BUSMKT 1411 Chapter Notes - Chapter 9: Likert Scale, Central Tendency, Discriminant Validity
23 Dec 2018
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Chapter 9: measurement and scaling: noncomparative scaling techniques. It takes longer to complete than other itemized rating scales because respondents have to read each statement. It may be difficult to interpret the response to a likert item, especially if it is an unfavorable statement: ex: if a respondent disagrees with statement #2 that wal-mart has poor in- store service. In reversing the score of this item prior to summing, it is assumed that this respondent would agree with the statement that wal-mart has good in-store service. It does not require a pretest of the adjectives or phrases to ensure true bipolarity. It can be administered over the telephone: disadvantage, may be confusing and difficult to apply. Noncomparative itemized rating scale decisions: 6 major decisions when constructing any of these scales, 1. Number of scale categories: 2 conflicting considerations, 1. The greater the number of scale categories, the finer the discrimination among stimulus objects that is possible: 2.
