Chapter 7: Measurement And Scaling

Front 1

Measurement

Back 1

an integrative process of determining the intensity (or amount) of information about constructs, concepts, or objects

Front 2

construct

Back 2

a hypothetical variable made up of a set of component responses or behaviors that are thought to be related

Front 3

construct development

Back 3

an integrative process in which researchers determine what specific data should be collected for solving the defined research problem

Front 4

scale measurement

Back 4

the process of assigning possible responses to a question about a particular object or construct

Front 5

scale points

Back 5

designated degrees of intensity assigned to the responses in a given questioning or observation method

Front 6

four basic scale levels

Back 6

nominal

ordinal

interval

ratio

Front 7

nominal scale

Back 7

the type of scale in which the questions require respondents to provide only some type of descriptor as the raw response

Front 8

ordinal scale

Back 8

a scale that allows a respondent to express relative magnitude between the answers to a question

Front 9

interval scale

Back 9

a scale that demonstrates absolute differences between each scale point

Front 10

ratio scale

Back 10

a scale that allows the researcher not only to identify the absolute differences between each scale point but also to make comparisons between the responses

Front 11

scale reliability

Back 11

refers to the extent to which a scale can reproduce the same or similar measurement results in repeated trials

>> techniques:

test-restest

equivalent form

Front 12

scale validity

Back 12

assess whether a scale measures what it is supposed to measure.

>> 4types: face, content, convergent, discriminant

Front 13

discriminatory power

Back 13

the scale's ability to discriminate between the categorical scale responses (points )

Front 14

scales that measure attitudes and behaviors

Back 14

Likert scale

semantic differential scale

behavioral intention scale

Front 15

Likert scale

Back 15

an ordinal scale format that asks respondents to indicate the extent to which they agree or disagree with a series of mental belief or behavioral belief statement about a given object

Front 16

semantic differential scale

Back 16

a unique bipolar ordinal scale format that captures a person's attitudes or feelings about a given object

Front 17

behavioral intention scale

Back 17

a special type of rating scale designed to capture the likelihood that people will demonstrate some type of predictable behavior intent toward purchasing an object or service in a future time frame

Front 18

non-comparative rating scale

Back 18

a scale format that requires a judgment without reference to another object, person, or concept

Front 19

comparative rating scales

Back 19

a scale format that requires a judgement comparing one object, person, or concept against another on the scale

Front 20

graphic rating scales

Back 20

a scale measure that uses a scale point format that presents the respondent with some type of graphic continuum as the set of possible raw responses to a given question

Front 21

rank-order scales

Back 21

these allow respondents to compare their own responses by indicating their first, second, third preferences etc..

Front 22

constant sum scales

Back 22

requires the respondent to allocate a given number of points, usually 100, among each separate attribute or feature relative to all the other listed ones.

Front 23

single item scale

Back 23

a scale format that collects data about only one attribute of an object or construct

Front 24

multiple item scale

Back 24

a scale format that simultaneously collects data on several attributes of an object or construct

>> clear wording