BHMS4418 Applied Business Research Survey Research

BHMS4418 1 Applied Business Research Survey Research: An Overview 3 Lecture 6 Measurement and Scaling Concepts LEARNIN LEARNIN G G OUTCOM OUTCOM ES ES 1. Determine what needs to be measured to address...

BHMS4418 1 Applied Business Research Survey Research: An Overview 3 Lecture 6 Measurement and Scaling Concepts LEARNIN LEARNIN G G OUTCOM OUTCOM ES ES 1. Determine what needs to be measured to address a research question or hypothesis 2. Distinguish levels of scale measurement 3. Know how to form an index or composite measure 4. List the three criteria for good measurement 5. Perform a basic assessment of scale reliability and validity 6. Describe how business researchers think of attitudes 7. Identify basic approaches to measuring attitudes 8. Discuss the use of rating scales for measuring attitudes 9. Represent a latent construct by constructing a summated scale 10. Summarize ways to measure attitudes with ranking and sorting techniques 11. Discuss major issues involved in the selection of a measurement scale 13-2in ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,  What Do I Measure? Measurement The process of describing some property of a phenomenon, usually by assigning numbers in a reliable and valid way. Concept A generalized idea about a class of objects, attributes, occurrences, or processes 13–3in ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,  4 Levels of Scale Measurement Nominal Assigns a value to an object for identification or classification purposes. Most elementary level of measurement. Ordinal Ranking scales allowing things to be arranged based on how much of some concept they possible. Have nominal properties. 13–4in ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,  4 Levels of Scale Measurement (cont’d) Interval Capture information about differences in quantities of a concept. Have both nominal and ordinal properties. Ratio Highest form of measurement. Have all the properties of interval scales with the additional attribute of representing absolute quantities. Absolute zero. 13–5in ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,  EXHIBIT 13.4 Nominal, Ordinal, Interval, and Ratio Scales Provide Different Information 13–6in ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,  Mathematical and Statistical Analysis of Scales Discrete Measures Measures that can take on only one of a finite number of values. Continuous Measures Measures that reflect the intensity of a concept by assigning values that can take on any value along some scale range. 13–7in ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,  Three Criteria for Good Measurement Reliability Reliability Validity Validity Good Good Measureme Measureme nt nt Sensitivity Sensitivity 13–8in ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,  Reliability Reliability The degree to which measures are free from random error and therefore yield consistent results. An indicator of a measure’s internal consistency. 13–9in ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,  Validity Validity The accuracy of a measure or the extent to which a score truthfully represents a concept. ◗ Does a scale measure what was intended to be measured? Establishing Validity: Is there a consensus that the scale measures what it is supposed to measure? Does the measure correlate with other measures of the same concept? Does the behavior expected from the measure predict actual observed behavior? 13–10 in ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,  Attitude 1 Attitude Measurement 3 Measurement  What is An Attitude? Attitude An enduring disposition to consistently respond in a given manner to various aspects of the world. Common constructs: Job satisfaction Organizational commitment Personal values Feelings Role stress 14–12 ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in  4 Techniques for Measuring Attitudes Ranking Requiring the respondent to rank order objects in overall performance on the basis of a characteristic or stimulus. Rating Asking the respondent to estimate the magnitude of a characteristic, or quality, that an object possesses by indicating on a scale where he or she would rate an object. 14–13 ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in  4 Techniques for Measuring Attitudes Sorting Presenting the respondent with several concepts typed on cards and requiring the respondent to arrange the cards into a number of piles or otherwise classify the concepts. Choice Asking a respondent to choose one alternative from among several alternatives; it is assumed that the chosen alternative is preferred over the others. 