章測(cè)量與量表非比較量表技術(shù)

1、Chapter NineMeasurement And Scaling:Non-comparative Scaling Techniques第九章測(cè)量與量表：非比較量表技術(shù)趙冬陽(yáng) 講師經(jīng)濟(jì)與管理學(xué)院西南財(cái)經(jīng)大學(xué) 市場(chǎng)營(yíng)銷(xiāo)博士生e-mail: sunny_cn1206Chapter Objectives學(xué)習(xí)目標(biāo)描述非比較量表技術(shù)，區(qū)分連續(xù)鏈表技術(shù)和分項(xiàng)評(píng)分量表，并解釋Likert量表、語(yǔ)義差別量表和斯坦普爾量表討論在構(gòu)造分項(xiàng)評(píng)分量表時(shí)所涉及的有關(guān)量表類(lèi)別數(shù)目、平衡量表與非平衡量表、奇偶數(shù)類(lèi)別、強(qiáng)制與非強(qiáng)制性選擇、語(yǔ)言描述程度及量表的物理形式等決策問(wèn)題討論評(píng)價(jià)量表時(shí)所用的標(biāo)準(zhǔn)，并解釋如何評(píng)估信度、

2、效度和可推論性討論在國(guó)際背景下執(zhí)行非比較量表時(shí)所要考慮的問(wèn)題理解在構(gòu)造非比較量表時(shí)所涉及的倫理道德問(wèn)題討論因特網(wǎng)和計(jì)算執(zhí)行連續(xù)評(píng)分量表和分項(xiàng)評(píng)分量表時(shí)的應(yīng)用2011/2/172ZHAODongyang Panzhihua UniversityChapter Outline學(xué)習(xí)內(nèi)容概要非比較量表技術(shù) 連續(xù)評(píng)分量表 分項(xiàng)評(píng)分量表Likert 量表語(yǔ)義差異量表斯坦普爾量表2011/2/173ZHAODongyang Panzhihua UniversityChapter Outline學(xué)習(xí)內(nèi)容非比較分項(xiàng)評(píng)分決策 量表類(lèi)別的數(shù)目平衡量表與非平衡量表類(lèi)別的奇偶數(shù)強(qiáng)制性評(píng)分量表與非強(qiáng)制性評(píng)分量語(yǔ)言描述的性

3、質(zhì)和程度物理形式或結(jié)構(gòu)多項(xiàng)量表2011/2/174ZHAODongyang Panzhihua UniversityChapter Outline學(xué)習(xí)內(nèi)容量表的評(píng)價(jià) 測(cè)量的準(zhǔn)確性信度效度信度和效度的關(guān)系推論性量表技術(shù)選擇 數(shù)學(xué)推導(dǎo)的量表 8.9 SPSS窗口小結(jié)Reliable? Valid? Generalizable? 2011/2/175ZHAODongyang Panzhihua UniversityNoncomparative Scaling Techniques非比較量表技術(shù)使用非比較量表的調(diào)查對(duì)象采用任何他們認(rèn)為合適的評(píng)分標(biāo)準(zhǔn)，不對(duì)被評(píng)價(jià)的物體與另一物體或一些指定的標(biāo)準(zhǔn)進(jìn)行比較。

4、調(diào)查對(duì)象一次只評(píng)估一個(gè)對(duì)象，因此非比較量表經(jīng)常被單胞量表。非比較量表由連續(xù)評(píng)分量表和分項(xiàng)評(píng)分量表組成2011/2/176ZHAODongyang Panzhihua UniversityContinuous Rating Scale連續(xù)評(píng)分量表Respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.連續(xù)評(píng)分量表也稱為圖示評(píng)分量表。調(diào)查對(duì)象通過(guò)在一條直線

5、上的適當(dāng)位置做出標(biāo)記為物體評(píng)分。The form of the continuous scale may vary considerably. 連續(xù)量表的形式可能變化相當(dāng)大。How would you rate Sears as a department store? 就百貨商店而言，你將如何斯?fàn)査乖u(píng)分？Version 1 形式1Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - Probably the best可能最差 - - - - - - -I - - - - - - - - - -

6、 - - - - - - - - - - - - 可能最好Version 2 形式2 Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -Probably the best 0 10 20 30 40 50 60 70 80 90 100Version 3 形式3 Very bad Neither good nor bad Very goodProbably the worst - - - - - - -I - - - - - - - - - - - - - -

7、 - - - - - - - - - - - - Probably the best 0 10 20 30 40 50 60 70 80 90 1002011/2/177ZHAODongyang Panzhihua UniversityPerception Analyzer 感知分析儀A relatively new research tool, the perception analyzer, provides continuous measurement of “gut reaction.” A group of up to 400 respondents is presented wit

