Homework: Week 4

Group Member: Siti Halimatus ‘Saadiah (s2009101), Shi Lixiang (s2000663) & Liao Min (17222203)

(Comparison Measurement Techniques) –

Thurstone, Guttman and Likert Rating Scale

Thurstone Rating Scale Guttman Rating Scale Likert Rating Scale

a) Definition  Defined as a unidimensional scale.  Called cumulative scaling or  Rating used to assess opinions,
 Used to track respondent’s behavior, scalogram analysis. attitudes, or behaviors.
attitude or feeling towards a subject.  An ordinal scale type where  Popular in survey research because
 Each statement has a numerical value statements are arranged in it allows the researchers to easily
that indicates the respondent’s attitude hierarchical order. (Individual who operationalize personally traits or
toward the topic as favorable or agrees with a particular item also perceptions.
unfavorable. agrees with items of lower rank- (Saul Mcleod, 2019)
(Stephanie,2016) order)
(Stephanie, 2016)

b) Type of  Agree/Disagree quiz question type.  Yes/No answers to a set of questions  5 or 7 items usually used in the
answers that increase in specificity. scale.
 Each item is given a numerical
score, so that the data can be
analyzed quantitatively.
 Example of scale items:
 Agreement: Strongly agree, Agree,
neither agree nor Disagree,
Disagree, Strongly Disagree
 Quality: Very poor, Poor, Fair,
Good, Excellent
 Likelihood: Not at all likely,
Somewhat likely, Extremely likely
  Experience: Very negative,
Somewhat negative, Neutral,
Somewhat positive, Very positive

c) Advantages  The scale is decided by experts on a  Can be used to answer many  Simple to respond – Respondents
scale of 1-11 using mean/mode. questions in a short time. can understand the intent of this
 (11-point response format – 1 very  Highly hierarchical and structured in scale and quickly answer the
negative to 11 indicating very nature. questions
positive)  Produced data in a ranked manner.  User-friendly – Unlike open-ended
 The sentences of the Thurston scale  The degree of approval of the concept questions, Likert scale are closed-
are determined according to the or thing can be determined directly ended and do not ask respondents to
standard deviation of each assessor, based on the number of statements generate ideas or justify their
which is scientific. Reliability is agreed by the tester and his scale opinions.
generally between 0.8-0.9. score.  Fine-grained – Likert-type questions
 It is more suitable for the subject is are not binary (yes/no, true/false).
clear and the scope of the survey is not The researcher can get details
wide. insights into perceptions, opinions,
and behaviors.
 Ease to implementation – This
universally accepted scale can be
easily understood and applied to
various customer satisfaction or
employee satisfaction surveys.
d) Disadvantages  The ratings may be influenced by the  The rank order of the statements may  Response bias – Due to social
judges’ personal attitude. not be interpreted in the same way by desirability bias, people often avoid
 Time consuming during preparation. the researcher, the subject etc. selecting the extreme items or
 The median represents the attitude  Result no better than summated disagreeing with statements to seem
level is not necessarily appropriate, Likert scales more ‘normal’ or show themselves
because the median is the same, and  The hypothesis that a set of in a favorable light.
the rest of the responses may not be statements is one-dimensional is  Fatigue/inattention – Respondents
the same. limited. can get bored and lose interest
because there are many questions in
Likert scale.
 The same attitude scorers have very
different attitude patterns. Because
the Likert scale is the total points of
an item representing the degree of
approval of a person, it can roughly
distinguish between individuals
whose attitudes are high and whose
attitudes are low, but it cannot
further describe the differences in
their attitude structure.
e) Examples 1) I am inspired to meet my goals at 1) I am willing to be near a cat 1) I can get good grades in
work. Yes ( ) No ( ) Mathematic.
Agree ( ) Disagree ( ) 2) I am willing to have a cat 1-Never ( ) 2-Sometimes ( )
2) I feel completely involved in my Yes ( ) No ( ) 3-Very Often ( ) 4-Always ( )
work. 3) I love to have a cat 2) I do not have much to be proud of.
Agree ( ) Disagree ( ) Yes ( ) No ( ) 1-Strongly disagree ( )
3) I am often so involved in my work 4) I am willing to touch a cat 2-Disagree ( ) 3-Agree ( )
that the day goes by quickly. Yes ( ) No ( ) 4-Strongly agree ( )
Agree ( ) Disagree ( ) 3) How satisfied are you with the
online shopping return policies at
Company X?
Very dissatisfied ( ) Somewhat
dissatisfied ( ) Neither satisfied
nor dissatisfied ( ) Somewhat
satisfied ( ) Very satisfied ( )
References

McLeod, S. A. (2019, August 03). Likert scale. Simply Psychology. https://www.simplypsychology.org/likert-scale.html

Stephanie Glen. "Thurstone Scale: Definition, Examples" From StatisticsHowTo.com: Elementary Statistics for the rest of us!
https://www.statisticshowto.com/thurstone-scale/

Stephanie Glen. "Likert Scale Definition and Examples" From StatisticsHowTo.com: Elementary Statistics for the rest of us!
https://www.statisticshowto.com/likert-scale-definition-and-examples/

Stephanie Glen. "Guttman Scale (Cumulative Scale): Definition & Examples" From StatisticsHowTo.com: Elementary Statistics for the rest of us!
https://www.statisticshowto.com/guttman-scale/