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Lecture 5 Measurements and Scales

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7 views

Lecture 5 Measurements and Scales

Uploaded by

adamboone
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Measurement Process

Measurement: Assigning numbers to characteristics of objects according to rules


-One-to-one correspondence
-Rules:
The guide, method, or command tha tells a researcher what to do
Standardized
Scaling: creating a continuum upon which measured objects are located

Levels of Measurement (4)


Nominal: Scales that partition data into mutually exclusive and collectibely
exhaustive categories.
Classification Type Data
- Yes or no questions
- Nouns in general
- Gender
- Race/Ethnicity
- Occupation
- Text open-ended questions
Analysis Approach:
-Cross tabulation/Percentages
-Sums and frequency counts
-One can’t tell the relative value of responses
Ordinal: Scales that maintain the labeling characteristics of nominal scales and
have the ability to order data
Ranking Type Data
-Best liked, worst liked
-Win, Place, or show
-First, second, third
-Small, medium, and large
-Comparison rankings “rank these movies from best to worst”
Analysis Approach:
- Cross tabulations, sums and frequency counts
- Percentages, mode, mean for some types
– One can tell the relative order of responses but not the distance between
responses.
Ratio: Scalres that have the charactersitis of interval, plus a meaningful zero point
Flat Numeric Type Data:
-Age = 50(not an age range)
- Income = 25000 (not an income range)
- Number of children: ______
Analysis Approach:
- Standard deciation, variance, kurtosis
- Descriptive statistics – mean, median, mode
- Sums and ranged frequency counts
- Pearson correlation, regression
- Can tell the relative balue of responses and can tell the distance between
responses and how they relate to zero.
Scale of Reliability and Validity
Reliability: Degree to which measures are free from random error and, therefore,
provide consistent data. The extent to which the survey responses are internally
consistent.
Validity: Degree to which what the researcher was trying to measure was actually
measured.

Likert Scale:
Statement – Strongly Disagree, Disagree, Neither Disagree nor Agree, Agree,
Strongly Agree

Stapel Scale
Unipolar rating scale with ten categoris numbered from -5 to +5
Usually presented vertically

Constant Sum Scale


Requires the respondent to divide a given number of points among attributes

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