3/29/2012 Chapter 7 Measurement of Variables: Scales, Reliability and Validity Scales A scale is a mechanism or tool by which unit of analysis are distinguished on the variables of the interest of the study. Every scale should have at least two important qualities • Exhaustiveness You should be able to classify every observation (or response) in terms of the attributes composing the variable (scale). Assist. Prof. Dr. Özge Özgen Research Methodology • Mutually Exclusiveness You should be able to classify every observation (or response) in terms of one and only one attribute composing the variable (scale). Examples (exhaustiveness and mutually exclusiveness) Indicators for Dimension 2 (Figure 8.1) Q: What is your education level? 1. 2. 3. Not Exhaustive Exhaustive 1) 2) 3) 4) 1) No education 2) Elementary school 3) Junior high school 4) High school 5) University 6) Above university Elementary school Junior high school High school University Some Possible Questions for each indicator (Figure 8.1) 1. How frequently do you think of work while at home? (1) Often (2) Sometimes Mutually Exclusive 1) Full-time 2) Part-time 3) Both (3) Never 2. Do you have any hobbies? If so, how many hours do you spend a week for your hobbies? 3. How frequently do you engage in the following activities? (1) More than 4 (2) 4 to 2 Q: What is your work schedule? Not Mutually Exclusive 1) Full-time 2) Part-time How often do they think of work while at home. Whether they have any hobbies. How they spend their time off the job. (3) Less than 2 Please answer using the following scale: Assigning a scale for each question. (1: Often, 2: Sometimes, 3: Never) A. Going to movies, theatre, concerts B. Spending your weekend with your family C. Coming together with friends Scale A set of symbols or numbers so constructed that the symbols or numbers can be assigned by rule to the individuals to whom the scale is applied. • Series of items arranged according to value or magnitude for the purpose of quantification • Series of items are assigned by rule • A continuous spectrum NOMINAL ORDINAL INTERVAL RATIO Copyright © 2003 John Wiley & Sons, Inc. Sekaran/RESEARCH 4E 8F 1 3/29/2012 Example: Rank the following five characteristics in a job in terms of how important they are for you. You should rank the most important item as 1, the next in importance as 2, and so on. Job Characteristics Ranking the importance Interact with others ................... Use a number of different skills ................... Complete a whole task from beginning to end ................... Work independently ................... Example: At which market do you shop most frequently? □ Kipa □ Metro □ Migros □ Tansaş □ Pehlivanoğlu □ Other 8B 8C Example: Indicate the extent to which you agree with the following statements as they relate to your job by using following scale Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree Working independetly is very important for me 1 2 3 4 5 Using different skills at job is very important for me 1 2 3 4 5 Example: What is your monthly household income?................................ 8D 8E Refreshments!... Exercises 8G 2 3/29/2012 The Measuring Process Ranking - Rank order preference Rating - Estimates magnitude of a characteristic Ranking tasks require that the respondent rank order a small number of objects in overall performance on the basis of some characteristic or stimulus. Sorting might present the respondent with several concepts typed on cards and require that the respondent arrange the cards into a number of piles or otherwise classify the concepts. Sorting - Arrange or classify concepts Choice - Selection of preferred alternative Rating asks the respondent to estimate the magnitude of a characteristic, or quality, that an object possesses. The respondent’s position on a scale(s) is where he or she would rate an object. Simple Attitude Scaling Choice between two or more alternatives is another type of attitude measurement it is assumed that the chosen object is preferred over the other. In its most basic form, attitude scaling requires that an individual agree with a statement or respond to a single question. This type of self-rating scale merely classifies respondents into one of two categories; THE PRESIDENT SHOULD RUN FOR RE-ELECTION _______ AGREE ______ DISAGREE 3 3/29/2012 Category Scales A category scale is a more sensitive measure than a scale having Example of Category Scale How important were the following in your decision to visit San Diego (check one for each item) only two response categories - it provides more information. VERY SOMEWHAT NOT TOO Questions working is an extremely important factor in the usefulness IMPORTANT IMPORTANT IMPORTANT CLIMATE ___________ ___________ ___________ COST OF TRAVEL ___________ ___________ ___________ FAMILY ORIENTED ___________ ___________ ___________ ___________ ___________ ___________ ___________ of these scales. EDUCATIONAL/ HISTORICAL ASPECTS _________ FAMILIARITY WITH AREA The Likert Scale ___________ Likert Scale for Measuring Attitudes Toward Tennis An extremely popular scale for measuring attitudes. Respondents indicate their own attitudes by checking how strongly they agree or disagree with statements. Response alternatives: “strongly agree”, “agree”, “uncertain”, “disagree”, and “strongly disagree”. Playing tennis is the best way to exercise. ___Strongly Agree ___Agree ___Not Sure ___Disagree ___Strongly Disagree Semantic Differential A series of seven-point bipolar rating scales. Bipolar adjectives, such as “good” and “bad”, anchor both ends (or poles) of the scale. Semantic Differential Scales for Measuring Attitudes Toward Tennis Exciting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Calm Interesting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Dull Simple___ : ___ : ___ : ___ : ___ : ___ : ___ Complex Passive ___ : ___ : ___ : ___ : ___ : ___ : ___ Active 4 3/29/2012 Numerical Scales Numerical scales have numbers as response options, rather than “semantic space’ or verbal descriptions, to identify categories (response positions). Stapel Scales Modern versions of the Stapel scale place a single adjective as a substitute for the semantic differential when it is difficult to create pairs of bipolar adjectives. The advantage and disadvantages of a Stapel scale, as well as the results, are very similar to those for a semantic differential. However, the Stapel scale tends to be easier to conduct and administer. A Stapel Scale for Measuring a Store’s Image Department Store Name +3 +2 +1 Behavioral Differential Scale The behavioral differential instrument has been developed for measuring the behavioral intentions of subjects towards any object or category of objects. A description of the object to be judged is placed on the top of a sheet, and the subjects indicate their behavioral intentions toward this object on a series of scales. For example: Wide Selection -1 -2 -3 A 25-year old woman sales representative Would ___ : ___ : ___ : ___ : ___ : ___ : ___ : Would Not Ask this person for advice. Graphic Rating Scales Fixed or Constant Sum Scale Divide 100 points among each of the following brands according to your preference for the brand: A graphic rating scale presents respondents with a graphic continuum. Brand A _________ Brand B _________ Brand C _________ 3 Very Good 2 1 Very Poor 5 3/29/2012 Graphic Rating Scale Stressing Pictorial Visual Communications Example Design a Likert type, semantic differential type, staple type scale in order to measure service quality level of Faculty canteen. 3 Very Good 2 1 Very Poor Reliability and Validity on Target Low Reliability (Target A) High Reliability (Target B) Reliable but Not Valid (Target C) 6