Bus642 - Week 3 Assignment

Week Three Exercises

Complete the following exercises:

In your text book

Complete Making Research Decisions, 5, page 315.

Complete Terms in Review, 1- 3, page 123.

On companion website

Read the case study, State Farm: Dangerous Intersections. Answer questions 1 through 5. (This case can be downloaded from the text book web site, http://http://highered.mcgraw-hill.com/sites/0073373702/student_view0/cases.html)

Making Research Decisions, 5, page 315.

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 problem with them?

a) Yes—Depends—No

These scaling codes may be perceived to be quite limited. There is no choice for an in-between sentiment. 'Depends' does not clearly express a middle-of-the-road feeling. Also, depending on the question at hand, there may be use for an 'i don't know' response choice.

b) Excellent—Good—Fair—Poor

These scaling choices could use improvement. There is no true middle sentiment. The word 'fair' is ultimately subject to individual interpretation and can change from situation to situation. The word 'fair' can lean towards good in one person's interpretation and lean more towards bad in another's.

c) Excellent—Good—Average—Fair—Poor

This is a better scaling model. It distinguishes between the two polar opposite feelings in multiple degrees and establishes a middle sentiment that is in equal distance from the two opposing sentiments. The only criticism might be that the meaning of the word 'average' is not static enough to play the position of indifference.

d) Strongly Approve—Approve—Uncertain—Disapprove—Strongly Disapprove

This is the ideal scaling model in that it clearly displays the participant's sentiment without much ambiguity. Each choice is clearly defined and there is no possibility for a choice in-between the available choices. This model forces the participant's candor.

Terms in...