2. Basic Terms
Measurement – assigning numbers or other symbols to
characteristics of objects according to certain pre –
specified rules.
Scaling – It is an extension of measurement, as to
continuum upon which measured objects are located.
3. Characteristics of a scale
1) Description – it is the first characteristics of a scaled data. It is a
unique label or descriptor used to designate each value of the
scale. E.g
1 = strongly agree , 2= disagree , 3= neutral, 4 = agree, 5 = strongly
agree
2) Order – relative size or position of the descriptor. E.g
Less than , more than , in front of, etc.
3) Distance – the absolute difference between the scale descriptors
are known. A person with Rs.11,000 income has 10% more
income than a person with income of Rs.10,000
4) Origin – It is a character with unique or fixed beginning.eg a
scale measuring income of family with value as zero, will mean
no income hence is a fixed starting point for all data.
4. PRIMARY SCALES
There are 4 types of primary scales:-
1) Nominal – it is a figurative labeling schme in which the
numbers serve only as labels or tags to identify and classify
objects.
2) Ordinal – this indicates the relative position, not the
magnitude of the difference between the objects. It can
understood as giving ranks to a set of values.
3) Interval – a scale in which the numbers are used to rate
objects such that numerically equal distances on the scale
represent equal distance in the characteristics.
4) Ratio - the highest scale. It allows the researcher to identify or
classify objects, rank order the objects, and compare intervals
or differences. It is also meaningful to conpute ratios of scale
values.
5. Primary Scales of Measurement
4 81 9
Nominal Numbers
Assigned to
Runners
Ordinal Rank Order of
Winners
Third
Place
Second
Place
First
Place
Interval Performance
Rating on a 0 to
10 Scale
8.2 9.1 9.6
Ratio Time to Finish in
Seconds 15.2 14.1 13.4
10. Paired Comparison Techniques
It is a comparative scaling technique in which a
respondent is presented with two objects at a time and
asked to select one object in the pair according to some
criterion. The data obtained are ordinal in nature.
For n brands in data there are n(n-1) paired
comparisons are required to include all possible
comparisons.
11.
12. Rank order scaling
It is a comparative scaling technique in which the
respondents are presented the several objects
simultaneously and asked to order or rank them
according to some criterion.
13. Merits of Rank order scaling
It is commonly used to measure preferences of brand
and attributes.
Respondents easily understand the instructions for
ranking.
Demerit - the major disadvantage of this technique is
that it produces only ordinal data
14.
15. Constant Sum Scaling
A comparative scaling technique in which respondents
are require to allocate a constant sum of units such as
points, money, sweets etc, among a set of stimulus
objects with respect to some criterion.
16.
17. Other Comparative scaling
techniques
Q- Sort
A comparative scaling technique which uses a rank order
procedure to sort objects based on similarity with
respect to some criterion.
Magnitude Estimation
Numbers are assigned to the objects such that the ration
between the number reflects the ration on specified
criterion.
To name, Scalogram analysis is also one of the
comparative scaling technique.
18.
19. Non – Comparative Scaling
Techniques
There are two types of Non – comparative scaling
techniques:-
1) Continuous Rating scale
2) Itemized Rating Scale – this is further categorized in
3 parts:-
Likert scale
Semantic scale
Stapel scale
20. Continuous Rating Scale
Also known as graphic rating scale, this measurement scale
has the 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 another.
e.g. version
1)The worst - - - - - - - - - - - - - -X- - - - - - - - - - the best
2)The worst - - - - - X - - - - - - - - - -- - - - - - - - - - the best
20 40 60 80 100
3) the worst - - - - - - - - - - - - - - - - - - - - - - - -the best
very bad neutral very good
21. Itemized Rating Scale
A measurement scale having numbers or brief
descriptions associated with each category.
It is also called as POINT SCALE.
It is of further three types:-
Likert Scale
Semantic Differential Scale
Stapel Scale
22. Likert Scale
A measurement scale with five response categories ranging
from “strongly disagree” to “strongly agree”, which requires
the respondents to indicate a degree of agreement or
disagreement with each of a series of statements related to
the stimulus objects.
It is also called a 5 - point scale with
5 – strongly disagree
4 – disagree
3 – neutral (neither disagree nor agree)
2 – agree
1- strongly agree
23. Description Strongly
disagree
Dis-
agree
Neutral Agree Strongly
agree
Reliance mart sells high
quality merchandise
1 2X 3 4 5
It has poor in – store
service
1 2X 3 4 5
U like to shop there 1 2 3X 4 5
Credit policies are terrible 1 2 3 4X 5
Advertisements are not
appealing
1 2 3 4 5X
It charges fair prices 1 2 3 4X 5
24. Semantic Differential Scale
This is a 7 – point scale with end points associated with
bi polar labels (like dominating – submissive, young –
mature, formal – informal etc) that have semantic
meaning.
25. Example of Semantic:-to measure what reliance mart
mean to you by having you judge them on a series of
descriptive scales bounded at each end by one of the two
bi polar adjectives.
Powerful :-:-:-:-:-:x:-: weak
Unreliable :-:-: x :-:-:-:-: reliable
Modern :-:-: x :-:-:-:-: old – fashioned
Cold :-:-:-:-:-:-: x : warm
Careful :-: x :-:-:-:-:-: careless
26. Stapel Scale
A scale for measuring attitudes that consists of a single
adjective in the middle of an even – numbered range of
values, from -5 to +5, without a neutral point(zero).
This scale is usually presented vertically
27. Select a plus number for the phrase (high quality, poor service)
if they are accurate. The more accuracy means the higher
number on positive side.
+5
+4
+3
+2
+1
High Quality
-1
-2X
-3
-4
-5
+5
+4
+3
+2X
+1
Poor Service
-1
-2
-3
-4
-5
