Measurement: Scaling, Reliability, Validity

MEASUREMENT: SCALING, RELIABILITY, VALIDITY
Scaling
Scaling is a procedure for the assignment of numbers (or other symbols) to a property of objects in order to import some of the characteristics of numbers to properties in question
Methods of Scaling
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, persons and elicit the preferred choices and ranking among them.
Rating Scales
Dichotomous scale
Is used to elicit a Yes or No answer. Nominal scale
Dichotomous Scale
Do you own a car?

Yes No
Rating Scales (Contd)

Category scale
Uses multiple items to elicit a single response. Nominal scale
Category Scale
Where in northern California do you reside? North Bay South Bay East Bay Peninsula Other (specify:_____________)

Likert scale
Is designed to examine how strongly subjects agree or disagree with statements on a 5-point scale. Interval scale
Likert Scale
My work is very interesting
Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree

Semantic differential scale
Several bipolar attributes are identified at the extremes of the scale, and respondents are asked to indicate their attitudes. Interval scale
Semantic Differential

Numerical scale
Similar to the semantic differential scale, with the difference that numbers on a 5point or 7-point scale are provided, with bipolar adjectives at both ends. Interval scale
Numerical Scale
How pleased are you with your new real estate agent?
Extremely Pleased 7 6 5 4 3 2 1 Extremely Displeased

Itemized rating scale
A 5-point or 7-point scale with anchors, as needed, is provided for each item and the respondent states the appropriate number on the side of each item, or circles the relevant number against each item. Interval scale
Itemized Rating Scale

1 Very Unlikely 2 Unlikely 3 4 Neither Unlikely Likely Nor Likely 5 Very Likely
1. I will be changing my job within the next 12 months

Fixed or constant sum scale
The respondents are here asked to distribute a given number of points across various items. Ordinal scale
Fixed or Constant-Sum Scales

Stapel scale
This scale simultaneously measure both the direction and intensity of the attitude toward the items under study. Interval data
Stapel Scales

Graphic rating scale
A graphical representation helps the respondents to indicate on this scale their answers to particular question by placing a mark at the appropriate point on the line. Ordinal scale
Graphic Rating Scales
Ranking Scales
Paired Comparison
Used when, among a small number of objects, respondents are asked to choose between two objects at a time.
Paired-Comparison Scale
Ranking Scales (Contd)

Forced Choice
Enable respondents to rank objects relative to one another, among the alternatives provided.
Forced Choice
Ranking Scales (Contd)

Comparative Scale
Provides a benchmark or a point of reference to assess attitudes toward the current object, event, or situation under study.
Comparative Scale
Goodness of Measures
Reliability
Indicates the extent to which it is without bias (error free) and hence ensures consistent measurement across time and across the various items in the instrument.
Reliability
Stability of measures:
Test-retest reliability Parallel-form reliability
Correlation
Internal consistency of measures:

Interitem consistency reliability
Cronbachs alpha
Split-half reliability
Correlation
Goodness of Measures (Contd)

Validity
Ensures the ability of a scale to measure the intended concept.
Content validity Criterion related validity Construct validity
Validity
Content validity
Ensures that the measure includes an adequate and representative set of items that tap the concept.
A panel of judges
Validity (Contd)
Criterion related validity
Is established when the measure differentiates individuals on a criterion it is expected to predict
Concurrent validity: established when the scale differentiates individuals who are known to be different Predictive validity: indicates the ability of measuring instrument to differentiate among individuals with reference to future criterion
Correlation
Validity (Contd)
Construct validity
Testifies to how well the results obtained from the use of the measure fit the theories around which the test is designed.
Convergent validity: established when the scores obtained with two different instrument measuring the same concept are highly correlated Discriminant validity: established when, based on theory, two variables are predicted to be uncorrelated, and the scores obtained by measuring them are indeed empirically found to be so
Correlation, factor analysis, convergent-discriminant techniques, multitrait-multimethod analysis
Understanding Validity and Reliability

Measurement: Scaling, Reliability, Validity

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Measurement: Scaling, Reliability, Validity

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MEASUREMENT: SCALING, RELIABILITY, VALIDITY

Do you own a car?

Rating Scales (Contd)

Rating Scales (Contd)

Rating Scales (Contd)

Rating Scales (Contd)

Rating Scales (Contd)

Itemized Rating Scale

1. I will be changing my job within the next 12 months

Rating Scales (Contd)

Fixed or Constant-Sum Scales

Rating Scales (Contd)

Rating Scales (Contd)

Graphic Rating Scales

Ranking Scales (Contd)

Ranking Scales (Contd)

Internal consistency of measures:

Goodness of Measures (Contd)

Correlation, factor analysis, convergent-discriminant techniques, multitrait-multimethod analysis

Understanding Validity and Reliability

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