W7&8 MODULE ONLY Flashcards
Variables that are not directly observable but are
measurable through indirect indicators, such as verbal expression or overt behavior.
Hypothetical Constructs
In its most basic form, attitude scaling requires that an individual agree or disagree
with a statement or respond to a single question.
For example, respondents in a political poll may be asked whether they agree or disagree with the statement “The president should run
for re-election.”
Or, an individual might indicate whether he or she likes or dislikes jalapeño bean dip.
Simple Attitude Scales
A rating scale that consists of several response categories, often providing respondents with alternatives to indicate positions on a continuum.
Category Scales
A measure of attitudes designed to allow respondents to rate how strongly they agree or disagree with carefully constructed statements, ranging from very positive to very negative
attitudes toward some object.
Likert scale
An attitude rating scale similar to a semantic differential except that it uses numbers, instead of verbal descriptions, as response options to identify response positions. Consider the following numerical scale:
Now that you’ve had your automobile for about one year, please tell us how satisfied you are with your Ford Taurus.
Extremely Dissatisfied 1 2 3 4 5 6 7 Extremely Satisfied
NUMERICAL SCALE
- A measure of attitudes in which respondents are asked to divide a
constant sum to indicate the relative importance of attributes; respondents often sort cards, but the task may also be a rating task.
Divide 100 points among the following brands according to your preference for each brand: ____ Brand A
____ Brand B
____ Brand C
____ 100 points
Constant-Sum Scale
A measurement technique that involves presenting the
respondent with two objects and asking the respondent to pick the preferred object; more
than two objects may be presented, but comparisons are made in pairs.
The following question illustrates the typical format for asking about paired comparisons.
I would like to know your overall opinion of two brands of adhesive bandages.
They are Curad and Band Aid. Overall, which of these two brands—Curad or Band-Aid—do
you think is the better one? Or are both the same Curad is better.
- Band-Aid is better.
- They are the same. Sorting
Paired Comparison -
A measurement technique that involves presenting the
respondent with two objects and asking the respondent to pick the preferred object; more
than two objects may be presented, but comparisons are made in pairs.
Paired Comparison -
- A category exists for every respondent in among the
fixedalternative categories
totally exhaustive
No overlap exists among the fixed-alternative categories The
following response categories address the totally exhaustive and mutually exclusive issues.
following response categories address the totally exhaustive and mutually exclusive issues. Less than $10,000
$10,000–$29,999
$30,000–$49,999
$50,000–$69,999
$70,000–$89,999
$90,000–$109,999
Over $110,000
mutually exclusive
- question that suggests or implies certain answers.
Leading Question
- A question that suggests a socially desirable answer or is emotionally charged.
- Avoid Ambiguity: Be as Specific as Possible
- Avoid Double-Barreled Items
Loaded Question
A question that may induce bias because it covers two issues
at once.
- Avoid Making Assumptions
- Avoid Burdensome Questions That May Tax the Respondent’s Memory
- Make Certain Questions Generate Variance
Double-Barreled Question
Bias caused by the influence of earlier questions in a questionnaire or by an answer’s position in a set of answers.
Order Bias
- Asking general questions before specific questions in order to obtain unbiased responses.
Funnel Technique
