1
By the name of ALLAH Almighty
“Taught man that which he knew not”
2
Measurement , Ranking and Rating ScalesAn Over View
Tahir MahmoodLecturer
Department of StatisticsUniversity of Sargodha
Scale :
Measurement Scale
Nominal scale Ordinal scale Interval scale Ratio scale
Rating Scales
Dichromous scale (yes, no) Category scale Likert scale(1,2,3----------) Numerical scale Semantic differential scale Itemized rating scale Fixed or constant sum rating scale Stapel scale Graphic rating scale Consensus scale Other scales (multidimensional scale)
Paired comparison Forced choice Comparative scales
Ranking scales
Click`
Click
Click
P.S.M
Click
O.K
4
Definitions
Dichotomous scale;The dichotomous scale is used to elicit a yes or no answer, as in the exampleBelow. Note that a nominal scale is used to elicit the response.Example; do you own a car? Yes No
Category scale;The category scale uses multiple items to elicit a single response as per the example. This also uses the nominal scale.Example; where in northern California do you reside?North Bay, south Bay, East Bay, Peninsula, Other
Likert scale;The Likert scale is designed to examine how strongly subjects agree or disagreewith statement on a 5-point scale with the following anchors:
Strongly disagree Disagree Neither Agree or Nor Disagree Agree Strongly Agree
1 2 3 4 5 This is also an interval scale and differences in the response between any two points on the scale remain the same
Click
Click
Click
5
Semantic Differential Scale; Several bipolar attributes are identified at extremes of the scale and respondents are asked to indicate their attitude, on what may be called a semantic scale. This is treated as interval scale.
Example; Responsive --------------------- Unresponsive Beautiful --------------------- Ugly
Numerical scale; The numerical is similar to the semantic scale, with the difference that numbers on a 5-point or 7-points scale are provided. This is also an interval scale.
Example; How please are you with your new real estate agent? extremely pleased 7 6 5 4 3 2 1 extremely displeased
Itemized rating scale; A 5-point or 7-point scale with anchors, as needed, is provided for each item and the respondent states the appropriates number on the side of each item, as per the examples that follow. The response to the items are then summated. This use an interval scale.
Click
Click
Click
Example; Very unlikely unlikely Neither likely or Nor unlikely likely very likely
1 32 54
6
Fixed or constant sum scale; the respondent are here asked to distribute a given no. Of points across various items as per the example below. This is more in thenature of Ordinal scale.Example; in choosing a toilet soap, indicate the importance you attach to each of the aspects by allotting points for each to total 100 in all.
Stapel scale; this scale simultaneously measures both direction and intensity of the attitude toward the items under study. the characteristic of interest to the study is placed at the center and a numerical scale, say, from +3 to -3, on either side of the item. Since this does not has an absolute zero point, this an interval scale.
Click
Click
7
Graphic Rating Scale; a graphical representation helps the respondent to indicate on this scale their answers to a particular question by placing a mark at the appropriate pointon the line as in the following example. This is an ordinal scale, though the following example might appear to make it look like an interval scaleExample; on a scale of 1 to 10 how would you rate your supervisor?
Excellent all right very bad 10 5 1
Consensus scale; are also developed by consensus, where a panel of judges select certain items, which in its view measure the relevant concept.
Other scales; there are also some advanced scaling methods such as multidimensional Scaling, where objects, people, or both, are visually scaled, and a conjoint analysis is performed.
Click
Click
Click
Click
8
2-Question in a paper is: i.True ii.False
1- An electronic switch is: i. On ii. Off
3- A specific product is: i.Good ii.Defective
Click
Examples:
9
Click
Examples:
1- Intermediate education: i. F.A ii. ICS iii. FSc
2- Tea brand : i. Lipton ii. Supreme iii. Tpal
3- Mobile : i.Nokia ii. Sumsung iii. Q Moble
10
Strongly disagree Disagree Neither Agree or Nor Disagree Agree Strongly Agree1 2 3 4 5
Click
Examples:
1. Chen one is an attractive store :
2. Chen one have an attractive price :
Strongly disagree Strongly agreeDisagree AgreeNeither Agree or Nor Disagree
1 2 3 4 5
Click Click
More..
