Likert Scaling. Work quickly and effectively under pressure 49 Organize the work when directions are not specific. 39 Decide how to manage multiple tasks.

Slides:



Advertisements
Similar presentations
Item Analysis.
Advertisements

Test Development.
1 Measurement and Scaling Terms to know Discussion questions and topics (4)
Chapter Ten. Figure 10.1 Relationship of Noncomparative Scaling to the Previous Chapters and the Marketing Research Process Focus of This Chapter Relationship.
Guttman Scaling. l Also known as –Scalogram analysis –Cumulative scaling l Purpose: –Establish a one-dimensional continuum –Perfectly predict item responses.
How would you measure the students’ attitudes toward this lecture?
Quiz Do random errors accumulate? Name 2 ways to minimize the effect of random error in your data set.
Validity In our last class, we began to discuss some of the ways in which we can assess the quality of our measurements. We discussed the concept of reliability.
Copyright © 2010 Pearson Education, Inc. 9-1 Chapter Nine Measurement and Scaling: Noncomparative Scaling Techniques.
QUESTIONNAIRES ORANGE BOOK CHAPTER 9. WHAT DO QUESTIONNAIRES GATHER? BEHAVIOR ATTITUDES/BELIEFS/OPINIONS CHARACTERISTICS (AGE / MARITAL STATUS / EDUCATION.
EXAMPLE OF Likert Scale Strongly Disagree Agree Neither Agree nor Disagree Strongly Agree The celebrity endorser is trustworthy. The celebrity endorser.
Voice Project Survey Report (c) Voice Project Pty Ltd & Access Macquarie Ltd – Overview Of Results Page 1 Guidelines For Interpretation Of Results.
CH. 9 MEASUREMENT: SCALING, RELIABILITY, VALIDITY
Other Measurement Validity Types. OverviewOverview l Face validity l Content validity l Criterion-related validity l Predictive validity l Concurrent.
Some Approaches to Measuring Hypothetical Constructs (e.g. Attitudes) Following are approaches that have been used to measure psychological constructs:
1 Single Indicator & Composite Measures UAPP 702: Research Design for Urban & Public Policy Based on notes by Steven W. Peuquet. Ph.D.
Measuring Attitudes, Perceptions, and Preferences
Item Analysis What makes a question good??? Answer options?
© 2008 McGraw-Hill Higher Education. All rights reserved. CHAPTER 16 Classroom Assessment.
LECTURE 4 ATTITUDE SCALING.
Multiple Choice Test Item Analysis Facilitator: Sophia Scott.
Chapter10 Measurement in Marketing Research. The Measurement Process Empirical System (MKT Phenomena) Abstract System (Construct) Number System measurement.
Scaling. Survey Research Questionnaires and Interviews Both experimental and nonexperimental research Read pages 212 through 223 in Martin Scaling = construction.
1 COMM 301: Empirical Research in Communication Kwan M Lee Lect3_1.
Indexes, Scales, and Typologies
Measurement, Control, and Stability of Multiple Response Styles Using Reverse Coded Items Eric Tomlinson Daniel Bolt University of Wisconsin-Madison Ideas.
Reliability, Validity, & Scaling
Survey Methods & Design in Psychology Lecture 6 Reliabilities, Composite Scores & Review of Lectures 1 to 6 (2007) Lecturer: James Neill.
MEASUREMENT OF VARIABLES: OPERATIONAL DEFINITION AND SCALES
t-Test: Statistical Analysis
User Study Evaluation Human-Computer Interaction.
Deciphering Results For each survey item you are analyzing, choose one of the following: Independent samples t-test Paired samples t-test One sample t-test.
1 Cronbach’s Alpha It is very common in psychological research to collect multiple measures of the same construct. For example, in a questionnaire designed.
Convergent and Discriminant Validity. The Convergent Principle Measures of constructs that are related to each other should be strongly correlated.
Validity In our last class, we began to discuss some of the ways in which we can assess the quality of our measurements. We discussed the concept of reliability.
Indexes, Scales & Scaling l Indexes Indexes l General Issues in Scaling General Issues in Scaling General Issues in Scaling l Thurstone Scaling Thurstone.
Thurstone Scaling.
CHAPTER OVERVIEW Deciding on a Method Tests and Their Development Types of Tests Observational Techniques Questionnaires.
Question Everything.  Questionnaire should be: ◦ Valid – Questions should measure what was meant to be measured ◦ Reliable – Should give you the same.
Interactive Student Response System.  Choose from Any Pre-Defined Category  Yes / No  Multiple Choice  Likert Scale  Add Timers, if Needed  Turning.
The Theory of Sampling and Measurement. Sampling First step in implementing any research design is to create a sample. First step in implementing any.
Chart one: All Respondents. Chart Two: Residents Only.
Deciphering Results For each survey item you are analyzing, choose one of the following: Independent samples t-test Paired samples t-test One sample t-test.
Scaling and Index Construction
The Practice of Social Research Chapter 6 – Indexes, Scales, and Typologies.
Measurement Theory in Marketing Research. Measurement What is measurement?  Assignment of numerals to objects to represent quantities of attributes Don’t.
Introduction to Statistics for the Social Sciences SBS200, COMM200, GEOG200, PA200, POL200, or SOC200 Lecture Section 001, Fall 2015 Room 150 Harvill.
Measurement Reliability Objective & Subjective tests Standardization & Inter-rater reliability Properties of a “good item” Item Analysis Internal Reliability.
1. Introductions Customer feedback Where does the data come from? Why is this analysis even more important today? Questionnaires with ratings The Likert.
Chapter 6 Indexes, Scales, And Typologies Key Terms.
Measurement Experiment - effect of IV on DV. Independent Variable (2 or more levels) MANIPULATED a) situational - features in the environment b) task.
Items & Scales. Overarching Theme: Write Understandable Items that Can Be Answered Easily.
Psychology 3051 Psychology 305A: Theories of Personality Lecture 2 1.
Chapter Twelve Copyright © 2006 McGraw-Hill/Irwin Attitude Scale Measurements Used In Survey Research.
True Score Theory in Measurement. True Score Theory Holds that the Scan a multitude of information and decide what is important.
The Measurement of Attitudes Psychology of Attitudes.
Career and Occupational Assessments  Helps to determine interests and skills  Appropriate career and occupations for individuals  Completed during.
Criminal Justice and Criminology Research Methods, Second Edition Kraska / Neuman © 2012 by Pearson Higher Education, Inc Upper Saddle River, New Jersey.
Introduction to Statistics for the Social Sciences SBS200 - Lecture Section 001, Fall 2016 Room 150 Harvill Building 10: :50 Mondays, Wednesdays.
CHAPTER 6, INDEXES, SCALES, AND TYPOLOGIES
assessing scale reliability
Chapter Nine Measurement and Scaling: Noncomparative Scaling
LIKERT SCALES Useful for measuring degrees of intensity of feeling;
The number 1 ranked item is…
Test Development Test conceptualization Test construction Test tryout
Introduction to Statistics for the Social Sciences SBS200 - Lecture Section 001, Fall 2017 Room 150 Harvill Building 10: :50 Mondays, Wednesdays.
People were also asked about the extent to which they agree or disagree with the statement “Science makes our way of life change too fast.” For the approximately.
Measurement Concepts and scale evaluation
Introduction to Statistics for the Social Sciences SBS200 - Lecture Section 001, Spring 2019 Room 150 Harvill Building 9:00 - 9:50 Mondays, Wednesdays.
Final Write-Up for Supreme Court Activity
Presentation transcript:

