Measurement And Scaling Techniques
Measurement & Scaling Techniques
Presented By:-
Angarika Acharekar (01)
Priya Gate (10)
Yeseul Jo (12)
Pradnya Juvekar (13)
Ruchira Koyande (17)
Definition
Measurement
Assignment of numbers or other symbols to characteristics of
objects according to certain pre specified rules
Scaling
Generation of continuum upon which measured objects are
located.
Characteristics
Description
Unique labels that are used to designate each value of the
scale. All scales possess description.\
Order
The relative sizes or positions of the descriptors. Order is
denoted by descriptors such as greater than, less than, and equal
to.
Characteristics
Distance
The characteristics of distance means that absolute differences
between the scale descriptors are known and may be expressed in
units.
Origin
The origin characteristic means that the scale has unique or
fixed beginning.
Primary scales of measurement
Nominal scale
A scale whose number serve only labels to identify and classify
the objects.
Example
What is your hair colour
Brown
Black
Blonde
Gray
other
Ordinal scale
A ranking scale in which number are assigned to objects to
indicate the relative extent to which some characteristics is
possessed.
Example
A fast food home delivery shop may wish to ask its customers
How would you rate the service of our staff
1.Excellent 2.very good 3.good 4.poor 5.worst
Interval scale
A scale in which numbers are used to rate objects.
Ratio scale
Ratio scale possesses all the properties of nominal, ordinal and
interval scale and in addition an absolute zero point.
Scaling Techniques
Non-comparative scales
Comparative Scales
Q-Sort
Paired comparison
Rank order
Constant Sum
Continuous rating scales
Itemized rating scales
Stapel
Likert
Semantic differential
Comparative Scaling Techniques
Paired comparison
A respondent is presented with two objects at the time and asked
to select one object in the paired according to some criterion.
Date obtained are ordinal in nature.
Rank order scaling
Respondents are presented with several objects simultaneously
and asked to order or rank them according to some criterion.
Brand
Pepsi
Coca-cola
Sprite
Thumpsup
fanta
Rank order
Constant sum scaling
Respondents are required to allocate a constant sum of unit such
as points, dollars, chits, stickers, or chips among a set of
stimulus objects with respect to some criterion.
Example
Please allocate 100 points on how you spend your income
essentials
Education
Entertainment
Others
Q- Sort
It uses a rank order procedure to sort objects based on
similarity with respect to some criterion.
Non comparative
Continuous rating scale
Graphic rating scale
Respondents rate objects by placing a mark at the appropriate
position on a line that runs from one extreme of the criterion
variable to another.
Itemized rating scale
A measurement scale having numbers or brief descriptions
associated with each category.
Likert
Semantic differential
Stapel
Likert
A measurement scale with five response categories ranging from
strongly disagree, to Strongly agree.
Semantic differential
It is a seven points rating scale with endpoints associated with
bipolar labels that have semantic meaning.
Stapel
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.
Scale decisions
Number of scale categories to use
Several factors should be taken into account in deciding on the
number of categories.
Balanced versus Unbalanced scale
A scale with an equal number of favorable and unfavorable
categories.
Balanced Scale
How did you find the movie NH-10
Extremely good
Very good
Good
Bad
Very bad
Extremely bad
Unbalanced Scale
How did you find the movie NH-10
Extremely good
Very good
Good
Somewhat good
Bad
Very bad
