attitude measurement and scaling

Course:B.COm
Subject: Foundation of Research
Unit:2.4
Wednesday, April 19, 2017 1Prepared By : Prof.Devrshi Upadhayay

CHAPTER-7
ATTITUDE MEASUREMENT AND SCALING
Wednesday, April 19, 2017 2Prepared By : Prof.Devrshi Upadhayay

Meaning of Measurement and Scaling
• Measurement: The term ‘measurement’ means
assigning numbers or some other symbols to the
characteristics of certain objects. When numbers are
used, the researcher must have a rule for assigning a
number to an observation in a way that provides an
accurate description.
• Scaling: Scaling is an extension of measurement.
Scaling involves creating a continuum on which
measurements on objects are located.
Wednesday, April 19, 2017 1.3Prepared By : Prof.Devrshi Upadhayay

Types of Measurement Scale
Nominal scale: This is the lowest level of measurement. Here, numbers
are assigned for the purpose of identification of the objects. Any object
which is assigned a higher number is in no way superior to the one which
is assigned a lower number.
Example:
• Are you married?
(a) Yes (b) No
• Married person may be assigned a no. 1.
• Unmarried person may be assigned a no. 2.
The assigned numbers cannot be added, subtracted, multiplied or
divided. The only arithmetic operations that can be carried out are the
count of each category. Therefore, a frequency distribution table can
be prepared for the nominal scale variables and mode of the
distribution can be worked out.

Ordinal scale: This is the next higher level of
measurement. One of the limitations of the nominal
scale measurements is that we cannot say whether the
assigned number to an object is higher or lower than
the one assigned to another option. The ordinal scale
measurement takes care of this limitation. An ordinal
scale measurement tells whether an object has more or
less of characteristics than some other objects.

Example:
Rank the following attributes while choosing a restaurant for dinner.
The most important attribute may be ranked one, the next important
may be assigned a rank of 2 and so on.
In the ordinal scale, the assigned
ranks cannot be added, multiplied,
subtracted or
divided. One can compute
median, percentiles and quartiles
of the distribution. The other
major statistical analysis which can
be carried out is the rank order
correlation coefficient, sign test.

Interval scale: The interval scale measurement is the next higher level of
measurement.
• It takes care of the limitation of the ordinal scale measurement
where the difference between the score on the ordinal scale does
not have any meaningful interpretation.
• In the interval scale the difference of the score on the scale has
meaningful interpretation.
• It is assumed that the respondent is able to answer the questions on
a continuum scale.
• The mathematical form of the data on the interval scale may be
written as
Y = a + b X where a ≠ 0
• Ratio of the score on this scale does not have a meaningful
interpretation.

Example:
The numbers on this scale can be added, subtracted,
multiplied or divided. One can compute arithmetic
mean, standard deviation, correlation coefficient and
conduct a t-test, Z-test, regression analysis and factor
analysis.

Ratio scale: This is the highest level of measurement and takes care
of the limitations of the interval scale measurement, where the
ratio of the measurements on the scale does not have a meaningful
interpretation.
• The mathematical form of the ratio scale data is given by Y = b X.
• In ratio scale, there is a natural zero (origin).
Example:
How many chemist shops are there in your locality?
How many students are there in the MBA programme at IIFT?
• All mathematical and statistical operations can be carried out
using the ratio scale data.

Definition of Attitude
• An attitude is viewed as an enduring disposition
(Character) to respond consistently in a given
manner to various aspects of the world, including
persons, events and objects.
Components of Attitude:
• Cognitive component
• Affective component
• Intention or action component

Classification of Scales
• Comparative scales – In comparative scales it is assumed that respondents
make use of a standard frame of reference before answering the question.
Example:-

Graphic Rating Scale – This is a continuous scale and the
respondent is asked to tick his preference on a graph.
Examples:
Non-comparative scale
Graphic rating scale Itemized rating scale

Please put a tick mark (•) on the following line to indicate your
preference for fast food.
Alternative Presentation of Graphic Rating Scale –
Please indicate how much do you like fast food by pointing to the face
that best shows your attitude and taste. If you do not prefer it at all, you
would point to face one. In case you prefer it the most, you would point
to face seven.

Example of a Likert Scale:

Criteria for good measurement
Validity
The validity of a scale refers to the question whether we are measuring what
we want to measure.
Different ways to measure Validity
• Content validity
• Concurrent validity
• Predictive validity
Sensitivity
Sensitivity refers to an instrument’s ability to accurately measure the
variability in a concept.

• Prepared By : Prof.Devrshi Upadhayay
• 9724256662
Wednesday, April 19, 2017 Prepared By : Prof.Devrshi Upadhayay 1.16

attitude measurement and scaling

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