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DISCUSSION QUESTIONS 209

scales such as the numerical scale, are extensively used in organizational research since
they lend themselves to more sophisticated data analysis. Finally, we discussed the good-
ness of measures in terms of reliability and validity and the various ways in which these
can be established.
Knowledge of the different scales and scaling techniques helps managers to administer
short surveys by designing questions that use ranking or rating scales, as appropriate.
Awareness of the fact that measures are already available for many organizational con-
cepts further facilitates mini-exploratory surveys by managers.
In the next chapter, we will see the different sources and methods of data collection.

DISCUSSION QUESTIONS AND POINTS TO PONDER

1. Briefly describe the difference between attitude rating scales and ranking scales and
indicate when the two are used.
2. Why is it important to establish the “goodness” of measures and how is this done?
3. Construct a semantic differential scale to assess the properties of a particular brand of
coffee or tea.
4. Whenever possible, it is advisable to use instruments that have already been developed
and repeatedly used in published studies, rather than develop our own instruments for
our studies. Do you agree? Discuss the reasons for your answer.
5. “A valid instrument is always reliable, but a reliable instrument may not always be
valid.” Comment on this statement.

EXERCISE

Develop and name the type of measuring instrument you would use to tap the following:
a. Which brands of beer are consumed by how many individuals?
b. Among the three types of exams—multiple choice, essay type, and a mix of both—
which is the one preferred most by students.
c. To what extent do individuals agree with your definition of accounting principles.
d. How much people like an existing organizational policy.
e. The age of employees in an organization.
f. The number of employees in each of the 20 departments of a company.