McGraw-Hill/IrwinCopyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved. MEASUREMENT SCALES Chapter 12

12-2 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.

12-3 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)

12-4 The Scaling Process

12-5 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.

12-6 Improving Predictability Reference groups Multiple measures Multiple measures Factors Strong Specific Basis Direct

12-7 Measurement Scales “All survey questions must be actionable if you want results.” Frank Schmidt, senior scientist The Gallup Organization

12-8 Selecting a Measurement Scale Research objectivesResponse types Data properties Number of dimensions Forced or unforced choices Balanced or unbalanced Rater errors Number of scale points

12-9 Response Types Rating scale Ranking scale Categorization Sorting

12-10 Number of Dimensions Unidimensional Multi-dimensional

12-11 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?

12-12 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?

12-13 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?

12-14 Rater Errors Error of central tendency Error of leniency Adjust strength of descriptive adjectives Space intermediate descriptive phrases farther apart Provide smaller differences in meaning between terms near the ends of the scale Use more scale points

12-15 Rater Errors Primacy Effect Recency Effect Reverse order of alternatives periodically or randomly

12-16 Rater Errors Halo Effect Rate one trait at a time Reveal one trait per page Reverse anchors periodically

12-17 Simple Category Scale I plan to purchase a MindWriter laptop in the next 12 months.  Yes  No

12-18 Multiple-Choice, Single-Response Scale What newspaper do you read most often for financial news?  East City Gazette  West City Tribune  Regional newspaper  National newspaper  Other (specify:_________)

12-19 Multiple-Choice, Multiple-Response Scale Check any of the sources you consulted when designing your new home.  Online planning services  Magazines  Independent contractor/builder  Designer  Architect  Other (specify:_______)

12-20 Likert Scale The Internet is superior to traditional libraries for comprehensive searches.  Strongly Disagree  Disagree  Neither Agree nor Disagree  Agree  Strongly Agree

12-21 Semantic Differential

12-22 Adapting SD Scales Convenience of Reaching the Store from Your Location Nearby___: ___: ___: ___: ___: ___: ___:Distant Short time required to reach store___: ___: ___: ___: ___: ___: ___:Long time required to reach store Difficult drive___: ___: ___: ___: ___: ___: ___:Easy Drive Difficult to find parking place___: ___: ___: ___: ___: ___: ___:Easy to find parking place Convenient to other stores I shop___: ___: ___: ___: ___: ___: ___:Inconvenient to other stores I shop Products offered Wide selection of different kinds of products___: ___: ___: ___: ___: ___: ___: Limited selection of different kinds of products Fully stocked___: ___: ___: ___: ___: ___: ___:Understocked Undependable products___: ___: ___: ___: ___: ___: ___:Dependable products High quality___: ___: ___: ___: ___: ___: ___:Low quality Numerous brands___: ___: ___: ___: ___: ___: ___:Few brands Unknown brands___: ___: ___: ___: ___: ___: ___:Well-known brands

12-23 SD Scale for Analyzing Actor Candidates

12-24 Graphic of SD Analysis

12-25 Numerical Scale

12-26 Multiple Rating List Scales “Please indicate how important or unimportant each service characteristic is:” IMPORTANT UNIMPORTANT Fast, reliable repair Service at my location Maintenance by manufacturer Knowledgeable technicians Notification of upgrades Service contract after warranty

12-27 Stapel Scales

12-28 Constant-Sum Scales

12-29 Graphic Rating Scales

12-30 Ranking Scales Paired-comparison scale Forced ranking scale Comparative scale

12-31 Paired-Comparison Scale

12-32 Forced Ranking Scale

12-33 Comparative Scale

12-34 Sorting

12-35 CloseUp: MindWriter Scaling Likert Scale The problem that prompted service/repair was resolved Strongly DisagreeDisagree Neither Agree Nor DisagreeAgree Strongly Agree Numerical Scale (MindWriter’s Favorite) To what extent are you satisfied that the problem that prompted service/repair was resolved? Very Dissatisfied Very Satisfied Hybrid Expectation Scale Resolution of the problem that prompted service/repair. Met Few Expectations Met Some Expectations Met Most Expectations Met All Expectations Exceeded Expectations 12345

12-36 CloseUp: MindWriter Scaling

12-37 Ideal Scalogram Pattern Item Participant Score 2413 XXXX 4 __XXX 3 XX 2 X 1 0 * X = agree; __ = disagree.

12-38 Key Terms Attitude Balanced rating scale Categorization Comparative scale Constant-sum scale Cumulative scale Error of central tendency Error of leniency Forced-choice rating scale Forced ranking scale Graphic rating scale Halo effect Item analysis Likert scale Multidimensional scale

12-39 Key Terms Multiple-choice, multiple-response scale Multiple-choice, single-response scale Multiple rating list Numerical scale Paired-comparison scale Q-sort Ranking scale Rating scale Scaling Scalogram analysis Semantic differential Simple category scale

12-40 Key Terms Sorting Stapel scale Summated rating scale Unbalanced rating scale Unforced-choice rating scale Unidimensional scale

McGraw-Hill/IrwinCopyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved. ADDITIONAL DISCUSSION OPPORTUNITIES Chapter 12

12-42 PicProfile: i.Think Online focus groups Candid thoughts Moderator selection is critical

12-43 PicProfile: Online Surveys

12-44 PicProfile: Snausages Breakfast Bites Social media discussions Invited dog lovers “What does your dog eat for breakfast?” Dog Lovers care about nutritional content of pet food.

12-45 Snapshot: Maritz Customer Satisfaction New non-compensatory model Scale overall satisfaction first Then scale individual attributes What attribute made experience so good/bad as to offset all others? What attribute made experience so good/bad as to offset all others?

12-46 Snapshot: Paired Comparison “We now estimate that Americans with disabilities currently spent $13.2 billion in travel expenditures and that amount would at least double [to $27.2 billion] if travel businesses were more attuned to the needs of those with disabilities.”

12-47 Galaxy…Teen Shopping Study on teen shopping Compete with specialty stores Intra-store boutiques? What scale?

12-48 Pull Quote “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

12-49 PulsePoint: Research Revelation 34 The percent of workers who are considered truly loyal.

McGraw-Hill/IrwinCopyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved. MEASUREMENT SCALES Chapter 12

12-51 Photo Attributions