(BQ) Part 2 book "Research methods for business" has contents: Measurement - scaling, reliability, validity; data collection methods; sampling; data analysis and interpretation; the research report; managerial decision making and research, a refresher on some statistical terms and tests. | CHAPTER 9 MEASUREMENT: SCALING, RELIABILITY, VALIDITY TOPICS DISCUSSED SCALING TECHNIQUES FREQUENTLY USED • Rating Scales • Dichotomous Scale • Category Scale • Likert Scale • Semantic Differential Scale • Numerical Scales • Itemized Rating Scale • Fixed or Constant Sum Rating Scale • Stapel Scale • Graphic Rating Scale • Consensus Scale • Ranking Scales • Paired Comparisons • Forced Choice • Comparative Scale GOODNESS OF MEASURES • Stability • Test–Retest Reliability • Parallel-Form Reliability • Internal Consistency • Split-Half Reliability • Interitem Consistency Reliability • Validity • Content Validity • Face Validity • Criterion-Related Validity • Concurrent Validity • Predictive Validity • Construct Validity 195 196 MEASUREMENT: SCALING, RELIABILITY, VALIDITY CHAPTER OBJECTIVES After completing Chapter 9, you should be able to: 1. Know how and when to use the different forms of rating scales and ranking scales. 2. Explain stability and consistency and how they are established. 3. Be conversant with the different forms of validity. 4. Discuss what ―goodness‖ of measures means, and why it is necessary to establish it in research. Now that we know the four different types of scales that can be used to measure the operationally defined dimensions and elements of a variable, it is necessary to examine the methods of scaling (that is, assigning numbers or symbols) to elicit the attitudinal responses of subjects toward objects, events, or persons. There are two main categories of attitudinal scales (not to be confused with the four different types of scales)—the rating scale and the ranking scale. Rating scales have several response categories and are used to elicit responses with regard to the object, event, or person studied. Ranking scales, on the other hand, make comparisons between or among objects, events, or persons and elicit the preferred choices and ranking among them. Both scales are discussed below. RATING SCALES The following rating scales are .
