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Chapter9Scaling,ReliabilityandValidityChapterObjectivesKnowhowandwhentousethedifferentformsofratingscalesandrankingscales

Explainstabilityandconsistency,andhowtheyareestablished

Explainthedifferentformsofvalidity

Discusswhat‘goodness’ofmeasuresmeans,andwhyitisnecessarytoestablishitinresearch

RatingandRankingScalesRatingScaleshaveseveralresponsecategoriesandareusedtoelicitresponseswithregardtotheobject,eventorpersonstudied.RankingScalesmakecomparisonsbetweenoramongobjects,eventsorpersons,andelicitthepreferredchoicesandrankingamongthem.RatingScalesdichotomousscale

categoryscale

Likertscale

numericalscales

semanticdifferentialscale

itemisedratingscale

fixedorconstantsumratingscale

Stapelscale

graphicratingscale

consensusscale

DichotomousScaleUsedtoelicitaYesorNoanswer,eg:Doyouownacar? Yes NoCategoryScalesLikertScaleIndicatetheextenttowhichyouagreeordisagreewiththefollowingstatements:Myworkisveryinteresting12345Lifewithoutmyworkwouldbedull12345 SemanticDifferentialScaleBadGoodUnresponsiveResponsiveTimidCourageousNumericalScaleHowpleasedareyouwithyournewcar?Extremely Extremelypleased7654321displeasedItemisedRatingScaleThisisanunbalancedratingscalewhichdoesnothaveaneutralpoint.FixedorConstantSumRatingScale

Respondentsareaskedtodistributeagivennumberofpointsacrossvariousitems,eg:Fragrance —Colour —Shape —Size —Textureoflather —Totalpoints 100StapelScale

Measuresthedirectionandintensityoftheattitudetowardstheitemsunderstudy,egGraphicRatingScaleRankingScalespairedcomparisonforcedchoicecomparativescalePairedComparisonUsedwhen,amongasmallnumberofobjects,respondentsareaskedtochoosebetweentwoobjectsatatime.Thepairedchoicesfornobjectswillbe((n)(n-1)/2).ForcedChoice

Rankyourpreferencesamongthefollowingmagazines,1beingyourpreferredchoiceand5beingyourleastpreferred:

AustralianFinancialReview __ BusinessReviewWeekly __ Playboy __ TheEconomist __ Time __ComparativeScale

Inavolatilefinancialenvironment,comparedwithshares,howusefulisittoinvestingovernmentbonds?Moreuseful Aboutthesame Lessuseful 1 2 345GoodnessofMeasuresReliabilitymeasuresHowstableandconsistentisthemeasuringinstrument?ValiditymeasuresArewemeasuringtherightthing?ReliabilityandValidityinTargetShootingFormsofReliabilityandValidityReliabilityStabilityreferstotheabilityofameasuretomaintainstabilityovertime,despiteuncontrollabletestingconditionsorthestateoftherespondentsthemselvesInternalconsistencyindicateshowwelltheitems‘hangtogetherasaset’andcanindependentlymeasurethesameconcept,sorespondentsattachthesameoverallmeaningtoeachoftheitems

StabilityofMeasuresTest-retestreliabilitythereliabilitycoefficientobtainedwitharepetitionofthesamemeasureonasecondoccasionParallel-formreliabilitythecorrelationobtainedfromresponsesontwocomparablesetsofmeasures(changedforwording&questionorder)tappingthesameconstructInternalConsistencyofMeasuresInter-itemconsistencyreliabilitytestoftheconsistencyofrespondents’answe

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