survey design and measurement serena's notes

Individual items on a semantic differential scale may

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Unformatted text preview: labels. • Individual items on a semantic differential scale may be scored on either a -3 to +3 or a 1 to 7 scale. 13 Stapel Scale The Stapel scale is a unipolar rating scale with ten categories numbered from -5 to +5, without a neutral point (zero). This scale is usually presented vertically. SEARS +5 +4 +3 +3 +2 use another format…. not the best. instead of putting anchors from side to side, its up and down rather +5 +4 takes up half of a page. pointless.. waste of space. +2 +1 +1 HIGH QUALITY POOR SERVICE -1 -1 -2 -2 -3 -3 -4 -4 -5 -5 The data obtained by using a Stapel scale can be analyzed in the same way as semantic differential data. Issues to Consider in Designing Itemized Scales # of scale: more than 9 points, then the respondent do something between 5 and 9. • Number of Scale categories balanced: 2 on each side. unbalanced: misleading. 3 positive, 2 neg. • Balanced vs. Unbalanced Scales • Odd or Even # of Scale categories dont confuse your respondents. • Forced vs. Nonfor...
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This document was uploaded on 03/25/2014.

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