章测量与量表非比较量表技术

1、Chapter NineMeasurement And Scaling:Non-comparative Scaling Techniques第九章测量与量表：非比较量表技术赵冬阳 讲师经济与管理学院西南财经大学 市场营销博士生e-mail: sunny_cn1206Chapter Objectives学习目标描述非比较量表技术，区分连续链表技术和分项评分量表，并解释Likert量表、语义差别量表和斯坦普尔量表讨论在构造分项评分量表时所涉及的有关量表类别数目、平衡量表与非平衡量表、奇偶数类别、强制与非强制性选择、语言描述程度及量表的物理形式等决策问题讨论评价量表时所用的标准，并解释如何评估信度、

2、效度和可推论性讨论在国际背景下执行非比较量表时所要考虑的问题理解在构造非比较量表时所涉及的伦理道德问题讨论因特网和计算执行连续评分量表和分项评分量表时的应用2011/2/172ZHAODongyang Panzhihua UniversityChapter Outline学习内容概要非比较量表技术 连续评分量表 分项评分量表Likert 量表语义差异量表斯坦普尔量表2011/2/173ZHAODongyang Panzhihua UniversityChapter Outline学习内容非比较分项评分决策 量表类别的数目平衡量表与非平衡量表类别的奇偶数强制性评分量表与非强制性评分量语言描述的性

3、质和程度物理形式或结构多项量表2011/2/174ZHAODongyang Panzhihua UniversityChapter Outline学习内容量表的评价 测量的准确性信度效度信度和效度的关系推论性量表技术选择 数学推导的量表 8.9 SPSS窗口小结Reliable? Valid? Generalizable? 2011/2/175ZHAODongyang Panzhihua UniversityNoncomparative Scaling Techniques非比较量表技术使用非比较量表的调查对象采用任何他们认为合适的评分标准，不对被评价的物体与另一物体或一些指定的标准进行比较。

4、调查对象一次只评估一个对象，因此非比较量表经常被单胞量表。非比较量表由连续评分量表和分项评分量表组成2011/2/176ZHAODongyang Panzhihua UniversityContinuous Rating Scale连续评分量表Respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.连续评分量表也称为图示评分量表。调查对象通过在一条直线

5、上的适当位置做出标记为物体评分。The form of the continuous scale may vary considerably. 连续量表的形式可能变化相当大。How would you rate Sears as a department store? 就百货商店而言，你将如何斯尔斯评分？Version 1 形式1Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - Probably the best可能最差 - - - - - - -I - - - - - - - - - -

6、 - - - - - - - - - - - - 可能最好Version 2 形式2 Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -Probably the best 0 10 20 30 40 50 60 70 80 90 100Version 3 形式3 Very bad Neither good nor bad Very goodProbably the worst - - - - - - -I - - - - - - - - - - - - - -

7、 - - - - - - - - - - - - Probably the best 0 10 20 30 40 50 60 70 80 90 1002011/2/177ZHAODongyang Panzhihua UniversityPerception Analyzer 感知分析仪A relatively new research tool, the perception analyzer, provides continuous measurement of “gut reaction.” A group of up to 400 respondents is presented wit

8、h TV or radio spots or advertising copy. The measuring device consists of a dial that contains a 100-point range. Each participant is given a dial and instructed to continuously record his or her reaction to the material being tested. As the respondents turn the dials, the information is fed to a co

9、mputer, which tabulates second-by-second response profiles. As the results are recorded by the computer, they are superimposed on a video screen, enabling the researcher to view the respondents scores immediately. The responses are also stored in a permanent data file for use in further analysis. Th

10、e response scores can be broken down by categories, such as age, income, sex, or product usage.2011/2/178ZHAODongyang Panzhihua UniversityItemized Rating Scales分项评分量表The respondents are provided with a scale that has a number or brief description associated with each category. The categories are ord