14–14 ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in  Attitude Rating Scales Simple Attitude Scale Requires that an individual agree/disagree with a statement or respond to a single question. ◗ This type of self-rating scale classifies respondents into one of two categories (e.g., yes or no). Example: THE PRESIDENT SHOULD RUN FOR RE- ELECTION _______ AGREE ______ DISAGREE 14–15 ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in  Attitude Rating Scales (cont’d) Method of Summated Ratings: Likert Scale A popular means for measuring attitudes. Respondents indicate their own attitudes by checking how strongly they agree or disagree with statements. ◗ Typical response alternatives: “strongly agree,” “agree,” “uncertain,” “disagree,” and “strongly disagree.” Example: It is more fun to play a tough, competitive tennis match than to play an easy one. ___Strongly Agree ___Agree ___Not Sure ___Disagree ___Strongly Disagree 14–16 ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in  Attitude Rating Scales (cont’d) Semantic Differential A series of seven-point rating scales with bipolar adjectives, such as “good” and “bad,” anchoring the ends (or poles) of the scale. ◗ A weight is assigned to each position on the scale. Traditionally, scores are 7, 6, 5, 4, 3, 2, 1, or +3, +2, +1, 0, -1, -2, -3. Exciting Example:___ : ___ : ___ : ___ : ___ : ___ : ___ Calm Interesting ___ : ___ : ___ : ___ : ___ : ___ : ___ Dull Simple ___ : ___ : ___ : ___ : ___ : ___ : ___ Complex Passive ___ : ___ : ___ : ___ : ___ : ___ : ___ Active 14–17 ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in  Attitude Rating Scales (cont’d) Numerical Scales Scales that have numbers as response options, rather than “semantic space” or verbal descriptions, to identify categories (response positions). ◗ In practice, researchers have found that a scale with numerical labels for intermediate points on the scale is as effective a measure as the true semantic differential. Example: ◗ Now that you’ve had your automobile for about one year, please tell us how satisfied you are with your Ford Taurus. Extremely Dissatisfied 1 2 3 4 5 6 7 Extremely Satisfied 14–18 ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in  Other Scale Types (cont’d) Constant-Sum Scale Respondents are asked to divide a constant sum to indicate the relative importance of attributes. ◗ Respondents often sort cards, but the task may also be a rating task (e.g., indicating brand preference). Example: Divide 100 points among each of the following brands according to your preference for the brand: ◗ Brand A _________ ◗ Brand B _________ ◗ Brand C _________ 14–19 ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in  Other Scale Types (cont’d) Graphic Rating Scale A measure of attitude that allows respondents to rate an object by choosing any point along a graphic continuum. Advantage: ◗ Allows the researcher to choose any interval desired for scoring purposes. Disadvantage: ◗ There are no standard answers. 14–20 ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in  EXHIBIT 14.8 Graphic Rating Scale with Picture Response Categories Stressing Visual Communication 14–21 in ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,  Measuring Behavioral Intention Behavioral Component The behavioral expectations (expected future actions) of an individual toward an attitudinal object. Example: How likely is it that you will purchase a Honda Fit? ◗ I definitely will buy ◗ I probably will buy ◗ I might buy ◗ I probably will not buy ◗ I definitely will not buy 14–22 ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in  Measuring Behavioral Intention Behavioral Differential A rating scale instrument similar to a semantic differential, developed to measure the behavioral intentions of subjects toward future actions. ◗ A description of the object to be judged is placed on the top of a sheet, and the subjects indicate their behavioral intentions toward this object on a series of scales. Example: A 25 year-old woman sales representative Would ___ ___ ___ ___ ___ ___ ___ Would Not ask this person for advice. 14–23 ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in  Ranking An ordinal scale may be developed by asking respondents to rank order (from most preferred to least preferred) a set of objects or attributes. 14–24 ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in  Paired Comparison A measurement technique that involves presenting the respondent with two objects and asking the respondent to pick the preferred object; more than two objects may be presented, but comparisons are made in pairs. Number of comparisons = [(n)(n- 1)/2] 14–25 ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in  Sorting Require that respondents indicate their attitudes or beliefs by arranging items on the basis of perceived similarity or some other attribute. Example: Here is a sheet that lists several airlines. Next to the name of each airline is a pocket. Here are ten cards. I would like you to put these cards in the pockets next to the airlines you would prefer to fly on your next trip. Assume that all of the airlines fly to wherever you would choose to travel. You can put as many cards as you want next to an airline, or you can put no cards next to an airline. Cards American Airlines _____ Delta Airlines _____ United Airlines _____ Southwest Airlines _____ Northwest Airlines _____ 14–26 ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in  Selecting a Measurement Scale (cont’d) Balanced Rating Scale A fixed-alternative rating scale with an equal number of positive and negative categories; a neutral point or point of indifference is at the center of the scale. Example: How satisfied are you with the bookstore in the Student Union? Very Neither Satisfied Very Satisfied Satisfied Nor Dissatisfied Dissatisfied Dissatisfied 14–27 ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in