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McGraw-Hill/Irwin© 2008 The McGraw-Hill Companies, Inc. All Righs

Reser!e".

Chapter 12Chapter 12

MeasurementMeasurement

ScalesScales

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12-2

Learning Objectives

Understand… 

• The nature of attitudes and their relationship

to behavior.• The critical decisions involved in selecting

an appropriate measurement scale.

• The characteristics and use of ratingran!ing sorting and other preference

scales.

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12-"

#ulse#oint$ %esearch %evelation

68The percent that sa& the& are

'generally positive( or

'somewhat positive( about the

contributions that large

corporations ma!e to the

public good.

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12-)

*easurement +cales

“All survey questions must be actionable

if you want results.” Frank Schmidt, senior scientist 

he !allup "rgani#ation

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12-,

The +caling #rocess

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12-

ature of /ttitudes

Cognitive I think oatmeal is healthier than corn flakes for breakfast.

Affective

Behavioral

I hate corn flakes.

I inten to eat more oatmeal

for breakfast.

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12-0

mproving #redictabilit& 

%eference

groups

%eference

groups

*ultiple

measures

*ultiple

measures

!actors!actors

+trong+trong

+pecific

asis

3irect3irect

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12-4

+electing a *easurement +cale

"esearch ob#ectives "esponse t$pes

%ata properties &umber ofimensions

!orce or unforce

choices

Balance or

unbalance

"ater errors&umber of

scale points

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12-5

%esponse T&pes

"ating scale

"anking scale

Categori'ation

Sorting

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12-16

umber of 3imensions

(niimensional

Multi)imensional

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12-11

alanced or Unbalanced

7er& bad

ad

either good nor bad

8ood

7er& good

#oor 

9air 

8ood

7er& good

:;cellent

*o+ goo an actress is Angelina ,olie-

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12-12

9orced or Unforced

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12-1"

umber of +cale #oints

7er& bad

ad

either good nor bad

8ood

7er& good

7er& bad

+ome=hat bad

 / little bad

either good nor bad

 / little good

+ome=hat good

7er& good

*o+ goo an actress is Angelina ,olie-

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12-1)

%ater :rrors

rror ofcentral tenenc$

rror of lenienc$

• /djust strength of

descriptive adjectives

•+pace intermediate

descriptive phrases farther apart

•#rovide smaller

differences

 in meaning bet=een

 steps near the

ends of the scale

•Use more scale points 

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12-1,

%ater :rrors

/rimac$ ffect

"ecenc$ ffect

•%everse order of

alternatives periodicall&

12 1

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12-1

3ealing =ith >alo :ffects

*alo ffects

• %ate one trait

at a time

• %eveal one trait

per page

• %everse anchorsperiodicall&

12 10

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12-10

+imple

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12-14*ultiple-

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12-15*ultiple-

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12 21

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12-21

+emantic 3ifferential

12 22

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12-22

 /dapting +3 +cales

Convenience of "eaching the Store from 0our ocation

earb& DDD$ DDD$ DDD$ DDD$ DDD$ DDD$ DDD$ 3istant

+hort time reGuired to reach store DDD$ DDD$ DDD$ DDD$ DDD$ DDD$ DDD$ Long time reGuired to reach store

3ifficult drive DDD$ DDD$ DDD$ DDD$ DDD$ DDD$ DDD$ :as& 3rive

3ifficult to find par!ing place DDD$ DDD$ DDD$ DDD$ DDD$ DDD$ DDD$ :as& to find par!ing place

igh Gualit& DDD$ DDD$ DDD$ DDD$ DDD$ DDD$ DDD$ Lo= Gualit&

umerous brands DDD$ DDD$ DDD$ DDD$ DDD$ DDD$ DDD$ 9e= brands

Un!no=n brands DDD$ DDD$ DDD$ DDD$ DDD$ DDD$ DDD$ ?ell-!no=n brands

12 2"

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12-2"

+3 +cale for /nal&Bing /ctor

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12-2)

8raphic of +3 /nal&sis

12 2,

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12-2,

umerical +cale

12 2

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12-2

*ultiple %ating List +cales

12-20

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12-20

+tapel +cales

12-24

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12-24

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12 25

8raphic %ating +cales

12-"6

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12 "6

%an!ing +cales

• #aired-comparison

scale

• 9orced ran!ing scale•

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12 "1

#aired-

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12 "2

9orced %an!ing +cale

12-""

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12 ""

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12 ")

+orting

12-",

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*ind?riter +caling

ikert Scale

The problem that prompted serviceFrepair =as resolved

+trongl&3isagree 3isagree

either /greeor 3isagree /gree

+trongl& /gree

1 2 " ) ,

&umerical Scale Min3riter4s !avorite5

To =hat e;tent are &ou satisfied that the problem that prompted serviceFrepair =as resolvedA

7er&3issatisfied

7er&+atisfied

1 2 " ) ,

*$bri pectation Scale

%esolution of the problem that prompted serviceFrepair.

*et 9e=:;pectations

*et +ome:;pectations

*et *ost:;pectations

*et /ll:;pectations

:;ceeded:;pectations

1 2 " ) ,

12-"

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deal +calogram #attern

Item

/articipant

Score

2 7 1

H H H H 7

 DD H H H

 DD DD H H 2

 DD DD DD H 1

 DD DD DD DD  9

I H J agreeK DD J disagree.

12-"0

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e& Terms

•  /ttitude• alanced rating scale

•

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e& Terms

• *ultiple-choicemultiple-response

scale

•*ultiple-choice single-response scale

• *ultiple rating list

• umerical scale

• #aired-comparison

scale

• M-sort• %an!ing scale

• %ating scale

• +caling• +calogram anal&sis

• +emantic differential

• +imple categor& scale

12-"5

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e& Terms

• +orting• +tapel scale

• +ummated rating scale

• Unbalanced rating scale• Unforced-choice rating

scale

• Unidimensional scale