©The McGraw-Hill Companies, Inc., 2001

Irwin/McGraw-Hill

Donald CooperPamela Schindler

Chapter 9

Business ResearchMethods

©The McGraw-Hill Companies, Inc., 2001

Irwin/McGraw-Hill

Chapter 9

Measurement Scales

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Click to edit Master title styleWhat is Scaling?

Assigning numbers to indicants of the properties of objects

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Click to edit Master title styleTypes of Response ScalesSlide 9 - 2

Rating ScalesRanking ScalesCategorization

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Click to edit Master title styleTypes of Rating Scales

Simple categoryMultiple choice,

single responseMultiple choice,

multiple responseLikert scaleSemantic

differential

NumericalMultiple ratingFixed sumStapelGraphic rating

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Click to edit Master title styleRating Scale Errors to Avoid

LeniencyNegative LeniencyPositive Leniency

Central TendencyHalo Effect

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Click to edit Master title styleTypes of Ranking Scales

Paired-comparison

Forced Ranking

Comparative

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Click to edit Master title styleDimensions of a Scale

Unidimensional

Multidimensional

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Click to edit Master title styleScale Design Techniques

ArbitraryConsensusItem AnalysisCumulativeFactor

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