Measurement and Scaling

By: Jyoti Sikka, S.S.C.B.S.

Types of Scales
Nominal= assignment Ordinal = nominal + ranking Interval= ordinal + distance Ratio = interval + origin

Nominal Scale
Purpose- numbers/options as labels for identification and classification of objects Result- internally homogeneous and collectively exhaustive categories Analysis- frequency, percentages Feature- reversing still valid Feature- least informative Examples Gender; user non-user; football players; roll numbers; retail stores

Ordinal Scale
On the basis of one characteristic at a time rank order Direction of preference or rank not degree/magnitude of preference > < judgments

Interval Scale
Magnitude of difference Numerically equal distances on the scale representing equal values in the characteristic being measured Arbitrary not fixed 0

Ratio Scale
Unique 0 point Absolute data Examples How old are you? How many times in the last week you visited the store?

Difference: Interval and Ratio

Interval
No 0 absolute Categorical Cant say twice or how many times Temperature Conversion not stable

Ratio
0 absolute and origin Absolute value Can say how many times as origin Out of 100 Conversion same

Summary
NO

Q: order ?
YES Q : Consistent difference? NO

Nominal Scale

Ordinal Scale NO

Q : Absolute Zero? YES

Interval Scale

Ratio Scale

Scaling Techniques
Itemized rating scales
Likert scale Semantic differential scale Staple scale

Itemized rating scale

Scale has number or brief description associated with each category Categories ordered in terms of scale position Respondent select the category that best describes the object being rated Widely used

Itemized rating scale

Form- Graphic, Verbal or Numeric

Likert Scale- By Rensis Likert

Widely used Respondent indicate a degree of agreement or disagreement in each of a series of statements about the stimulus object Typically 5 response categories- 1 to 5 Each statement a numerical score Analysis- profile and summated

Likert Scale- Example

Semantic Differential Scale

7 point rating scale with end points associated with bipolar labels/adjectives/antonyms Respondent marks the blank that best indicates how they describe the object being rated Profile analysis, image analysis, compare two companies or stores Ladder or snake-chart

Semantic Differential- Example

Perceptual mapping- using Semantic Differential Scale

A A

B B

A B A B

Staple Scale
Uni-polar rating scale with 10 categories numbered -5 to +5 without neutral point Presented vertically Respondent asked to indicate how accurately or inaccurately each term describes the object by selecting the appropriate numerical response category The higher the number, the more accurately the term describes the object

Staple Scale- Example

+5 +4 +3 +2 +1 HIGH QUALITY -1 -2 -3 -4X -5 +5 +4 +3 +2X +1 POOR SERVICE -1 -2 -3 -4 -5

Considerations while scaling

Number of categories Balanced vs. unbalanced Odd/ even no. of categories Verbal description Physical form

Questions?