Creating Scales

 

General Survey information:

Quick tips from Qualtrics

Survey writing and ordering of questions from Pew Research Center

1. What is the difference between a survey and a scale? (Lindsay)

 

Scales

  1. At least 3 scale items for each concept measured
  2. 4-7 points
  3. Should you include a midpoint? (Sam)
  4. Use consistent scales and wording
  5. May want to include check questions and/or polarity rotations questions, if appropriate (i.e., longer scales or doubt about people paying attention or answering in socially desirable ways)
  6. What is the advantage of closed vs. open ended questions? (Raphael)

Guttman cumulative scales description

2. Is this a good example of a Guttman? Why or why not? (Cassie)

Please rate how much you like the Dallas Cowboys - check all that apply.

____ I watch some Dallas Cowboys games.

____ I watch as many Dallas Cowboys games as I can.

_____ I own Dallas Cowboys gear.

_____ I wear Dallas Cowboys gear as often as I can.

_____ I always wear Cowboys' gear when I'm watching the 'Boys play.

_____ I never miss a Dallas Cowboys game.

Semantic Differential Scales description

3. Is this a good example of a Semantic Differential Scale? Why or why not? (Jeff)

How would you rate the Cowboys on each of the following attributes? Place an "X" on the appropriate space.

Extremely athletic ___ ___ ___ ___ ___ ___ ___ Bumbling

Winners ___ ___ ___ ___ ___ ___ ___ Losers

Ethical ___ ___ ___ ___ ___ ___ ___ Cheaters

Hard workers ___ ___ ___ ___ ___ ___ ___Lazy

Great team ___ ___ ___ ___ ___ ___ ___ Horrible team

Likert Scales Description

4. Is this a good example of a Likert Scale? Why or why not?: Online Student Engagement - original form?(Derby)

Thurstone Scales - if you are curious

 

 

 

 

COM 582 Descriptive and Experimental Research in Communication

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