Qualitative and Quantitative Measurement - Scales - Commonly used scales

9 important questions on Qualitative and Quantitative Measurement - Scales - Commonly used scales

What is the concequence of the LIkert scale only using two choices?

It creates a crude measure and forces distinctions into only two categories.
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What is the response set / style / bias?

The tendency of some people to answer a large number of items in the same way out of laziness or a psychological predisposition.
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What are two limitations of the Likert scale?

Different combinations of several scale items can result in the same overall score or result, and the response set is a potential danger.
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What is the bogardus social distance scale?

It measures the social distance separating ethnic or other groups from each other.
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What are two limitations of the social distance scale?

A researcher needs to tailor the categories to a specific out-group and social setting and it is not easy for a researcher to compare how a respondent feels toward several different groups unless the respondent completes a similar social distance scale for all out-groups at the same time.
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What is semantic differential?

It provides an indirect measure of how a person feels about a concept, object, or other person. The technique measures subjective feelings toward something by using adjectives.
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What are three major classes of meaning?

  • Evaluation (good-bad)
  • Potency (strong-weak)
  • Activity (active-passive)
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How does Guttman scaling work?

  • Measuring a set of indicators or items
  • Measures many different phenomena
  • Indicators are usually measured in a simple yes/no or present/absent fasion.
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What is scalogram analysis?

It lets you test whether a hierarchical relationship exists among the items.
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