Measurement & Attitude Scaling Chapter 10
Measurement Scaling Concept Operational Definition Conceptual Definition Rules
Measurement Scales Nominal Scales Ordinal Scales Interval Scales Ratio Scales
Index Measures Attributes Index Measures –AKA Composite measures
What Makes a Good Measurement? Reliability Validity Sensitivity
Attitude Measurement What is an Attitude? –Affective –Cognitive –Behavioral Hypothetical Construct
Attitude Measurement Exploratory Research (Chapter 5) Ranking Rating Sorting Choice Physiological
Attitude Rating Scales Simple Attitude Scales –Most basic Likert Scales –Strongly Disagree Strongly Agree Semantic Differential Scale –Seven point continuum –Coding Numerical Scale
Attitude Rating Scales Stapel Scales –Single characteristic Constant-Sum Scale –Divide up points Graphic Rating Scales
Measuring Behavioral Intentions Will people take action? Types Behavioral Differential
Ranking Rank Order –Attributes –Brands Paired Comparisons
Sorting Classify products or concepts