8、h 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 material being tested. As the respondents turn the dials, the information is fed to a co

9、mputer, 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 responses are also stored in a permanent data file for use in further analysis. Th

10、e response scores can be broken down by categories, such as age, income, sex, or product usage.2011/2/178ZHAODongyang Panzhihua UniversityItemized Rating Scales分項(xiàng)評(píng)分量表The respondents are provided with a scale that has a number or brief description associated with each category. The categories are ord

11、ered in terms of scale position, and the respondents are required to select the specified category that best describes the object being rated. The commonly used itemized rating scales are the Likert, semantic differential, and Stapel scales.提供給調(diào)查對(duì)象的分項(xiàng)評(píng)分量表上面每個(gè)類(lèi)別都有一個(gè)數(shù)字或與每一個(gè)類(lèi)別相關(guān)的簡(jiǎn)要描述。類(lèi)別按照量表的位置來(lái)排序，調(diào)查對(duì)象需

12、要選出最能描述被評(píng)物體的特定類(lèi)別。通常使用的分項(xiàng)評(píng)分量表為L(zhǎng)ikert量表、語(yǔ)義差異量表和斯坦普爾量表。2011/2/179ZHAODongyang Panzhihua UniversityLikert Scale 利克特量表2011/2/1710ZHAODongyang Panzhihua University百貨商店項(xiàng)目：Likert 量表Strongly Disagree強(qiáng)烈反對(duì)Disagree反對(duì)Neither Agree nor disagree及不同意也不反對(duì)agree 同意Strongly agree 強(qiáng)烈贊成Sears sells high-quality merchandis

13、e.西爾斯銷(xiāo)售高質(zhì)量的商品 12X345Sears has poor in-store service.西爾斯店內(nèi)服務(wù)很差12X345I like to shop at Sears. 我喜歡在西爾斯購(gòu)物123X452011/2/1711ZHAODongyang Panzhihua UniversitySemantic Differential Scale語(yǔ)義差異量表The semantic differential is a seven-point rating scale with end points associated with bipolar labels that have sem

14、antic meaning. SEARS IS:Powerful -:-:-:-:-X-:-:-:WeakUnreliable-:-:-:-:-:-X-:-:ReliableModern -:-:-:-:-:-:-X-: Old-fashionedThe negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right. This controls the tendency of some respondents, particularly those

15、with very positive or very negative attitudes, to mark the right- or left-hand sides without reading the labels. Individual items on a semantic differential scale may be scored on either a -3 to +3 or a 1 to 7 scale. 語(yǔ)義差異量表是一個(gè)7級(jí)評(píng)分量表，兩端由極端的詞組組成。西爾斯是：強(qiáng)有力的-:-:-:-:-X-:-:-: 虛弱的不可信的-:-:-:-:-:-X-:-: 可信的時(shí)髦的

16、 -:-:-:-:-:-:-X-: 老式的負(fù)面的形容詞或短語(yǔ)有時(shí)出現(xiàn)在量表的左端，有時(shí)出現(xiàn)在右端。這樣控制了有些調(diào)查對(duì)象，尤其是那些有著極端正面或極端負(fù)面態(tài)度的調(diào)查對(duì)象，不讀標(biāo)示就在左端或右端標(biāo)記的傾向。語(yǔ)義差異量表上的項(xiàng)目可以在一個(gè)-3到+3或1到7的尺度上評(píng)分。2011/2/1712ZHAODongyang Panzhihua University當(dāng)度量某個(gè)商店、公司或品牌的形象時(shí)，語(yǔ)義差別量表形式是非常有用的在下列每組詞中，畫(huà)出最能反映你對(duì)*的印象的線條價(jià)格高_(dá)價(jià)格低不方便的位置_方便的位置適合我_不適合我舒適的環(huán)境_不舒適的環(huán)境菜單不夠豐富_菜單足夠豐富服務(wù)很快_服務(wù)很慢飯菜質(zhì)量不好_

17、飯菜質(zhì)量不較高一個(gè)有特色的地方_一個(gè)普通的地方2011/2/1713ZHAODongyang Panzhihua University調(diào)查結(jié)果在下列每組詞中，畫(huà)出最能反映你對(duì)*的印象的線條價(jià)格高_(dá)價(jià)格低不方便的位置_方便的位置適合我_不適合我舒適的環(huán)境_不舒適的環(huán)境菜單不夠豐富_菜單足夠豐富服務(wù)很快_服務(wù)很慢飯菜質(zhì)量不好_飯菜質(zhì)量不較高一個(gè)有特色的地方_一個(gè)普通的地方2011/2/1714ZHAODongyang Panzhihua UniversityA Semantic Differential Scale for Measuring Self- Concepts, Person Conc

