第九章测量与量表：非比较量表技术.pptx

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,2011/2/17,ZHAODongyang Panzhihua University,#,Chapter NineMeasurement 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_cn1206,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,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,Reliable?,Valid?,Generalizable?,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.,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,-I-,可能最好,Version 2,形式,2,Probably the worst-I-Probably the best,0 10 20 30 40 50 60 70 80 90 100,Version 3,形式,3,Very bad Neither good nor bad Very good,Probably the worst-I-Probably the best,0 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 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 dials,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 file 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 with 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,The Likert scale requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements about the stimulus objects.,The analysis can be conducted on an item-by-item basis(profile analysis),or a total(summated)score can be calculated.,When arriving at a total score,the categories assigned to the negative statements by the respondents should be scored by reversing the scale.,利克特量表需要调查对象对关于刺激物体的一系列陈述中的每一个，指出同意或不同意的程度。,分析可以逐项进行（轮廓分析），也可以对项目加总和计算每位调查对象的总评分（求和）。,需要对那些消极陈述的原始得分进行倒置转换,2011/2/17,ZHAODongyang Panzhihua University,10,百货商店项目：,Likert,量表,Strongly Disagree,强烈反对,Disagree,反对,Neither Agree nor disagree,及不同意,也不反对,agree,同意,Strongly agree,强烈赞成,Sears sells high-quality merchandise.,西尔斯销售高质量的商品,1,2X,3,4,5,Sears has poor in-store service.,西尔斯店内服务很差,1,2X,3,4,5,I like to shop at Sears.,我喜欢在西尔斯购物,1,2,3X,4,5,Likert量表有几个优点：,它易于执行。,调查对象很容易理解如何使用量表，因而它适合邮件访谈、电话访谈或人员访谈。,主要缺点：,比其他分项评分量表花费时间长。,2011/2/17,ZHAODongyang Panzhihua University,11,Semantic Differential Scale,语义差异量表,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 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 scored 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 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,在下列每组词中，画出最能反映你对*的印象的线条,价格高,_,_,_,_,_,_,_,价格低,不方便的位置,_,_,_,_,_,_,_,方便的位置,适合我,_,_,_,_,_,_,_,不适合我,舒适的环境,_,_,_,_,_,_,_,不舒适的环境,菜单不够丰富,_,_,_,_,_,_,_,菜单足够丰富,服务很快,_,_,_,_,_,_,_,服务很慢,饭菜质量不好,_,_,_,_,_,_,_,饭菜质量不较高,一个有特色的地方,_,_,_,_,_,_,_,一个普通的地方,13,2011/2/17,ZHAODongyang Panzhihua University,调查结果,14,在下列每组词中，画出最能反映你对*的印象的线条,价格高,_,_,_,_,_,_,_,价格低,不方便的位置,_,_,_,_,_,_,_,方便的位置,适合我,_,_,_,_,_,_,_,不适合我,舒适的环境,_,_,_不舒适的环境,菜单不够丰富,_,_,_,_,_,_,_,菜单足够丰富,服务很快,_,_,_,_,_,_,_,服务很慢,饭菜质量不好,_,_,_,_,_,_,_,饭菜质量不较高,一个有特色的地方,_,_,_,_,_,_,_,一个普通的地方,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,Delicate,Excitable,:-:-:-:-:-:-:-:Calm,Uncomfortable,:-:-:-:-:-:-:-:,Comfortable,Dominating,:-:-:-:-:-:-:-:Submissive,Thrifty,:-:-:-:-:-:-:-:,Indulgent,Pleasant,:-:-:-:-:-:-:-:,Unpleasant,Contemporary,:-:-:-:-:-:-:-:Obsolete,Organized,:-:-:-:-:-:-:-:Unorganized,Rational,:-:-:-:-:-:-:-Emotional,Youthful,:-:-:-:-:-:-:-:,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 