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Measurement
To collect data, you need to have
something to measure
3
2. How far is your workplace
2
from home?
1
_______ kilometres
0
Primary scales of measurement
Nominal Numbers
assigned to 4 81 9
runners
Comparative Non-comparative
scales scales
Semantic
Likert Stapel
differential
Types of scaling Techniques
COMPARATIVE SCALES
• Involve the respondent directly comparing stimulus objects.
• e.g. How does Pepsi compare with Coke on sweetness
NON-COMPARATIVE SCALES
• Respondent scales each stimulus object independently of
other objects
•e.g. How would you rate the sweetness of Pepsi on a scale of 1
to 10
Comparative scales:
paired comparison items
If we have brands A, B, C and D, we would have
respondents compare
• A and B
• A and C
• A and D
• B and C
• B and D
• C and D
Comparative Non-comparative
scales scales
Semantic
Likert Stapel
differential
Non comparative scale
Continuous scale
• How would you rate Stat. Analysis to other
courses this term
The worst X X The Best
0 10 20 30 40 50 60 70 80 90 100
Non-comparative scale
Itemized Rating Scales
•Agree strongly
•Strongly agree
•Agree moderately
•Agree •Agree
•Agree slightly •Agree
•Undecided •Undecided
•Disagree slightly •Disagree
•Disagree •Disagree
•Disagree moderately
•Strongly disagree
•Disagree strongly
•Very important
•Important
•Moderately important •Very important
•Of little importance •Moderately important
•Unimportant •Unimportant
Odd Even
Strongly agree _____ Strongly agree_____
Agree _____ Agree _____
Neutral _____ Disagree _____
Disagree _____ Strongly disagree___
Strongly disagree_____
Balanced vs. Unbalanced
Balanced Unbalanced
Very good ______ Excellent ______
Good ______ Very good ______
Fair ______ Good ______
Poor ______ Fair ______
Very poor ______ Poor ______
Forced vs. Unforced
Forced Unforced
Excellent _____
5 Point 10 Point
Excellent _____ Excellent _____________
_____________
_____
_____________
_____________
_____________
_____ _____________
_____________
_____
_____________
_____________
Poor _____________
Poor _____
1. Reliability
• The degree to which a measure accurately captures a true
outcome without error
• synonymous with repetitive consistency
2. Validity
• The degree to which a measure faithfully represents the
underlying concept (it asks the right questions)
3. Sensitivity
• The ability to discriminate meaningful differences
between attitudes. The more categories the more sensitive
(but less reliable)
Reliability can be more easily determined than validity