第九章测量与量表：非比较量表技术VIP免费

ChapterNineMeasurementAndScaling:Non-comparativeScalingTechniques第九章测量与量表：非比较量表技术赵冬阳讲师经济与管理学院西南财经大学市场营销博士生e-mail:sunny_cn1206@yahoo.com.cnZHAODongyangPanzhihuaUniversity2ChapterObjectives学习目标1.描述非比较量表技术，区分连续链表技术和分项评分量表，并解释Likert量表、语义差别量表和斯坦普尔量表2.讨论在构造分项评分量表时所涉及的有关量表类别数目、平衡量表与非平衡量表、奇偶数类别、强制与非强制性选择、语言描述程度及量表的物理形式等决策问题3.讨论评价量表时所用的标准，并解释如何评估信度、效度和可推论性4.讨论在国际背景下执行非比较量表时所要考虑的问题5.理解在构造非比较量表时所涉及的伦理道德问题6.讨论因特网和计算执行连续评分量表和分项评分量表时的应用2011/2/17ZHAODongyangPanzhihuaUniversity3ChapterOutline学习内容概要非比较量表技术连续评分量表分项评分量表Likert量表语义差异量表斯坦普尔量表2011/2/17ZHAODongyangPanzhihuaUniversity4ChapterOutline学习内容非比较分项评分决策量表类别的数目平衡量表与非平衡量表类别的奇偶数强制性评分量表与非强制性评分量语言描述的性质和程度物理形式或结构多项量表2011/2/17ZHAODongyangPanzhihuaUniversity5ChapterOutline学习内容量表的评价测量的准确性信度效度信度和效度的关系推论性量表技术选择数学推导的量表8.9SPSS窗口小结2011/2/17Reliable?Valid?Generalizable?ZHAODongyangPanzhihuaUniversity6NoncomparativeScalingTechniques非比较量表技术•使用非比较量表的调查对象采用任何他们认为合适的评分标准，不对被评价的物体与另一物体或一些指定的标准进行比较。•调查对象一次只评估一个对象，因此非比较量表经常被单胞量表。•非比较量表由连续评分量表和分项评分量表组成2011/2/17ZHAODongyangPanzhihuaUniversity7ContinuousRatingScale连续评分量表Respondentsratetheobjectsbyplacingamarkattheappropriatepositiononalinethatrunsfromoneextremeofthecriterionvariabletotheother.连续评分量表也称为图示评分量表。调查对象通过在一条直线上的适当位置做出标记为物体评分。Theformofthecontinuousscalemayvaryconsiderably.连续量表的形式可能变化相当大。HowwouldyourateSearsasadepartmentstore?就百货商店而言，你将如何斯尔斯评分？Version1形式1Probablytheworst-------I----------------------Probablythebest可能最差-------I----------------------可能最好Version2形式2Probablytheworst-------I------------------------------Probablythebest0102030405060708090100Version3形式3VerybadNeithergoodnorbadVerygoodProbablytheworst-------I------------------------------Probablythebest01020304050607080901002011/2/17ZHAODongyangPanzhihuaUniversity8PerceptionAnalyzer感知分析仪Arelativelynewresearchtool,theperceptionanalyzer,providescontinuousmeasurementof“gutreaction.”Agroupofupto400respondentsispresentedwithTVorradiospotsoradvertisingcopy.Themeasuringdeviceconsistsofadialthatcontainsa100-pointrange.Eachparticipantisgivenadialandinstructedtocontinuouslyrecordhisorherreactiontothematerialbeingtested.Astherespondentsturnthedials,theinformationisfedtoacomputer,whichtabulatessecond-by-secondresponseprofiles.Astheresultsarerecordedbythecomputer,theyaresuperimposedonavideoscreen,enablingtheresearchertoviewtherespondents'scoresimmediately.Theresponsesarealsostoredinapermanentdatafileforuseinfurtheranalysis.Theresponsescorescanbebrokendownbycategories,suchasage,income,sex,orproductusage.2011/2/17ZHAODongyangPanzhihuaUniversity9ItemizedRatingScales分项评分量表Therespondentsareprovidedwithascalethathasanumberorbriefdescriptionassociatedwitheachcategory.Thecategoriesar...