Chapter 10

Monadic Rating Scale

- asks about a single concept in isolation - the respondent isn't given a specific frame of reference

Interval

- capture into about differences in quantities of a concept - have both nominal and ordinal properties

Ratio

- highest form of measurement - have all the properties of interval scales with the addition attribute of representing absolute quantities - absolute zero

Establishing Validity

- is there a consensus that the scale measures what it is supposed to measure? - does the measure correlate with other measures of the same concept? - does the behavior expected from the measure predict actual observed behavior?

Behavioral Component

- predisposition to action - intentions - behavioral expectations

Ranking 2

- respondents simply order alternative on some characteristic - an ordinal scale may be developed by asking respondents to rank order a set of objects or attributes

Scales

A device providing a range of values that correspond to different characteristics exhibited in observing a concept

Unbalanced Rating Scale

A fixed alternative rating scale that has more response categories at one end than at the other resulting in an unequal # of positive and negative categories

Non Forced Choice Scale

A fixed alternative rating scale that provides a "no opinion" category or that allows respondents to indicate that they cannot say which alternative is their choice

Forced Choice Rating Scale

A fixed alternative rating scale that requires respondents to choose one of the fixed alternatives

Balanced Rating Scale

A fixed alternative rating scale with an equal # of positive and negative categories; a neutral point or point of indifference is at the center of the scale

Concept

A generalized idea about a class of objects, attributes, occurrences, or processes

Graphic Rating Scale

A measure of attitude that allows respondents to rate an object by choosing any point along a graphic continuum

Paired Comparison

A measurement technique that involves presenting the respondent with 2 objects and asking the respondents to pick the preferred object; more than 2 objects may be presented, but comparisons are made in pairs

Multi-Attribute Model

A model that constructs an attitude score based on the multiplicative sum of beliefs about an option times the evaluation of those beliefs characteristics Key Advantages: Results are diagnostic

Category Scale

A more sensitive measure that a simple scale in that it can have more than 2 response categories

Likert Scale

A popular means for measuring attitudes - respondents indicate their own attitude by checking how strongly they agree or disagree with statements

Summated Scale

A scale created by simply summing the response to each item making up the composite measure

Face (Content) Validity

A scales content logically appears to reflect what was intended to be measured

Semantic Differential

A series of seven point rating scales with bipolar adjectives, such as good and bad, anchoring the ends (or poles) of the scale - scored positive & negative -1, 0, 1, 2

Test Retest Method

Administering the same scale or measure to the same respondents at 2 separate points in time to test for stability - represents a measures repeatability

Attitude

An enduring disposition to consistently respond in a given manner to various aspects of the world

Convergent Validity

Another way of expressing internal consistency, highly reliable scales contain convergent validity

Variable

Anything that varies or changes from one instance to another; can exhibit differences in value, usually in magnitude or strength, or in direction - capture different values of a concept

Choosing an Alternative

Asking a respondent to choose one alternative from among several alternatives, it is assumed that the chosen alternative is preferred over the others

Rating 1

Asking the respondent to establish the magnitude of a characteristic, or quality, that an object possesses by indicating on a scale where he/she would rate an objects

Comparative Rating Scale

Asks respondents to rate a concept in comparison with a benchmark used as a frame of reference

Split Half Method

Assessing internal consistency by checking the results of one half of a set of scales items against the results from the other half

Index Measures

Assign a value based on how much of the concept being measured is associated with an observation - indexes often are formed by putting several variables together

Composite Measures

Assign a value to an observation based on a mathematical derivation of multiple variables

Nominal

Assigns a value to an object for identification or classification purposes - most elementary level of measurement

Constructs

Concepts measured with multiple variables

Construct Validity

Exists when a measure reliably measures and truthfully represents a unique concept

Correspondence Rules

Indicate the way that a certain value on a scale corresponds to some true value of a concept

Cognitive Component

Knowledge and beliefs about an object

Reverse Coding

Means the value assigned for a response is treated oppositely from the other items

Discrete Measures

Measures that can take on only one of a finite # of values

Continuous Measures

Measures that reflect the intensity of a concept by assigning values that can take on any value along some scale range

Sorting

Presenting the respondent with several concepts typed on cards and requiring the respondent to arrange the cards into a # of piles or otherwise classify the concepts

Ordinal

Ranking scales allowing things to be arranged based on how much of some concept they possess - have nominal properties

Internal Consistency

Represents a measures homogeneity or the extent to which each indicator of a concept converges on some common meaning - measured by correlating scores on subsets of items making up a scale

Discriminant Validity

Represents how unique or distinct is a measure; a scale should not correlate too highly with a measure of a different construct

Simple Attitude Scale

Requires that an individual agree/disagree with a statement or respond to a single question

Ranking

Requiring the respondent to rank order objects in overall performance on the basis of a characteristic or stimulus

Constant Sum Scale

Respondents are asked to divide a constant sum to indicate the relative importance of attributes - respondents often sort cards, but the task may also be a rating task

Attributes

Single characteristics or fundamental features that pertain to an object, person, or issue

Criterion Validity

The ability of a measure to correlate with other standard measures of similar constructs or established criteria

Validity

The accuracy of a measure of the extent to which a score truthfully represents a concept - Does a scale measure what was intended to be measured?

Reliability

The degree to which measures are free from random error and therefore yield consistent results - an indicator of a measures internal consistency

Affective Component

The feelings or emotions toward an object

Coefficient Alpha

The most commonly applied estimate of a multiple item scales reliability - represents the average of all possible slip half reliabilities for a construct

Measurement

The process of describing some property of a phenomenon, usually by assigning numbers in a reliable and valid way

Operationalization

The process of identifying scales that correspond to variance in a concept involved in a research process