Beruflich Dokumente
Kultur Dokumente
Scales
Qazi Subhan
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Emotional Appeal
Financial
Performance
Products and
Services
Reputation
Workplace
Environment
Social
Responsibility
Vision and
Leadership
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Emotional Appeal
Like
Respect
Trust
Workplace Environment
Well managed
Appealing workplace
Employee Talent
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Innovative
Strong brand
Quality
Value
Social Responsibility
Citizenship
Environmental stewardship
Ethics
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Financial Performance
Growth prospects
Past results
Recognizes opportunities
Low risk
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Nominal
Ordinal
Interval
Ratio
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Male
Female
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Television
Radio
Newspapers
Magazines
Internet
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The mode is the most frequent category only statistics applicable to nominal variable
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Response Category
Percentage of Respondents
Checking Category
40
25
25
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_____
(1)
_____
(2)
_____
(3)
_____
(4)
_____
(5)
_____
(6)
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Attributes
Behavior
Beliefs
Attitudes
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Attitudes
Widely believed to be a key determinant of
behavior
Can only be inferred and cannot be directly
ascertained
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Projective Techniques
The approach of analyzing reactions to partially
structured stimuli involves asking respondents to
react to or describe in some fashion,
an incomplete, vague stimulus
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Very
Bad
Very
Good
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Category scale
Semantic differential scale
Stapel scale
Likert scale (Summated ratings scale)
Constant sum scale
Graphic scale
Poor
Fair
Good
a) Durability
[
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b) Fuel consumption
]
V. good Excellent
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Characteristics:
Durable
---:-X-:---:---:---:---:--- Not durable
Low fuel consumption
---:---:---:---:---:-X-:--- High fuel consumption
Characteristics
1.
The scale has properties of an interval scale.
2.
Sometimes descriptive phrases are used instead
of bipolar adjectives, especially when it is difficult
to get adjectives that are exact opposites
3.
It is often used to construct an image profile.
Model A
-3 -2 -1
Durable Car
1 2 3
-3 -2 -1 Good Fuel Conaumption 1 2 3
100
Examples:
Poor
Durability
7
Durable
N. Durable
Excellent
5
6
Characteristics
1. The straight line scale has ratio level
properties.
2. The ladder and happy face scales have
properties depending on the labeling
option chosen whether all response
categories
are
labeled
(ordinal
properties) or only the scale end-points
are labeled (interval properties).
Totally
disagree Disagree Neutral
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Agree
[ ]
Totally
agree
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1.
2.
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4.
Advantages
Disadvantages
2.Category scale
Indicate a response
category
3. Likert scale
Evaluate statements on a
5-point scale
4. Semantic differential
and numerical scales
Scale approximates an
interval measure
6. Stapel scale
7. Graphic scale
Choose a point on a
continuum
No standard answers
8. Graphic scale-picture
response
Rating Scale
1. Simple attitude scaling
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8.
Validity
Content validity
Construct validity
Predictive validity
Reliability
Test-retest reliability
Split-half reliability
Sensitivity
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