University of Gujrat: Department of Management Sciences

UNIVERSITY OF GUJRAT
Assignment Title: Measurement Scales and Attitude

Components
Course Title: Business Research Methods
Course Code: MGT-309
Class: BBA 7th
Submitted By: Zain Ali 17812120-002

Musa Ayub 17132120-026
Fasi-ur-Rehman 17132120-040
Submitted to: Sir Sajid Mehmood
Submission Date: December 27, 2020
Department of Management
sciences
Page | 1
Measurement Scale in Business Research:
Measurement scales are used to check variables in statistics. These are also used in research
work. These are basically used to determine which kind of technique is best to be used for
statistical analysis in research work.
There are four types of measurement scales which are used according to the collected data
which determines the best technique for the statistical work. Following are measurement
scales:
1. Nominal scale
2. Ordinal scale
3. Interval scale
4. Ratio scale
There are two types of data, qualitative and quantitative data. Nominal and ordinal scales are
used for qualitative data; on the other hand the interval and ratio scales are used for
quantitative data.
1. Nominal Scale
The nominal scale is used for the purpose of identification. This is the easiest and coldest
method from all measurement scales. It is also known as categorical scale. This scale assigns
numbers to all attributes just for the identification. This scale is basically a lot numbers to all
attributes for the recognition. It a lot labels to attributes.
Example:
Which drink is most likely to use by public?
 Pepsi
 Coca Cola
 Sprite
Page | 2
In this case, the nominal scale is allotting A-B-C to these options just for the identification in
statistical work.
2. Ordinal Scale
This scale makes ranking or ordering of the attributes and also allots numbering to
attributes. The items in this scale are classifies according to the degree of occurrence of
variable in asked question.
Example:
A company’s manager asks its employees;
How would you rate our services?
 Excellent
 Very Good
 Good
 Bad
 Poor
The attributes in this example are listed in descending order
3. Interval Scale
The interval scale is quite interesting because it have equal distance in its all attributes, make
order and also allot numbers. Each are numerically have equal distance on the scale and scale
also have equal interval difference.
Example:
When we measure temperature, we use Fahrenheit scale which has equal difference. It can be
used by equal difference as mean, median, mode, range and standard deviation.
4. Ratio Scale
Page | 3
The ratio scale is the toppest scale in the measurement scales. It is an additional point in
interval scale. It have all characteristics of scale; identify, magnitude, equal interval and
absolute zero property. It starts from zero.
It allows the researcher to compare difference and magnitude numbers. It includes

length, weight, time, width etc.
Attitude:
Attitude is basically feelings, manner, disposition, and position etc in the relevance to the
person or thing or also related to the mind of the person. Attitude can be positive and
negative. Position or posture of the body make an action due to which threatened attitude or
relaxed attitude made.
Components of attitude:
There are three components of attitude:
 Cognitive Component:
This component of attitude is about the beliefs, thoughts and attributes of the person which
are associated which something. This is related to the specific part of attitude which is related
to the general knowledge of the person.
 Affective Component
This component is related to the feelings and emotional part of the attitude of person. It
affects another person. It is related to the feelings and emotions of person which are
connected which something that brought out the attitude.
 Behavioral Component
This behavior is related to the action of the person. Behavioral component of attitude is about
particularly behaving in any situation or according to the situation for long run or short run.
Measuring Attitude:
Page | 4
Attitude can be asked from the person but the person can tell desirably according to the
society which can be false. Due to this reason, attitude is measured statistically by doing
research. Measurement methods of attitude are divided into two sections; Direct measurement
and indirect measurement.
 Direct Measurement (Semantic differential):
In the direct method, researcher use semantic differential technique. It has no pure interval. It
is used in between two extremes. It is also called bipolar technique of measuring attitude.
Attitude is measured in the sense like:
 Indirect Method (Projective Technique):
This technique is used to avoid desirability. In this method, people are unaware about the
research. They are unclear. Researcher make a fake or artificial environment in which he/she
observe the attitude of the people about what they are doing in this environment, what is their
behavior and attitude.
Page | 5

University of Gujrat: Department of Management Sciences

Uploaded by

Copyright:

Available Formats

University of Gujrat: Department of Management Sciences

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

University of Gujrat: Department of Management Sciences

Uploaded by

Copyright:

Available Formats

UNIVERSITY OF GUJRAT

Assignment Title: Measurement Scales and Attitude

Submitted By: Zain Ali 17812120-002

Which drink is most likely to use by public?

A company’s manager asks its employees;

How would you rate our services?

The attributes in this example are listed in descending order

It allows the researcher to compare difference and magnitude numbers. It includes

There are three components of attitude:

 Direct Measurement (Semantic differential):

 Indirect Method (Projective Technique):

You might also like