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1、第九章测量与量表非比第九章测量与量表非比较量表技术较量表技术2023/1/8第九章测量与量表非比较量表技术ChapterObjectives学习目标1.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2.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3.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4.讨论在国际背景下执行非比较量表时所要考虑的问题5.理解在构造非比较量表时所涉及的伦理道德问题6.讨论因特网和计算执行连续评分量表和分
2、项评分量表时的应用2011/2/172第九章测量与量表非比较量表技术ChapterOutline学习内容l概要l非比较量表技术l连续评分量表l分项评分量表lLikert量表l语义差异量表l斯坦普尔量表2011/2/173第九章测量与量表非比较量表技术ChapterOutline学习内容l非比较分项评分决策l量表类别的数目l平衡量表与非平衡量表l类别的奇偶数l强制性评分量表与非强制性评分量l语言描述的性质和程度l物理形式或结构l多项量表2011/2/174第九章测量与量表非比较量表技术ChapterOutline学习内容l量表的评价 l测量的准确性l信度l效度l信度和效度的关系l推论性l量表技术
3、选择 l数学推导的量表 8.9 SPSS窗口l小结Reliable?Valid?Generalizable?2011/2/175第九章测量与量表非比较量表技术NoncomparativeScalingTechniques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2011/2/176第九章测量与量表非比较量表技术ContinuousRatingScale连续评分量表Respondentsratetheobjectsby
4、placingamarkattheappropriatepositiononalinethatrunsfromoneextremeofthecriterionvariabletotheother.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。Theformofthecontinuousscalemayvaryconsiderably.连续量表的形式可能变化相当大。HowwouldyourateSearsasadepartmentstore?就百货商店而言，你将如何斯尔斯评分？Version1形式1Probablytheworst-I-Probablyth
5、ebest可能最差-I-可能最好Version2形式2Probablytheworst-I-Probablythebest0102030405060708090100Version3形式3VerybadNeithergoodnorbadVerygoodProbablytheworst-I-Probablythebest01020304050607080901002011/2/177第九章测量与量表非比较量表技术PerceptionAnalyzer感知分析仪A relatively new research tool,the perception analyzer,provides contin
6、uous 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 materia
7、l 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 response
8、s 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.2011/2/178第九章测量与量表非比较量表技术ItemizedRatingScales分项评分量表lThe respondents are provided with a scale that has a number or brief description ass
9、ociated with each category.lThe 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.lThe commonly used itemized rating scales are the Likert,semantic differential,and Stapel scales.l提供给调查对象的分项评
10、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。l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。l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。2011/2/179第九章测量与量表非比较量表技术LikertScale利克特量表2011/2/1710第九章测量与量表非比较量表技术百货商店项目：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1.Sears sells high-quali
11、ty merchandise.西尔斯销售高质量的商品 12X3452.Sears has poor in-store service.西尔斯店内服务很差12X3453.I like to shop at Sears.我喜欢在西尔斯购物123X452011/2/1711第九章测量与量表非比较量表技术SemanticDifferentialScale语义差异量表lThe semantic differential is a seven-point rating scale with end points associated with bipolar labels that have semant
12、ic meaning.lSEARS IS:lPowerful-:-:-:-:-X-:-:-:WeaklUnreliable-:-:-:-:-:-X-:-:ReliablelModern-:-:-:-:-:-:-X-:Old-fashionedlThe negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right.lThis controls the tendency of some respondents,particularly those wit
13、h very positive or very negative attitudes,to mark the right-or left-hand sides without reading the labels.lIndividual items on a semantic differential scale may be scored on either a-3 to+3 or a 1 to 7 scale.l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。l西尔斯是：l强有力的-:-:-:-:-X-:-:-:虚弱的l不可信的-:-:-:-:-:-X-:-:可信的l时髦的 -:-:
14、-:-:-:-:-X-:老式的l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。l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。l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。2011/2/1712第九章测量与量表非比较量表技术当度量某个商店、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
15、地方2011/2/1713第九章测量与量表非比较量表技术调查结果在下列每组词中，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2011/2/1714第九章测量与量表非比较量表技术ASemanticDifferentialScaleforMeasuringSelf-Concepts,PersonConcepts,andProductConcepts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.Rugged:-:-:-:-:-
16、:-:-:Delicate 2.Excitable:-:-:-:-:-:-:-:Calm3.Uncomfortable :-:-:-:-:-:-:-:Comfortable 4.Dominating:-:-:-:-:-:-:-:Submissive 5.Thrifty:-:-:-:-:-:-:-:Indulgent 6.Pleasant:-:-:-:-:-:-:-:Unpleasant 7.Contemporary :-:-:-:-:-:-:-:Obsolete 8.Organized:-:-:-:-:-:-:-:Unorganized 9.Rational:-:-:-:-:-:-:-:Emo
17、tional 10.Youthful:-:-:-:-:-:-:-:Mature 11.Formal:-:-:-:-:-:-:-:Informal 12.Orthodox:-:-:-:-:-:-:-:Liberal 13.Complex:-:-:-:-:-:-:-:Simple 14.Colorless:-:-:-:-:-:-:-:Colorful15.Modest:-:-:-:-:-:-:-:Vain2011/2/1715第九章测量与量表非比较量表技术ASemanticDifferentialScaleforMeasuringSelf-Concepts,PersonConcepts,andPr
18、oductConcepts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:-:-:-:-:-
