CONSTRUCTION OF A SCALE TO MEASURE THE PERSUASIVE IMPACT OF QUALITATIVE AND QUANTITATIVE-EVALUATION REPORTS

A scale for measuring the persuasive impact of qualitative and quantit ative evaluation reports upon decision makers was developed. Accepted psychometric scale-development procedures were followed that rigorousl y tested a pool of items. Using two exploratory and two confirmatory s amples, the current research developed a 28-item Likert-like scale to measure perceived attention, liking comprehension, generating related cognition, learning how, attitude and decision making. The scale demon strated high reliability and validity. The instrument can be used to h elp researchers and practitioners estimate the impact of their reports upon decision makers.