Chapter 13:

Measurement and Scaling Concepts

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

Operational Definition
Specifies what the researcher must do
to measure the concept under
investigation
 Scale
• Series of items arranged according to value
for the purpose of quantification
• A continuous spectrum
 Nominal Scale Properties
• Uniquely classifies
– Sammy Sosa # 21
– Barry Bonds # 25
 Ordinal Scale Properties
• Uniquely classifies
• Preserves order
• Win, place, & show
 Interval Scale Properties
• Uniquely classifies
• Preserves order
• Equal intervals
– Consumer Price Index
(Base 100)
– Fahrenheit temperature
 Ratio Scale Properties
• Uniquely classifies
• Preserves order
• Equal intervals
– Natural zero
– Weight and distance
 Discrete and Continuous
Measures
• Discrete – takes on only one of a finite
number of values. (Nominal and Ordinal
scale)

• Continuous – those assigning values

anywhere along some scale range in a place
that correspond to the intensity of some
concept. (Ratio scale)
 Index Measures
• ATTRIBUTES - A single characteristic or
fundamental feature that pertains to an
object, person, or issue
• COMPOSITE MEASURE - A composite
measure of several variables to measure a
single concept; a multi-item instrument
 The Goal
of Measurement Validity

The ability of a scale to measure what

was intended to be measured
 Reliability

The degree to which measures are

free from random error and therefore
yield consistent results.

Split-half method
Coefficient alpha
 Reliability and Validity on Target

Old Rifle New Rifle New Rifle Sunglare

Low Reliability High Reliability Reliable but Not Valid

(Target A) (Target B) (Target C)
 Validity

V a lid it y

FAC E O R C O N TEN T C R IT E R IO N V A L ID IT Y C O N S T R U C T V A L ID IT Y

C O N C U R R EN T P R E D IC T IV E

Convergent Discriminant
 Validity
Face Validity: A scale’s content logically appears to reflect what was
intended to be measured.

Content Validity: The degree that a measure covers the breadth of the
domain of interest.

Criterion Validity: The ability of a measure to correlate with other

standard measures of similar construct or established criteria.
Concurrent-Pregnancy test; Predictive – Fertility test.
 Reliability

R E L IA B IL IT Y

S T A B IL IT Y IN T E R N A L C O N S IS T E N C Y

TEST R ETEST E Q U IV A L E N T F O R M S S P L IT T IN G H A L V E S
 Sensitivity
• A measurement instrument’s ability to
accurately measure variability in stimuli or
responses.

• How many points on a scale?

5 pt.; 7 pt.; 9 pt.?
 Chapter 14:
Attitude Measurement
 ATTITUDE

An Enduring Disposition To
Consistently Respond In A Given
Manner
 Attitudes as Hypothetical
Constructs
The term hypothetical construct is used
to describe a variable that is not
directly observable, but is measurable
by an indirect means such as verbal
expression or overt behavior - attitudes
are considered to be such variables.
THREE COMPONENTS OF AN
ATTITUDE
• AFFECTIVE
• COGNITIVE
• BEHAVIORAL
 AFFECTIVE

THE FEELINGS OR EMOTIONS

TOWARD AN OBJECT
 COGNITIVE

• KNOWLEDGE AND BELIEFS

 BEHAVIORAL

• PREDISPOSITION TO ACTION
• INTENTIONS
• BEHAVIORAL EXPECTATIONS
 MEASURING ATTITUDES

• RANKING
• RATING
• SORTING
• CHOICE
 The Attitude Measuring Process

RANKING - Rank order preference

RATING - Estimates magnitude of a

characteristic

SORTING - Arrange or classify concepts

CHOICE - Selection of preferred alternative

Ranking tasks require that the
respondent rank order a small
number of objects in overall
performance on the basis of some
characteristic or stimulus.
 Rating asks the respondent to estimate
the magnitude of a characteristic, or
quality, that an object possesses. The
respondent’s position on a scale(s) is
where he or she would rate an object.
 Sorting might present the respondent with
several concepts typed on cards and require
that the respondent arrange the cards into a
number of piles or otherwise classify the
concepts.
 Choice between two or more alternatives is
another type of attitude measurement - it is
assumed that the chosen object is preferred
over the other.
 Physiological measures of attitudes provide
a means of measuring attitudes without
verbally questioning the respondent. For
example, galvanic skin responses, blood
pressure measurement, etc.
 Simple Attitude Scaling

 In its most basic form, attitude scaling

requires that an individual agree with a
statement or respond to a single question.
This type of self-rating scale merely
classifies respondents into one of two
categories.
 SIMPLIFIED SCALING
EXAMPLE
THE PRESIDENT SHOULD RUN FOR RE-ELECTION

_______ AGREE ______ DISAGREE

 Category Scales

 A category scale is a more sensitive

measure than a scale having only two
response categories - it provides more
information.
 EXAMPLE OF CATEGORY
SCALE
How important were the following in your decision to visit San
Diego? (check one for each item)
Very Somewhat Neutral Not so Not at all
Important important important important

CLIMATE ___________ ___________ ___________

COST OF TRAVEL ___________ ___________ ___________
FAMILY ORIENTED___________ ___________ ___________
EDUCATIONAL
/HISTORICAL ASPECTS _________ ___________ ___________
FAMILIARITY WITH
AREA ___________ ___________ ___________
 Method of Summated Ratings:
The Likert Scale
 An extremely popular means for measuring
attitudes. Respondents indicate their own
attitudes by checking how strongly they
agree or disagree with statements.
 Response alternatives: “strongly agree”,
“agree”, “uncertain”, “disagree”, and
“strongly disagree”.
 LIKERT SCALE FOR
MEASURING ATTITUDES
TOWARD TENNIS
It is more fun to play a tough, competitive
tennis match than to play an easy one.
___Strongly Agree
___Agree
___Not Sure
___Disagree
___Strongly Disagree
LIKERT SCALE FOR MEASURING ATTITUDES
TOWARD TENNIS
Cont.

