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管理咨询核心课件英文1Chapter9Scaling,ReliabilityandValidityChapter92ChapterObjectivesKnowhowandwhentousethedifferentformsofratingscalesandrankingscales

Explainstabilityandconsistency,andhowtheyareestablished

Explainthedifferentformsofvalidity

Discusswhat‘goodness’ofmeasuresmeans,andwhyitisnecessarytoestablishitinresearch

ChapterObjectivesKnowhowand3RatingandRankingScalesRatingScaleshaveseveralresponsecategoriesandareusedtoelicitresponseswithregardtotheobject,eventorpersonstudied.RankingScalesmakecomparisonsbetweenoramongobjects,eventsorpersons,andelicitthepreferredchoicesandrankingamongthem.RatingandRankingScalesRatin4RatingScalesdichotomousscale

categoryscale

Likertscale

numericalscales

semanticdifferentialscale

itemisedratingscale

fixedorconstantsumratingscale

Stapelscale

graphicratingscale

consensusscale

RatingScalesdichotomousscale5DichotomousScaleUsedtoelicitaYesorNoanswer,eg:Doyouownacar? Yes NoDichotomousScale6CategoryScalesCategoryScales7LikertScaleIndicatetheextenttowhichyouagreeordisagreewiththefollowingstatements:Myworkisveryinteresting12345Lifewithoutmyworkwouldbedull12345 LikertScaleIndicatetheexten8SemanticDifferentialScaleBadGoodUnresponsiveResponsiveTimidCourageousSemanticDifferentialScaleBad9NumericalScaleHowpleasedareyouwithyournewcar?Extremely Extremelypleased7654321displeasedNumericalScaleHowpleasedare10ItemisedRatingScaleThisisanunbalancedratingscalewhichdoesnothaveaneutralpoint.ItemisedRatingScaleThisisa11FixedorConstantSumRatingScale

Respondentsareaskedtodistributeagivennumberofpointsacrossvariousitems,eg:Fragrance —Colour —Shape —Size —Textureoflather —Totalpoints 100FixedorConstantSumRatingS12StapelScale

Measuresthedirectionandintensityoftheattitudetowardstheitemsunderstudy,egStapelScale Measuresthedire13GraphicRatingScaleGraphicRatingScale14RankingScalespairedcomparisonforcedchoicecomparativescaleRankingScalespairedcompariso15PairedComparisonUsedwhen,amongasmallnumberofobjects,respondentsareaskedtochoosebetweentwoobjectsatatime.Thepairedchoicesfornobjectswillbe((n)(n-1)/2).PairedComparisonUsedwhen,am16ForcedChoice

Rankyourpreferencesamongthefollowingmagazines,1beingyourpreferredchoiceand5beingyourleastpreferred:

AustralianFinancialReview __ BusinessReviewWeekly __ Playboy __ TheEconomist __ Time __ForcedChoice Rankyourprefer17ComparativeScale

Inavolatilefinancialenvironment,comparedwithshares,howusefulisittoinvestingovernmentbonds?Moreuseful Aboutthesame Lessuseful 1 2 345ComparativeScale Inavolatil18GoodnessofMeasuresReliabilitymeasuresHowstableandconsistentisthemeasuringinstrument?ValiditymeasuresArewemeasuringtherightthing?GoodnessofMeasuresReliabilit19ReliabilityandValidityinTargetShootingReliabilityandValidityinTa20FormsofReliabilityandValidityFormsofReliabilityandValid21ReliabilityStabilityreferstotheabilityofameasuretomaintainstabilityovertime,despiteuncontrollabletestingconditionsorthestateoftherespondentsthemselvesInternalconsistencyindicateshowwelltheitems‘hangtogetherasaset’andcanindependentlymeasurethesameconcept,sorespondentsattachthesameoverallmeaningtoeachoftheitems

