Chapter 12: Measurement scales. This chapter covers procedures that will help students understand measurement scales so that they can select or design measures that are appropriate. The chapter focuses on measuring complex constructs like attitudes. | Chapter 12 Measurement Scales McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved. This chapter covers procedures that will help students understand measurement scales so that they can select or design measures that are appropriate. The chapter focuses on measuring complex constructs like attitudes. 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 rating, ranking, sorting, and other preference scales. 12- Measurements are Relative “Any measurement must take into account the position of the observer. There is no such thing as measurement absolute, there is only measurement relative.” Jeanette Winterson journalist and author 12- This note relates to the effort it takes to develop a good measurement scale, and that the emphasis is always on helping the manager make a better . | Chapter 12 Measurement Scales McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved. This chapter covers procedures that will help students understand measurement scales so that they can select or design measures that are appropriate. The chapter focuses on measuring complex constructs like attitudes. 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 rating, ranking, sorting, and other preference scales. 12- Measurements are Relative “Any measurement must take into account the position of the observer. There is no such thing as measurement absolute, there is only measurement relative.” Jeanette Winterson journalist and author 12- This note relates to the effort it takes to develop a good measurement scale, and that the emphasis is always on helping the manager make a better decision—actionable data. PulsePoint: Research Revelation 34 The percent of workers who are considered truly loyal. 12- See the text Instructors Manual (downloadable from the text website) for ideas for using this research-generated statistic. The Scaling Process 12- Exhibit 12-1 Exhibit 12-1 illustrates where scaling fits into the research process. Nature of Attitudes Cognitive I think oatmeal is healthier than corn flakes for breakfast. Affective Behavioral I hate corn flakes. I intend to eat more oatmeal for breakfast. 12- An attitude is a learned, stable predisposition to respond to oneself, other persons, objects, or issues in a consistently favorable or unfavorable way. Attitudes can be expressed or based cognitively, affectively, and behaviorally. A example for each is provided in the slide. Business researchers treat attitudes as hypothetical constructs because of their complexity and the fact that they are inferred from the measurement data, not actually .