Nominal, Ordinal, Interval, and Ratio Scales Provide Different Information
3 12
12
Click
Service is discourteous ……………… Service is courteous
Location is convenient ……………… Location is inconvenient
Hours are inconvenient ……………… Hours are convenient
Loan interest rates ……………… Loan interest rates are high are low
Examples:
13
Click
Service is discourteous 1…2…3…4…5…6…7 Service is courteous
Location is convenient 1…2…3…4…5…6…7 Location is inconvenient
Hours are inconvenient 1…2…3…4…5…6…7 Hours are convenient
Loan interest rates 1…2…3…4…5…6…7 Loan interest rates
are high are low
Examples:
14
In the restaurant example, the participant distributes 100 points among four categories to indicate the relative importance of each attribute: _____ Food Quality
_____ Atmosphere _____ Service _____ Price
100 TOTAL
Click
Example:
Examples Of Category (Itemized) Rating Scales
1. Balanced, forced-choice, odd-interval scale focusing on an attitude toward a specific attribute(1) How do you like the taste of Classic Coke?___ ___ ___ ___ ___Like It Like it Neither Like Dislike It StronglyVery Much Nor Dislike It Dislike It
2. Balanced, forced-choice, even-interval scale focusing on an overall attitude(2) Overall, how would you rate Ultra Brite Toothpaste?___ ___ ___ ___ ___ ___Extremely Very Somewhat Somewhat Very Extremely
Good Good Good Bad Bad Bad
Click
16
Click
Nokia : Mobile Reliability
Dew : cold drink flavor
31 2
1-3
-1
-2 -1
-2-3
2 3
Examples:
17
Click
1- Mostly behave of friends with you :
2- Semester system satisfying you :
Examples:
1 5 10
18
Click
The decision chooses a number from one to five to signal their degree of support. These numbers signal roughly the following:
1: Yes. Let's do it.2: OK. It's good enough.3: Maybe. I have questions.4: Wait. Can we change it?5: No. Let's do something else.
Example:
19
Number of Dimensions Measurement scales are either uni dimensional or multidimensional With aone-dimensional scale , only one attribute of the participant or object is measured.One measure of an actor’s star power is his or her ability to “carry” a movie. It is a single dimension.By combining multiple dimensions into a single measure, an agent may place clients along a linear continuum of “star power.” A multidimensional scalerecognizes that an object might be better described with several dimensions than on a one-dimensional continuum.
The actor’s star power variable might be better expressed by three distinct dimensions—ticket sales for last three movies, speed of attracting financial re-sources, and column-inch/amount-of-TV coverage of the last three films
Click Click
More..
20
Click
Description - Paired comparison scales ask a respondent to pick one of two objects from a set based upon a given criterion
Example - Which brand do you prefer? ___ Coca-Cola ___ Pepsi ___ Dr. Pepper ___ Pepsi___ Coca-Cola ___ Seven-Up___ Dr. Pepper ___ Seven-Up
Example:
21
Click
•Scaling Defined:
• The term scaling refers to procedures for attempting to determine quantitative measures of subjective and sometimes abstract concepts. It is defined as a procedure for the assignment of numbers to a property of objects in order to impart some of the characteristics of numbers to the properties in question.
Click
More..
22
Click
• Measurement• Process of assigning numbers or labels to
things in accordance with specific rules to represent quantities or qualities of attributes.
• Rule: A guide, method, or command that tells a researcher what to do.• Scale: A set of symbols or numbers constructed to
be assigned by a rule to the individuals (or their behaviors or attitudes) to whom the scale is applied.
23
Head Size
Inches Cm.
21 53
21 –1/2 54
21 –5/8 55
22 – 1/8 56
22 – 1/2 57
23 58
23 – 3/8 59
23 –3/4 60
24 61
24 –1/2 62
25 63
Hat Size
6 – 5/8 XS
6 –3/4S
6 – 7/8
7M
7 –1/8
7 –1/4L
7 – 3/8
7 –1/2XL
7 – 5/8
7 –3/4XXL
7 –7/8
Hair Color
Black
Blond
Brown
Grey
Red
White
Code
1
2
3
4
5
6
Code
1
2
3
4
5
6
Click
Scale Basic Characteristics
Common Examples
Marketing Examples
Permissible Statistics Descriptive Inferential
Nominal Numbers identify & classify objects
Social Security nos., numbering of football players
Brand nos., store types
Percentages, mode
Chi-square, binomial test
Ordinal Nos. indicate the relative positions of objects but not the magnitude of differences between them
Quality rankings, rankings of teams in a tournament
Preference rankings, market position, social class
Percentile, median
Rank-order correlation, Friedman ANOVA
Interval Differences between objects can be compared, zero point is arbitrary
Temperature (Fahrenheit, Celsius)
Attitudes, opinions, index nos.
Range, mean, standard deviation
Product-moment correlation, t tests, regression
Ratio Zero point is fixed, ratios of scale values can be compared
Length, weight
Age, sales, income, costs
Geometric mean, harmonic mean
Coefficient of variation
Primary Scales of Measurement
25
Click
Example:
26
Click
What sources did you use when designing your new home? Please check all that apply.
Online planning services Magazines Independent contractor/builder Designer Architect Other (specify:_____________)
Click
More..
27
What newspaper do you read most often for financial news? East City Gazette West City Tribune Regional newspaper National newspaper Other (specify:_____________)
Multiple-Choice, Single-Response Scale
Example:
Click
28
THANK YOU…
29