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Measurement (Selecting a measurement
scale Questions: (1) Is a ranking…
Measurement
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Rating scales
simple attitude scale- agree or disagree?Can be used when questionnaires are extremely long and when respondents have little education. Do not allow for fine distinctions between attitudes on a scale. Unable to find the position of agreement or disagreement on a continuum. Items may be ambiguous, only gross distinctions can be made.
Likert scale - rate how strongly you agree or disagree on a scale of 3 up to 7 indicators. Provides more information and allows more specific positioning on a continuum. Hard to judge what a single score means.
Constant sum scale “Divide 100 points among the following characteristics that are important to you” Works best with respondents who have high educational levels. Can be flawed as the last response is completely determined by the way the respondents scored the other choices.
graphic rating scale- using 3 smiley faces, a ladder or sliding scale. Used for research conducted on children. No standard answers may be disadvantage. Hard to attach a verbal explanation to a response.
semantic differential scales- using rating scale with bipolar adjectives to anchor both ends of the scale
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Sorting- requires that respondents indicate their attitudes or beliefs by arranging items on the basis of perceived similarity or some other attribute.