18、epts, and Product Concepts測(cè)量自我概念、個(gè)人概念和產(chǎn)品概念的一個(gè)語(yǔ)義差異量表Rugged :-:-:-:-:-:-:-: Delicate Excitable :-:-:-:-:-:-:-: CalmUncomfortable :-:-:-:-:-:-:-: Comfortable Dominating :-:-:-:-:-:-:-: Submissive Thrifty :-:-:-:-:-:-:-: Indulgent Pleasant :-:-:-:-:-:-:-: Unpleasant Contemporary :-:-:-:-:-:-:-: Obsolete

19、 Organized:-:-:-:-:-:-:-: Unorganized Rational :-:-:-:-:-:-:-: Emotional Youthful :-:-:-:-:-:-:-: Mature Formal :-:-:-:-:-:-:-: Informal Orthodox :-:-:-:-:-:-:-: Liberal Complex :-:-:-:-:-:-:-: Simple Colorless :-:-:-:-:-:-:-: ColorfulModest :-:-:-:-:-:-:-: Vain2011/2/1715ZHAODongyang Panzhihua Univ

20、ersityA Semantic Differential Scale for Measuring Self- Concepts, Person Concepts, and Product Concepts測(cè)量自我概念、個(gè)人概念和產(chǎn)品概念的一個(gè)語(yǔ)義差異量表1.粗糙的 :-:-:-:-:-:-:-: 精致的 2.興奮的 :-:-:-:-:-:-:-: 冷靜的3.不舒適的:-:-:-:-:-:-:-: 舒適的 4.專橫的 :-:-:-:-:-:-:-: 順從的 5.節(jié)儉的 :-:-:-:-:-:-:-: 揮霍的 6.愉快的 :-:-:-:-:-:-:-: 不愉快的 7.現(xiàn)代的 :-:-:-:-:-

21、:-:-: 非現(xiàn)代的 8.組織的:-:-:-:-:-:-:-: 無(wú)組織的 9.理性的:-:-:-:-:-:-:-: 感性的 10.年輕的 :-:-:-:-:-:-:-: 成熟的 11.正式的 :-:-:-:-:-:-:-: 非正式的 12.正統(tǒng)的:-:-:-:-:-:-:-: 自由主義的 13.復(fù)雜的 :-:-:-:-:-:-:-: 簡(jiǎn)單的 14.無(wú)趣味的 :-:-:-:-:-:-:-: 多姿多彩的15.謙虛的 :-:-:-:-:-:-:-: 自負(fù)的2011/2/1716ZHAODongyang Panzhihua UniversityStapel Scale斯坦普爾量表The Stapel

22、scale is a unipolar rating scale with ten categories numbered from -5 to +5, without a neutral point (zero). This scale is usually presented vertically. 斯坦普爾量表是一個(gè)單極的評(píng)分量表，有10個(gè)從+5到-5編號(hào)的類(lèi)別，沒(méi)有中立點(diǎn)（零點(diǎn)）SEARS+5 +5+4 +4+3 +3+2 +2X+1 +1HIGH QUALITY 高品質(zhì)POOR SERVICE 糟糕的服務(wù)-1 -1-2 -2-3 -3-4X -4-5 -5The data obtai

23、ned by using a Stapel scale can be analyzed in the same way as semantic differential data. 用斯坦普爾量表獲得的數(shù)據(jù)，可以用語(yǔ)義差異量表相同的方式進(jìn)行分析。2011/2/1717ZHAODongyang Panzhihua UniversityBasic Noncomparative Scales基本的非比較量表 Table 9.1量表基本特征例子優(yōu)點(diǎn)缺點(diǎn)連續(xù)評(píng)分量表在連續(xù)的線上做出標(biāo)記商業(yè)電視的反應(yīng)容易構(gòu)建評(píng)分麻煩除非計(jì)算機(jī)化分項(xiàng)評(píng)分量表Likert 量表從1（強(qiáng)烈反對(duì)）到5（強(qiáng)烈贊同）贊同的程度態(tài)度測(cè)

24、量容易構(gòu)建、執(zhí)行和理解費(fèi)時(shí)語(yǔ)義差異量表7級(jí)評(píng)分，兩端由極端的詞組組成品牌、產(chǎn)品及公司形象多變的取得的數(shù)據(jù)是否應(yīng)該看作定距尺度存爭(zhēng)議斯坦普爾量表單極，從+5到-5，沒(méi)有中立點(diǎn)態(tài)度和形象的測(cè)量容易構(gòu)建，經(jīng)電話執(zhí)行令人迷惑，難以應(yīng)用2011/2/1718ZHAODongyang Panzhihua UniversitySummary of Itemized Scale Decisions分項(xiàng)評(píng)分量表決策的小結(jié) Table 9.2Number of categories Although there is no single, optimal number, traditional guideline

