Chapter 12 - Measurement scales. After studying this chapter you will be able to 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. | Measurement Scales Chapter 12 1 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. 2 Pull Quote “No man learns to know his inmost nature by introspection, for he rates himself sometimes too low, and often too high, by his own measurement. Man knows himself only by comparing himself with other men; it is life that touches his genuine worth.” Johann Wolfgang von Goethe German writer, artist, politician (1749–1832) 3 The Scaling Process 4 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. 5 Improving Predictability Reference groups Multiple measures Factors Strong Specific Basis Direct 6 Measurement Scales “All survey questions must be actionable if you want . | Measurement Scales Chapter 12 1 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. 2 Pull Quote “No man learns to know his inmost nature by introspection, for he rates himself sometimes too low, and often too high, by his own measurement. Man knows himself only by comparing himself with other men; it is life that touches his genuine worth.” Johann Wolfgang von Goethe German writer, artist, politician (1749–1832) 3 The Scaling Process 4 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. 5 Improving Predictability Reference groups Multiple measures Factors Strong Specific Basis Direct 6 Measurement Scales “All survey questions must be actionable if you want results.” Frank Schmidt, senior scientist The Gallup Organization 7 Selecting a Measurement Scale Research objectives Response types Data properties Number of dimensions Forced or unforced choices Balanced or unbalanced Rater errors Number of scale points 8 Response Types Rating scale Ranking scale Categorization Sorting 9 Number of Dimensions Unidimensional Multi-dimensional 10 Balanced or Unbalanced Very bad Bad Neither good nor bad Good Very good Poor Fair Good Very good Excellent How good an actress is Jennifer Lawrence? 11 Forced or Unforced Choices Very bad Bad Neither good nor bad Good Very good Very bad Bad Neither good nor bad Good Very good No opinion Don’t know How good an actress is Jennifer Lawrence? 12 Number of Scale Points Very bad Bad Neither good nor bad Good Very good Very bad Somewhat bad A little bad Neither good nor bad A little good Somewhat good Very good How good an actress is Jennifer Lawrence? 13 Rater Errors Error of central tendency Error of leniency Adjust .