19、:-:-: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2011/2/1716第九章测量与量表非比较量表技术StapelScale斯坦普尔量表TheStapelscaleisaunipolarratingscalewithtencategoriesnumberedfrom-5to+5,withoutaneutralpoint(zero).Thisscaleisusuallypresentedvertically.斯坦普尔量表是
20、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+1HIGHQUALITY高品质POORSERVICE糟糕的服务-1-1-2-2-3-3-4X-4-5-5ThedataobtainedbyusingaStapelscalecanbeanalyzedinthesamewayassemanticdifferentialdata.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。2011/2/1717第九章测量与量表非比较量表技术BasicNoncomparativeScales基本的非比较量表Table9.1量表基
21、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2011/2/1718第九章测量与量表非比较量表技术SummaryofItemizedScaleDecisions分项评分量表决策的小结Table9.2Number of categories Altho
22、ugh there is no single,optimal number,traditional guidelines suggest that there should be between five and nine categories.Balanced vs.unbalancedIn general,the scale should be balanced to obtain objective dataOdd/even no.of categoriesIf a neutral or indifferent scale response is possible for at leas
23、t some respondents,an odd number of categories should be used.Forced vs.non-forcedIn situations where the respondents are expected to have no opinion,the accuracy ofthe data may be improved by a non-forced scale.Verbal descriptionAn argument can be made for labeling all or many scale categories.The
24、category descriptions should be located as close to the response categories as possiblePhysical formA number of options should be tried and the best selected.2011/2/1719第九章测量与量表非比较量表技术SummaryofItemizedScaleDecisions分项评分量表决策的小结Table9.2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
25、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2011/2/1720第九章测量与量表非比较量表技术BalancedandUnbalancedScales平衡和非平衡量表Fig.9.1Jovan Musk for Men is:Jovan 男士香水是：Extremely good -极好Very g
26、ood -很好Good -好Bad -差Very bad -很差Extremely bad -极差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2011/2/1721第九章测量与量表非比较量表技术Rating Scale Configurations评分表结构评分表结构-3-10+1+2-2+3Cheer Cheer detergent is:Cheer detergent is:1)Very harsh -Very gentl
27、e 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 gentleFig.9.22011/2/1722第九章测量与量表非比较量表技术Thermometer Scal
28、e 温度计量表温度计量表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 笑脸量表笑脸量表 Instructions:Please point to the face that shows how
29、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 5.12345Like very muchDislike very much100 75 50 25 0SomeUniqueRatingScaleConfigurations一些独特的评分图表结构Fig.9.32011/2/1723第九章测量与量表非比较量表技术Some Commonly Used Sc
30、ales in Marketing市场营销中一些常用的量表市场营销中一些常用的量表Table9.3Construct结构ScaleDescriptors尺度描述Attitude态度Importance重要性Satisfaction满意度PurchaseIntent购买意向PurchaseFreq购买频率VeryBad很差NotatAllImportant一点也不重要VeryDissatisfied很不满意DefinitelywillNotBuy绝对不买Never从不Bad差NotImportant不重要Dissatisfied不满意ProbablyWillNotBuy可能不会买Rarely很少
31、NeitherBadNorGood不好也不差Neutral中立NeitherDissat.NorSatisfied既不不满意也不满意MightorMightNotBuy可能会也可能不会买Sometimes有时Good好Important重要Satisfied满意ProbablyWillBuy可能会买Often经常VeryGood很好VeryImportant很重要VerySatisfied很满意DefinitelyWillBuy绝对会买VeryOften很经常第九章测量与量表非比较量表技术DevelopmentofaMulti-itemScale多项量表的开发2011/2/1725第九章测量与
32、量表非比较量表技术DevelopmentofaMulti-itemScale多项量表的开发2011/2/1726第九章测量与量表非比较量表技术ScaleEvaluation量表的评价Fig.9.52011/2/1727第九章测量与量表非比较量表技术MeasurementAccuracy测量的准确性2011/2/1728第九章测量与量表非比较量表技术MeasurementAccuracy测量的准确性2011/2/1729第九章测量与量表非比较量表技术PotentialSourcesofErroronMeasurement测量的误差可能来源Fig.9.61.Other relatively sta
33、ble characteristics of the individual that influence the test score,such as intelligence,social desirability,and education.2.Short-term or transient personal factors,such as health,emotions,and fatigue.3.Situational factors,such as the presence of other people,noise,and distractions.4.Sampling of it
34、ems included in the scale:addition,deletion,or changes in the scale items.5.Lack of clarity of the scale,including the instructions or the items themselves.6.Mechanical factors,such as poor printing,overcrowding items in the questionnaire,and poor design.7.Administration of the scale,such as differe
35、nces among interviewers.8.Analysis factors,such as differences in scoring and statistical analysis.1.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。2.短期或临时人员因素，如健康、情感和疲劳。3.情境因素如其他人的存在、噪声和分心的事物。4.量表中所列项目的取样：量表项目的添加、删除或更改。5.量表的说明或项目本身不够清楚。6.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。7.量表的执行，如访问员之间的差异。8.分析因素，如计分和统计分析中的差异。2011/2/
36、1730第九章测量与量表非比较量表技术Reliability信度2011/2/1731第九章测量与量表非比较量表技术Reliability信度2011/2/1732第九章测量与量表非比较量表技术Validity效度2011/2/1733第九章测量与量表非比较量表技术Validity效度2011/2/1734第九章测量与量表非比较量表技术实例2011/2/1735第九章测量与量表非比较量表技术RelationshipBetweenReliabilityandValidity信度和效度之间的关系2011/2/1736第九章测量与量表非比较量表技术演讲完毕，谢谢听讲!再见，see you again3rew3rew2023/1/8第九章测量与量表非比较量表技术