(ppt)-管理咨询核心课程《企业研究方法》(ppt26)英文-咨询方法

,Chapter 9Scaling, 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 is necessary to establish it in research,Rating and Ranking Scales,Rating Scaleshave several response categories and are used to elicit responses with regard to the object, event or person studied.Ranking Scalesmake comparisons between or among objects, events or persons, and elicit the preferred 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, eg: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 5Life without my work would be dull 1 2 3 4 5,Semantic Differential Scale,Numerical Scale,How pleased are you with your new car?Extremely Extremelypleased 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:FragranceColourShapeSizeTexture of latherTotal points 100,Stapel Scale,Measures the direction and intensity of the attitude towards the items under study, eg,Graphic Rating Scale,Ranking Scales,paired comparisonforced choicecomparative scale,Paired Comparison,Used when, among a small number of objects, respondents are asked 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 Economist_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 measuresHow stable and consistent is the measuring instrument?Validity measuresAre we measuring the right thing?,Reliability and Validity in Target Shooting,Forms of Reliability and Validity,Reliability,Stabilityrefers to the ability of a measure to maintain stability over time, despite uncontrollable testing conditions or the state of the respondents themselvesInternal consistencyindicates 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 reliabilitythe reliability coefficient obtained with a repetition of the same measure on a second occasion Parallel-form reliabilitythe 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 reliabilitytest of the consistency of respondents answers to all