11、ered in terms of scale position, and the respondents are required to select the specified category that best describes the object being rated. The commonly used itemized rating scales are the Likert, semantic differential, and Stapel scales.提供给调查对象的分项评分量表上面每个类别都有一个数字或与每一个类别相关的简要描述。类别按照量表的位置来排序，调查对象需

12、要选出最能描述被评物体的特定类别。通常使用的分项评分量表为Likert量表、语义差异量表和斯坦普尔量表。2011/2/179ZHAODongyang Panzhihua UniversityLikert Scale 利克特量表2011/2/1710ZHAODongyang Panzhihua University百货商店项目：Likert 量表Strongly Disagree强烈反对Disagree反对Neither Agree nor disagree及不同意也不反对agree 同意Strongly agree 强烈赞成Sears sells high-quality merchandis

13、e.西尔斯销售高质量的商品 12X345Sears has poor in-store service.西尔斯店内服务很差12X345I like to shop at Sears. 我喜欢在西尔斯购物123X452011/2/1711ZHAODongyang Panzhihua UniversitySemantic Differential Scale语义差异量表The semantic differential is a seven-point rating scale with end points associated with bipolar labels that have sem

14、antic meaning. SEARS IS:Powerful -:-:-:-:-X-:-:-:WeakUnreliable-:-:-:-:-:-X-:-:ReliableModern -:-:-:-:-:-:-X-: Old-fashionedThe negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right. This controls the tendency of some respondents, particularly those

15、with very positive or very negative attitudes, to mark the right- or left-hand sides without reading the labels. Individual items on a semantic differential scale may be scored on either a -3 to +3 or a 1 to 7 scale. 语义差异量表是一个7级评分量表，两端由极端的词组组成。西尔斯是：强有力的-:-:-:-:-X-:-:-: 虚弱的不可信的-:-:-:-:-:-X-:-: 可信的时髦的

16、 -:-:-:-:-:-:-X-: 老式的负面的形容词或短语有时出现在量表的左端，有时出现在右端。这样控制了有些调查对象，尤其是那些有着极端正面或极端负面态度的调查对象，不读标示就在左端或右端标记的倾向。语义差异量表上的项目可以在一个-3到+3或1到7的尺度上评分。2011/2/1712ZHAODongyang Panzhihua University当度量某个商店、公司或品牌的形象时，语义差别量表形式是非常有用的在下列每组词中，画出最能反映你对*的印象的线条价格高_价格低不方便的位置_方便的位置适合我_不适合我舒适的环境_不舒适的环境菜单不够丰富_菜单足够丰富服务很快_服务很慢饭菜质量不好_

17、饭菜质量不较高一个有特色的地方_一个普通的地方2011/2/1713ZHAODongyang Panzhihua University调查结果在下列每组词中，画出最能反映你对*的印象的线条价格高_价格低不方便的位置_方便的位置适合我_不适合我舒适的环境_不舒适的环境菜单不够丰富_菜单足够丰富服务很快_服务很慢饭菜质量不好_饭菜质量不较高一个有特色的地方_一个普通的地方2011/2/1714ZHAODongyang Panzhihua UniversityA Semantic Differential Scale for Measuring Self- Concepts, Person Conc

18、epts, and Product Concepts测量自我概念、个人概念和产品概念的一个语义差异量表Rugged :-:-:-:-:-:-:-: Delicate Excitable :-:-:-:-:-:-:-: CalmUncomfortable :-:-:-:-:-:-:-: Comfortable Dominating :-:-:-:-:-:-:-: Submissive Thrifty :-:-:-:-:-:-:-: Indulgent Pleasant :-:-:-:-:-:-:-: Unpleasant Contemporary :-:-:-:-:-:-:-: Obsolete

