管理咨询核心课程企业的研究方法.ppt

Chapter 9 Scaling, Reliability and Validity Chapter Objectives Know how and when to use the different forms of rating scales and ranking scales Explain stability and consistency, and how they are established Explain the different forms of validity Discuss what ‘goodness’ of measures means, and why it is necessary to establish it in research Rating and Ranking Scales Rating Scales have several response categories and are used to elicit responses with regard to the object, event or person studied. Ranking Scales make comparisons between or among objects, events or persons, and elicit the preferred choices and ranking among them. Rating Scales dichotomous scale category scale Likert scale numerical scales semantic differential scale itemised rating scale fixed or constant sum rating scale Stapel scale graphic rating scale consensus scale Dichotomous Scale Used to elicit a Yes or No answer, eg: Do you own a car? Yes No Category Scales Likert Scale Indicate the extent to which you agree or disagree with the following statements: My work is very interesting 1 2 3 4 5 Life without my work would be dull 1 2 3 4 5 Semantic Differential Scale Bad Good Unresponsive Responsive Timid Courageous Numerical Scale How pleased are you with your new car? Extremely Extremely pleased 7 6 5 4 3 2 1 displeased Itemised Rating Scale This is an unbalanced rating scale which does not have a neutral point. Fixed or Constant Sum Rating Scale Respondents are asked to distribute a given number of points across various items, eg: Fragrance — Colour — Shape — Size — Texture of lather — Total points 100 Stapel Scale Measures the direction and intensity of the attitude towards the items under study, eg Graphic Rating Scale Ranking Scales paired comparison forced choice comparative scale Paired Comparison Used when, among a small number of objects, re