Likert Scaling

Work quickly and effectively under pressure 49 Organize the work when directions are not specific. 39 Decide how to manage multiple tasks. 20 Manage resources effectively. 4 Start with a large set of items that you think all reflect the same construct. Work quickly and effectively under pressure 49 Organize the work when directions are not specific. 39 Decide how to manage multiple tasks. 20 Manage resources effectively. 4 Work quickly and effectively under pressure 49 Organize the work when directions are not specific. 39 Decide how to manage multiple tasks. 20 Manage resources effectively. 4 Work quickly and effectively under pressure 49 Organize the work when directions are not specific. 39 Decide how to manage multiple tasks. 20 Manage resources effectively. 4 Work quickly and effectively under pressure 49 Organize the work when directions are not specific. 39 Decide how to manage multiple tasks. 20 Manage resources effectively. 4 Work quickly and effectively under pressure 49 Organize the work when directions are not specific. 39 Decide how to manage multiple tasks. 20 Manage resources effectively. 4 Work quickly and effectively under pressure 49 Organize the work when directions are not specific. 39 Decide how to manage multiple tasks. 20 Manage resources effectively. 4 Work quickly and effectively under pressure 49 Organize the work when directions are not specific. 39 Decide how to manage multiple tasks. 20 Manage resources effectively. 4 Work quickly and effectively under pressure 49 Organize the work when directions are not specific. 39 Decide how to manage multiple tasks. 20 Manage resources effectively. 4 Work quickly and effectively under pressure 49 Organize the work when directions are not specific. 39 Decide how to manage multiple tasks. 20 Manage resources effectively. 4 Work quickly and effectively under pressure 49 Organize the work when directions are not specific. 39 Decide how to manage multiple tasks. 20 Manage resources effectively. 4

Likert Scaling Scan a multitude of information and decide what is important Manage time effectively 2Manage resources effectively. 3Scan a multitude of information and decide what is important. 4Decide how to manage multiple tasks. 5Organize the work when directions are not specific. 1Manage time effectively Rating Sheet A group of judges rates each item on a scale where: 1=strongly disagree 2=disagree3=undecided4=agree 5=strongly agree

Deciding Which Items to Select l Throw out items that have a low correlation with the total (summed) score across all items. l For each item, get the average rating for the top quarter of judges and the bottom quarter. l Do t-test; higher t-values mean the items are better discriminators, so keep them. Item-total correlations Internal consistency

How Does Respondent Use? l Gives a 1-to-5 (or sometimes a 0-to-4) rating for each item on the scale. l Sum these across all items. l This is why this is sometimes called a “summated” scale. l don’t forget to reverse any reversal items.