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,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,:-:-:-:-:-:-:-:,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 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 way 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,量表,基本特征,例子,优点,缺点,连续评分量表,在连续的线上做出标记,商业电视的反应,容易构建,评分麻烦除非计算机化,分项评分量表,Likert,量表,从,1,（强烈反对）到,5,（强烈赞同）赞同的程度,态度测量,容易构建、执行和理解,费时,语义差异量表,7,级评分，两端由极端的词组组成,品牌、产品及公司形象,多变的,取得的数据是否应该看作定距尺度存争议,斯坦普尔量表,单极，从,+5,到,-5,，没有中立点,态度和形象的测量,容易构建，经电话执行,令人迷惑，难以应用,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,Number of categories,Although there is no single,optimal number,traditional guidelines suggest that there should be between five and nine categories.,Balanced vs.unbalanced,In general,the scale should be balanced to obtain objective data,Odd/even no.of categories,If a neutral or indifferent scale response is,possible for at least some respondents,an odd number of categories should be used.,Forced vs.non-forced,In situations where the respondents are,expected to have no opinion,the accuracy ofthe data may be improved by a non-forced scale.,Verbal description,An argument can be made for labeling all or,many scale categories.The category descriptions should be located as close to the response categories as possible,Physical form,A number of options should be tried and the best selected.,2011/2/17,ZHAODongyang Panzhihua University,19,Summary of Itemized Scale Decisions,分项评分量表决策的小结,Table 9.2,所用量表类别的数目,一般建议类别的适宜数目是,5,至,9,之间,平衡表对非平衡表,一般来说，为了获得可观的数据，量表应该是平衡的,类别的奇数数目或偶数数目,如果至少有一些调查对象可能有一种中立或无所谓的答案，则应该使用奇数的类别数目,强制性选择与非强制性选择,在预料到调查对象可能没有意见的情况下，数据的精确性可以通过一个非强制式量表得到改善。,语言描述的性质和程度,为所有或许多量表类别做标注会减少量表的不明确性。类别的描述应该放在离答案类别尽可能近的位置,量表的外观形式,应该尝试大量的选择，选出最好的一种,2011/2/17,ZHAODongyang Panzhihua University,20,Balanced and Unbalanced Scales,平衡和非平衡量表,Fig.9.1,Balanced Scale,平衡量表,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,Unbalanced Scale,非平衡量表,Jovan Musk for 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,-3,-1,0,+1,+2,-2,+3,Cheer,Cheer detergent is:,1)Very harsh -Very gentle,2)Very harsh 1 2 3 4 5 6 7 Very gentle,3).Very harsh,.,.,.Neither harsh nor gentle,.,.,.Very gentle,4)_ _ _ _ _ _ _,Very Harsh Somewhat Neither harsh Somewhat Gentle Very,harsh harsh nor gentle gentle gentle,5),Very Neither harsh Very,harsh nor gentle gentle,Fig.9.2,2011/2/17,ZHAODongyang Panzhihua University,22,Thermometer Scale,温度计量表,Instructions:Please indicate how much you like McDonalds hamburgers by coloring in the thermometer.Start at the bottom and color up to the temperature level that best indicates how strong your preference is.,Smiling,Face,Scale,笑脸量表,Instructions:Please point to the face that shows how much you like the Barbie Doll.If you do not like the Barbie Doll at all,you would point to Face 1.If you liked it very much,you would point to Face 5.,12345,Like very much,Dislike very much,100 75 50 25 0,Some Unique Rating Scale Configurations,一些独特的评分图表结构,Fig.