session4 - constructscale四节构造量表

1ResearchMethods:

Constructs&Scales

RunRen

GuanghuaSchoolofManagement

Fall20102Construct:Ageneralizedideaaboutaclassofobjects,attributes,occurrences,orprocesses.Measures(i.e.,OperationalDefinition):Specifieswhattheresearchermustdotomeasuretheconceptunderinvestigation.WeightConstructAbstract,unobservableKilogramMeasureConcrete,observable3

Example:MediaSkepticism

Conceptualdefinition:

thedegreetowhichindividualsareskepticaltowardtherealitypresentedinthemassmedia. Mediaskepticismvariesacrossindividuals,fromthosewhoaremildlyskepticalandacceptmostofwhattheyseeandhearinthemediatothosewhocompletelydiscountanddisbelievethefacts,values,andportrayalofrealityinthemedia.4MediaSkepticism

OperationalDefinition

Pleasetellhowtrueeachstatementisaboutthemedia.Isitverytrue,notverytrue,ornotatalltrue?Theprogramwasnotveryaccurateinitsportrayaloftheproblem.Mostofthestorywasstagedforentertainmentpurposes.Thepresentationwasslantedandunfair.5SomecharacteristicsofconstructsConstructsarebeingconstructed;Constructsareabstractandnotdirectlyobservable;Constructsaredevelopedforbuildingmodelsandtheories;Constructsshouldbeclearlydefined;Constructsneedtobeoperationalized(measured).6Unidimensional&MultidimensionalConstructsMeasurements Constructs PurchaseintentionItem1Item2Item3OrganizationalCommitmentAffectiveCommitmentNormativeCommitmentContinuanceCommitmentItem1Item2Item3Item1Item2Item37ScaleSeriesofitemsarrangedaccordingtovalueforthepurposeofquantification

Nominalscale:Uniquelyclassifies.Ordinalscale:Uniquelyclassifies;preservesorder.Intervalscale:Uniquelyclassifies;preservesorder;equalintervals;arbitraryzero.Ratioscale:Uniquelyclassifies;preservesorder;equalintervals;naturalzero.e.g.,Age,weight,distancee.g.,Celsius,Fahrenheit,e.g.,Gender,racee.g.,Education8SensitivityAmeasurementinstrument’sabilit