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Measurement and Scaling Concept

Measurement and scaling concepts can be summarized as follows: 1) There are four main types of measurement scales - nominal, ordinal, interval, and ratio scales. Nominal scales involve labels while ordinal scales involve ranking. Interval scales measure differences but have arbitrary zeros. Ratio scales have true zeros allowing all arithmetic. 2) Quantitative measurements are easier than qualitative ones which can be measured through scales like Likert scales. 3) Scaling techniques include paired comparisons, ranking, constant sum, non-comparative like rating scales, and semantic differentials involving bipolar labels. These help measure both tangible and intangible concepts.

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44 views20 pages

Measurement and Scaling Concept

Measurement and scaling concepts can be summarized as follows: 1) There are four main types of measurement scales - nominal, ordinal, interval, and ratio scales. Nominal scales involve labels while ordinal scales involve ranking. Interval scales measure differences but have arbitrary zeros. Ratio scales have true zeros allowing all arithmetic. 2) Quantitative measurements are easier than qualitative ones which can be measured through scales like Likert scales. 3) Scaling techniques include paired comparisons, ranking, constant sum, non-comparative like rating scales, and semantic differentials involving bipolar labels. These help measure both tangible and intangible concepts.

Uploaded by

Vãńšh Wädhwå
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MEASUREMENT AND

SCALING CONCEPT

PRESENTED TO :- PRESENTED BY :-
Sachin Dhaka
Dr. Anjali Gupta 210101010031
MEASUREMENT
 Measurement is defined as process of associating numbers
or symbols to observations obtained in a research study
 These observation could be qualitative or quantitative.
 It is difficult to measure abstract or qualitative
characteristics than quantitative characteristics
 It is easy to measure properties like weight ,height etc. by
some standard unit of measurement
Continued……
 But it is difficult to measure properties like motivation ,
honesty, customer's perceptions, brand loyalty etc.
 Example: We can record a person's marital status as 1 ,2,3
or 4 depending on whether the person is single, married ,
widowed or divorced. We cannot make comparison
between numbers but can be count each number
Classification of measurement scales
The most widely used classification of measurement
are:

(a) Nominal Scale


(b) Ordinal Scale
(c) Interval Scale and
(d) Ratio Scale
NOMINAL SCALE
A nominal scale is the 1"level of measurement scale in
which the numbers serve as "tags" or "labels" to classify or
identify the objects. A nominal scale usually deals with the
non-numeric variables or the numbers that do not have
any value.
EXAMPLES :-
Religious: Hinduism, Muslim, Christian
Gender: Male , Female
Name of a state :UP, Kolkata, MP
ORDINAL SCALE
Ordinal represents the "order." Ordinal data is known as
qualitative data or categorical data. It can be grouped,
named and also ranked.
It measures nonnumeric concept like satisfaction,
happiness and discomfort.
Difference cannot be measure
 Example :-
How satisfied you are from the service?
I.Extremely not satisfied
2.Not satisfied
3.Moderate 4.Satisfied 5.Extremely satisfied
INTERVAL SCALE
Interval scale are numerical scale in which we not
only identify the order but also identify the exact
difference between the values.
It is defined as a quantitative measurement scale.
Example:
Time: Difference between 5 pm to 6 pm is one hour,
same as difference between 4 pm to 5 pm is I one hour
"Equal space in between the values “
Problem of INTERVAL SCALE
They do not have true zero (arbitrary zero)
 Cannot compute ratio as there is no true zero
 We can compute addition and subtraction but not
multiplication and division
We cannot say any temperature value is double than
other value like 40 degree is double than 20 degree
because of arbitrary zero.
20 degree Celsius………………..68 degree Fahrenheit
40 degree Celsius……………... 104 degree Fahrenheit
RATIO SCALE
 Ratio scale represents the actual amount of variables.
 Eg; measures of physical dimensions such as height, weight ,distance
etc.
 similar to interval scales except that the ratio scale has a true zero
value.
 e.g. the zero point on a centimetre scale indicates the complete
absence of length or height
 allows to compare differences between numbers.
 Permits full arithmetic operation.
Comparative scales ;
Involve the respondent directly comparing stimulus
objects.

e.g. How does Pepsi compare with Coke on sweetness

Noncomparative scales;
Respondent scales independently of other objects
each stimulus object

• e.g. How would you rate the sweetness of Pepsi on a


scale of 1 to 10
Paired comparative scaling
A respondent is presented with two objects and asked
to select one according to some criterion.
 The data obtained are ordinal in nature.
 It is given by the formula, N=[n(n - 1) /2] paired
comparisons are required ( no good when n is large)
Under the assumption of transitivity, it is possible to
convert paired comparison data to a rank order.
Rank order scaling
Respondents are presented with several objects
simultaneously and asked to order or rank them
according to their choices.
 It is possible that the respondent may dislike the
brand ranked 1 in an absolute sense.
Constant sum scaling
The respondents gives certain points to each stimulus
objects out of a fixed sum of points O The fixed sum is
usually taken as 100, but it could be other value also.
Non comparative scaling techniques
Continuous rating or graphic rating
Respondents rate the objects by placing a mark at the
appropriate position on a line that runs from one extreme
of the criterion variable to the other.
The Likert Scale
The Likert scale requires the respondents to indicate a
degree of agreement or disagreement with each of a
series of statements about the stimulus objects.
 The analysis can be conducted on an item-by-item
basis (profile analysis), or a total (summated) score can
bé calculated.
Response alternatives: "strongly agree", "agree",
"uncertain", "disagree", and "strongly disagree".
 Generally use either a 5- or 7-point scale
Semantic Differential Scale
The semantic differential is a seven-point rating scale
with end points associated with bipolar labels that
have semantic meaning.
Stapel scale
References
Business research methods by S N MURTHY , U
BHOJANNA
Business research methods by H.K. Dangi .Shruti
Dewen
https://
help.surveyanyplace.com/en/support/solutions/article
s/35000041608-continuous-scale
https://youtu.be/f3GJeuyKMJE

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