(See related pages)
After reading this chapter, you will be able to
- Explain what constructs are, how they are developed, and why they are important to measurement and scale designs.
- Discuss the integrated validity and reliability concerns underlying construct development and scale measurement.
- Explain what scale measurement is, and describe how to correctly apply it in collecting raw data from respondents.
- Identify and explain the five basic levels of scales, and discuss the amount of information they can provide a researcher or decision maker.
- Discuss the hybrid ordinally-interval scale design and the types of information it can provide researchers.
- Discuss the components of scale development and explain why they are critical to gathering primary data.
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