Ch. 7 Flashcards
Scales of Measurement:
Nominal Scale, Ordinal Scale, Interval Scale, Ratio Scale, Itemized-Ratings Scale, Graphic- Ratings Scales, Comparative-Ratings Scale
Measurement-
Rules for assigning numbers to objects to represent quantities of attrubutes.
Nominal Scale-
Measurement in which numbers are assigned to objects or classes of objects solely for the purpose of identification. Uniquely identify indivuduals.
Ordinal Scale-
Measurement in which numbers are assigned to data on the basis of some order. (ex. more than, greater than) or the objects.
Interval Scales-
Measurement in which the assigned numbers legitimately allow the comparison of the size of the differences among and between members.
Ratio Scale-
possesses a natural, or absolute, zero that reflects the complete absence of the attribute being assessed.
Measuring Attitudes and other unobservable concepts:
Self-Reports, Itemized-ratings scales, Summated-rating scale, semantic-differential scale, snake diagram, Graphic-rating scales, Comparactive-ratings scales, constant-sum methods.
self-reports-
A method of assessing attitudes in which individuals are asked direcly for their beliefs about or feelings toward an object or class of objects.
Itemized-Ratings Scale-
A scale on which individuals must indicate their ratings of an attribute or object by selecting the response category that best describes their position on the attribute or object. 5 to 9 categories work the best.
Summated-ratings scale- (Likert scale)
A self-report technique for attitude measurement in which respondents indiccate their degree of agreementor disagreement with each of a number of statements.
Semantic-Differential Scale-
A self-report technique for attitude measurement in which respondents are asked to check which cell between a set of bipolar adjectives or phrases best describes their feelings toward the object.
Snake Diagram-
A diagram that connects the average responses to a series of semantic-differential statements, thereby depicting the profile of the object or objects being evaluated.
Graphic-Ratings Scales-
A scale in which individuals indivate their ratingsof an attribute typically by placing a check at the appropriate point on a line that runs from one extreme of the attribute typically by placing a check at the appropraite point on a line that runs from one extreme to the other.
Comparative-ratings scales-
A scale requiring subjects to make their ratings as a series of relative judgements or comparisons rather than as independent assessments.
Constant-sum method-
A comparactive-rating scale in which an individuela diviedes some given sum amoung two or more attributes on a basis such as importance or favorability.