Part Two THE DESIGN OF RESEARCH

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Presentation transcript:

Part Two THE DESIGN OF RESEARCH McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc.,All Rights Reserved.

Chapter Nine MEASUREMENT SCALES

What is Scaling? Scaling is assigning numbers to indicants of the properties of objects

Types of Response Scales Rating Scales Ranking Scales Categorization

Types of Rating Scales Simple category Multiple choice, single response Multiple choice, multiple response Likert scale Semantic differential Numerical Multiple rating Fixed sum Stapel Graphic rating

Rating Scale Errors to Avoid Leniency Negative Leniency Positive Leniency Central Tendency Halo Effect

Types of Ranking Scales Paired-comparison Forced Ranking Comparative

Dimensions of a Scale Unidimensional Multidimensional

Scale Design Techniques Arbitrary scaling Consensus scaling Item Analysis scaling Cumulative scaling Factor scaling

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