Research Methods
- Created by: andreanaa
- Created on: 17-09-21 11:03
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- Rating Scales
- Likert Scales
- A Likert scale is a type of closed question which is often used to measure attitude.
- A statement is used and then the participant rates how much they agree with it through the scale from strongly disagree to strongly agree.
- A strength of a Likert scale is that they give us an idea about how strongly they feel on a subject. This therefore gives more detail that a yes or no answer.
- Another strength would be that it is quantitative data which is easier to statistically analyse.
- A weakness would be that there is a tendency for the participant to pick the middle option perhaps to make them look less extreme.
- Sometimes the middle option is removed to force them to choose agree or disagree.
- Semantic Differential
- Semantic Differential is a type of rating scale designed to measure the connotative meanings of objects, events or concepts. The connotation is used to derive the attitude towards the given object, event or concept.
- The participant is asked to choose where their position lies on a scale between two polar opposites, (e.g. Adequate and Inadequate, Good and Evil or Valuable and Worthless.)
- The respondent is asked to rate an object, person or any concept, by putting a mark on one of the 7 spaces along each dimension.
- The blanks are numbered from 1 to 7 and then the responses are averaged for each dimension. The average is plotted on the form and provides a profile of the connotation of the target concept.
- The semantic differential requires respondents that are intelligent and cooperative.
- It requires respondents with a good knowledge of language, who are willing and able to make fine distinctions. It would not appropriate for children, unless presented in a simplified form.
- Rating scales: strengths and weaknesses
- A strength would be that rating scales give quantitative data which is easy to analyse and compare between participants.
- This is because it is numerical so allows a direct comparison of numbers which can easily be organised in graphs or tables.
- A weakness would be that the values on rating scales can mean different things to different participants
- This is because two participants may feel exactly the same way but represent it differently e.g. a score of 7 to one participant may be given as a 5 by another who had the same view.
- A strength would be that rating scales give quantitative data which is easy to analyse and compare between participants.
- Likert Scales
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