MC 364 Memo 5 - A39970775 Wysocki discusses the multiple...

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A39970775 Wysocki discusses the multiple scales which may prove useful as methods of measurement in different scenarios. The scale form most often used is the Likert Scale which allows for a range of agreement standards so that the evaluator may see the strength of the subjects’ feelings on a matter. Bogardus Social Distance scale provides answers within certain contexts which shows almost exactly how the evaluated may react in any of the listed cases. The semantic differential scale provides the reader with more specific definitions but provides essentially the same range of emotions as the Likert scale. All of these survey techniques allow for more specific qualitative data to be collected in larger amounts than would otherwise be feasible. There are a variety of validity types discussed by Nunnally and Durham. The use of predictive validity allows the hypothesis of the researcher to be tested and quantified by having certain criteria of the unit of analysis met, hopefully proving the idea correct. The relation of the
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This note was uploaded on 04/19/2011 for the course MC 364 taught by Professor Ritchie during the Spring '11 term at University of Michigan.

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MC 364 Memo 5 - A39970775 Wysocki discusses the multiple...

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