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Outline
1) Overview
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Outline
5) Comparative Scaling Techniques
6) Non-Comparative Scaling
7) Criterion for good measurement
8) Threats to reliability
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Scale Nominal
Ordinal
Finish
Interval
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Ratio
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Ordinal Scale
Preference Rankings
Interval Scale
Preference Ratings 1-7 5 7 4 6 7 5 4 5 6 2 11-17 15 17 14 16 17 15 14 15 16 12
Ratio Scale
$ spent last 3 months
1. Lord & Taylor 2. Macys 3. Kmart 4. Richs 5. J.C. Penney 6. Neiman Marcus 7. Target 8. Saks Fifth Avenue 9. Sears 10.Wal-Mart
7 2 8 3 1 5 9 6 4 10
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Ordinal
Interval Ratio
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Comparative Scales
Paired Comparison
Rank Order
Constant Sum
Likert
Semantic Differential
Stapel
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In noncomparative scales, each object is scaled independently of the others in the stimulus set. The resulting data are generally assumed to be interval or ratio scaled.
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0 1a 1 0 1 3 1 0 1 2
Sassoon Shoulders 0 1 0 0 0 0 1 4 1 1
0 0 1 0 1
1 in a particular box means that the brand in that column was preferred over the brand in the corresponding row. A 0 means that the row brand was preferred over the column brand. bThe number of times a brand was preferred is obtained by summing the 1s in each column.
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3. Aim
4. Gleem 5. Macleans 6. Ultra Brite
_________
_________ _________ _________
7. Close Up
8. Pepsodent 9. Plus White 10. Stripe
_________
_________ _________ _________
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On the next slide, there are eight attributes of bathing soaps. Please allocate 100 points among the attributes so that your allocation reflects the relative importance you attach to each attribute. The more points an attribute receives, the more important the attribute is. If an attribute is not at all important, assign it zero points. If an attribute is twice as important as some other attribute, it should receive twice as many points.
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Segment II
2 4 9 17 0 5 3 60 100
Segment III
4 17 7 9 19 9 20 15 100
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Comparative Scales
Paired Comparison
Rank Order
Constant Sum
Likert
Semantic Differential
Stapel
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100
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Likert Scale
Likert scale - Respondents are asked to indicate the amount of agreement or disagreement (from strongly agree to strongly disagree) on a five- or seven-point scale. The same format is used for multiple questions.
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1. Sears sells high quality merchandise. 2. Sears has poor in-store service. 3. I like to shop at Sears.
1 1 1
5 5 5
The analysis can be conducted on an item-by-item basis (profile analysis), or a total (summated) score can be calculated.
When arriving at a total score, the categories assigned to the negative statements by the respondents should be scored by reversing the scale.
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A Semantic Differential Scale for Measuring Self- Concepts, Person Concepts, and Product Concepts
1) Rugged 2) Excitable :---:---:---:---:---:---:---: Delicate :---:---:---:---:---:---:---: Calm
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3) Uncomfortable 4) Dominating 5) Thrifty 6) Pleasant 7) Contemporary 8) Organized 9) Rational 10) Youthful 11) Formal 12) Orthodox 13) Complex 14) Colorless 15) Modest
:---:---:---:---:---:---:---: Comfortable :---:---:---:---:---:---:---: Submissive :---:---:---:---:---:---:---: Indulgent :---:---:---:---:---:---:---: Unpleasant :---:---:---:---:---:---:---: Obsolete :---:---:---:---:---:---:---: Unorganized :---:---:---:---:---:---:---: Emotional :---:---:---:---:---:---:---: Mature :---:---:---:---:---:---:---: Informal :---:---:---:---:---:---:---: Liberal :---:---:---:---:---:---:---: Simple :---:---:---:---:---:---:---: Colorful :---:---:---:---:---:---:---: Vain
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Stapel scale
This is a unipolar ten-point rating scale. ranges from +5 to -5 and has no neutral zero point.
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The data obtained by using a Stapel scale can be analyzed in the same way as semantic differential data.
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Thurstone scale
Thurstone scale - This is a scaling technique that incorporates the intensity structure among indicators.
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Thurstone example
For our example focus on developing an AIDS attitude scale, we might generate statements like the following:
people get AIDS by engaging in immoral behavior you can get AIDS from toilet seats AIDS is the wrath of God anybody with AIDS is either gay or a junkie AIDS is an epidemic that affects us all people with AIDS are bad people with AIDS are real people AIDS costs the public too much AIDS is something the other guy gets living with AIDS is impossible children cannot catch AIDS AIDS is a death sentence 70 statements (Lets Assume)
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Thrustone Exaple
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Thrustone Example
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Thermometer Scale Instructions: Please indicate how much you like McDonalds hamburgers by
coloring in the thermometer.
Smiling Face Scale Instructions: Please point to the face that shows how much you like the Barbie
Doll.
Form:
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Reliability
In test-retest reliability, respondents are administered identical sets of scale items at two different times and the degree of similarity between the two measurements is determined. In alternative-forms reliability, two equivalent forms of the scale are constructed and the same respondents are measured at two different times, with a different form being used each time.
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Reliability
Internal consistency reliability determines the extent to which different parts of a summated scale are consistent in what they indicate about the characteristic being measured. In split-half reliability, the items on the scale are divided into two halves and the resulting half scores are correlated. The coefficient alpha, or Cronbach's alpha, is the average of all possible split-half coefficients resulting from different ways of splitting the scale items. This coefficient varies from 0 to 1, and a value of 0.6 or less generally indicates unsatisfactory internal consistency reliability
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Validity
Validity
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Validity
Content validity/Face validity is a subjective but systematic evaluation of how well the content of a scale represents the measurement task at hand. Criterion validity reflects whether a scale performs as expected in relation to other variables selected (criterion variables) as meaningful criteria.
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Validity
Construct validity addresses the question of what construct or characteristic the scale is, in fact, measuring. Construct validity includes convergent, discriminant, and nomological validity. Convergent validity is the extent to which the scale correlates positively with other measures of the same construct. Discriminant validity is the extent to which a measure does not correlate with other constructs from which it is supposed to differ. Nomological validity is the extent to which the scale correlates in theoretically predicted ways with measures of different but related constructs.
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Instrument Associated Errors Situational Errors Measurer as Error Source NB:These might act as threat to reliability
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Threats to Reliability
AMBIGUITY -- when correlation is taken for causation
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Threats to Reliability
INTERACTION -- when confounding treatments or influences are cooccuring
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The End