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Primary andSecondary data
MeasurementScales and Tools
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Questionnaire
Concept of Questionnaire
Questionnaire is a written words which
contains a set of questions pertaining to
research problems
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Features of questionnaire
It is document which has a set ofquestions required for answering theresearch objective.
It is structured and planned to obtainedthe responses of the targeted stake
holders of the research. It is scientific tool that helps the
researcher to gathering the required dataor information to answer the researchobjective or accomplish the purpose of
research. It always addresses a specific issues in theopinion of specific group of peopletargeted for research.
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harder to score but get richerinformation
offer two either/or responses(true/false; yes/no; for/against etc.)
among the stated variables therespondents are asked to select one or morethan one responses among the stated variables
gather range of values
(strongly disagree, somewhat disagree, neutral,somewhat agree, strongly agree) normally calledas semantic scales or Likert type scales
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Good Features of Questionnaire
Plan a user-friendly format
Gather demographic dataage, gender, etc., when and
to what extent necessary.
Guarantee anonymity and avoid vagueness
Ensure easy tabulation
Ask well-phrased and unambiguous questions that can
be easily recognized, understandable and answerable
questions.
Develop for completenessget all the data required Pilot test the instrumentto see the convenience and
agreeableness of all the respondents who are targeted
to survey to obtain the required set of information.
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Measurement in Research
Consists of assigning numbers to empiricalevents in compliance with a set rules
It is as three part process
Selecting observable empirical events Developing a set of mapping rules a scheme of
assigning numbers or symbols to represent aspectsof the events being measured.
Applying mapping rules to each observation of thatevent
To provide highest quality, lowest error datafor testing hypothesis.
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What is measured?
Variables in research classified asobjects or as properties
Objects things ordinary experience
Properties Characteristics of Object.
In research measuring properties are importantthan objects
What are measured are indicators ofproperties.
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Characteristics of Measurement Tool should be accurate counter or indicator of
what to we are interested in measuring Easy and efficient Three major criteria for evaluate a
measurement are1. Validity:
Refers to extract t which a test measures which we actuallywish to measure
2. Reliability:Accuracy and precision of a measurement procedure (free
from error)Stability, equivalence, internal consistency consistent result
3. Practicability: Concerned with a wide range of facts ofeconomy, convenience and interpretability
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Measurement scales Scales is a procedure for the assignment of
numbers or other symbols to a property ofobjects in order to impart some of thecharacteristics of numbers to the properties inquestion A thermometer Durability of paint (applying pressure on brush and
scrubbing)
Selection or construction of scale ofmeasurement requires decisions in the keyareas
1. Objective of the study2. Response form3. Degree of preference4. Data properties5. Number of Dimensions6. Scale construction
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Researcher uses the respondents asjudges of the objects and for studying
the properties
Response Form: Measurement scalesare of three types
Rating: without comparison with other objectsRanking: Comparison among two or moreobjects
Categorization: response in categories or in
groups (ethnic groups)
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Rating Scales
Used to judge properties of objects without
reference to other similar objects. These ratingsmay be such forms as like-dislike, approve-indifferent-disapprove, or other classificationsusing even more categories
Number of scale points
Alternative scales Simple category or dichotomous scale Multiple choice single response scale Multiple choice multiple response scale Likert scale Semantic differential scale Numerical scale Multiple rating list scale Fixed sum scale Staple scale Graphic rating scale
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I plan to purchase a car in the next 12 months
Yes
No
Simple Category Scale (dichotomous)
Multiple Choice single response scale
What news paper do you read most often for financial news
Economic Times Financial Express Regional News paper National News paper Other (Specify: __________ )
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Multiple Choice multiple response scale
Check any of the sources you consulted when designing your new home
On line planning services Magazines Independent contractor / builder Developers models / plans Designer Architecture
Other (Specify: __________ )
Likert scale summated rating
