Measurement and Scaling Techniques
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The document discusses measurement and scaling techniques, defining measurement as the assignment of numbers to objects or events according to rules. It describes four types of measurement scales: nominal, ordinal, interval, and ratio scales, detailing their characteristics and applications. Additionally, it outlines criteria for good measurement, including reliability, validity, and sensitivity, as well as techniques for measuring attitudes.
Measurement and Scaling Techniques
- 2. What is measurement? Measurement is the assignment of numbers to objects or events according to rules. Measurement is the systemic assignment of number to a set of observations to reflect the status of each number of the set in terms of the variable property. Measurement may be viewed as a procedure in which one assigns numerical numbers or other symbols, to empirical properties according to rules. By measurement we mean the process of assigning numbers to objects or observations, the level of measurement being a function of the rules under which the numbers are assigned.
- 3. Types of Measurement Scale There are four types of measurement scale: 1. Nominal Scale 2. Ordinal Scale 3. Interval scale 4. Ratio Scale
- 4. Nominal Scale A scale in which the numbers or letters assigned to objects serve as labels for identification or classification. The number 10 in Barcelona Football club represents…….. The number 2 in Bangladesh cricket team represents………
- 5. Ordinal Scale A scale that arranges objects or alternatives according to their magnitudes. A typical ordinal scale in business research asks respondents to rate career opportunities, brands, companies or the like as excellent, good, fair, or poor. Researchers know excellent is higher than good but they do not know by how much.
- 6. Interval scale A scale that not only arranges objects or alternatives according to their magnitudes but also distinguishes this ordered arrangement in units of equal interval. If a temperature is 80, it can not be said that it is twice as hot as 40. the reason for this is that 0 does not represent the lack of temperature, but a relative point on the Fahrenheit scale, only that the interval distance is double time greater.
- 7. Ratio Scale A scale having absolute rather than relative quantities and possessing an absolute zero, where there is an absence of a given attribute. A person has zero ounces of gold, we understand the zero value for weight. In the measurement of temperature , the Kelvin scale (a ratio scale) begins at absolute zero, a point that corresponds to -273.16 on the Celsius scale (an interval scale).
- 8. Three criteria for good measurement 1. Reliability 2. Validity 3. Sensitivity
- 9. Reliability The degree to which measures are free from error and therefore yield consistent results. Test of Reliability: Test retest method: The administering of the same scale or measure to the same respondents at two separate points in time in order to test for reliability. Split-half method: A method of measuring the degree of internal consistency by checking one half of the results of a set of scaled items against the other half. Equivalent form method: In the equivalent form method two alternative instruments are designed to be as equivalent as possible. Each of the two measurement scales is administered to the same group of subjects. If there is high correlation between the two forms, the researcher concludes that the scale is reliable.
- 10. Validity The ability of a scale or measuring instrument to measures what it is intended to measure. Test of Validity: Face (Content) Validity: Professional agreement that a scale logically appears to accurately measure what it is intended to measure. Criterion Validity: The ability of some measure to correlate with other measures of the same construct
- 11. Sensitivity A measurement instrument’s ability to accurately measure variability in stimuli or responses. Example: Agree or disagree another on Strongly Agree, mildly agree, neutral, disagree, mildly disagree, strongly disagree.
- 12. Attitude Measurement An enduring disposition to consistently respond in a given manner to various aspects of the world. It composed of affective, cognitive, and behavioral components. The affective component reflects an individual’s general feeling or emotions towards an object. The cognitive component represents one’s awareness of and knowledge about an object. Behavioral component includes behavioral expectation and intention. Rahim loves working at Square. He believes it’s clean, conveniently located, and has the best wages in the town.
- 13. Attitude as a Hypothetical Construct Hypothetical Construct: A variable that is not directly observable but is measured through indirect indicators, such as verbal expression or overt behavior.
- 14. Techniques for Measuring Attitude Ranking: A measurement task that requires that the respondents rank order a small of activities, events, or objects on the basis of overall preference or some characteristics of the stimuli. Rating: A measurement task that requires the respondent to estimate the magnitude of a characteristic or quality that an object possesses. Sorting: A measurement that presents a respondent with several concepts printed on cards and requires the respondent to arrange the cards into a number of piles to classify the concept.
- 15. Attitude Rating Scale Likert Summated Scale: A measure of attitudes designed to allow respondents to indicate how strongly they agree or disagree with carefully constructed statements that range from very positive to very negative toward an attitudinal object. Mergers and acquisitions provide a faster means of growth than internal expansion. Strongly Agree Disagree Uncertain Agree Strongly Agree
- 16. Social Distance Scale A technique for measuring the willingness of people to participate in social relations with other kinds of people. Let’s say we are interested in the extent to which U.S Christians are willing to associate with , say, Muslims. We might ask the following question: 1. Are you willing to live in the same country as Muslim? 2. Are you willing to live in the same community as Muslim? 3. Are you willing to live in the same neighborhood as Muslim? 4. Are you willing to live in next door to a Muslim? 5. Are you willing to let your child marry a Muslim?
- 17. Thurstone Equal Appearing Interval Scale The concept that attitudes a vary along continua and should be measured accordingly. Construction of a Thurstone Scale is a rather complex process that requires two stages. The first stage is a ranking operation, performed by judges, who assign scale values to attitudinal statements. The second stage consists of asking subjects to respond to the attitudinal statement.
- 18. "Best Possible Life" 10 9 8 7 6 5 4 3 2 1 0 "Worst Possible Life"
- 19. Semantic Differential An attitude measure consisting of a series of seven point bipolar rating scales allowing response to a concept.