Measurement and scalingU

Objectives

After reading this chapter, you should be able to:

• appreciate the basic concepts of measurement and scaling

• distinguish between the various types of measurement scale

• describe and illustrate the comparative types of measurement scale

• distinguish and illustrate the non-comparative types of measurement scale

• appreciate the difference between single-item versus multiple-item scales.

Keywords attitude scale comparative scale graphic scale interval scale Likert scale measurement nominal scale non-comparative scale ordinal scale projective techniques

Q-sort ratings ratio scale scaling semantic differential staple scale Thurstone differential

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Plan of Chapter 6

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You are Hired

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