Measurement Voss and Parasuraman (2003) Case Study

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However, when the researcher is interested in giving a highlight of how the response patterns vary across the subgroups, then the scores can be treated as discrete choices thus allowing them to be ordinal values Miller & Salkind, 2002.

In this case the intervals between the positions on the scale are monotonic but not well defined to make them numerically uniform increments thus making the likert scale have ordinal properties Oppenheim, 2000()

Identification and evaluation of the type of scale

a. This is a category scale since it has more than two response categories in order to minimize errors but still providing more information when the categories are ordered based on the particular descriptive or evaluative dimension.

b. This is a numerical scale since it has two bipolar adjectives at the beginning and the end of the scale with five response positions.

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c. This is a likert scale since it allows respondents to rate how strongly they agree or disagree with the statement regarding shopping. There are five response categories provided.

Likert summated scale

In a likert summated scale, it is common practice to use a mix of positive and negative statements. This is because it is intended to measure how strongly the respondent agrees or disagrees with the set statement. Therefore, it is necessary to provide both positive and negative statements in order to allow the respondent to choose the most appropriate response Morris, Henerson, & Fitz-Gibbon, 1987().....

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