Magnitude Scaling: Quantitative Measurement of Opinions

CONTENTS 1 Introduction to the Magnitude Scaling of Social Judgments 2 Overview of Psychophysics Exercise A: Numeric Estimation of Metric Stimuli The Power Law Exercise B: The Category Scaling of Metric Stimuli Exercise C: Comparison of Magnitude to Category Scales Exercise D: Numeric Estimation of Social Stimuli 3 The Validation of Magnitude Scales The Cross - Modality Matching Paradigm The Transition from Sensory to Social Psychophysical Scaling An Adjectival Scale for Measuring Political Support A Laboratory -Derived Scale of Support Testing the Support Scale in the Real World 4 The Magnitude Scaling and Validation of Social Opinion Scales in Survey Research General Procedures for Survey Research Applications Response Modalities The Survey Instrument The Calibration of Response Modalities Instructions for the Calibration of the Line and Number Response Measures Preparation of Calibration Data Calculation of the Geometric Mean Analysis of the Cross-Modal Matches to the Calibrating Metric Error - in - Both - Variables Regression Survey Instructions for the Magnitude Scaling of Social Items Analysis of the Matches to Social Scale Items Guidelines for the Correction of Regression Bias Calculation of Social Scale Values The Analyst of Individual - Level Response Data Employing Stimulus - Type Magnitude Scales in Survey Instruments Problems and Prospects of the Scale - Building Approach 5 The Direct Magnitude Scaling of Political Judgments General Scaling Procedures Survey Instructions for Direct Magnitude Scaling Calculation of Scale Values The Plotting and Analysis of Direct Magnitude Judgment Analysis of Ratio Relationships 6 Comparing Category to Magnitude Scales of Social Opinion 7 Research Decisions Comparability Time Costs Alternative Strategies to the Cross - Modality Matching Paradigm Skipping the Calibration Procedure One Response Measure without Calibration The Use of One Calibrated Response Measure 8 Conclusion: The Relative Utility of Magnitude over Category Scales Notes References