Module 6

MEASUREMENT AND
SCALING
Activity 1
 Design a questionnaire with 10 questions
 3 Demographics factors
 3 Socio economic factors
 4 Feedback/Preference/Expections
Content
1. Measurement and Scaling: Meaning
2. Properties of Scales and Measurement Scales on the
basis of the scale characteristics they possess (Nominal
Scale, Ordinal Scale, Interval Scale, Ratio Scale)
3. Types of Scales / Scaling Techniques - Comparative
Scaling Techniques and Non Comparative Scaling
Techniques
Introduction
 Introduction to measurement and scaling

 [Link]
Measurement & 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.
Types of Measurement Scale:

Nominal Scale

Ordinal Scale

Interval Scale

Ratio Scale
 Nominal Scale:
 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.

 Assigned numbers cannot be added, subtracted, multiplied or

divided. The only arithmetic operations that can be carried out
are the count of each category.
 A frequency distribution table can be prepared for the nominal
scale variables and mode of the distribution can be worked out.
 Ordinal Scale
 The next higher level of measurement.
 Limitation Overcome: 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.
 Ordinal Scale
 Value gives identity as well as order.
 Qualitative scale with order called as ordinal
 Example
 Class Studying in (first Year, Second Year, Third Year)
 Position ( Assistant Manager, Deputy Manager, Manager,
General Manager)
 Interval Scale:
 Takes care of the limitation: where the difference between
the score on the ordinal scale does not have any
meaningful interpretation.
 It is assumed that the respondent is able to answer the
questions on a scale.
 The mathematical form of the data on the interval scale
may be written as

Y=a+bX where a ≠ 0
 C = (F - 32) × 5/9
 C = (F - 32) / (9/5)
 C = (F - 32) / 1.8
 F=1.8C+32

 The kelvin is the primary unit of temperature

measurement in the physical sciences, but is often used in
conjunction with the degree Celsius, which has the same
magnitude. The definition implies that absolute zero (0 K)
is equivalent to −273.15 °C (−459.67 °F).
 Interval Scale:
 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:
 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.
 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.
 Primary Scales of Measurement

Nominal Numbers
Finish
Assigned
7 8 3
to Runners

Ordinal Rank Order Finish

of Winners
Third Second First
place place place

Ratio Time to
15.2 14.1 13.4
Finish, in Sec.
Scales
Data Nominal Ordinal Interval Ratio
Labeled Yes Yes Yes Yes
Meaning Order No Yes Yes Yes
Measurable Difference No No Yes Yes
True Zero Starting point No No No Yes
Exercise-1
 Indicate the type of measurement scale you would use for
each of the following characteristics.
Variable Scale

1. Age

2. Height

3. Gender

4. Length of time it takes to get to school

5. Temperature in F

6. Shirt size (small, medium, large)

7. Number of siblings

8. Country of birth

9. Income

10. Zip code

11. Perceived speed of computer (very slow, … , very fast)

12. Share price

13. Grade in an exam

 Que-Ans
1. Age 1) Ratio
2. Height 2) Ratio
3. Gender 3) Nominal
4. Length of time 4) Ratio
5. Temp in F 5) Interval
6. Shirt Size (S, M, L) 6) Ordinal
7. Number of siblings 7) Ratio
8. Country 8) Nominal
9. Income 9) Ratio
10. Zip code 10) Nominal
11. Speed of computer (Very slow,fast) 11) Ordinal
12. Share Price 12) Ratio
13. Grades in Exam (A+,A,B+,B,..) 13) Ordinal
Variable Scale

1. Age Ratio

2. Height Ratio

3. Gender Nominal

4. Length of time it takes to get to school Ratio

5. Temperature in F Interval

6. Shirt size (small, medium, large) Ordinal

7. Number of siblings Ratio

8. Country of birth Nominal

9. Income Ratio

10. Zip code Nominal

11. Perceived speed of computer (very slow, … , very fast) Ordinal

12. Share price Ratio

13. Grade in an exam (A, A+,B,B+…) Ordinal

Classification of Scales:
Single item vs multiple item scale:
 In the single item scale, there is only one item to
measure a given construct.
 In multiple item scale, there are many items that play
a role in forming the underlying construct that the
researcher is trying to measure. This is because each
of the item forms some part of the construct which
the researcher is trying to measure.
Classification of Scales:
 Single v/s multiple item scale
 Comparative v/s Non-comparative scales
Single v/s multiple item scale:
 In the single item  In multiple item scale, there are
scale, there is only one many items that play a role in
item to measure a forming the underlying construct
given construct. that the researcher is trying to
measure.
 Example: “Which brand of
 Example: “Do you
television do you own?”
have television?”
 Sony
 Yes
 Onida
 No
 Videocon
 Samsung
 LG
 Other
(specify:___________)
Content
1. Measurement and Scaling: Meaning
2. Properties of Scales and Measurement Scales on the
basis of the scale characteristics they possess (Nominal
Scale, Ordinal Scale, Interval Scale, Ratio Scale)
3. Types of Scales / Scaling Techniques - Comparative
Scaling Techniques and Non Comparative Scaling
Techniques
Scaling Techniques
 Scaling Techniques

Comparative scales Non – Comparative Scales

Graphic
Paired Constant
comparison sum
Rank order rating scale
(continuous)
Itemized rating scale

Semantic
Likert Stapel
differential
 Comparative Scales:
 Comparative scales – In comparative scales
it is assumed that respondents make use of a
standard frame of reference before answering
the question.
 Respondent is asked to compare one object
with another
1. Paired comparison scales

2. Rank order scale

3. Constant sum rating scale

  B

 A

 C

 D
 E
1. Paired comparison Data:
 Respondent is presented with two objects and is asked to select one according to
whatever criterion he/she wants to use.

