Scribd
Upload
43 views20 pages

Questions

The document discusses different types of measurement scales including nominal, ordinal, interval, and ratio scales. It also covers topics like classification of scales into single item, multiple item, comparative and non-comparative scales. Key differences between types of scales are explained along with examples.

Uploaded by

Sachin Yadav
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
43 views20 pages

Questions

The document discusses different types of measurement scales including nominal, ordinal, interval, and ratio scales. It also covers topics like classification of scales into single item, multiple item, comparative and non-comparative scales. Key differences between types of scales are explained along with examples.

Uploaded by

Sachin Yadav
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 20

MEASUREMENT AND SCALING

Measurement and Scaling

 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 is an extension of measurement.

 Scaling involves creating a continuum on which measurements on


objects are located.
Types of Measurement Scale

 Nominal scale is the lowest level of measurement.

 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.
• Are you married? (a) Yes (b) No

 Properties:
 Assigned values cannot be added, subtracted, multiplied or divided.
 Only count operation of each category is possible.
 A frequency distribution can be prepared
 Mode of distribution can be worked out.

 Limitations:
 Cannot say whether the assigned number to an object is higher or lower
than the one assigned to other object.
Types of Measurement Scale
 Ordinal scale is next level of measurement and tells whether an
object has more or less of characteristics than other objects.

 It tells us the relative positions of the objects and the difference between
the magnitudes of the objects
 Assigned ranks cannot be added, multiplied, subtracted or divided.
 Compute median, percentiles and quartiles of the distribution.
 Rank order correlation coefficient.
 Ordinal scale is higher than nominal scale measurement
 Techniques applicable to nominal scale can be used for ordinal scale

Rank the following attributes while


choosing a restaurant for dinner.
Most important attribute may be
ranked no. 1, next important may be
assigned a rank no. 2 and so on.
Types of Measurement Scale

 Interval scale is the next higher level of measurement.

 Difference of the score on interval scale has meaningful interpretation.


 Here the respondent is able to answer the questions on a continuum scale.
• Numbers on this scale can be added, subtracted, multiplied or divided.
• Compute mean, median, mode, standard deviation, correlation regression,
factor analysis and conduct a t-test, z-test, F-test.
Types of Measurement Scale

 Ratio scale is the highest level of measurement and takes care


of all the limitations of all other scales.
 The ratio of measurements on the scale does have a meaningful
interpretation.

 Mathematical form of the ratio scale data is given by Y = b X.


 In ratio scale, there is a natural zero (origin).
 All mathematical and statistical operations can be carried out using the
ratio scale data.
Classification of Scales

 Single item scale: Only one item to measure a given subject.

• How satisfied are you with your current job:


• Highly dissatisfied
• Dissatisfied
• Neutral
• Satisfied
• Highly satisfied.
Classification of Scales
 Multiple item scale: Many items that play a role in forming the
underlying subject that the researcher is trying to measure.

 How satisfied are you with the pay you are getting on your
current job:
• Highly dissatisfied
• Dissatisfied
• Neutral
• Satisfied
• Highly satisfied.

 How satisfied are you with rules and regulations of your


organization:
• Highly dissatisfied
• Dissatisfied
• Neutral
• Satisfied
• Highly satisfied.
Classification of Scales
Comparative scales
Comparison of Scales

 Paired comparison scales:

• From four items i.e. chocolate, burger, ice cream, pizza, chose one pair

• (chocolate or burger)
• (chocolate or ice cream)
• (chocolate or pizza)
• (burger or ice cream)
• (burger or pizza)
• (ice cream or pizza).
Comparison of Scales

 Rank order scale

 Rank the following soft drinks in order of your preference:


 Coke
 Pepsi
 Limka
 Sprite
 Mirinda
 Seven up
Comparison of Scales

 Constant sum rating scale:

 Allocate 100 points among the various school in which you like to admit
your child.
 DPS
 APEEJAY
 DAV
 Tagore Int
 Mother Int
 Laxman public
Comparison of Scales

 Q-sort technique

 Sort the objects into different piles based on their similarity.


 100 statements pile them into five group and assigned strongly agree to strongly
disagree
Non-Comparative Scales
 Graphic Rating Scale
 It is continuous scale and respondent is asked to tick his preference on a
graph.

 Please put a tick mark (√) on the following line to indicate your preference for
fast food.

• How do you like fast food by pointing to the face that best shows your
attitude and taste.
Itemized rating scale

 Provided with a scale that has a number of brief descriptions associated


with each of the response categories such as
 very important, relatively important, neither important nor unimportant,
relatively unimportant, very unimportant.
 Balanced versus unbalanced scales:
 An equal number of favorable and unfavorable categories
 Odd or even number of categories:
 Forced to choose positive or negative side but not neutral category.

 Likert scale
 Provided a certain number of statements on which they are asked to
express their degree of agreement or disagreement.

 Semantic Scale
 This scale bounded each end by bipolar adjectives or phrases.
Likert Scale
Semantic Scale
Classification of Scales

Stapel Scale: It measure the direction and intensity of an attitude


Attitude
 It can not measure directly but derived from perceptions.
 A company is able to sell its products or services when its customers
have a favorable attitude towards its products or services.

 Cognitive component
 Individual’s knowledge, awareness and belief on attributes of an object.
• If a respondent is asked to name any company manufacturing plastics products,
respondent say Tupperware.

 Affective component
 Person’s overall feeling or emotions towards the objects.
• Choice from several alternative, Pepsi, Coke, Limca and Sprite

 Intention or action component


 Reflects a predisposition to an action by reflecting the consumer’s buying or
purchase intention.
• How likely a person is to buy a designer carpet may range from most likely to not
at all likely reflecting the purchase intention

You might also like