# RSMT3501 Introduction to Research Methods Scales Chapter 13 and Chapter 14 are the focus of the blended learning session this week. Both chapters concentrate on the concept of measurement, and they recognize that often researchers are concerned with how much of something or how strongly somebody holds a view. In Chapter 13, we consider Measurement and Scaling Concepts (p.288) and explore what we measure, and the levels of scale measurement. The chapter closes with three very important criteria for good measurement: reliability, validity, and sensitivity. These criteria are very important and will definitely constitute a portion of the final exam. When you cover Chapter 14, Attitude Measurement, you are introduced to attitudes as hypothetical constructs (remember the ladder of abstraction that we covered earlier). As constructs, and intangible creations, we are unable to measure them with existing instruments such as tape measures or triple beam balances. We need to measure them using scales that researchers create. At the end of this chapter you should understand Likert scales, Stapel scales, numerical scales, and a variety of other instruments. The goal of this chapter is to have you understanding measurement enough that you can make educated decisions about scales. What scales is appropriate to use (if you are designing the instrument. Alternatively, if you are evaluating the research of others, you can determine if the scales used by a contracted researcher or employee was actually the correct one to use.
Here are the steps for this week’s lesson:
1. We begin this week’s class by reading Chapter 13 – Measurement and Scaling Concepts
2. Review the section on Nominal, Ordinal, Interval, and Ratio scales (NOIR). Can you think of an example of each of these types of scales from your everyday life? Describe, compare, and contrast the four different levels of scale measurement.
3. Understand the concepts of sensitivity, validity, and reliability. Explain the difference between reliability and validity.
4. How is it that business researchers can justify treating a seven-point Likert scale as an interval scale?
5. What are the components of construct validity? Describe each.
6. Turning our attention to Chapter 14, Attitude Measurement, read the chapter with a special
emphasis on how we would make decisions on which measurement scale to select (p. 326).
7. A number of different types of attitude rating scales are presented. On the instrument located at this URL, see how many different types you can identify.https://survicate.com/customer-satisfaction/survey/most-popular-questions/
8. Distinguish between rating and ranking. Which is a better attitude measurement technique?Why?
9. Represent a latent construct by constructing a summated scale.
10. What advantages do numerical scales have over semantic differential scales?