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9.2 - Types of Scales Likert o It should have an odd number...

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Types of Scales Likert o It should have an odd number of choices, keep the levels the same o Make sure you reverse the wording to stop people from just going straight down o Ex. Strongly dislike to strongly like, etc. Semantic differential o Gives two polar opposites and then asks the survey taker to choose a position between o Make sure you reverse the wording to stop people from just going straight down o Ex. Tim Tebow is: Good _ _ _ _ _ Bad Strong _ _ _ _ _ Weak Dumb _ _ _ _ _ Intelligent We use scales already created because they’ve already done the research to prove it is valid and it saves time The type of scale you use will dictate what you can do with the answers; if you start with the highest level variable you can always dumb it down but if you start at the lowest level variable you can’t go back up Nominal Data/Categorical data (Lowest Level) Nominal data is categorical data o Nominal data are the lowest level variable you can get Lowest level of measurement
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