Donald Cooper Pamela Schindler
9
©The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Donald Cooper Pamela Schindler Chapter 9 Business Research Methods
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Donald Cooper Pamela Schindler. Chapter 9. Business Research Methods. Chapter 9. Measurement Scales. What is Scaling?. Slide 9 - 1. Assigning numbers to indicants of the properties of objects. Rating Scales Ranking Scales Categorization. Types of Response Scales. Slide 9 - 2. - PowerPoint PPT Presentation
Transcript of Donald Cooper Pamela Schindler
©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
The McGraw-Hill Companies, Inc., 2001
Irwin/McGraw-Hill
Click to edit Master title styleWhat is Scaling?
Assigning numbers to indicants of the properties of objects
Slide 9 - 1
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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
Slide 9 - 3
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Click to edit Master title styleRating Scale Errors to Avoid
LeniencyNegative LeniencyPositive Leniency
Central TendencyHalo Effect
Slide 9 - 4
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Click to edit Master title styleTypes of Ranking Scales
Paired-comparison
Forced Ranking
Comparative
Slide 9 - 5
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Click to edit Master title styleDimensions of a Scale
Unidimensional
Multidimensional
Slide 9 - 6
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Click to edit Master title styleScale Design Techniques
ArbitraryConsensusItem AnalysisCumulativeFactor
Slide 9 - 7