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,Table 9.3,Construct,结构,Scale Descriptors,尺度描述,Attitude,态度,Importance,重要性,Satisfaction,满意度,Purchase Intent,购买意向,Purchase Freq,购买频率,Very Bad,很差,Not at All Important,一点也不重要,Very Dissatisfied,很不满意,Definitely will Not Buy,绝对不买,Never,从不,Bad,差,Not,Important,不,重要,Dissatisfied,不满意,Probably Will Not,Buy,可能不会买,Rarely,很少,Neither Bad Nor Good,不好也不差,Neutral,中立,Neither Dissat.Nor Satisfied,既不不满意也不满意,Might or Might Not Buy,可能会也可能不会买,Sometimes,有时,Good,好,Important,重要,Satisfied,满意,Probably Will Buy,可能会买,Often,经常,Very Good,很好,Very Important,很重要,Very Satisfied,很满意,Definitely Will Buy,绝对会买,Very Often,很经常,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,量表的评价,Scale Evaluation,量表评价,Reliability,信度,Test/Retest,重复测试信度,Alternative Forms,复本信度,Internal Consistency,内部一致性,信度,Validity,效度,Content,内容效度,Criterion,准则效度,Construct,结构效度,Convergent,收敛效度,Discriminant,判别效度,Nomological,法则效度,Generalizability,推论性,Fig.9.5,2011/2/17,ZHAODongyang Panzhihua University,27,Measurement Accuracy,测量的准确性,测量值,是反映一个物体某种特征的数字。测量值并不是我们感兴趣的特征的真实值，而是对他的一次观察。,测量误差（,measurement error,）,许多因素可以引起测量误差，测量值或观察值与真实值偏离。,系统误差（,systematic error),以一种不变的方式影响测量值，代表了每次进行测量时已同意方式影响观察得分的稳定因素。,随机误差（,random error,）,每次测量时以不同的方式影响观察得分的暂时因素，比如瞬时的人员和场所因素。,2011/2/17,ZHAODongyang Panzhihua University,28,Measurement Accuracy,测量的准确性,The true score model provides a framework for understanding the accuracy of measurement.,XO=X,T,+X,S,+X,R,where,X,O,=the observed score or measurement,X,T,=the true score of the characteristic,X,S,=systematic error,X,R,=random error,真实得分模型为理解的测量准确性提供了一个框架。,X,O,=X,T,+X,S,+X,R,X,O,=,观察到的分数或测量值,X,T,=,特征的真实值,X,S,=,系统误差,X,R,=,随机误差,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 characteristics 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 items 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 differences 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。,2011/2/17,ZHAODongyang Panzhihua University,30,Reliability,信度,Reliability,can be defined as the extent to which measures are free from random error,X,R,.If X,R,=0,the measure is perfectly reliable.,In test-retest reliability,respondents are administered identical sets of scale items at two different times and the degree of similarity between the two measurements is determined.,In alternative-forms reliability,two equivalent forms of the scale are constructed and the same respondents are measured at two different times,with a different form being used each time.,信度,可以定义为测量中免除随机误差,X,R,的程度。如果,X,R,=0,，那么测量是完全可行的。,重复测试信度,调查对象在尽可能相同的条件下，在两次不同的时间（间隔,2-4,周），执行完全相同量表项目，通过计算两个测量之间的相关系数确定两次测量之间的相似程度，相关系数越高，信度越高。,复本信度,构建两个等价的量表形式，在两个不同的时间测量相同的调查对象。,2011/2/17,ZHAODongyang Panzhihua University,31,Reliability,信度,Internal consistency reliability,determines the extent to which different parts of a summated scale are consistent in what they indicate about the characteristic being measured.,In split-half reliability,the items on the scale are divided into two halves and the resulting half scores are correlated.,The coefficient alpha,or Cronbachs alpha,is the average of all possible split-half coefficients resulting from different ways of splitting the scale items.This coefficient varies from 0 to 1,and a value of 0.6 or less generally indicates unsatisfactory internal consistency reliability.,内部一致性信度,用来评价一个求和量表的信度，量表中的几个项目被累加起来构建一个总分值。每个项目测量的是整个量表测量的构念的某个方面。,分半信度,量表中的项目被分为两半，对两半的分值进行相关分析。两部分之间的高度相关表面高的内部一致性。