Mrp mod 4

MEASUREMENT SCALING

MEANING OF MEASUREMENT AND SCALING

 Measurement: The term ‘measurement’ means
assigning numbers or some other symbols to
the characteristics of certain objects. When
numbers are used, the researcher must have a
rule for assigning a number to an observation in
a way that provides an accurate description.
 Scaling: Scaling is an extension of
measurement. Scaling involves creating a
continuum on which measurements on objects
are located.
WHY IS LEVEL OF MEASUREMENT IMPORTANT?
▪ 1. Helps you decide how to interpret the data.
(When you know that a measure is nominal then
you know that the numerical values are just short
codes for the longer names.)
▪ 2. Helps you decide what statistical analysis is
appropriate. (If a measure is nominal, then you
know that you would never average the data values
or do a t-test on the data.)

SCALE CHARACTERISTICS & LEVELS OF

MEASUREMENT
▪ Description: The unique level or descriptors that
are used to designate each value of the scale. All
scale possesses description.
1. Male
2. Female
Descriptors used to describe values 1 and 2 of the
gender scale.
▪ Order: relative sizes or positions of the descriptor.
Order is denoted by discriptors like greater than,
less than and equal to.
e.g: Respondents prefer which brand first and
which brand last
NIKE - 1
Reebok - 2
Adidas – 3
▪ Distance: Absolute differences between the scale
descriptors are known and may be expressed in
units.
e.g.: Five person household has one person more
than a four person household , which in turn has
one person more than 3 person household.
Origin: It means that the scales has unique or fixed
beginning or true zero point.
What is the annual income of household before
tax? Rs ______. (Absolute zero)
Students having zero marks does not mean he /she
is having zero knowledge(No true/natural zero
point)

If the scale has distance it also has order and

description. If the scale has origin also has distance,
order and description. If the scale has higher level
of characteristic it also has all lower level
characteristic.
PRIMARY MEASUREMENT SCALES.
 Nominal scale: This is the lowest level of
measurement. Here, numbers are assigned for
the purpose of identification of the objects. Any
object which is assigned a higher number is in
no way superior to the one which is assigned a
lower number.
The assigned numbers cannot be added,
subtracted, multiplied or divided. The only
arithmetic operations that can be carried
out are the count of each category.
Therefore, a frequency distribution table
can be prepared for the nominal scale
variables and mode of the distribution can
be worked out.
 Ordinal scale: This is the next higher level of
measurement. One of the limitations of the
nominal scale measurements is that we cannot
say whether the assigned number to an object
is higher or lower than the one assigned to
another option. The ordinal scale measurement
takes care of this limitation. An ordinal scale
measurement tells whether an object has more
or less of characteristics than some other
objects.
 Interval scale: It takes care of the limitation of
the ordinal scale measurement where the
difference between the score on the ordinal
scale does not have any meaningful
interpretation.
the interval scale the difference of the score
on the scale has meaningful interpretation.
It is assumed that the respondent is able to
answer the questions on a continuum scale
but does not have a natural zero. 0 %
 doesn't mean that the student is having
zero knowledge
The distance from 30º-40º is the same as
the distance from 70º-80º
 Ratio scale: This is the highest level of
measurement and takes care of the limitations
of the interval scale measurement, where the
ratio of the measurements on the scale does
not have a meaningful interpretation
 All mathematical and statistical operations can
be carried out using the ratio scale data.
 In ratio scale, there is a natural zero (origin).
COMPARISON OF MEASUREMENT SCALES

USE OF MEASUREMENT SCALES

• Nominal
– Used to categorize objects
• Ordinal
– Used to define ordered relationships
• Interval
– Used to rate objects such that the magnitude of
the difference between two objects can be
determined
• Ratio – Same as interval scale but has an absolute
zero point
DEFINITION OF ATTITUDE
An attitude is viewed as an enduring disposition
to respond consistently in a given manner to
various aspects of the world, including persons,
events and objects.
Three Components of an Attitude:
▪ Affective: The feelings or emotions toward an
object
▪ Cognitive: Knowledge and beliefs
▪ Behavioral: Predisposition to action, Intentions,
Behavioral expectations
A Classification of Scaling Techniques
COMPARATIVE SCALES
 Comparative scales – In comparative scales it is
assumed that respondents make use of a
standard frame of reference before answering
the question.
Example:-
▪ Rate dominos in comparison to pizza hut (1=
extremely bad,5=extremely good)
1. PAIRED COMPARISONS
▪ In paired comparisons the respondents are
presented with two objects at a time and asked to
pick the one they prefer.
▪ If we have brands A, B, C and D, we would have
respondents compare
A. A and B
B. A and C
C. A and D
D. B and C
E. B and D
F. C and D

2. RANK-ORDER SCALES
▪ Rank the following soft-drinks from 1 (best) to 5
(worst) according to your taste preference:
A. Coca-Cola _____
B. 7-Up _____
C. Pepsi-Cola _____
D. Mountain Dew _____

3. CONSTANT SUM SCALE

Rate the following Segments of soaps for the
following attributes

OTHER COMPARATIVE SCALES MAY INCLUDE

NON-COMPARATIVE SCALES
▪ Non-Comparative Scales – In the non-comparative
scales, the respondents do not make use of any
frame of reference before answering the questions.
(A) Continuous scale/ Graphical scale: This is a
continuous scale and the respondent is asked to tick
his preference on a graph.
Examples:

CONTINUOUS RATING SCALE

Rate Fortune landmark hotels on following
attributes: (1= less preferable 5= most preferable)
Alternative Presentation of Graphic Rating Scale
 Please indicate how much do you like fast food
by pointing to the face that best shows your
attitude and taste. If you do not prefer it at all,
you would point to face one. In case you prefer
it the most, you would point to face seven.

ITEMIZED RATING SCALE

(B) Itemized rating scale – In the itemized rating
scale, the respondents are provided with a scale
that has a number of brief descriptions associated
with each of the response categories. There are
certain issues that should be kept in mind while
designing the itemized rating scale.
1. Likert scale:
 The respondents are given a certain number of
items (statements) on which they are asked to
express their degree of
agreement/disagreement.
 This is also called a summated scale because the
scores on individual items can be added
together to produce a total score for the
respondent.
 Example of a Likert Scale:

2. Semantic Differential Scale:

 This scale is widely used to compare the images
of competing brands, companies or services.
 Here the respondent is required to rate each
attitude or object on a number of five-or seven-
point rating scales.
  The difference between Likert and Semantic
differential scale is that in Likert scale, a
number of statements (items) are presented to
the respondents to express their degree of
agreement/disagreement. However, in the
semantic differential scale, bipolar adjectives or
phrases are used.
Example of Semantic Differential Scale:
Here are a number of statements that could be
used to describe K-Mart. For each statement tick ( X
) the box that best describes your feelings about K-
Mart
3. Stapel Scale:

Advantages of Rating Scale

Rating scale questions are easy to understand
and implement
Offers comparative analysis of quantitative data
within the target sample.
It's easy to create surveys as it takes less time to
set up.
Abundant information can be collected and
analyzed using a rating scale
Analyzing answers to rating scale questions is
quick.
Rating scale is often consider as a standard
CRITERIA/CHARACTERISTICS OF GOOD
MEASUREMENT SCALES
1. Reliability:
▪ The degree to which a measure accurately
captures an individual’s true outcome without
error; Accuracy
▪ Synonymous with repetitive consistency
2. Validity:
▪ The validity of a scale refers to the question
whether we are measuring what we want to
measure.
3. Sensitivity:
▪ Sensitivity refers to an instrument’s ability to
accurately measure the variability in a concept.