Questionnaire Scales: Part I (Click icon for audio) Dr. Michael R. Hyman, NMSU

Researchers Can Develop a Broad Range of Scales

…Although It Never Hurts to Be Creative…

Precise Language is Important

Different Ways to Ask Same Question Can Yield Different Responses

Classification of Scaling Techniques Paired Comparison

Non-comparative (Monadic) Rating Scales Non-comparative Rating Scales ask about a single concept Now that you’ve had your automobile for about 1 year, please tell us how satisfied you are with its engine power and pickup. Completely Very Fairly Well Somewhat Very Satisfied Satisfied Satisfied Dissatisfied Dissatisfied

TOO MUCH ABOUT RIGHT TOO LITTLE Comparative Rating Scales Comparative Rating Scales ask respondents to rate a concept by comparing it to a benchmark Please indicate how the amount of authority in your present position compares with the amount of authority that would be ideal for this position. TOO MUCH ABOUT RIGHT TOO LITTLE

Non-comparative Scales

Likert Item for Measuring Attitudes toward Tennis It is more fun to play a tough, competitive tennis match than to play an easy one. ___Strongly Agree ___Agree ___Not Sure ___Disagree ___Strongly Disagree

Method of Summated Ratings: Likert Scales Popular way to measure attitudes Respondents indicate their (or another person’s) attitudes by checking how strongly they (or another person would) agree or disagree with statements. Typical response alternatives: Strongly agree, Agree, Uncertain, Disagree, and Strongly disagree

Data for Likert-type Items

Thurstone Scales

Data for Thurstone Scaling

Data for Thurstone Scaling: Percentages

Cumulative Proportions and Q-values

Psychometric Graph: Trace Line

Semantic Differential (SD) Scale Series of bipolar rating scales Bipolar adjectives, such as “good” and “bad”, anchor the scale ends (or poles) A number is assigned to each position on the scale Proper SD scales assume three underlying attitudinal dimensions that everyone, regardless of culture or language, uses to evaluate things in their social environment: Evaluation, Power, and Activity

SD Scales for Measuring Attitudes Toward Tennis Exciting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Calm Interesting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Dull Simple ___ : ___ : ___ : ___ : ___ : ___ : ___ Complex Passive ___ : ___ : ___ : ___ : ___ : ___ : ___ Active

Least-Preferred Co-Worker Scale

Limitations of SD Scales Respondents will misuse Don’t read instructions and unfamiliar with SD scales Difficult to construct Limited to only a few words Negation not necessarily opposite Not black, which includes all colors, is not opposite of black No advantage relative to Likert scales

Profile Analysis Examples

Image Profile of Major vs. Commuter Airlines

Image Profile for Color Televisions

Image Profile for a Savings Bank

Limitations of Profile Analysis Few brands can be depicted Attributes are non-independent Profiles not weighted by attribute importance

Stapel Scales Modern versions substitute a single adjective for bipolar adjectives of SD scales Advantages, disadvantages, and results similar to SD, but Stapel scales easier to conduct and administer

Stapel Scales for Kmart

Stapel Scale for Compact Cars