1. Do you prefer buying Product A over Product B ?

 Yes
 No
2. Do you prefer buying Product A over Product C ?
 Yes
 No
3. Do you prefer buying Product A over Product D ?
 Yes
 No
4. Do you prefer buying Product A over Product E ?
 Yes
 No
1. Paired comparison Data:
 Respondent is presented with two objects and is asked to
select one according to whatever criterion he/she wants
to use.

A B C D E
A -- 0.60 0.30 0.60 0.35
B 0.40 -- 0.28 0.70 0.40
C 0.70 0.72 -- 0.65 0.10
D 0.40 0.30 0.35 -- 0.42
E 0.65 0.60 0.90 0.58 --

 If proportion is > 0.5, then assign 1 to the cell, means the

column brand is preferred over row brand.
Paired comparison Data:

A B C D E
A -- 1 0 1 0
B 0 -- 0 1 0
C 1 1 -- 1 0
D 0 0 0 -- 0
E 1 1 1 1 --
Total 2 3 1 4 0

 To get the ordinal relationship among the brands, total

the columns.
 The ordinal scale of brands id D > B > A > C > E
2. Rank Order Scaling:
 Respondents are presented with Food Joint Rank
several objects simultaneously Banana Leaf
and asked to order or rank them Prithvi Cafe
according to some criterion. No Status

two objects will have same rank. Mostly Grills

Temptations
 Example: Rank the following
5 Spice
factors from 1 to 6 rank, 1 being
the most important and rank 6
means least important.
3. Constant sum rating Scale:
 Respondents are asked to allocate a total of 100 points between various
objects and brands.
 Allocate a total of 100 points among the various Food Joints you would
prefer to dine out. More points allocated to a Food Joint, more preferred it
is to be considered.
 Sum of all points should be 100.

Food Joint Score

Banana Leaf
Prithvi Cafe
Status
Mostly Grills
Temptations
5 Spice
Total 100
 Scaling Techniques

Comparative scales Non – Comparative Scales

Graphic
Paired Constant rating scale
comparison sum
Rank order
(continuous Itemized rating scale
)

Semantic
Likert Stapel
differential
Non-Comparative Scales:
 Respondents need to evaluate only one object.

 Non-Comparative Scales – In the non-comparative scales, the

respondents do not make use of any frame of reference before
answering the questions.
 Graphic Rating Scale:
 Graphic Rating Scale – This is a continuous scale and the
respondent is asked to tick his preference on a graph.
 Example:

• 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 1
Example 2
 Itemized rating scale
 Respondents are provided with a scale that has a number
of brief descriptions associated with each of the response
categories.
 Certain issues should be kept in mind while designing the
itemized rating scale.
 Number of categories to be used
 Odd or even number of categories
 Balanced versus unbalanced scales
 Nature and degree of verbal description
 Forced versus non-forced scales
 Physical form
Likert scale:
 The respondents are given a certain number of items
(statements) on which they are asked to express their
degree of agreement/disagreement.
 This is also called a summated scale because the scores
on individual items can be added together to produce a
total score for the respondent.
 An assumption of the Likert scale is that each of the
items (statements) measures some aspect of a single
common factor, otherwise the scores on the items cannot
legitimately be summed up.
 In a typical research study, there are generally 25 to 30
items on a Likert scale.
 Score of Statements
Resp 1 2 3 …. i …. j …. 100 Total
No. Scor
e
1 - - - …. 5 …. 4 …. - 410

2 - - - …. 4 …. 2 …. - 209

3 - - - …. …. - …. - -

- - - - …. …. - …. - -

- - - - …. …. - …. - -

- - - - …. …. - …. - -

- - - - …. …. - …. - -

- - - - …. …. - …. - -

- - - - …. …. - …. - -

100 - - - …. …. - …. - -
Semantic Differential Scale:
 This scale is widely used to compare the images of
competing brands, companies or services.
 Here the respondent is required to rate each attitude or
object on a number of five-or seven-point rating scales.
 This scale is bounded at each end by bipolar adjectives or
phrases.
 The difference between Likert and Semantic differential
scale is that in Likert scale, a number of statements
(items) are presented to the respondents to express their
degree of agreement/disagreement. However, in the
semantic differential scale, bipolar adjectives or phrases
are used.
Example 1

 This question type asks respondents to evaluate an object

(such as "Anderson Grocery Stores" in the example
below) on a sliding scale, where the scale is framed using
pairs of opposing adjectives, such as "Clean" and "Dirty."
Example 2
 The question they researched was to evaluate customers’
last shopping experience.
 In the below example, scores from two rival stores were
displayed against each other for evaluation.

 The Semantic Differential Analysis Scale is a great way to

quantify user attitudes and feelings. Before or after a re-design
of a product or service, you can deploy this survey to
customers. If most responses appear to have a negative
pattern or overall user feeling, than you have a lot of work to
do! But the good thing is, generally, you should be able to tell
what area you need improvement on. If consistent responses
show that your product was dirty but was reliable, than you
know exactly where you need to improve.
Stapel Scale:
 Is used to measure direction and intensity of an attitude.