- Split-half method o Checks the results of one-half of a set of scaled items against the results from the other half. Ex. Correlation between odd & even questions - Coefficient Alpha o Commonly applied estimate of a multiple item scale’s reliability o Represents the average of all possible split-half reliabilities for a construct Ex. Correlation between all questions Test-Retest Reliability - Administering the same scale or measure to the same respondents at two separate points in time to test for stability. - Represent a measure’s repeatability o Ex. Intent to purchase Three Basic Aspects of Validity
1. Face (content) Validity - Extent to which individual measure’s content match the intended concept’s definition o Ex. Do experts agree? 2. Criterion Validity - The ability of a measure to correlate with other standard measure of similar constructs or established criteria o Correlation with concurrent or predictive studies Ex. Predictive study using as testing: rough cutes VS finished 3. Construct Validity - Exists when a measure reliably measures and truthfully represents a unique concept - Consists of several components including; o Face validity & criterion validity o Convergent & discriminant validity Construct Validity Convergent Validity - Depends on internal consistency so that multiple measures converge on a consistent meaning o Ex. Reliable scales contain convergent validity Discriminant Validity - Represents how unique or distinct is a measure ; a scale should not correlate too highly with a measure of a different construct o Ex. Customer satisfaction & cognitive Dissonance What is an Attitude? Attitude - An enduring disposition to consistently respond in a given manner to various aspects of the world Components of Attitude 1. Affective Component a. The feeling or emotions about an object 2. Cognitive Component a. Knowledge and beliefs about an object 3. Behavioral Component
a. Represents action undertaken as a result of the affective and cognitive components. i. Ex. Describe your attitudes towards Cactus Club Attitudinal Rating Scale Category Scale - Consists of several response categories, often providing respondents with alternatives to indicated positions on a continuum o Ex. Question wording is extremely important Likert Scale - A popular means for measuring attitudes - Respondents indicates their own attitudes by checking how strongly they agree or disagree with statements. Semantic Differential - A series of a series of bipolar rating scales with opposite terms on either end, such as “good” and “bad”, “modern” and “old-fashioned”. Constant-Sum Scale - Respondents are asked to divide a constant sum to indicate the relative importance of attributes. o Respondents often sort cards, but the task may also be a rating task (eg.
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- Fall '14