of each of these objects that can be measured by each of the four basic types of scales. There are relatively few pure interval scales found in business research. Almost all text discussions of this scale refer to the example of temperature scales. However‚ some attitude scales such as the Likert and Semantic Differential‚ are claimed to approach interval characteristics. In addition‚ approximate interval scales can be developed from paired comparisons and rank orders of objects. A. Store customers
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The effect of perception on Indian urban female consumer buying behaviour Dr. Avinash Kapoor and Dr. Chinmaya Kulshrestha Management Development Institute‚ India avinashkapoor@mdi.ac.in / chinmayak@mdi.ac.in Introduction Products Convey different meanings to different people‚ consumers form differing attachments to them. Unique consumer-product relationships develop specific to the individual and the situation‚ but the nature of the product is also highly relevant. The meaning of products may
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CENTER FOR INTEGRATED FACILITY ENGINEERING Communication‚ Trust & Performance: The Influence of Trust on Performance in A/E/C Cross-functional‚ Geographically Distributed Work By Roxanne Zolin‚ Renate Fruchter‚ and Pamela Hinds CIFE Working Paper #78 April 2003 STANFORD UNIVERSITY Copyright © 2003 by Center for Integrated Facility Engineering If you would like to contact the authors‚ please write to: c/o CIFE‚ Civil and Environmental Engineering Dept.‚ Stanford University Terman
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Washing Machine _____ Flat Iron 4. RATING SCALES -may come in various forms; it is where the respondents evaluates a particular product‚ certain attitudes‚ and other characteristics; it is where he expresses his perceptions or how he views something; commonly used rating scales are: numerical‚ graphic‚ and forced choice rating scale a. Numerical Rating Scale – a respondent indicates his response in a scale of numbers ranging from 1 (not at all) to 7 (very much)
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‚ & Perla‚ R. J. (2007). Ten common misunderstandings‚ misconceptions‚ persistent myths and urban legends about Likert scales and Likert response formats and their antidotes. Journal of Social Sciences‚ 3(3)‚ 106-116. Carifio and Perla discussed how a previous article by Jamieson had many misunderstandings‚ misconceptions‚ conceptual errors‚ myths‚ and urban legends about Likert scales and their features. Carifio and Perla address these misunderstanding and misconceptions and explain through examples
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ATTITUDE MEASUREMENT Attitudes are expressions of our covert feelings about or toward an object‚ person‚ issue‚ event‚ or behavior. An attitude is a point of view about a situation. It is generally agreed that attitude can be defined as a learned disposition or tendency to respond in a consistently favorable or unfavorable manner with respect to a given object. One similar definition given by Baron and Byrne for attitudes is: relatively lasting clusters of feelings‚ beliefs‚ and behavior tendencies
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back out at any time. All information was kept confidential and all completed questionnaires were stored in a safe in one of the researcher’s home. Two questionnaires were given to the subjects. The first questionnaire was “The Facebook Intensity Scale” (Ellison‚ Steinfield‚ & Lampe‚ 2007). This questionnaire measured the amount of time spent on Facebook; moreover‚ it asked the subject their feelings toward the social network. The questionnaire was altered slightly by removing the term “Facebook”
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are items that are phrased so that an agreement with the item represents a relatively high level of the attribute being measured. For example‚ a self-esteem questionnaire might include an item such as “I like myself”‚ which is rated on a 5-point likert scale (1 = Strongly Disagree‚ 2 = Disagree‚ 3 = Neutral‚ 4 = Agree‚ 5 = Strongly Agree). This item is positively-keyed‚ because an Agreement or Strong Agreement with the item indicates a relatively high level of self-esteem (at least as compared to
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A Guttman scale presents a number of items to which the person is requested to agree or not agree. This is typically done in a ’Yes/No’ dichotomous format. It is also possible to use a Likert scale‚ although this is less commonly used.Questions in a Guttman scale gradually increase in specificity. The intent of the scale is that the person will agree with all statements up to a point and then will stop agreeing.The scale may be used to determine how extreme a view is‚ with successive statements showing
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ranking scales Rating scales are used when participants score an object or indicant without making a direct comparison to another object or attitude. Possible problems of rating scales include leniency‚ central tendency and the halo effect. Ranking scales are used to tap preferences between two or items‚ which compares qualities of many items. However‚ participants may become careless using this scale‚ causing excessive errors. b. Likert and differential scales
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