1. McGraw-Hill/Irwin © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 5 Creating Item Scales

2. 5-2 Why Scales Are Used Respondents typically choose a position Within some category Along some spectrum Reports describe the distribution Within categories Along the spectrum Positions can then be compared Among individuals Among groups

3. 5-3 Scale Specificity Implicit Scale Dimensions The scale is implied by the question “What is your age?” “How much did you spend?” Explicit Scale Dimensions “How many miles did you drive?” “How many days did you stay?” Depicted Scales “Strong 1 2 3 4 5 Weak” “Always - Often - Sometimes - Rarely - Never”

4. 5-4 Please check your favorite brand of pizza: __ Bruno’s __ Gino’s __ Guido’s AG __ Joseppi’s __ Other (What:___________) Multiple-Choice, Single Response Question

5. 5-5 Please check any brand of pizza listed below that you’ve tried: ___ Bruno’s AH ___ Gino’s AI ___ Guido’s AJ ___ Joseppi’s AK Multiple-Choice, Multiple Response Question

6. 5-6 For each statement, please pick a number from the scale to show how much you agree or disagree and jot it in the space in front of the item. SCALE 1 = Strongly Agree 2 = Agree 3 = Neutral 4 = Disagree 5 = Strongly Disagree __ Town zoning regulations should be strictly enforced. __ Air pollution should be monitored and reported. __ More police officers and fire fighters are needed. Likert Scale

7. 5-7 Please pick a number from the scale to show how often you do each of the things listed when grocery shopping. SCALE 1 = Always 2 = Often 3 = Sometimes 4 = Rarely 5 = Never __ Check the unit pricing sticker before choosing the item. __ Read the nutritional labeling on food before buying it. __ Watch prices as each item is scanned at checkout. Verbal Frequency Scale

8. 5-8 If you were to relocate to another city, at what point would you begin looking for a moving company? Please check only ONE item. Ordinal Scale __ When you first began considering a move. __ When you suspected that you would move. __ When you first decide that you would move. __ Well before you were scheduled to move. __ Shortly before you were scheduled to move.

9. 5-9 _ AT&T LJ _ MCI LK _ Sprint LL Please rank the three long distance telephone companies in their order of preference to you. Rank the one you prefer MOST as number 1, second best as number 2, and LEAST preferred as number 3. Forced Ranking Scale

10. 5-10 For each pair of candidates listed below, please put a check mark in the space by the one you would vote for if you had to choose between them. __ Andrews __ Baker __ Clark __ Andrews Paired Comparison Scale

11. 5-11 Compared to the previous city manager, the new one is... [Please check one space on each line.] MuchAboutMuch LessAsMore Honest _______________ Likable _______________ Effective _______________ Caring _______________ Comparative Scale

12. 5-12 Please put a check mark beside any word that describes this service. __ Economical __ High-Tech __ Frivolous __ Time-Saving __ Reliable __ Dangerous Adjective Check List

13. 5-13 Please circle a number beside each item to show how well you think it describes this service. PerfectlyNot at All Economical12345 High-Tech12345 Frivolous12345 Time-Saving12345 Reliable12345 Dangerous12345 Semantic Distance Scale

14. 5-14 Please check a space on each line to show your opinion of this service. Economical High-Tech Frivolous Time-Saving Reliable Dangerous Extravagant Low-Tech Practical Time-Wasting Unreliable Safe __:__:__:__:__:__:__ Semantic Differential Scale

15. 5-15 Fixed Sum Scale How many of the last ten phone calls you received at your desk requesting information fall into each category? (Please be sure the total equals 10) __ Customer service requests __ Technical service requests __ Other inquires or requests Total =10

16. 5-16 Please rate the fruits listed below according to how much you like or dislike each by picking a number from the scale and jotting it in the space beside the item. Very Bad Very Good SCALE 1 2 3 4 5 6 7 Linear, Numeric Scale __ Apples __ Blueberries __ Cranberries __ Dates

17. 5-17 Please circle a number on each line to show your opinion of each kind of vehicle. Automobile1234567 Motorcycle1234567 Sport Utility1234567 Minivan1234567 Extremely Unsafe Extremely Safe Multiple Rating List

18. 5-18 AutoSUVMinivan Safety_________ Comfort_________ Economy_________ Durability_________ For every space below each kind of vehicle listed, please pick a number from the scale that shows your opinion of that feature and jot it in each space. Extremely Poor Extremely Good SCALE 1 2 3 4 5 6 7 Multiple Rating Matrix

19. 5-19 Stair-Step Scale 5 4 3 2 1

20. 5-20 Picture Scales Happy-Sad Faces 12345

21. 5-21 Bottle Picture Scale 15324

22. McGraw-Hill/Irwin © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. End of Chapter 5