管理咨询课程之企业研究方法英文(ppt 26页)

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 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
Rating and Ranking Scales
Rating Scales
have several response categories and are used to elicit responses with regard to the object, event or person studied.
Ranking Scales
make comparisons between or among objects, events or persons, and elicit the preferred choices and ranking among them.
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     __

 

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