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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?
will not buy
will not buy
4 Scaling and Measurement
Scaling involves creating a continuum upon which
measured objects are located. Definitely
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
Scale Nominal Scales
• These scales partition data into mutually
exclusive and collectively exhaustive
• 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)
___ Macaroni and Cheese Interval Scales
• These are ordinal scales with equal
intervals between points to show relative
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
2 3 4 5 Ratio Scales
• These are interval...
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This document was uploaded on 03/25/2014.
- Spring '14