Podcast
Questions and Answers
What is the purpose of placing the negative adjective or phrase on either side of a semantic differential scale?
What is the purpose of placing the negative adjective or phrase on either side of a semantic differential scale?
- To make the scale more difficult to answer
- To make the scale more aesthetically pleasing
- To control the tendency of respondents to mark the right- or left-hand sides without reading the labels (correct)
- To increase the reliability of the scale
What is the characteristic of a Stapel scale?
What is the characteristic of a Stapel scale?
- It is a bipolar scale with a neutral point
- It is a type of semantic differential scale
- It is a unipolar rating scale with ten categories numbered from -5 to +5, without a neutral point (correct)
- It is a type of Likert scale
What is the advantage of using a semantic differential scale in survey research?
What is the advantage of using a semantic differential scale in survey research?
- It allows for a more nuanced understanding of attitudes through profile analysis (correct)
- It is a more efficient way to collect data
- It provides a more objective measure of attitudes
- It is a more reliable method than Likert scales
What is the range of scores for individual items on a semantic differential scale?
What is the range of scores for individual items on a semantic differential scale?
What is the benefit of using a Stapel scale in survey research?
What is the benefit of using a Stapel scale in survey research?
What is the term for the analysis of attitudes and opinions through the use of semantic differential scales?
What is the term for the analysis of attitudes and opinions through the use of semantic differential scales?
What is the primary requirement of measurement?
What is the primary requirement of measurement?
Which characteristic of a scale ensures that the differences between descriptors can be expressed in units?
Which characteristic of a scale ensures that the differences between descriptors can be expressed in units?
What is the term for the unique labels or descriptors used to designate each value of a scale?
What is the term for the unique labels or descriptors used to designate each value of a scale?
Which characteristic of a scale is necessary for a true zero point?
Which characteristic of a scale is necessary for a true zero point?
What is the primary requirement for the rules of assigning numbers in measurement?
What is the primary requirement for the rules of assigning numbers in measurement?
What is the primary purpose of a Likert scale?
What is the primary purpose of a Likert scale?
In profile analysis, how is the data typically analyzed?
In profile analysis, how is the data typically analyzed?
What is the main difference between a Likert scale and a semantic differential?
What is the main difference between a Likert scale and a semantic differential?
When calculating a total score using a Likert scale, what should be done with the categories assigned to negative statements?
When calculating a total score using a Likert scale, what should be done with the categories assigned to negative statements?
What is the purpose of reversing the scale for negative statements in a Likert scale?
What is the purpose of reversing the scale for negative statements in a Likert scale?
What type of rating scale has end points associated with bipolar labels that have semantic meaning?
What type of rating scale has end points associated with bipolar labels that have semantic meaning?
Flashcards are hidden until you start studying
Study Notes
Scales in Research
- SEARS is an acronym that can be used to remember the characteristics of a scale, standing for Powerful, Unreliable, Modern, and Old-fashioned.
- A semantic differential scale is a type of scale that has bipolar labels with opposite meanings, such as "Powerful" and "Weak".
- In a semantic differential scale, individual items can be scored on a -3 to +3 or a 1 to 7 scale.
Stapel Scale
- A Stapel scale is a unipolar rating scale with ten categories numbered from -5 to +5, without a neutral point (zero).
- The Stapel scale is usually presented vertically.
Scale Evaluation
- Reliability and validity are important aspects to consider when evaluating a scale.
Measurement
- Measurement involves assigning numbers or symbols to characteristics of objects according to certain pre-specified rules.
- There are four characteristics of measurement: description, order, distance, and origin.
Scales Characteristics
- Description refers to the unique labels or descriptors used to designate each value of the scale.
- Order refers to the relative sizes or positions of the descriptors.
- Distance means that absolute differences between the scale descriptors are known and may be expressed in units.
- Origin means that the scale has a unique or fixed beginning or true zero point.
Likert Scale
- A Likert scale requires respondents to indicate a degree of agreement or disagreement with each of a series of statements about the stimulus objects.
- The analysis of a Likert scale can be conducted on an item-by-item basis (profile analysis), or a total (summated) score can be calculated.
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