19、 Organized:-:-:-:-:-:-:-: Unorganized Rational :-:-:-:-:-:-:-: Emotional Youthful :-:-:-:-:-:-:-: Mature Formal :-:-:-:-:-:-:-: Informal Orthodox :-:-:-:-:-:-:-: Liberal Complex :-:-:-:-:-:-:-: Simple Colorless :-:-:-:-:-:-:-: ColorfulModest :-:-:-:-:-:-:-: Vain2011/2/1715ZHAODongyang Panzhihua Univ

20、ersityA Semantic Differential Scale for Measuring Self- Concepts, Person Concepts, and Product Concepts测量自我概念、个人概念和产品概念的一个语义差异量表1.粗糙的 :-:-:-:-:-:-:-: 精致的 2.兴奋的 :-:-:-:-:-:-:-: 冷静的3.不舒适的:-:-:-:-:-:-:-: 舒适的 4.专横的 :-:-:-:-:-:-:-: 顺从的 5.节俭的 :-:-:-:-:-:-:-: 挥霍的 6.愉快的 :-:-:-:-:-:-:-: 不愉快的 7.现代的 :-:-:-:-:-

21、:-:-: 非现代的 8.组织的:-:-:-:-:-:-:-: 无组织的 9.理性的:-:-:-:-:-:-:-: 感性的 10.年轻的 :-:-:-:-:-:-:-: 成熟的 11.正式的 :-:-:-:-:-:-:-: 非正式的 12.正统的:-:-:-:-:-:-:-: 自由主义的 13.复杂的 :-:-:-:-:-:-:-: 简单的 14.无趣味的 :-:-:-:-:-:-:-: 多姿多彩的15.谦虚的 :-:-:-:-:-:-:-: 自负的2011/2/1716ZHAODongyang Panzhihua UniversityStapel Scale斯坦普尔量表The Stapel

22、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. 斯坦普尔量表是一个单极的评分量表，有10个从+5到-5编号的类别，没有中立点（零点）SEARS+5 +5+4 +4+3 +3+2 +2X+1 +1HIGH QUALITY 高品质POOR SERVICE 糟糕的服务-1 -1-2 -2-3 -3-4X -4-5 -5The data obtai

23、ned by using a Stapel scale can be analyzed in the same way as semantic differential data. 用斯坦普尔量表获得的数据，可以用语义差异量表相同的方式进行分析。2011/2/1717ZHAODongyang Panzhihua UniversityBasic Noncomparative Scales基本的非比较量表 Table 9.1量表基本特征例子优点缺点连续评分量表在连续的线上做出标记商业电视的反应容易构建评分麻烦除非计算机化分项评分量表Likert 量表从1（强烈反对）到5（强烈赞同）赞同的程度态度测

24、量容易构建、执行和理解费时语义差异量表7级评分，两端由极端的词组组成品牌、产品及公司形象多变的取得的数据是否应该看作定距尺度存争议斯坦普尔量表单极，从+5到-5，没有中立点态度和形象的测量容易构建，经电话执行令人迷惑，难以应用2011/2/1718ZHAODongyang Panzhihua UniversitySummary of Itemized Scale Decisions分项评分量表决策的小结 Table 9.2Number of categories Although there is no single, optimal number, traditional guideline

25、s suggest that there should be between five and nine categories.Balanced vs. unbalancedIn general, the scale should be balanced to obtain objective dataOdd/even no. of categoriesIf a neutral or indifferent scale response is possible for at least some respondents, an odd number of categories should b

26、e used.Forced vs. non-forcedIn situations where the respondents are expected to have no opinion, the accuracy ofthe data may be improved by a non-forced scale.Verbal descriptionAn argument can be made for labeling all or many scale categories. The category descriptions should be located as close to

27、the response categories as possiblePhysical formA number of options should be tried and the best selected .2011/2/1719ZHAODongyang Panzhihua UniversitySummary of Itemized Scale Decisions分项评分量表决策的小结 Table 9.2所用量表类别的数目一般建议类别的适宜数目是5至9之间平衡表对非平衡表一般来说，为了获得可观的数据，量表应该是平衡的类别的奇数数目或偶数数目如果至少有一些调查对象可能有一种中立或无所谓的答