25、s 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 least some respondents, an odd number of categories should b

26、e 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 category descriptions should be located as close to

27、the response categories as possiblePhysical formA number of options should be tried and the best selected .2011/2/1719ZHAODongyang Panzhihua UniversitySummary of Itemized Scale Decisions分項(xiàng)評(píng)分量表決策的小結(jié) Table 9.2所用量表類(lèi)別的數(shù)目一般建議類(lèi)別的適宜數(shù)目是5至9之間平衡表對(duì)非平衡表一般來(lái)說(shuō)，為了獲得可觀的數(shù)據(jù)，量表應(yīng)該是平衡的類(lèi)別的奇數(shù)數(shù)目或偶數(shù)數(shù)目如果至少有一些調(diào)查對(duì)象可能有一種中立或無(wú)所謂的答

28、案，則應(yīng)該使用奇數(shù)的類(lèi)別數(shù)目強(qiáng)制性選擇與非強(qiáng)制性選擇在預(yù)料到調(diào)查對(duì)象可能沒(méi)有意見(jiàn)的情況下，數(shù)據(jù)的精確性可以通過(guò)一個(gè)非強(qiáng)制式量表得到改善。語(yǔ)言描述的性質(zhì)和程度為所有或許多量表類(lèi)別做標(biāo)注會(huì)減少量表的不明確性。類(lèi)別的描述應(yīng)該放在離答案類(lèi)別盡可能近的位置量表的外觀形式應(yīng)該嘗試大量的選擇，選出最好的一種2011/2/1720ZHAODongyang Panzhihua UniversityBalanced and Unbalanced Scales平衡和非平衡量表 Fig. 9.1Jovan Musk for Men is:Jovan 男士香水是：Extremely good -極好Very good

29、-很好Good -好Bad -差Very bad -很差Extremely bad -極差Jovan Musk for Men is:Jovan 男士香水是：Extremely good -極好Very good -很好Good -好Somewhat good -略好Bad -差Very bad -很差2011/2/1721ZHAODongyang Panzhihua UniversityRating Scale Configurations評(píng)分表結(jié)構(gòu)-3-10+1+2-2+3Cheer Cheer detergent is:1) Very harsh - - Very gentle 2) V

30、ery 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 gentle Fig. 9.22011/2/1722ZHAODongyang Panzhih

31、ua UniversityThermometer Scale 溫度計(jì)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 笑臉量表 Instructions: Please point to

32、the face that shows how 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 0Some Unique Rating Scale Configurations一些獨(dú)特的評(píng)分圖表結(jié)構(gòu)Fig. 9.32011/2/1723ZH

33、AODongyang Panzhihua UniversitySome Commonly Used Scales in Marketing市場(chǎng)營(yíng)銷(xiāo)中一些常用的量表Table 9.3Construct結(jié)構(gòu)Scale Descriptors尺度描述 Attitude態(tài)度Importance重要性Satisfaction滿意度Purchase Intent購(gòu)買(mǎi)意向Purchase Freq購(gòu)買(mǎi)頻率Very Bad很差Not at All Important一點(diǎn)也不重要Very Dissatisfied很不滿意Definitely will Not Buy絕對(duì)不買(mǎi)Never從不Bad差Not Impo

34、rtant不重要Dissatisfied不滿意Probably Will Not Buy可能不會(huì)買(mǎi)Rarely很少Neither Bad Nor Good不好也不差Neutral中立Neither Dissat. Nor Satisfied既不不滿意也不滿意Might or Might Not Buy可能會(huì)也可能不會(huì)買(mǎi)Sometimes 有時(shí) Good好Important重要Satisfied滿意Probably Will Buy可能會(huì)買(mǎi)Often經(jīng)常Very Good很好Very Important很重要Very Satisfied很滿意Definitely Will Buy絕對(duì)會(huì)買(mǎi)Very

35、 Often很經(jīng)常Development of a Multi-item Scale多項(xiàng)量表的開(kāi)發(fā)2011/2/1725ZHAODongyang Panzhihua UniversityDevelopment of a Multi-item Scale多項(xiàng)量表的開(kāi)發(fā)2011/2/1726ZHAODongyang Panzhihua UniversityScale Evaluation量表的評(píng)價(jià)Fig. 9.52011/2/1727ZHAODongyang Panzhihua UniversityMeasurement Accuracy測(cè)量的準(zhǔn)確性2011/2/1728ZHAODongyang

36、Panzhihua UniversityMeasurement Accuracy測(cè)量的準(zhǔn)確性2011/2/1729ZHAODongyang Panzhihua UniversityPotential Sources of Error on Measurement測(cè)量的誤差可能來(lái)源 Fig. 9.6Other relatively stable characteristics of the individual that influence the test score, such as intelligence, social desirability, and education.Short-term or tr