The internet is superior to traditional libraries for comprehensive searches
Strongly Agree Neither Agree Disagree Strongly
Agree nor disagree disagree
(5) (4) (3) (2) (1)
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Numerical scale
Extremely 5 4 3 2 1 ExtremelyFavorable unfavorable
Employees cooperation in teams______Employees Knowledge of task _______
Employees planning effectiveness______
Semantic differential scale
Lands End Catalog
Fast ______:______:______:______:______:Slow
High Quality_____:_____:_____:_____:_____:_____: Low Quality
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Multiple rating list scale
Please indicate how important or unimportant each service characteristic is
Important unimportant
Fast reliable repair 7 6 5 4 3 2 1
Service at my location 7 6 5 4 3 2 1
Maintenance by manufacturer 7 6 5 4 3 2 1
Knowledgeable technicians 7 6 5 4 3 2 1Notification of upgrades 7 6 5 4 3 2 1
Service contract after warranty 7 6 5 4 3 2 1
Fixed sum scale
Taking all the supplier characteristics weve just discussed and now considering
cost, what is their relative importance to you (dividing 100 units between)
Being one of the lowest cost suppliers
All other aspects of supplier performance
sum 100
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Staple scale
(Company Name)
+5 +5 +5
+4 +4 +4
+3 +3 +3
+2 +2 +2
+1 +1 +1
Technology Exciting world-Class
Leader Products Reputation
-1 -1 -1
-2 -2 -2
-3 -3 -3
-4 -4 -4
-5 -5 -5
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Graphic Rating scale
How likely are you to recommend Complete Care to others? (Place an X at the
position along the line that best reflects your judgment)
Very likely Very Unlikely
(alternative with graphic)
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Ranking Scale
The respondents directly compares twoor more objects and makes choicesamong them. The respondents areassured to select one as the best or themost preferred
a) Paired comparison scale: Respondentsexpress attitudes unambiguously bychoosing between objects
b) Forced ranking scale: Attributes are rankedrelative to each other
c) comparative scale: Ideal when respondentsare familiar with the standard.
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Paired-comparison scaleFor each pair of small cars listed, place acheck beside the one you would most prefer if
you had to choose between the two
Maruti Santro
Indica Maruti
Reva Maruti
Indica Santro
Reva Santro
Indica Reva
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Forced Ranking Scale
Rank the radar detection features in
your order of preference. Place thenumber 1 next to the most preferred, 2by the second choice, and so forth
User programmingCordless capability
Small sizeLong-range warningMinimal false alarms
Compared to your previous mutualfunds performance, the new one is
Superior About the Same Inferior--- --- --- --- ---1 2 3 4 5
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Measurement Scale Construction
a) Arbitrary Scaling (components)
b) Consensus Scaling (items are selectinga panel of judges and then evaluated)
c) Item Analysis: Is a procedure forevaluating an item based on how well itdiscriminates between those personswhose total score is high and thosewhere total score is low. It is summatedby summated scale or Likert Scale.
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SD Scale for Analyzing Candidates foran Industry Leadership Position
(E) Sociable 7 ---- ---- ---- ---- ---- -- ---- 1 Unsociable
(P) Week 1 ---- ---- ---- ---- ---- -- ---- 7 Strong
(A) Active 7 ---- ---- ---- ---- ---- -- ---- 1 Passive
(E) Progressive 7 ---- ---- ---- ---- ---- -- ---- 1 Aggressive
(P) yielding 1 ---- ---- ---- ---- ---- -- ---- 7 Tenacious
(A) Slow 1 ---- ---- ---- ---- ---- -- ---- 7 Fast
(E) True 7 ---- ---- ---- ---- ---- -- ---- 1 False
(P) Heavy 7 ---- ---- ---- ---- ---- -- ---- 1 Light
(A) Hot 7 ---- ---- ---- ---- ---- -- ---- 1 Cold
(E) unsuccessful 1 ---- ---- ---- ---- ---- -- ---- 7 successful
Analyze (candidate) for current Position
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Secondary data
information that has previously been
gathered by someone other than the
researcher and/or for some other purpose
than the research project at hand
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Library books, journals, newspapers, CD-roms, directories.
Internet on-line computer searches e.g. Databases, periodicals (Emerald) and newsletters,demographic data (GIS). (URLs and Searchengines)
Trade associations and societies (also available
on internet). Census also government data on internet Published company accounts
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Advantagesof Secondary Data
Obtained quickly (compared to primary datagathering)
Inexpensive (compared to primary datagathering)
Usually available Enhances existing primary data
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Disadvantages of Secondary Data
Mismatch of the units of measurement
Need daily data yet only monthly available, need incomes of
$75,000 and over only available $50,000 and over
Differing class definitions usedNeed users in
between heavy, medium or light users
Timeliness (how current is the secondary data)
Lack of information needed to assess the
credibility of the reported data (next slide)