ReliabilityStability22StabilityofMeasuresTest-retestreliabilitythereliabilitycoefficientobtainedwitharepetitionofthesamemeasureonasecondoccasionParallel-formreliabilitythecorrelationobtainedfromresponsesontwocomparablesetsofmeasures(changedforwording&questionorder)tappingthesameconstructStabilityofMeasuresTest-ret23InternalConsistencyofMeasuresInter-itemconsistencyreliabilitytestoftheconsistencyofrespondents’answerstoalltheitemsinameasure

usuallytestedby

Cronbach’scoefficientalpha

Split-halfreliabilityreflectsthecorrelationsbetweentwohalvesofaninstrument

InternalConsistencyofMeasur24TypesofValidityTypesofValidity25管理咨询核心课件英文26管理咨询核心课件英文27Chapter9Scaling,ReliabilityandValidityChapter928ChapterObjectivesKnowhowandwhentousethedifferentformsofratingscalesandrankingscales

Explainstabilityandconsistency,andhowtheyareestablished

Explainthedifferentformsofvalidity

Discusswhat‘goodness’ofmeasuresmeans,andwhyitisnecessarytoestablishitinresearch

ChapterObjectivesKnowhowand29RatingandRankingScalesRatingScaleshaveseveralresponsecategoriesandareusedtoelicitresponseswithregardtotheobject,eventorpersonstudied.RankingScalesmakecomparisonsbetweenoramongobjects,eventsorpersons,andelicitthepreferredchoicesandrankingamongthem.RatingandRankingScalesRatin30RatingScalesdichotomousscale

categoryscale

Likertscale

numericalscales

semanticdifferentialscale

itemisedratingscale

fixedorconstantsumratingscale

Stapelscale

graphicratingscale

consensusscale

RatingScalesdichotomousscale31DichotomousScaleUsedtoelicitaYesorNoanswer,eg:Doyouownacar? Yes NoDichotomousScale32CategoryScalesCategoryScales33LikertScaleIndicatetheextenttowhichyouagreeordisagreewiththefollowingstatements:Myworkisveryinteresting12345Lifewithoutmyworkwouldbedull12345 LikertScaleIndicatetheexten34SemanticDifferentialScaleBadGoodUnresponsiveResponsiveTimidCourageousSemanticDifferentialScaleBad35NumericalScaleHowpleasedareyouwithyournewcar?Extremely Extremelypleased7654321displeasedNumericalScaleHowpleasedare36ItemisedRatingScaleThisisanunbalancedratingscalewhichdoesnothaveaneutralpoint.ItemisedRatingScaleThisisa37FixedorConstantSumRatingScale

Respondentsareaskedtodistributeagivennumberofpointsacrossvariousitems,eg:Fragrance —Colour —Shape —Size —Textureoflather —Totalpoints 100FixedorConstantSumRatingS38StapelScale

Measuresthedirectionandintensityoftheattitudetowardstheitemsunderstudy,egStapelScale Measuresthedire39GraphicRatingScaleGraphicRatingScale40RankingScalespairedcomparisonforcedchoicecomparativescaleRankingScalespairedcompariso41PairedComparisonUsedwhen,amongasmallnumberofobjects,respondentsareaskedtochoosebetweentwoobjectsatatime.Thepairedchoicesfornobjectswillbe((n)(n-1)/2).PairedComparisonUsedwhen,am42ForcedChoice

Rankyourpreferencesamongthefollowingmagazines,1beingyourpreferredchoiceand5beingyourleastpreferred:

AustralianFinancialReview __ BusinessReviewWeekly __ Playboy __ TheEconomist __ Time __ForcedChoice Rankyourprefer43ComparativeScale

Inavolatilefinancialenvironment,comparedwithshares,howusefulisittoinvestingovernmentbonds?Moreuseful Aboutthesame Lessuseful 1 2 345ComparativeScale Inavolatil44GoodnessofMeasuresReliabilitymeasuresHowstableandconsistentisthemeasuringinstrument?ValiditymeasuresArewemeasuringtherightthing?GoodnessofMeasuresReliabilit45ReliabilityandValidityinTargetShootingReliabilityandValidityinTa46FormsofReliabilityandValidityFormsofReliabilityandValid47ReliabilityStabilityreferstotheabilityofameasuretomaintainstabilityovertime,despiteuncontrollabletestingconditionsorthestateoftherespondentsthemselvesInternalconsistencyindicate

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