Chapter 7 Asking Good Questions Flashcards
Measurement
rules for assigning numbers to objects to represent quantities of attributes. Measure attributes of objects, definition is broad doesn’t say how the numbers are assigned.
Steps in Measuring
determine the properties of the attribute.
Types of Scales used to measure attributes of objects
Nomina, ordinal, interval, and ratio
Nominal
measurement in which numbers are assigned to objects or classes of objects solely for the purpose of identification. to uniquely identify individuals or to categorize people or things into groups based on attributes.
ex. social security number, 1=female, 2= male. all you can do is count the number of people that fall into the various categories.
use the mode to measure
arbitrary
Ordinal
measurement in which numbers are assigned to data on the basis of some order (e.g., more than, greater than) of the objects.
ex. soda preference, we don’t know how much something is favored by just that it is favored over something.
measure with mode or median.
Interval
measurement in which the assigned numbers legitimately allow the comparison of the size of the differences among and between members.
ex. rating scales
allows us to see the relative strength of a respondent’s feelings toward something compared to another.
Measure with mean.
Ratio
possess a natural or absolute, zero that reflects the complete absence of the attribute being assessed.
can compare intervals, rank objects according to magnitude, or use the numbers to identify the objects (interval, ordinal, and nominal)
measure with geometric mean, mean, median, and mode
ex. age in years, income in dollars, units purchased or consumed,
self reports
method of assessing attributes in which individuals are asked directly their beliefs about or feelings towards an object or class of objectives. normally a rating scale
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. (strongly disagree to strongly agree)
two kinds: summated ratings scales and semantic differential scales.
summatred- ratings (likert) scale
a self report technique for attribute measurement in which respondents indicate their degree of agreement or disagreement with each of a number of statements.
scale 1-5 easy to sum the score or take the average across the items.
Sematric 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 objects.
ex. discourteous vs courteous. use of bipolar adjectives.
popular: easy and flexible for researchers and respondents. good for presenting the results of a study.
Snake diagram
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 rating scales
in which individuals indicate their ratings of an attribute typically by placing a check at the appropriate point on a line that runs from one extreme of the attribute to the other. lots of freedom with this for respondent
Comparative Rating Scales
a scale requiring subjects to make their ratings as a series of relative judgements or comparisons rather than as independent assessments.
judge each attribute with direct reference to the other attributes.
constant sum method
ex. of comparative rating scales. individual divides some given sum among two or more attributes on the basis of importance, favorability, purchase likelihoood, or something else (normally out of 100) decreases halo effect.
