Exam 30: Scaling Techniques

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Multiple-item scales are used in surveys to measure a respondent's attitudes, opinions, or behaviors. These scales consist of several questions or statements (items) that are related to a single concept. Here are five different types of multiple-item scales that can be included on a survey:

1. Likert Scale: This is one of the most commonly used scales in survey research. It consists of a series of statements to which respondents indicate their level of agreement or disagreement on a symmetric agree-disagree scale. Typically, it has five to seven points ranging from "strongly agree" to "strongly disagree."

2. Semantic Differential Scale: This scale measures the meaning that respondents attach to an object, event, or concept. It uses a series of bipolar adjectives (e.g., "good-bad," "strong-weak") with a graded scale between them, usually with seven points. Respondents select the point that best represents their position on the continuum between the two adjectives.

3. Guttman Scale: Also known as the "scalogram," this scale presents a series of statements in a cumulative order. The assumption is that a person who agrees with a particular statement will also agree with all preceding statements. The scale is used to measure the intensity of a respondent's attitude or belief.

4. Thurstone Scale: This scale is created by using a panel of judges to rate potential survey items in terms of their perceived level of agreement with the concept being measured. The final scale consists of statements that have been selected to represent a range of viewpoints, and respondents indicate which statements they agree with.

5. Differential Item Functioning (DIF): While not a scale in the traditional sense, DIF is a method used to determine if items on a test or survey function differently among different subgroups of respondents. This is important for ensuring that the scale is valid and reliable across different groups, such as different genders, ethnicities, or age groups.

Each of these scales has its own strengths and weaknesses and can be chosen based on the specific needs of the survey and the nature of the data being collected.