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  • Applied Research Methods: Dr. Sahar Awan

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    Urooj Mustafa
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    The document discusses scaling and measurement in research methods. It defines reliability as consistency and validity as accuracy in measurement. It discusses different types of reliability like internal consistency and test-retest reliability. It also discusses how to establish validity of measures. The document then discusses attitudes, their components like affective, cognitive and behavioral. It describes different types of attitude scales like ranking, rating, sorting and choice scales. It specifically explains the widely used Likert scale for measuring attitudes through agreement levels.

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    Applied research methodology

    Original Title

    Session 9 - ARM

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    The document discusses scaling and measurement in research methods. It defines reliability as consistency and validity as accuracy in measurement. It discusses different types of reliability like internal consistency and test-retest reliability. It also discusses how to establish validity of measures. The document then discusses attitudes, their components like affective, cognitive and behavioral. It describes different types of attitude scales like ranking, rating, sorting and choice scales. It specifically explains the widely used Likert scale for measuring attitudes through agreement levels.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    17 views15 pages

    Applied Research Methods: Dr. Sahar Awan

    Uploaded by

    Urooj Mustafa
    The document discusses scaling and measurement in research methods. It defines reliability as consistency and validity as accuracy in measurement. It discusses different types of reliability like internal consistency and test-retest reliability. It also discusses how to establish validity of measures. The document then discusses attitudes, their components like affective, cognitive and behavioral. It describes different types of attitude scales like ranking, rating, sorting and choice scales. It specifically explains the widely used Likert scale for measuring attitudes through agreement levels.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 15

    Applied Research

    Methods
    Dr. Sahar Awan

    CHAPTER 13 & 14: SCALING AND MEASUREMENT


    Reliability

    A measure of consistency

    • Internal consistency
    • Coefficient Alpha (α)

    • Test-retest reliability
    Validity

    A measure of accuracy

    • Establishing validity of your measure


    Attitude

    An enduring disposition to consistently respond in a given manner to


    an action or object

    A hypothetical construct to describe a variable that is not directly


    observable, but is measured by indirect means (like verbal
    expression or overt behavior)
    Components of Attitude
    • Affective
    - General feelings or emotions towards an object

    • Cognitive
    - Knowledge of beliefs about an object

    • Behavioral
    - Predisposition to act in a certain manner, behavioral expectation
    Attitude Rating Scales
    • Ranking
    • Rating
    • Sorting
    • Choice
    Category Scale
    Summated Ratings: The Likert
    Scale
    Extremely popular means for measuring attitudes. Respondents
    indicate their own attitudes by checking how strongly they agree or
    disagree with statements.

    Response alternatives: “strongly agree”, “agree”, “uncertain”,


    “disagree”, and “strongly disagree”.
    Likert Scale
    It is more fun to play a tough, competitive tennis match tan to play an easy one.
    ___ Strongly Agree
    ___ Agree
    ___ Not Sure
    ___ Disagree
    ___ Strongly Disagree
    Composite Scales
    Constant Sum Scales
    Divide 100 points among each of the following brands according to your
    preference for the brand:

    Brand A _________
    Brand B _________
    Brand C _________
    Graphic Rating Scale

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