管理咨询核心课件英文.pptx

Sometimes Hardly ever
Source: Zikmund (2000:292)
Strongly disagree
1
Likert Scale
Disagree 2
Neither agree nor disagree
3
Agree 4
Strong agree 5
Indicate the extent to which you agree or disagree with the following statements:
+3 +2 +1 Product innovation
–1 –2 –3
+3 +2 +1 Interpersonal skills
–1 –2 –3
Graphic Rating Scale
Ranking Scales
• paired comparison • forced choice • comparative scale
Numerical Scale
How pleased are you with your new car?
Extremely
Extremely
pleased 7 6 5 4 3 2 1 displeased
Itemised Rating Scale
Not at all
Somewhat
Moderately
Dichotomous Scale
Used to elicit a Yes or No answer, eg:
Do you own a car?
Yes
No
Category Scales
Excellent
Good
Very important
Fairly important
Very interested
All of the time Very often
Quality Fair
Importance Neutral
Interest Somewhat interested Frequency
Often
Poor
Not so important
Not at all important
Not very interested
My work is very interesting
12345
Life without my work would be dull 1 2 3 4 5
Semantic Differential Scale
Responsive Good Courageous
Unresponsive Bad Timid
• Rating Scales
– have several response categories and are used to elicit responses with regard to the object, event or person studied.
• Ranking Scales
Total points
100
Stapel Scale
Measures the direction and intensity of the attitude towards the items under study, eg
+3 +2 +1 Adopting modern technology –1 –2 –3
Paired Comparison
• Used when, among a small number of objects, respondents are asked to choose between two objects at a time.
Fixed or Constant Sum Rating
Scale
Respondents are asked to distribute a given number of points across various items, eg:
Fragrance
—
Colour
—
Shape
—
Size
—
Texture of lather —
– make comparisons between or among objects, events or persons, and elicit the preferred choices and ranking among them.
Rating Scales
• dichotomous scale • category scale • Likert scale • numerical scales • semantic differential scale • itemised rating scale • fixed or constant sum rating scale • Stapel scale • graphic rating scale • consensus scale
• Explain the different forms of validity • Discuss what ‘goodness’ of measures means,
and why it is necessary to establish it in research
Rating and Ranking Scales
interested
interested
interested
1
2
3Fra Baidu bibliotek
How would you rate your interest in changing
current organisational policies?
1
Very much interested
4
234
This is an unbalanced rating scale which does not have a neutral point.
Chapter 9
Scaling, Reliability and Validity
Chapter Objectives
• Know how and when to use the different forms of rating scales and ranking scales
• Explain stability and consistency, and how they are established