LECTURE 4: SCALES AND QUESTIONNAIRES
LEVELS OF MEASUREMENT AND SCALES
ORDINAL LEVEL: THE LIKERT- TYPE SCALE
Example of a semantic differential scale
The "RATIO" level of measurement
CONSTRUCTING VALID AND RELIABLE SCALES
Positive Items in sample 4- item scale
THURSTONE’S METHOD OF SCALE VALIDATION
THURSTONE’S METHOD OF SCALE VALIDATION
THURSTONE’S METHOD OF SCALE VALIDATION
OTHER METHODS OF SCALE VALIDATION
STATISTICAL METHODS OF SCALE VALIDATION
USING A PRETEST AND STATISTICAL METHODS
USING A PRETEST AND STATISTICAL METHODS, CON’T
Examples of Scale Development for Information Systems Evaluation
BAILEY & PEARSON- USER SATISFACTION SCALE
SAMPLE SCALE: 5 ITEMS (QUESTIONS)
APPEARANCE AND INTERVIEWER BEHAVIOR
APPEARANCE AND INTERVIEWER BEHAVIOR
2. EXPLAINING SPONSORSHIP AND PURPOSE
2. EXPLAINING SPONSORSHIP AND PURPOSE
3. EXPLAINING SELECTION OF THE RESPONDENT--
SAMPLE EXPLANATIONS OF PURPOSE
SUMMARY: EXAMPLE OF INTRODUCTION
THEN FIRE THE FIRST QUESTION...
2A. TRADE-OFF BETWEEN EXCESSIVE LENGTH AND DIFFICULT WORDS
2B. QUESTION MAY ALSO BE TOO CRYPTIC
4. QUESTIONS MAY BE TOO SPECIFIC HOWEVER...
B. BIAS DUE TO INCOMPLETE CATEGORIES
C. BIAS DUE TO UNBALANCED CATEGORIES:
8. CATEGORIES MUST BE EXHAUSTIVE AND MUTUALLY EXCLUSIVE
B. NOT MUTUALLY EXCLUSIVE (COULD CHECK MORE THAN ONE)
9. QUESTIONS THE RESPONDENT CANNOT HONESTLY ANSWER
9. QUESTIONS THE RESPONDENT CANNOT HONESTLY ANSWER
ASKING OBJECTIONABLE QUESTIONS
ASKING OBJECTIONABLE QUESTIONS