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Based on the provided case context, explain how the branching technique would be applied step-by-step to measure this attitude. Furthermore, explain why this two-step process is preferred over a single direct scale in terms of measurement quality.
Case context: A university researcher is developing a survey to assess students' attitudes towards a proposed change in tuition fees. The attitude measurement is bipolar, ranging from strongly opposing to strongly supporting the change. Rather than displaying a single 7-point scale ranging from 'Strongly Oppose' to 'Strongly Support' to all participants immediately, the researcher decides to use the branching technique.
Question: Based on the provided case context, explain how the branching technique would be applied step-by-step to measure this attitude. Furthermore, explain why this two-step process is preferred over a single direct scale in terms of measurement quality.
Sample answer: To apply branching, the researcher would first ask a preliminary question: 'Do you generally support or oppose the proposed tuition change?' Based on the respondent's choice, they are branched to a second question. If they chose 'support,' they are asked to refine their response (e.g., 'Do you support it slightly, moderately, or strongly?'). If they chose 'oppose,' they get the corresponding refinement options (e.g., 'Do you oppose it slightly, moderately, or strongly?'). This process is preferred because it improves the reliability and validity of the measurements compared to showing the full scale at once.
Key points:
- Preliminary question determines the direction of the attitude (support vs. oppose).
- Follow-up question offers refined rating options (e.g., slightly, moderately, strongly) specific to the chosen direction.
- Using branching helps improve survey measurement reliability and validity over a single direct scale.
Rubric: Grading rubric: - 2 points: Explains the first step (asking if the respondent generally supports or opposes the change). - 2 points: Explains the second step (asking to refine the choice with intensity levels like slightly, moderately, or strongly based on the first answer). - 2 points: Comprehends and states that this technique improves survey reliability and validity.
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Research Methods in Psychology - 4th American Edition @ KPU
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