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1、,Chapter 9 Scaling, Reliability and Validity,Chapter Objectives,Know how and when to use the different forms of rating scales and ranking scales Explain stability and consistency, and how they are established Explain the different forms of validity Discuss what goodness of measures means, and why it
2、 is necessary to establish it in research,Rating and Ranking Scales,Rating Scales have several response categories and are used to elicit responses with regard to the object, event or person studied. Ranking Scales make comparisons between or among objects, events or persons, and elicit the preferre
3、d choices and ranking among them.,Rating Scales,dichotomous scale category scale Likert scale numerical scales semantic differential scale itemised rating scale fixed or constant sum rating scale Stapel scale graphic rating scale consensus scale,Dichotomous Scale,Used to elicit a Yes or No answer, e
4、g: Do you own a car?YesNo,Category Scales,Likert Scale,Indicate the extent to which you agree or disagree with the following statements: My work is very interesting 1 2 3 4 5 Life without my work would be dull 1 2 3 4 5,Semantic Differential Scale,Numerical Scale,How pleased are you with your new ca
5、r? Extremely Extremely pleased 7 6 5 4 3 2 1 displeased,Itemised Rating Scale,This is an unbalanced rating scale which does not have a neutral point.,Fixed or Constant Sum Rating Scale,Respondents are asked to distribute a given number of points across various items, eg: Fragrance Colour Shape Size
6、Texture of lather Total points 100,Stapel Scale,Measures the direction and intensity of the attitude towards the items under study, eg,Graphic Rating Scale,Ranking Scales,paired comparison forced choice comparative scale,Paired Comparison,Used when, among a small number of objects, respondents are a
7、sked to choose between two objects at a time. The paired choices for n objects will be (n) (n-1)/2).,Forced Choice,Rank your preferences among the following magazines, 1 being your preferred choice and 5 being your least preferred: Australian Financial Review_ Business Review Weekly_ Playboy_ The Ec
8、onomist_ Time_,Comparative Scale,In a volatile financial environment, compared with shares, how useful is it to invest in government bonds? More useful About the same Less useful 1 2 3 4 5,Goodness of Measures,Reliability measures How stable and consistent is the measuring instrument? Validity measu
9、res Are we measuring the right thing?,Reliability and Validity in Target Shooting,Forms of Reliability and Validity,Reliability,Stability refers to the ability of a measure to maintain stability over time, despite uncontrollable testing conditions or the state of the respondents themselves Internal
10、consistency indicates how well the items hang together as a set and can independently measure the same concept, so respondents attach the same overall meaning to each of the items,Stability of Measures,Test-retest reliability the reliability coefficient obtained with a repetition of the same measure
11、 on a second occasion Parallel-form reliability the correlation obtained from responses on two comparable sets of measures (changed for wording & question order) tapping the same construct,Internal Consistency of Measures,Inter-item consistency reliability test of the consistency of respondents answers to all the items in a measure usually tested by Cronbachs coefficient alpha Split-half reliability reflects the correlations between two halves of an instrument,Types of Validity,
