1、Chapter Nine Measurement And Scaling: Non-comparative Scaling Techniques 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_,Chapter Objectives 学习目标,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 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 讨论评价量表时所用的标准，并解释
2、如何评估信度、效度和可推论性 讨论在国际背景下执行非比较量表时所要考虑的问题 理解在构造非比较量表时所涉及的伦理道德问题 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,2011/2/17,ZHAODongyang Panzhihua University,2,Chapter Outline 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,2011/2/17,ZHAODongyang Panzhihua University,3,Chapter Outline 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
3、 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,2011/2/17,ZHAODongyang Panzhihua University,4,Chapter Outline 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 8.9 SPSS窗口 小结,2011/2/17,ZHAODongyang Panzhihua University,5,Noncomparative Scaling Techniques 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
4、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,2011/2/17,ZHAODongyang Panzhihua University,6,Continuous Rating Scale 连续评分量表,Respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.
5、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。 The form of the continuous scale may vary considerably. 连续量表的形式可能变化相当大。 How would you rate Sears as a department store? 就百货商店而言，你将如何斯尔斯评分？ Version 1 形式1 Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - Probably the best可能最差 - -
6、 - - - - -I - - - - - - - - - - - - - - - - - - - - - - 可能最好Version 2 形式2 Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -Probably the best0 10 20 30 40 50 60 70 80 90 100Version 3 形式3Very bad Neither good nor bad Very goodProbably the worst - - - - - - -
7、I - - - - - - - - - - - - - - - - - - - - - - - - - - Probably the best0 10 20 30 40 50 60 70 80 90 100,2011/2/17,ZHAODongyang Panzhihua University,7,Perception Analyzer 感知分析仪,A relatively new research tool, the perception analyzer, provides continuous measurement of “gut reaction.” A group of up to
8、 400 respondents is presented with TV or radio spots or advertising copy. The measuring device consists of a dial that contains a 100-point range. Each participant is given a dial and instructed to continuously record his or her reaction to the material being tested.,As the respondents turn the dial
9、s, the information is fed to a computer, which tabulates second-by-second response profiles. As the results are recorded by the computer, they are superimposed on a video screen, enabling the researcher to view the respondents scores immediately. The responses are also stored in a permanent data fil
10、e for use in further analysis. The response scores can be broken down by categories, such as age, income, sex, or product usage.,2011/2/17,ZHAODongyang Panzhihua University,8,Itemized Rating Scales 分项评分量表,The respondents are provided with a scale that has a number or brief description associated wit
