Scales and MeasurementChapters 11, 12.ppt

Now Change Categorization(The following trials areinconsistent with implicit negative attitude toward Arabs)Reaction times should be slower on these trials if there is an implicitly negative attitude toward Arabs Bad Word or Caucasian Good Word or Arab Categorization Switched Bad Word or Caucasian Good Word or Arab Bad Word or Caucasian Good Word or Arab Joy Bad Word or Caucasian Good Word or Arab Death Bad Word or Caucasian Good Word or Arab What are we saying?! Sensitive attitudes (e.g., racial prejudice) are sometimes hard to assess with a self-report scale (due to social desirability concerns) The IAT measures associations (automatic attitudes) Implicitly negative attitudes are not uncommon, but… People can also override these automatic responses with controlled processes (so behavior is not discriminatory) For more information, visit /implicit/ where you can take an IAT for the 2008 election (or other issues) Verbal Rating Scales How satisfied were you with today’s meal? 1 2 3 4 5 6 7 Extremely Dissatisfied Somewhat Neither Somewhat Satisfied Extremely Dissatisfied Dissatisfied Satisfied Satisfied Issues in Designing Verbal Rating Scales Many measures taken by marketing researchers are verbal ratings What do we need to consider when we develop verbal rating scales? Number of categories Forced vs. unforced scale Balanced or unbalanced scale Extent of verbal description Should response categories be numbered or not Comparative vs. noncomparative scale Scale direction Number of Response Categories? To what extent are you satisfied with your current MP3 player? Most researchers suggest between 5 and 7 categories; for example: 1 2 3 4 5 6 7 Extremely Dissatisfied Somewhat Neither Somewhat Satisfied Extremely Dissatisfied Dissatisfied Satisfied Satisfied Too few does not give you enough information Too many and it will be hard for people to discriminate between the options (e.g., a 100-point scale) Forced vs. Unforced Scale? How lik