WEEK 7&8 MEASUREMENT Flashcards
- Is the process of describing some property of a phenomenon of interest, usually by assigning numbers in a reliable and valid way.
MEASUREMENT
A _______ can be thought of as a generalized idea that represents something of meaning.
CONCEPT
- A device providing a range of values that correspond to different values in a concept being measured.
SCALE
TYPES OF SCALE MEASUREMENTS
NOMINAL SCALE
INTERNAL SCALE
ORDINAL SCALE
RATIO SCALE
DISCRETE MEASURE
CONTINUOUS MEASURE
SUMMATED SCALE
REVERSE CODING
•Represent the most elementary level of measurement.
NOMINAL SCALE
- Have both nominal and ordinal properties, but they also capture information about differences in quantities of a concept.
INTERNAL SCALES
- Allow things to be arranged in order based on how much of some concept they possess.
- in other words, an ordinal scale is a ranking scale.
ORDINAL SCALES
•Represent the highest form of measurement.
- in that they have all the properties of interval scales with the additional attribute of representing absolute quantities. Ratio scales provide iconic measurement.
RATIONAL SCALES
- are those that take on only one of a finite number of values. A discrete scale is most often used to represent a classification variable. Therefore, discrete scales do not represent intensity of measures, only membership.
- is one that takes one of a set of particular values. These could be qualitative values.
DISCRETE MEASURE
- are those assigning values anywhere along some scale range in a place that corresponds to the intensity of some concept. Ratio measures are continuous measures.
CONTINUOUS MEASURES
TECHNIQUES FOR MEASURING ATTITUDE
RANKING
RATING
SORTING
CHOICE
QUESTIONNAIRE DESIGN
- a measurement task that requires respondents to rank order a small number of stores, brands, or objects on the basis of overall preference or some characteristics of the stimulus.
RANKING
- a measurement task that requires respondents ton estimate the magnitude of a characteristics or quality that a brand, store, or object possess.
RATING
- a measurement task that presents a respondent with several objects or product concepts and requires the respondent to arrange the objects into piles or classify then product concepts.
SORTING
- a measurement task that identifies preferences by requiring respondents to choose between two or more alternatives.
CHOICE
- creating good measures involves both writing good questions and organizing them to form the questionnaire.
QUESTIONNAIRE DESIGN
• means that the information is reliable and valid. While experienced researchers generally believe that questionnaires should use simple, understandable, unbiased, unambiguous, and nonirritating words, no step-by-step procedure for ensuring accuracy in question writing can be generalized across projects.
ACCURACY
- is the extent to which a questionnaire result represents the attribute being measured in the group of interest or population.
QUESTIONNAIRE ACCURACY
- Questions that pose some problem and ask respondents to answer in their own words.
Open-Ended Response Questions
- Questions in which respondents are given specific, limited alternative responses and asked to choose the one closest to their own viewpoint.
Fixed-Alternative Questions
- A fixed- alternative question that requires the respondent to choose one of two alternatives.
Simple-Dichotomy (Dichotomous) Question
- A fixed-alternative question that requires the respondent to choose one response from among multiple alternatives.
Determinant-Choice Question
- A fixed- alternative question that asks for an answer about general frequency of occurrence.
Frequency-Determination Question
- A fixed-alternative question that allows the respondent to provide multiple answers to a single question by checking off items.
Checklist Question
LAY-OUT QUESTIONNAIRES
TRADITIONAL QUESTIONNAIRE
INTERNET QUESTIONNAIRE
It is Traditional questionnaire
- Several similar questions arranged in a grid format.
Multiple-Grid Question
INTERNET QUESTIONNAIRES
RADIO BUTTON
DROP-DOWN BOX
CHECK BOXES
OPEN ENDED BOXES
POP-UP BOXES
- In an Internet questionnaire, a circular icon, resembling a button, that activates one response choice and deactivates others when a respondent clicks on it.
Radio Button
- In an Internet questionnaire, a space-saving device that reveals responses when they are needed but otherwise hides them from view.
Drop-Down Box
- In an Internet questionnaire, small graphic boxes , next to answers, that a respondent clicks on to choose an answer; typically, a check mark or an X appears in the box when the respondent clicks on it.
Check Boxes
– In an Internet questionnaire, boxes where respondents can type in their own answers to open-ended questions.
Open-Ended Boxes
- In an Internet questionnaire, boxes that appear at selected points and contain information or instructions for respondents.
Pop-Up Boxes
