sums and ranged frequency counts• Pearson correlation, regression• Can tell the relative value of responses and
can tell the distance between responses andhow they relate to zero.
Scales that have the characteristics of interval, plus a meaningful zero point.
Scales that have the characteristics of interval, plus a meaningful zero point.
Chapter Eight
Reliability:
• Degree to which measures are free from random error and, therefore, provide consistent data. The extent to which the survey responses are internally consistent.
Validity:
• Degree to which what the researcher was trying to measure was actually measured.
Reliability and Validity
Chapter Eight
Test and Retest:• The ability of the same instrument to produce consistent results when used a second time under conditions as similar as possible to the original conditions.
Stability:• Lack of change in results from test to test.
Equivalent Form:• When two very similar forms of an instrument produce closely correlated results.
Testing Reliability
Chapter Eight
Internal Consistency:• The ability of an instrument to produce similar results when used on different samples during the same time period to measure a phenomenon.
Spilt Half:• A method of assessing the reliability of a scale by dividing the total set of measurement items in half and correlating the results.
Testing Reliability
Chapter Eight
Face:• The degree to which a measurement seems to measure what it is supposed to measure.
Content:• The representativeness, or sampling adequacy, of the content of the measurement instrument.
Testing Validity
Chapter Eight
Criterion Related:• The degree to which a measurement instrument can predict a variable that is designated a criterion.
Construct:• The degree to which a measurement instrument represents and logically connects, via the underlying theory, the observed phenomenon to the construct.
Testing Validity
Chapter Eight
Convergent:• The degree of correlation among different measures that purport to measure the same construct.
Discriminate:• The measure of the lack of association among constructs that are supposed to be different.
Testing Validity
Chapter Eight
Predictive:• The degree to which a future level of a criterion can be forecast by a current measurement scale.
Concurrent:• The degree to which another variable, measured at the same point in time as the variable of interest, can be predicted by the measurement instrument.
Testing Validity
Chapter Eight
Reliability and Validity
Chapter Eight
Unidimensional:• Measures only one dimension of a concept, respondent, or object.
Multidimensional:• Measures several dimensions of a concept, respondent, or object.
Measurement Scales
Procedures for assigning numbers or symbols to properties of an object in order to impart some numerical characteristics to the properties in question.
Chapter Eight
Attitude Measurement Scales
Enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of a person’s environment.
Chapter Eight
Important Not Important 1 2 3 4 5
Important Not Important 1 2 3 4 5 6
Odd Scale
Even Scale
Non-comparative Scale:• Scales in which judgement is made without reference to another object, concept, or person.
Comparative Scale:• Scales in which one object, concepts, or person is compared with another on a scale.
Attitude Measurement Scales
Chapter Eight
Uses Comparative Scaling:
Put these fast food chains in order of preference:
• McDonalds• Burger King• Taco Bell
Measurement scale employing a sophisticated form of rank ordering using card sorts. Respondents each rank X number of items in order from best to worst by putting the cards representing the idea at hand into ranked piles. Then the piles with the most become the top choices. The procedure can be done many times to winnow down the choice to a top two or three.
Attitude Measurement Scales
Chapter Eight
“Which drink doyou prefer:”
___Coke___Pepsi
___Coke___Sprite
___Pepsi___Sprite
What features do you want in a car?
Sun roof ______Leather ______ABS Breaks ______CD Player ______
Total 100 points
Attitude Measurement Scales
Chapter Eight
“How do you like your pizza”?
Hot Cold Bland SpicyExpensive Inexpensive Fresh Frozen Natural Artificial Soggy Crisp Moist Dry
Is “soggy” prejudicial?
- - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - -
-5-4-3-2-1
High Value+1+2+3+4+5
Attitude Measurement Scales
Chapter Eight
Honda is a good car brand:1 Agree2 Somewhat Agree3 Somewhat Disagree4.Disagree
1 Agree2 Somewhat Agree3 Somewhat Disagree4.Disagree
• Multiple response
• Single response
• Controlled response
Check all that applyCheck only oneCheck the top three
•••
Check all that applyCheck only oneCheck the top three
Check all that applyCheck only oneCheck the top three
Attitude Measurement Scales
Chapter Eight
• The nature of the construct being measured;
• The value and pitfalls of open ended questions;
• Balanced vs. non-balanced;• Balanced - Scales that have the same number of positive and negative categories.
• Non-balanced - Scales that are weighted toward one end or the other of the scale.
• Forced vs. non-forced.• Having an odd Vs. even number of response choices.
Considerations in Selecting a Scale
Chapter Eight
Interval DataMeasurement Scales DefinedNominal DataOrdinal DataRatio DataReliability DefinedScaling TipsScaling Measurement & TypesTesting ReliabilityTesting ValidityValidity Defined
Index
Index