Chapter 9 Flashcards
Define measurement
Assigning numbers/labels to people/things according to specific rules to represent quantities/qualities of attributes.
Define the term ‘Rule’
Guide/method/command that tells the researcher what to do. Ensures relationship between assigned symbols reflects the actual relationship between objects.
Define the term ‘Scaling’
Creating a continuum on which objects are located according to the amount of the measured characteristics they possess.
Give and explain the three important characteristics of numbers:
- Order- numbers have a logical and known order.
- Distance- each number is different from the preceding and following number, and the differences are ordered.
- Origin- a series of numbers will have a unique origin indicated by a zero.
Name and explain the two levels of data.
- Categorial data:
- Known as non-numeric data.
- Includes items like labels or names to identify different attributes.
- Represents characteristics/qualities that are placed in categories. (e.g., age, gender, favourite food etc.) - Continuous data:
- Known as numeric data.
- Represents measurements whose values are measured in intervals on a real number line that cannot be counted.
- Can take any data on the line and calculate the average.
Name the four measurement levels:
- Nominal
- Ordinal
- Interval
- Ratio
Explain the nominal scale:
- Uses numbers to identify objects, individuals, events or groups.
- No absolute zero
- No order
- Intervals are not equal
- Used for classification
Explain the Ordinal scale:
- Numbers indicate relative amount of characteristic.
- No absolute zero
- There is order
- Intervals are equal
-Uses ranking/rating.
Explain the Interval scale:
- Has nominal & ordinal properties + intervals are equal.
- No absolute zero
- Order
- Equal intervals
- Uses complex concepts/constructs.
Explain the Ratio scale:
- Nominal, Ordinal & Interval properties + Absolute zero
- Order
- Equal intervals
- Precision instruments are used.
- E.g., money, weight.
Define a ‘Scale’
Any series of items that are progressively arranged according to value or magnitude.
Its a series into which an item can be placed according to its quantification.
Explain what comparative scaling techniques are and name the four comparative techniques.
- Requires the respondent to compare two or more objects.
- Focusses on comparison and rankings; has ordinal properties.
4 techniques:
1. Paired comparison scale
2. Rank order scaling
3. Constant sum scaling
4. Q-sort scaling
Explain the Paired comparison scale:
-Respondents are given products in pairs and asked to indicate their preference in each pair.
- A small number of attributes or items are tested at a time.
- 5 to 7 objects
- Use the ordinal scale
Explain Rank Order Scaling:
-Rank objects in order of preference according to attribute being tested.
- Ordinal data
Explain Constant Sum Scaling:
-Respondent divides given number of points among objects under discussion.
-Usually 100 objects.
- Interval or ratio data
Explain Q-Sort Scaling
-Used for quick discrimination among large number of objects.
-Procedure:
60 – 140 statements/words/photos related to topic placed on separate cards.
Cards shuffled, respondent arranges cards into specified number of piles according to their preference. (e.g. strongly agree to strongly disagree – any valid opposites)
Usually 7 to 11 piles specified by researcher.
What is Non-comparative scaling Techniques? Name 2 techniques.
When only one object/standard is evaluated.
- Graphic (continuous) rating scales.
- Itemised rating scales.
Explain Graphic (continuous) rating scales:
-Respondent rates item via a mark on a line with 2 extremes.
-Researcher divides line into required categories afterward.
-Scores allocated to intervals & treated as interval data.
Explain Itemised Rating scales, and name the three scales connected to it.
Respondent is given a short description of each category and must select description that best suits their rating of the object.
- Likert Scale
- Semantic Scale
- Stapel
Explain the Likert Scale:
- Respondent is give number of statements about attitude to be tested.
- They indicate on a 5-point scale to what extent they agree/disagree with each.
- Scores are totaled = indicates respondent attitude toward object.
Explain the Semantic Differential Scale:
Respondents indicate attitude to object by evaluating it on different dimensions.
-Dimensions are represented by polar opposite boundaries (e.g. Cheap – Expensive)
-Usually 7-point scale.
-Total score of various points on scale = attitude score for object/product.
Stapel Scale
Simplified semantic differential scale.
Scale with 1 pole & usually 10 numbered
intervals. (e.g. 1 to 10, -5 to +5)
Give four questions that you need to ask when selecting measuring scales:
- Should the scale offer an odd or even number of choices?
- Should the scale use a forced or unforced response format?
- How many choices should be included on the scale?
- In what format should the scale be presented?
Define Questionnaires:
A set of questions designed to generate the data necessary to accomplish a research project’s objectives.
