Bus642 Wk3 Assignment

In your text book

* Chapter 12 – Discussion Questions (Making Research Decisions) # 5

5. One of the problems in developing rating scales is the choice of response terms to use. Below are samples of some widely used scaling codes. Do you see any problems with them?

a.) Yes—Depends—No

According to Cooper & Schindler (2011), the cumulative feature of this scale can be beneficial when a complete picture of the participant’s choice is desired, but it may also present a problem for reporting when research sponsors expect the responses to sum to 100 percent. This scale generates nominal data. Simple attitude scales are easy to develop, are inexpensive, and can be designed to be highly specific. They provide useful information and are adequate if developed skillfully. However, there are also weaknesses. The design approach is subjective. The researcher’s insight and ability offer the only assurance that the items chosen are a representative sample of the universe of attitudes about the attitude object. We have no evidence that each person will view all items with the same frame of reference as will other people.

b.) Excellent—Good—Fair—Poor

The problem with this scale is that it has too few scale points.It is suggested that a five- to seven- point rating scale is most effective. "There is evidence that the more scale points used, the more reliable the scale. Using too few points will result in a scale that is less reliable. However, using more points than subjects can handle will probably result in an increase in variability without a concomitant increase in precision. Another problem with using too few points in a rating scale is that if two rating scales are then correlated, the observed correlation coefficient will probably be less than its true value" (Friedman & Amoo, 1999).

c.) Excellent—Good—Average—Fair—Poor

This scale is a balanced scale with an equal number of favorable and unfavorable response choices, therefore, there are no problems...