1. 9-1

2. Part Two
THE DESIGN OF RESEARCH
9-2
McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc.,All Rights Reserved.

3. Chapter Nine
MEASUREMENT SCALES
9-3

4. What is Scaling?
• Scaling is assigning numbers to
indicants of the properties of objects
9-4

5. Types of Response Scales
• Rating Scales
• Ranking Scales
• Categorization
9-5

6. Types of Rating Scales
• Simple category • Numerical
• Multiple choice, • Multiple rating
single response • Fixed sum
• Multiple choice, • Stapel
multiple response • Graphic rating
• Likert scale
• Semantic
differential
9-6

7. Rating Scale Errors to Avoid
• Leniency
– Negative Leniency
– Positive Leniency
• Central Tendency
• Halo Effect
9-7

8. Types of Ranking Scales
• Paired-comparison
• Forced Ranking
• Comparative
9-8

9. Dimensions of a Scale
• Unidimensional
• Multidimensional
9-9

10. Scale Design Techniques
• Arbitrary scaling
• Consensus scaling
• Item Analysis scaling
• Cumulative scaling
• Factor scaling
9-10