pertemuan 8 (scaling)
TRANSCRIPT
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MEASUREMENT: SCALING,
RELIABILITY, VALIDITY
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Scaling
Scaling is a procedure for the assignmentof numbers (or other symbols) to aproperty of objects in order to importsome of the characteristics of numbers toproperties in question
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Methods of Scaling
Rating scales
Have several response categories and are
used to elicit responses with regard to theobject, event, or person studied.
Ranking scales
Make comparisons between or among
objects, events, persons and elicit thepreferred choices and ranking amongthem.
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Rating Scales
Dichotomous scale
Is used to elicit a Yes or No answer.
Nominal scale
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Dichotomous Scale
Do you own a car?
Yes
No
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Rating Scales (Contd)
Category scale
Uses multiple items to elicit a single
response. Nominal scale
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Category Scale
Where in northern California do you reside?
North Bay
South Bay
East Bay
Peninsula
Other (specify:_____________)
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Rating Scales (Contd)
Likert scale
Is designed to examine how strongly
subjects agree or disagree with statementson a 5-point scale.
Interval scale
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Likert Scale
My work is very interesting
Strongly disagree
Disagree
Neither agree nor disagree
Agree
Strongly agree
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Rating Scales (Contd)
Semantic differential scale
Several bipolar attributes are identified at
the extremes of the scale, and respondentsare asked to indicate their attitudes.
Interval scale
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Semantic Differential
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Rating Scales (Contd)
Numerical scale
Similar to the semantic differential scale,
with the difference that numbers on a 5-point or 7-point scale are provided, withbipolar adjectives at both ends.
Interval scale
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Numerical Scale
How pleased are you with your new real estateagent?
Extremely 7 6 5 4 3 2 1 Extremely
Pleased Displeased
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Rating Scales (Contd)
Itemized rating scale
A 5-point or 7-point scale with anchors, as
needed, is provided for each item and therespondent states the appropriate numberon the side of each item, or circles therelevant number against each item.
Interval scale
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Itemized Rating Scale
1 2 3 4 5
Very Unlikely Unlikely Neither Unlikely Likely Very Likely
Nor Likely
1. I will be changing my job within the next 12 months
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Rating Scales (Contd)
Fixed or constant sum scale
The respondents are here asked to
distribute a given number of points acrossvarious items.
Ordinal scale
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Fixed or Constant-Sum Scales
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Rating Scales (Contd)
Stapel scale
This scale simultaneously measure both the
direction and intensity of the attitudetoward the items under study.
Interval data
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Stapel Scales
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Rating Scales (Contd)
Graphic rating scale
A graphical representation helps the
respondents to indicate on this scale theiranswers to particular question by placing amark at the appropriate point on the line.
Ordinal scale
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Graphic Rating Scales
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Ranking Scales
Paired Comparison
Used when, among a small number ofobjects, respondents are asked to choose
between two objects at a time.
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Paired-Comparison Scale
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Ranking Scales (Contd)
Forced Choice
Enable respondents to rank objects relativeto one another, among the alternatives
provided.
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Forced Choice
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Ranking Scales (Contd)
Comparative Scale
Provides a benchmark or a point of referenceto assess attitudes toward the current object,
event, or situation under study.
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Comparative Scale
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Goodness of Measures
Reliability
Indicates the extent to which it is withoutbias (error free) and hence ensures
consistent measurement across time andacross the various items in the instrument.
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Reliability
Stability of measures:
Test-retest reliability
Parallel-form reliability
Correlation
Internal consistency of measures:
Interitem consistency reliability
Cronbachs alpha
Split-half reliability
Correlation
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Goodness of Measures(Contd)
Validity
Ensures the ability of a scale to measure theintended concept.
Content validity
Criterion related validity
Construct validity
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Validity
Content validity
Ensures that the measure includes anadequate and representative set of items
that tap the concept. A panel of judges
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Validity (Contd)
Criterion related validity
Is established when the measuredifferentiates individuals on a criterion it is
expected to predict Concurrent validity: established when the
scale differentiates individuals who are knownto be different
Predictive validity: indicates the ability ofmeasuring instrument to differentiate amongindividuals with reference to future criterion
Correlation
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Validity (Contd)
Construct validity
Testifies to how well the results obtained from theuse of the measure fit the theories around which thetest is designed.
Convergent validity: established when the scoresobtained with two different instrument measuring thesame concept are highly correlated
Discriminant validity: established when, based on
theory, two variables are predicted to be uncorrelated,and the scores obtained by measuring them are indeedempirically found to be so
Correlation, factor analysis, convergent-discriminanttechniques, multitrait-multimethod analysis
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Understanding Validity and Reliability