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Scalling Techniques

The document discusses scaling techniques used in research, classifying them into two main categories: rating scales and ranking scales. It explains various types of rating scales, including Likert, Semantic Differential, and Thurstone scales, detailing their advantages and disadvantages. The document emphasizes the importance of constructing effective scales for measuring attitudes and preferences in research.

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17 views12 pages

Scalling Techniques

The document discusses scaling techniques used in research, classifying them into two main categories: rating scales and ranking scales. It explains various types of rating scales, including Likert, Semantic Differential, and Thurstone scales, detailing their advantages and disadvantages. The document emphasizes the importance of constructing effective scales for measuring attitudes and preferences in research.

Uploaded by

parmindersinghbains77
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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SCALING TECHNIQUES

❖B :- HARJEET KAUR
❖ ROLL NO:- 2106
❖CLASS:-B.B.A (se -5t )
INTRODUCTION:-
Th variou type of scalin technique use i researc ca b classifie int tw
categorie ratin scal an rankin scal . I rankin scal , th responden i aske
t compar on objec wit anothe . Fo exampl , th rescarche ca as th
respondent whethe the prefe bran A o bran B of detergen . O th othe
han , i ratin scalin respondent nee unl evaluat singl objec . Thei
evaluatio i independen of th othe objec whic th researche i studyin
Respondent usin ratin scal emplo whateve ratin standar seem
appropriat t the . Ratin scalin technique consis of graphi an itemise
ratin scale .
Th tw mai categorie of scalin technique ar give belo :

Scalin Technique

Ratin Scale Rankin Scale

(1) Rating Scales :- Th ratin scal involve qualitativ descriptio of limite anbe of aspect
of thin o of trait of pe so . W judg a objec i a solut ter agains
som specifi criteri . Thes ratin ma b i suc form a "lik -dislik ,
"abov averag -belo averag ".
(2) Ranking Scales:-

I rankin scale , th subjec directl compare tw o mor object an make choice amon
the . Frequentl , th responden i aske t selec on a th "Bes " o th "m s
preferre ". Whe ther ar onl tw choice , thi approac i satisfactor , bu i ofte
result i "tie " whe mor tha tw choice ar foun .

(A) Likert Scale :-


• A Like scal i sychometri scal commonl use i questionnaire , an i th
m s widel use scal i surve researc . Whe respondin t Like questionnair
ite , respondent specif thei leve of agreemen t statemen . Th scal i name
afte it invento , sychologis Rensi Like . Thes scale ar sometime referre t
a summate scale . I require responden t indicat degre of agreemen o
disagreemen wit eac of serie of statement relate t th a itud objec .
Like scal i muc simple tha Thu ston scal . Like scalin doe no rel o judge '
opinion an i widel use i professiona literatur . Constructin Like scal require si
ste :-

1) Constructing Possible Scale Items:-


Th researche construct serie of item tha expres wid rang of a itude fro extreniel
p sitiv t extremel negativ . I genera . 80 t 120 item ar though t b su icien bu fou
time a man item a neede ar generall considere .

2) Administering Iteins (Statements) to a Random Sample of Respondents in a


Pilot Study:- Thi i t chec thei a itude o th lis of item .
3) Computing a Total Score:-
B summin -u th valu of eac ite tha i checke , tota scor fo eac responden i calculate .
I Like scal , sinc som item ar p sitiv an som negativ , an eac ite i itself i ratin
scal , al item shoul b analyze individuall .

4) Determining the Discriminative Power:

Th researche datermine th basi fo th selectio of th rem fo th fina scal Thi ma b


don b correlatin eac ite wit th tota scor an retainin th s wit th highes
correlation wit ite anal si . Separatin 'hig ' fro th 'lo ' i calle discuminativ powe
of th ite .
5) Selecting the Scale Items:-

Th discriminator powe valu i co - pute fo eac of th p ssibl scal item an th s


item wit th larges discri nator powe value ar selecte .

6) Testing Reliability:- Reliabilit ca b teste a i othe measurin procedure .

# Advantages of Lkert Scale:-


1) I i relativel eas t construc an administe .

2) Instruction tha accompan th scal ar easil unde stoo .

3) Accommodate neutra o undecide response .


# Disadvantages of Likert Scale:-

1) I take longe tim t complet a compare t Semanti Di erentia Scale , et .

2) Car need t b take whe usin Like Scale i cr s cultura researc , a ther ma b
cultura variation i willingnes t expres disagreemen .
3) Require grea dea of decisio -makin .

(B) Semantic Differential Scale:-


I i specia typ of graphi scal , whic i increasingl bein use , i marketin researc
establishe connectio betwee th bran an compar imag studie an als permit th
developmen of descriptiv profile tha facilitate compariso of competitiv item . Th uniqu
characteristic of semanti di erentia i th us of bipola scale t rat an produc , compan
o concep of interes .
# Advantages of Semantic Differential Scale:-

1) Identifie pa ticularl favourabl o objectionabl aspect of multifacete issue an


concept .
2) Provide a overal respons scal scor (averag ) fo th concep .

# Disadvantages of Semantic Differential Scale:-

1) Onl usefu fo question involvin bipola opp site ( . .. interestin /dul , simpl /
comple , activ /passiv ).

2) Adjective ma hav di eren meanin fo di eren respondent .


(C) Thurstone Scale:-
I i on of th Mult Ite Scale develope b L . L . Thu ston ' metho of Equa Appearin
Interval o th concep tha eve thoug peopl coul no assig quantitativ measure t thei
ow a itude , the coul II th di erenc betwee th a itude represente b tw di eren
statement an coul identif itern tha wer appr ximatel halfwa betwee th tw . Th
procedur i a follo :-
1) Collec larg numbe of statement (perha a ma a severa Gundre ) relate t th
a itud i questio .
2) Hav numbe of judge (perha 20 o mor ) so th statement independentl int 11
pile tha var fro th mes favourabl statemen t neutra statement t m s
unfavourabl statement .
# Advantages of Thurston Scale:-
I i impo tan t not tha ther ar 11 a itüd p sition becaus i scal wit od
numbe of paramete , i i easie t identif neutra p sitio .
# Disadvantages of Thurston Scale:-

1) Thu ston scale ar no widel use fo Marketin Researc becaus the ar tim
consumin durin preparatio .

2) Th ratin ma b influence b th Judge ' pe sona a itud .

3) Di eren individual ca obtai exactl th sam scor fro agreein wit quit
di eren item .
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