11、h each category. The categories are ordered in terms of scale position, and the respondents are required to select the specified category that best describes the object being rated. The commonly used itemized rating scales are the Likert, semantic differential, and Stapel scales.,提供给调查对象的分项评分量表上面每个类
12、别都有一个数字或与每一个类别相关的简要描述。 类别按照量表的位置来排序，调查对象需要选出最能描述被评物体的特定类别。 通常使用的分项评分量表为Likert量表、语义差异量表和斯坦普尔量表。,2011/2/17,ZHAODongyang Panzhihua University,9,Likert Scale 利克特量表,2011/2/17,ZHAODongyang Panzhihua University,10,百货商店项目：Likert 量表,2011/2/17,ZHAODongyang Panzhihua University,11,Semantic Differential Scale 语
13、义差异量表,The semantic differential is a seven-point rating scale with end points associated with bipolar labels that have semantic meaning. SEARS IS: Powerful -:-:-:-:-X-:-:-:Weak Unreliable-:-:-:-:-:-X-:-:Reliable Modern -:-:-:-:-:-:-X-: Old-fashioned The negative adjective or phrase sometimes appears
14、 at the left side of the scale and sometimes at the right. This controls the tendency of some respondents, particularly those with very positive or very negative attitudes, to mark the right- or left-hand sides without reading the labels. Individual items on a semantic differential scale may be scor
15、ed on either a -3 to +3 or a 1 to 7 scale.,语义差异量表是一个7级评分量表，两端由极端的词组组成。 西尔斯是： 强有力的-:-:-:-:-X-:-:-: 虚弱的 不可信的-:-:-:-:-:-X-:-: 可信的 时髦的 -:-:-:-:-:-:-X-: 老式的 负面的形容词或短语有时出现在量表的左端，有时出现在右端。 这样控制了有些调查对象，尤其是那些有着极端正面或极端负面态度的调查对象，不读标示就在左端或右端标记的倾向。 语义差异量表上的项目可以在一个-3到+3或1到7的尺度上评分。,2011/2/17,ZHAODongyang Panzhihua
16、University,12,当度量某个商店、公司或品牌的形象时，语义差别量表形式是非常有用的,13,2011/2/17,ZHAODongyang Panzhihua University,调查结果,14,2011/2/17,ZHAODongyang Panzhihua University,A Semantic Differential Scale for Measuring Self- Concepts, Person Concepts, and Product Concepts 测量自我概念、个人概念和产品概念的一个语义差异量表,Rugged :-:-:-:-:-:-:-: Delicat
17、e Excitable :-:-:-:-:-:-:-: Calm Uncomfortable :-:-:-:-:-:-:-: Comfortable Dominating :-:-:-:-:-:-:-: Submissive Thrifty :-:-:-:-:-:-:-: Indulgent Pleasant :-:-:-:-:-:-:-: Unpleasant Contemporary :-:-:-:-:-:-:-: Obsolete Organized :-:-:-:-:-:-:-: Unorganized Rational :-:-:-:-:-:-:-: Emotional Youthf
18、ul :-:-:-:-:-:-:-: Mature Formal :-:-:-:-:-:-:-: Informal Orthodox :-:-:-:-:-:-:-: Liberal Complex :-:-:-:-:-:-:-: Simple Colorless :-:-:-:-:-:-:-: Colorful Modest :-:-:-:-:-:-:-: Vain,2011/2/17,ZHAODongyang Panzhihua University,15,A Semantic Differential Scale for Measuring Self- Concepts, Person C
19、oncepts, and Product Concepts 测量自我概念、个人概念和产品概念的一个语义差异量表,1.粗糙的 :-:-:-:-:-:-:-: 精致的 2.兴奋的 :-:-:-:-:-:-:-: 冷静的 3.不舒适的:-:-:-:-:-:-:-: 舒适的 4.专横的 :-:-:-:-:-:-:-: 顺从的 5.节俭的 :-:-:-:-:-:-:-: 挥霍的 6.愉快的 :-:-:-:-:-:-:-: 不愉快的 7.现代的 :-:-:-:-:-:-:-: 非现代的 8.组织的 :-:-:-:-:-:-:-: 无组织的 9.理性的 :-:-:-:-:-:-:-: 感性的 10.年轻的
20、:-:-:-:-:-:-:-: 成熟的 11.正式的 :-:-:-:-:-:-:-: 非正式的 12.正统的 :-:-:-:-:-:-:-: 自由主义的 13.复杂的 :-:-:-:-:-:-:-: 简单的 14.无趣味的 :-:-:-:-:-:-:-: 多姿多彩的 15.谦虚的 :-:-:-:-:-:-:-: 自负的,2011/2/17,ZHAODongyang Panzhihua University,16,Stapel Scale 斯坦普尔量表,The Stapel scale is a unipolar rating scale with ten categories numbered
21、 from -5 to +5, without a neutral point (zero). This scale is usually presented vertically. 斯坦普尔量表是一个单极的评分量表，有10个从+5到-5编号的类别，没有中立点（零点） SEARS+5 +5+4 +4+3 +3+2 +2X+1 +1 HIGH QUALITY 高品质 POOR SERVICE 糟糕的服务-1 -1-2 -2-3 -3-4X -4-5 -5 The data obtained by using a Stapel scale can be analyzed in the same w
