政黨形象的測量尺度初探* - 政大公共(個人)

102
Measurement of Party Image: A
Preliminary Analysis
Chia-Hung Tsai *
Abstract
One of the foremost difficulties in survey research is measurement. In the
case of party image, some studies use like/dislike about each of the parties, and
some ask respondents to rate parties on a 0 to 100 thermometer. Although these
measurement methods have their face validity, it is necessary to explore and
compare the construct validity among them. The data analysis shows that party
feeling thermometer represents the extension of party identification, and that it
is not related to issue positions. Open-ended questions of party image tend to
mix issue positions and affective party attitude.
construct validity, face validity, feeling thermometer,
Keywords:
party image, scale
*
Associate Research Fellow, Election Study Center, National Chengchi University