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

3. Chapter Nine MEASUREMENT SCALES

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

5. Types of Response Scales
Rating Scales
Ranking Scales
Categorization

6. 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

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

8. Types of Ranking Scales
Paired-comparison
Forced Ranking
Comparative

9. Dimensions of a Scale
Unidimensional
Multidimensional

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