survey design and measurement

Its not just yes or no its where you fall on that

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Unformatted text preview: dillac ____ Honda ____ Porsche ____ Other (please specify)_________ There is more information to gain from these kinds of questions. Its not just yes or no, its where you fall on that continuum. Scaled-Response Questions • Scales are a type of multiple choice question where the choices are designed to capture the intensity of the respondent’s answers, such as attitudes or intentions Do you intend to buy a new car within the next six months? Definitely will not buy 1 Probably will not buy 2 Undecided 3 Probably will buy 4 Scaling and Measurement Scaling involves creating a continuum upon which measured objects are located. Definitely will buy 5 Scaled questions: typically answering on a range of numbers. The scale is the range (1-10) and your number you select is the measure (3). Measurement means assigning numbers or other symbols to characteristics of objects according to certain pre-specified rules. −One-to-one correspondence between the numbers and the characteristics being measured. −The rules for assigning numbers should be standardized and applied uniformly. −Rules must not change over objects or time. 7 Consider an attitude scale from 1 to 100. Each respondent is assigned a number from 1 to 100, with 1 = Extremely Unfavorable, and 100 = Extremely Favorable. Measurement is the actual assignment of a number from 1 to 100 to each respondent. Scaling is the process of placing the respondents on a continuum with respect to their attitude toward department stores. Primary Scales of Measurement This image cannot currently be display ed. Primary Scales Nominal Scale Ratio Scale Ordinal Scale Interval Scale Nominal Scales • These scales partition data into mutually exclusive and collectively exhaustive categories • If categories are assigned numbers, they act simply as labels Nominal: most basic level of scales. The issue with this is its quantitative, so we can run mathematical analysis, so you have to link the answers with numbers (whose options are mutually exclusive and all inclusive). The numbers simply serve as category labels, they have no meaning. Are you satisfied with your present diet? ___Y ___ N (where 1=y, and 2=n) 8 Ordinal Scales • These are nominal scales that can order the data. Ordinal: take it to the next level. They are nominal scales, but the categories can be ordered, like a ranking questions. These numbers have meaning and order. − Typically a rank − Numbers have meaning Rank the following foods in order of preference (1=most preferred, 4=least) ___ Carrots ___ Cupcakes ___ Fish ___ Macaroni and Cheese Interval Scales • These are ordinal scales with equal intervals between points to show relative amounts. Interval: (we need 2 of these on our survey) you can do real statistical analysis on these. The distance between all the options are the same so 1.5 for example would have meaning. These numbers are meaningful. 0 doesnt have meaning − Zero may be arbitrary − Allows researchers to use more powerful stats! I eat 5 servings of vegetables a day Agree 1 Disagree 2 3 4 5 Ratio Scales • These are interval...
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This document was uploaded on 03/25/2014.

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