第九章测量与量表：非比较量表技术

ZHAODongyang Panzhihua University
2011/2/17
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Itemized Rating Scales 分项评分量表
The respondents are provided with a scale that has a number or brief description associated with each category. The categories are ordered in terms of scale position, and the respondents are required to select the specified category that best describes the object being rated. The commonly used itemized rating scales are the Likert, semantic differential, and Stapel scales. 提供给调查对象的分项评 分量表上面每个类别都有 一个数字或与每一个类别 相关的简要描述。 类别按照量表的位置来排 序，调查对象需要选出最 能描述被评物体的特定类 别。 通常使用的分项评分量表 为Likert量表、语义差异 量表和斯坦普尔量表。
ZHAODongyang Panzhihua University
2011/2/17
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Likert Scale 利克特量表
The Likert scale requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements about the stimulus objects.
Version 3 形式3
Very bad Neither good nor bad Very good
Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - --- - - - - --- Probably the best 0 10 20 30 40 50 60 70 80 90 100
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ZHAODongyang Panzhihua University
2011/2/17
Perception Analyzer 感知分析仪
A relatively new research tool, the perception analyzer, provides continuous measurement of “gut reaction.” A group of up to 400 respondents is presented with TV or radio spots or advertising copy. The measuring device consists of a dial that contains a 100-point range. Each participant is given a dial and instructed to continuously record his or her reaction to the material being tested. As the respondents turn the dials, the information is fed to a computer, which tabulates second-by-second response profiles. As the results are recorded by the computer, they are superimposed on a video screen, enabling the researcher to view the respondents' scores immediately. The responses are also stored in a permanent data file for use in further analysis. The response scores can be broken down by categories, such as age, income, sex, or product usage.
1.
Sears sells high-quality merchandise. 西尔斯销售高质量的商品
1
2X
4
5
2. Sears has poor in-store service. 西尔斯店内服务很差
3. I like to shop at Sears. 我喜欢在西尔斯购物
1
1
2X
2
3
3X
4
4
5
5
How would you rate Sears as a department store? 就百货商店而言，你将如何斯尔斯评分？
Version 1 形式1 Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - Probably the best 可能最差 - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - 可能最好 Version 2 形式2 Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -Probably the best 0 10 20 30 40 50 60 70 80 90 100
Likert 量表有几个优点：
• 它易于执行。 • 调查对象很容易理解如何使用量表，因而它适合邮件访谈、电话访谈或人员访谈。 主要缺点：
• 比其他分项评分量表花费时间长。
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2011/2/17
Semantic Differential Scale 语义差异量表
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ZHAODongyang Panzhihua University
2011/2/17
Continuous Rating Scale 连续评分量表
Respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other. 连续评分量表也称为图示评分量表。调查对象通过在一条直线上的适当位置做出标记为物体评分。 The form of the continuous scale may vary considerably. 连续量表的形式可能变化相当大。
3. 4. 5. 6.
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ZHAODongyang Panzhihua University
2011/2/17
Chapter Outline 学习内容
概要 非比较量表技术


连续评分量表
分项评分量表 Likert 量表 语义差异量表 斯坦普尔量表
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语义差异量表是一个7级评分量 表，两端由极端的词组组成。
西尔斯是： 强有力的--:--:--:--:-X-:--:--: 虚弱的 不可信的--:--:--:--:--:-X-:--: 可信的 时髦的 --:--:--:--:--:--:-X-: 老式的


The negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right. This controls the tendency of some respondents, particularly those with very positive or very negative attitudes, to mark the right- or lefthand sides without reading the labels. Individual items on a semantic differential scale may be scored on either a -3 to +3 or a 1 to 7 scale.
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Chapter Outline 学习内容
非比较分项评分决策 量表类别的数目 平衡量表与非平衡量表 类别的奇偶数


强制性评分量表与非强制性评分量
语言描述的性质和程度 物理形式或结构
多项量表
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ZHAODongyang Panzhihua University
ZHAODongyang Panzhihua University
2011/2/17
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百货商店项目：Likert 量表
Strongly Disagree 强烈反对 Disagre e 反对 Neither Agree nor disagree 及不同意 也不反对 3 agree 同意 Strongly agree 强烈赞成
Chapter Nine Measurement And Scaling: Non-comparative Scaling Techniques 第九章 测量与量表：非比较量表技术
赵冬阳 讲师
经济与管理学院
西南财经大学 市场营销博士生 e-mail: sunny_cn1206@yahoo.com.cn
When arriving at a total score, the categories assigned to the negative statements by the respondents should be scored by reversing the scale.
需要对那些消极陈述的原始 得分进行倒置转换
The analysis can be conducted on an item-by-item basis (profile analysis), or a total (summated) score can be calculated.
利克特量表需要调查对象对 关于刺激物体的一系列陈述 中的每一个，指出同意或不 同意的程度。 分析可以逐项进行（轮廓分 析），也可以对项目加总和 计算每位调查对象的总评分 （求和）。
2011/2/17
Chapter Outline 学习内容
量表的评价 测量的准确性


信度
效度 信度和效度的关系 推论性
Reliable? Valid? Generalizable?
量表技术选择


数学推导的量表 8.9 SPSS窗口
小结
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ZHAODongyang Panzhihua University
2011/2/17
Noncomparative Scaling Techniques 非比较量表技术
• • • 使用非比较量表的调查对象采用任何他们认为合适的评分标准， 不对被评价的物体与另一物体或一些指定的标准进行比较。 调查对象一次只评估一个对象，因此非比较量表经常被单胞量 表。 非比较量表由连续评分量表和分项评分量表组成
The semantic differential is a sevenpoint rating scale with end points associated with bipolar labels that have semantic meaning.
SEARS IS: Powerful --:--:--:--:-X-:--:--:Weak Unreliable--:--:--:--:--:-X-:--:Reliable Modern --:--:--:--:--:--:-X-: Old-fashioned
Chapter Objectives 学习目标
1. 2. 描述非比较量表技术，区分连续链表技术和分项评分量表，并 解释Likert量表、语义差别量表和斯坦普尔量表 讨论在构造分项评分量表时所涉及的有关量表类别数目、平衡 量表与非平衡量表、奇偶数类别、强制与非强制性选择、语言 描述程度及量表的物理形式等决策问题 讨论评价量表时所用的标准，并解释如何评估信度、效度和可 推论性 讨论在国际背景下执行非比较量表时所要考虑的问题 理解在构造非比较量表时所涉及的伦理道德问题 讨论因特网和计算执行连续评分量表和分项评分量表时的应用