Chapter 9 - Chapter 9 Measurement: Scaling, Reliability,...

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Chapter 9 Measurement: Scaling, Reliability, Validity
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Chapter Objectives Know how and when to use the different forms of rating scales and attitude scales Reliability and Validity: Why They Are Very, Very Important Validity The Relationship Between Reliability and Validity
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Scales Commonly used in Business Research – Rating Scales Dichotomous scale Likert scale Semantic differential scale Graphic rating scale Itemized rating scale
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Dichotomous Scale Used to elicit a Yes or No answer, eg: Do you own a car? Yes No
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Likert Scale Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree 1 2 3 4 5 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
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Semantic Differential Scale Bad Good Unresponsive Responsive Timid Courageous
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Graphic Rating Scale
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Itemized Rating Scale Not at all interested Somewhat interested Moderately interested Very much interested 1 2 3 4 How would you rate your interest in changing current organisational policies? 1 2 3 4
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Ranking Scales Ranking scales are used to tap preferences between two or among more objects or items (ordinal in nature) e.g., The forced choice scale, and the comparative scale
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Continuous versus Discrete/Categorical Variables Continuous variables
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Chapter 9 - Chapter 9 Measurement: Scaling, Reliability,...

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