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Definition: Respondents make comparisons according to some predetermined criterion (ex: preference, importance) Advantages: Since standard is specified in the test, researchers know respondents’ reference point Disadvantages: Since data is considered ordinal, generalizability of data is limited |
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Definition: Items are presented two at a time, and respondents are asked to choose the item that rates higher according to some predetermined criterion Advantages: Direct comparisons are made; respondents have little difficulty following directions Disadvantages: When several comparisons are required, respondent fatigue can cause inaccuracy |
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Definition: Respondents rank items according to some predetermined criterion (quality, style, attractiveness) Advantages: Easy to implement and understand Disadvantages: The available list may not be exhaustive; produces only ordinal data |
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Definition: Respondents allocate a predetermined number of rating points among several items according to some criterion to indicate relative preference or importance of each item Advantages: Easy for respondent to perform; distances between preferences are consistent Disadvantages: Number of alternatives should be limited; question whether points accurately represent an individual’s relative preference |
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Definition: Respondents rank group of items into sets, according to some criterion Advantages: Discriminates among a large group of items in a short time; easy implementation Disadvantages: Vast number of choices can be requested from the respondent in a relatively short time; reliability less certain as number of cards increases |
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Definition: Standard for comparison not specified in test, so respondents must choose their own preference points Advantages: Generally easy to create and administer Disadvantages: Researchers typically don’t know respondents’ standard or reference point |
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Definition: Respondents indicated on a continuum with two extreme points; respondents can mark responses anywhere between extreme points, wherever best reflects their responses to the questions Advantages: Easy to implement; respondents may graphically visualize sections Disadvantages: Question regarding reliability, since respondents may have difficulty using a continuum as an interval scale |
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Definition: Respondents are asked to select from a finite number of categories Advantages: Respondent’s can complete each question in a relatively short amount of time and researchers tend to have little problem Disadvantages: Each type of itemized rating scale (Likert, semantic differential, Stapel) has its own disadvantages |
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Definition: Respondents select from among itemized choices ranging from “strongly agree” to “strongly disagree” to indicated attitudes toward presented statements Advantages: Easy for respondents to understand scale; respondents must consider only phrase or statement at a time Disadvantages: If implemented orally, respondents may have difficulty remembering choices |
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Definition: Five- or seven-point itemized scale with dichotomous descriptive words or phrases as extreme points and a neutral midpoint Advantages: Highly reliable results if implemented correctly Disadvantages: Difficult to write truly dichotomous descriptive words and phrases; neutral responses are difficult to interpret |
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Definition: Resembles semantic differential, except only one descriptive word or phrase is used, and it appears in the middle of a ten-point ordinal scale ranging from +5 to -5 Advantages: Easier for both scale developer and respondent, since only one descriptive word or phrase at a time must be considered Disadvantages: Descriptive words may bias respondent if phrased in a positive or negative manner |
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| A measuring instrument designed to quantify and record the extent to which test products possess a characteristic—there are FOUR basic types |
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Definition: a scale that uses names or numbers to label test topics or characteristics for identification, with no rank ordering implied × The numbers assigned have no intrinsic meaning × Example: Basketball jerseys have numbers (nominal scale) to identify an athlete × Scale must include every test subject product in one & only one category for a particular characteristic |
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Definition: a scale with an implicit rank ordering, such as greater or smaller, higher or lower × ORDERS or RANKS test characteristics |
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| Definition: a scale that ranks characteristics using equal increments between ranking points to show relative amounts and has no fixed zero point CAN show RELATIVE DIFFERENCES IN RANKINGS! Example: How do four students perceive the advertisements for condoms on TV using the following scaleà 1 = strongly agree, 2 = agree, 3 = neutral, 4 = disagree, 5 = strongly disagree |
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Ratio Scales: an interval scale that HAS A TRUE ZERO point and assumes EQUAL INTERVALS throughout—Most commonly used scale! --Can state how much greater or smaller something is than something else --Can confidently use arithmetic functions to compare numbers Example: If Alisa weighs 100 lbs, Bob 200, Carl 300 then we can draw these conclusions: --Bob weighs 2x as much as Alisa --Carl weighs 100 lbs more than Bob, etc |
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