28、案，则应该使用奇数的类别数目强制性选择与非强制性选择在预料到调查对象可能没有意见的情况下，数据的精确性可以通过一个非强制式量表得到改善。语言描述的性质和程度为所有或许多量表类别做标注会减少量表的不明确性。类别的描述应该放在离答案类别尽可能近的位置量表的外观形式应该尝试大量的选择，选出最好的一种2011/2/1720ZHAODongyang Panzhihua UniversityBalanced and Unbalanced Scales平衡和非平衡量表 Fig. 9.1Jovan Musk for Men is:Jovan 男士香水是：Extremely good -极好Very good

29、-很好Good -好Bad -差Very bad -很差Extremely bad -极差Jovan Musk for Men is:Jovan 男士香水是：Extremely good -极好Very good -很好Good -好Somewhat good -略好Bad -差Very bad -很差2011/2/1721ZHAODongyang Panzhihua UniversityRating Scale Configurations评分表结构-3-10+1+2-2+3Cheer Cheer detergent is:1) Very harsh - - Very gentle 2) V

30、ery harsh 1 2 3 4 5 6 7 Very gentle 3) . Very harsh . . . Neither harsh nor gentle . . . Very gentle 4) _ _ _ _ _ _ _ Very Harsh Somewhat Neither harsh Somewhat Gentle Very harsh harsh nor gentle gentle gentle 5) Very Neither harsh Very harsh nor gentle gentle Fig. 9.22011/2/1722ZHAODongyang Panzhih

31、ua UniversityThermometer Scale 温度计量表Instructions: Please indicate how much you like McDonalds hamburgers by coloring in the thermometer. Start at the bottom and color up to the temperature level that best indicates how strong your preference is. Smiling Face Scale 笑脸量表 Instructions: Please point to

32、the face that shows how much you like the Barbie Doll. If you do not like the Barbie Doll at all, you would point to Face 1. If you liked it very much, you would point to Face 5. 12345Like very muchDislike very much100 75 50 25 0Some Unique Rating Scale Configurations一些独特的评分图表结构Fig. 9.32011/2/1723ZH

33、AODongyang Panzhihua UniversitySome Commonly Used Scales in Marketing市场营销中一些常用的量表Table 9.3Construct结构Scale Descriptors尺度描述 Attitude态度Importance重要性Satisfaction满意度Purchase Intent购买意向Purchase Freq购买频率Very Bad很差Not at All Important一点也不重要Very Dissatisfied很不满意Definitely will Not Buy绝对不买Never从不Bad差Not Impo

34、rtant不重要Dissatisfied不满意Probably Will Not Buy可能不会买Rarely很少Neither Bad Nor Good不好也不差Neutral中立Neither Dissat. Nor Satisfied既不不满意也不满意Might or Might Not Buy可能会也可能不会买Sometimes 有时 Good好Important重要Satisfied满意Probably Will Buy可能会买Often经常Very Good很好Very Important很重要Very Satisfied很满意Definitely Will Buy绝对会买Very

35、 Often很经常Development of a Multi-item Scale多项量表的开发2011/2/1725ZHAODongyang Panzhihua UniversityDevelopment of a Multi-item Scale多项量表的开发2011/2/1726ZHAODongyang Panzhihua UniversityScale Evaluation量表的评价Fig. 9.52011/2/1727ZHAODongyang Panzhihua UniversityMeasurement Accuracy测量的准确性2011/2/1728ZHAODongyang

36、Panzhihua UniversityMeasurement Accuracy测量的准确性2011/2/1729ZHAODongyang Panzhihua UniversityPotential Sources of Error on Measurement测量的误差可能来源 Fig. 9.6Other relatively stable characteristics of the individual that influence the test score, such as intelligence, social desirability, and education.Short-term or tr