22、ay as semantic differential data. 用斯坦普尔量表获得的数据，可以用语义差异量表相同的方式进行分析。,2011/2/17,ZHAODongyang Panzhihua University,17,Basic Noncomparative Scales 基本的非比较量表 Table 9.1,2011/2/17,ZHAODongyang Panzhihua University,18,Summary of Itemized Scale Decisions 分项评分量表决策的小结 Table 9.2,2011/2/17,ZHAODongyang Panzhihua U
23、niversity,19,Summary of Itemized Scale Decisions 分项评分量表决策的小结 Table 9.2,2011/2/17,ZHAODongyang Panzhihua University,20,Balanced and Unbalanced Scales 平衡和非平衡量表 Fig. 9.1,Jovan Musk for Men is: Jovan 男士香水是： Extremely good - 极好 Very good - 很好 Good - 好 Bad - 差 Very bad - 很差 Extremely bad - 极差,Jovan Musk f
24、or Men is: Jovan 男士香水是： Extremely good - 极好 Very good - 很好 Good - 好 Somewhat good - 略好 Bad - 差 Very bad - 很差,2011/2/17,ZHAODongyang Panzhihua University,21,Rating Scale Configurations 评分表结构,Fig. 9.2,2011/2/17,ZHAODongyang Panzhihua University,22,Some Unique Rating Scale Configurations 一些独特的评分图表结构,Fi
25、g. 9.3,2011/2/17,ZHAODongyang Panzhihua University,23,Some Commonly Used Scales in Marketing 市场营销中一些常用的量表,Development of a Multi-item Scale 多项量表的开发,2011/2/17,ZHAODongyang Panzhihua University,25,Development of a Multi-item Scale 多项量表的开发,2011/2/17,ZHAODongyang Panzhihua University,26,Scale Evaluation
26、 量表的评价,Fig. 9.5,2011/2/17,ZHAODongyang Panzhihua University,27,Measurement Accuracy 测量的准确性,2011/2/17,ZHAODongyang Panzhihua University,28,Measurement Accuracy 测量的准确性,2011/2/17,ZHAODongyang Panzhihua University,29,Potential Sources of Error on Measurement 测量的误差可能来源 Fig. 9.6,Other relatively stable ch
27、aracteristics of the individual that influence the test score, such as intelligence, social desirability, and education. Short-term or transient personal factors, such as health, emotions, and fatigue. Situational factors, such as the presence of other people, noise, and distractions. Sampling of it
28、ems included in the scale: addition, deletion, or changes in the scale items. Lack of clarity of the scale, including the instructions or the items themselves. Mechanical factors, such as poor printing, overcrowding items in the questionnaire, and poor design. Administration of the scale, such as di
29、fferences among interviewers. Analysis factors, such as differences in scoring and statistical analysis.,影响测试分值的其他相对稳定的个人特性，比如智力、社会愿望和教育等。 短期或临时人员因素，如健康、 情感和疲劳。 情境因素如其他人的存在、 噪声和分心的事物。 量表中所列项目的取样：量表项目的添加、 删除或更改。 量表的说明或项目本身不够清楚。 机械因素，如质量差印刷、问卷中的项目国与拥挤以及拙劣的设计。 量表的执行，如访问员之间的差异。 分析因素，如计分和统计分析中的差异。,2011/2
30、/17,ZHAODongyang Panzhihua University,30,Reliability 信度,2011/2/17,ZHAODongyang Panzhihua University,31,Reliability 信度,2011/2/17,ZHAODongyang Panzhihua University,32,Validity 效度,2011/2/17,ZHAODongyang Panzhihua University,33,Validity 效度,2011/2/17,ZHAODongyang Panzhihua University,34,实例,2011/2/17,ZHAODongyang Panzhihua University,35,Relationship Between Reliability and Validity 信度和效度之间的关系,2011/2/17,ZHAODongyang Panzhihua University,36,总结,2011/2/17,ZHAODongyang Panzhihua University,37,