There is really no such thing as a tennis stroke

that cannot be mastered.
___Strongly Agree
___Agree
___Not Sure
___Disagree
___Strongly Disagree
 LIKERT SCALE FOR MEASURING
ATTITUDES TOWARD TENNIS
Cont.

Playing tennis is a great way to exercise.

___Strongly Agree
___Agree
___Not Sure
___Disagree
___Strongly Disagree
 Semantic Differential

 A series of seven-point bipolar rating scales.

Bipolar adjectives, such as “good” and
“bad”, anchor both ends (or poles) of the
scale.

 A weight is assigned to each position on the

rating scale. Traditionally, scores are 7, 6,
5, 4, 3, 2, 1, or +3, +2, +1, 0, -1, -2, -3.
 Semantic Differential Scales For
Measuring Attitudes Toward
Tennis

Exciting ___ : ___ : ___ : ___ : ___ : ___ : ___ :

Calm

Interesting ___ : ___ : ___ : ___ : ___ : ___ : ___ :

Dull

Simple ___ : ___ : ___ : ___ : ___ : ___ : ___

 Numerical Scales

 Numerical scales have numbers as response

options, rather than “semantic space’ or
verbal descriptions, to identify categories
(response positions).
 Stapel Scales
 Modern versions of the Staple scale place a
single adjective as a substitute for the
semantic differential when it is difficult to
create pairs of bipolar adjectives.
 The advantage and disadvantages of a
Stapel scale, as well as the results, are very
similar to those for a semantic differential.
However, the stapel scale tends to be easier
to conduct and administer.
 A Stapel Scale for Measuring a
Store’s Image
Department
Store Name
+3
+2
+1
Wide Selection
-1
-2
-3
Select a plus number for words that you think
describe the store accurately. The more accurately
you think the work describes the store, the larger
the plus number you should choose. Select a
minus number for words you think do not describe
the store accurately. The less accurately you think
the word describes the store, the large the minus
number you should choose, therefore, you can
select any number from +3 for words that you
think are very accurate all the way to -3 for words
that you think are very inaccurate.
 Constant Sum Scale

• Divide 100 points among each of the following

brands according to your preference for the brand:

• Brand A _________

• Brand B _________

• Brand C _________
 Constant Sum Scale

Magnitude of each alternative known

Equal value can be indicated.

Too many can confuse

 Graphic Rating Scales

 A graphic rating scale presents respondents

with a graphic continuum.
 Graphic Rating Scale Stressing
Pictorial Visual Communications

3 2
1
Very
Very
Good
Poor
 Graphic Rating Scales

easy to construct and simple to use,

can discern fine distinctions, but not
very reliable, can be treated as interval
data.
 Rank Order Scales

Easy to understand and use, ordinal

scales, comparative data, number and
kinds of alternatives could be a
problem and difficult to know how far
apart.
 Paired Comparisons:
In paired comparisons the respondents are
presented with two objects at a time and asked to
pick the one they prefer. Ranking objects with
respect to one attribute is not difficult if only a few
products are compared, but as the number of items
increases, the number of comparisons increases
geometrically (n*(n -1)/2). If the number of
comparisons is too great, respondents may fatigue
and no longer carefully discriminate among them.
 Rank Order Scales

• Rank the following in order of preference, 1 being

the most preferred and 3 the least:

• Brand A _________

• Brand B _________

• Brand C _________
 Purchase Intent Scale

How likely are you to buy this product in

the next six months.
Will definitely buy ____
Will probably buy ____
Will probably not buy ____
Will definitely not buy ____
 Purchase Intent Scale

Can be weighted to get probable

market share.
 MONADIC RATING SCALE

A MONADIC RATING SCALE ASKS ABOUT A SINGLE CONCEPT

Now that you’ve had your automobile for about 1 year, please tell us how
satisfied you are with its engine power and pickup.

Completely Very Fairly Well Somewhat Very

Satisfied Satisfied Satisfied Dissatisfied Dissatisfied
 A COMPARATIVE RATING SCALE

A COMPARATIVE RATING SCALE ASKS RESPONDENTS TO RATE A

CONCEPT BY COMPARING IT WITH A BENCHMARK.

Please indicate how the amount of authority in your present position

compares with the amount of authority that would be ideal for this position.

TOO MUCH ABOUT RIGHT TOO LITTLE

 A UNBALANCED SCALE

A UNBALANCED SCALE HAS MORE RESPONSES DISTRIBUTED AT ONE

END OF THE SCALE.

How satisfied are you with the bookstore in the Student Union?

Neither Satisfied Quite Very

Satisfied Nor Dissatisfied Dissatisfied Dissatisfied