Scaling techniques (unit iv) shradha
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There are four primary types of measurement scales: nominal, ordinal, interval, and ratio. Nominal scales assign numbers or symbols to objects for identification purposes only, while ordinal scales indicate relative position or rank. Interval scales represent equal distances between scale values, and ratio scales allow for meaningful comparisons using ratios. Common scaling techniques include paired comparisons, rank ordering, constant sum, and various rating scales like Likert scales that assign values along a range of agreement levels. Non-comparative techniques involve direct ratings on continuous or itemized scales to measure attributes or characteristics of objects.
Scaling techniques (unit iv) shradha
- 2. Basic Terms Measurement – assigning numbers or other symbols to characteristics of objects according to certain pre – specified rules. Scaling – It is an extension of measurement, as to continuum upon which measured objects are located.
- 3. Characteristics of a scale 1) Description – it is the first characteristics of a scaled data. It is a unique label or descriptor used to designate each value of the scale. E.g 1 = strongly agree , 2= disagree , 3= neutral, 4 = agree, 5 = strongly agree 2) Order – relative size or position of the descriptor. E.g Less than , more than , in front of, etc. 3) Distance – the absolute difference between the scale descriptors are known. A person with Rs.11,000 income has 10% more income than a person with income of Rs.10,000 4) Origin – It is a character with unique or fixed beginning.eg a scale measuring income of family with value as zero, will mean no income hence is a fixed starting point for all data.
- 4. PRIMARY SCALES There are 4 types of primary scales:- 1) Nominal – it is a figurative labeling schme in which the numbers serve only as labels or tags to identify and classify objects. 2) Ordinal – this indicates the relative position, not the magnitude of the difference between the objects. It can understood as giving ranks to a set of values. 3) Interval – a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distance in the characteristics. 4) Ratio - the highest scale. It allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences. It is also meaningful to conpute ratios of scale values.
- 5. Primary Scales of Measurement 4 81 9 Nominal Numbers Assigned to Runners Ordinal Rank Order of Winners Third Place Second Place First Place Interval Performance Rating on a 0 to 10 Scale 8.2 9.1 9.6 Ratio Time to Finish in Seconds 15.2 14.1 13.4
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- 10. Paired Comparison Techniques It is a comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion. The data obtained are ordinal in nature. For n brands in data there are n(n-1) paired comparisons are required to include all possible comparisons.
- 12. Rank order scaling It is a comparative scaling technique in which the respondents are presented the several objects simultaneously and asked to order or rank them according to some criterion.
- 13. Merits of Rank order scaling It is commonly used to measure preferences of brand and attributes. Respondents easily understand the instructions for ranking. Demerit - the major disadvantage of this technique is that it produces only ordinal data
- 15. Constant Sum Scaling A comparative scaling technique in which respondents are require to allocate a constant sum of units such as points, money, sweets etc, among a set of stimulus objects with respect to some criterion.
- 17. Other Comparative scaling techniques Q- Sort A comparative scaling technique which uses a rank order procedure to sort objects based on similarity with respect to some criterion. Magnitude Estimation Numbers are assigned to the objects such that the ration between the number reflects the ration on specified criterion. To name, Scalogram analysis is also one of the comparative scaling technique.
- 19. Non – Comparative Scaling Techniques There are two types of Non – comparative scaling techniques:- 1) Continuous Rating scale 2) Itemized Rating Scale – this is further categorized in 3 parts:- Likert scale Semantic scale Stapel scale
- 20. Continuous Rating Scale Also known as graphic rating scale, this measurement scale has the respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to another. e.g. version 1)The worst - - - - - - - - - - - - - -X- - - - - - - - - - the best 2)The worst - - - - - X - - - - - - - - - -- - - - - - - - - - the best 20 40 60 80 100 3) the worst - - - - - - - - - - - - - - - - - - - - - - - -the best very bad neutral very good
- 21. Itemized Rating Scale A measurement scale having numbers or brief descriptions associated with each category. It is also called as POINT SCALE. It is of further three types:- Likert Scale Semantic Differential Scale Stapel Scale
- 22. Likert Scale A measurement scale with five response categories ranging from “strongly disagree” to “strongly agree”, which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus objects. It is also called a 5 - point scale with 5 – strongly disagree 4 – disagree 3 – neutral (neither disagree nor agree) 2 – agree 1- strongly agree
- 23. Description Strongly disagree Dis- agree Neutral Agree Strongly agree Reliance mart sells high quality merchandise 1 2X 3 4 5 It has poor in – store service 1 2X 3 4 5 U like to shop there 1 2 3X 4 5 Credit policies are terrible 1 2 3 4X 5 Advertisements are not appealing 1 2 3 4 5X It charges fair prices 1 2 3 4X 5
- 24. Semantic Differential Scale This is a 7 – point scale with end points associated with bi polar labels (like dominating – submissive, young – mature, formal – informal etc) that have semantic meaning.
- 25. Example of Semantic:-to measure what reliance mart mean to you by having you judge them on a series of descriptive scales bounded at each end by one of the two bi polar adjectives. Powerful :-:-:-:-:-:x:-: weak Unreliable :-:-: x :-:-:-:-: reliable Modern :-:-: x :-:-:-:-: old – fashioned Cold :-:-:-:-:-:-: x : warm Careful :-: x :-:-:-:-:-: careless
- 26. Stapel Scale A scale for measuring attitudes that consists of a single adjective in the middle of an even – numbered range of values, from -5 to +5, without a neutral point(zero). This scale is usually presented vertically
- 27. Select a plus number for the phrase (high quality, poor service) if they are accurate. The more accuracy means the higher number on positive side. +5 +4 +3 +2 +1 High Quality -1 -2X -3 -4 -5 +5 +4 +3 +2X +1 Poor Service -1 -2 -3 -4 -5