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Part Two
THE DESIGN OF RESEARCH

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McGraw-Hill/Irwin 2003 The McGraw-Hill Companies, Inc.,All Rights Reserved.

Chapter Nine
MEASUREMENT SCALES

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What is Scaling?
Scaling is assigning numbers to indicants of the properties of objects

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Types of Response Scales

Rating Scales Ranking Scales Categorization

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Types of Rating Scales

Simple category Multiple choice, single response Multiple choice, multiple response Likert scale Semantic differential
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Numerical Multiple rating Fixed sum Stapel Graphic rating

Rating Scale Errors to Avoid

Leniency
Negative Leniency Positive Leniency

Central Tendency Halo Effect

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Types of Ranking Scales

Paired-comparison Forced Ranking Comparative

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Dimensions of a Scale
Unidimensional Multidimensional

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Scale Design Techniques

Arbitrary scaling Consensus scaling Item Analysis scaling Cumulative scaling Factor scaling

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