MEASUREMENT & SCALING

UNIT 3
MEASUREMENT

• Measurement quantifies the characteristics of an object or event, which we can compare

with other things or events. Measurement is the most commonly used word, whenever we
deal with the division of a quantity. Also, in taking a certain amount of things to
accomplish a particular task. In our daily existence, we often come across different
measurement types for length, weight, times, etc.
• Measurement is the process observing and recording the observations that are collected as
part of a research effort. Measurement is the foundation of all scientific investigation. It
may be defined as the assignment of numbers to characteristics of objects or events
according to rules.
NEED OF MEASUREMENT

 Standardization: Measurement scales provide a standardized framework for collecting and analyzing
data in research. They ensure that data is collected consistently and can be compared across different
samples or studies.

 Precision: Measurement scales allow researchers to quantify variables with precision. By assigning
numerical values or categories to variables, researchers can capture and analyze data in a more precise
and detailed manner.

 Data Organization: Measurement scales aid in organizing and categorizing data. They provide a structure
for classifying variables into different levels or categories, making it easier to analyze and interpret the
data.
➢ Statistical Analysis: Measurement scales enable researchers to use various statistical techniques for data
analysis. Different scales correspond to different statistical methods, allowing researchers to apply the
appropriate analysis techniques based on the type of data collected.

➢ Comparability: Measurement scales allow for meaningful comparisons between variables or groups.
Researchers can compare data across different individuals, groups, or time periods to identify patterns,
trends, and differences.

➢ Reliability and Validity: Measurement scales play a crucial role in ensuring the reliability and validity of
research findings. Reliable measurement scales produce consistent results over time, while valid scales
accurately measure the intended constructs or variables.
 Communication and Reporting: Measurement scales help in effectively communicating research
findings to others. Researchers can present and report data in a clear and concise manner, making
it easier for others to understand and interpret the results.

 Replication and Generalization: Measurement scales contribute to the replicability and

generalizability of research. By using standardized scales, researchers can replicate studies,
compare findings across different studies, and make generalizations about broader populations.

•
NOMINAL SCALE:

 This type of scale allows a researcher to classify characteristics of the persons, places or objects into categories.

 It is simply a system of assigning of number symbols to events in order to label them.

 Example: Assignment of numbers to basketball players to identify them and as such , the numbers have no quantitative
value.

 Sometimes variables measured on nominal scales are called categorical or qualitative.

 Examples: Group membership (1 = Experimental, 2=Placebo )

• A person’s gender (0 = Female, 1 = Male)

• Blood type, marital status, religion

ORDINAL SCALE

 In this case, the characteristics can be put into categories and the categories also can be ordered in some meaningful
way. The distance between the categories, however, is unknown.

 A student’s rank in his class involves use of this scale.

 Permits the ranking of items from highest to lowest but the real difference between adjacent ranks may not be equal.

 Implies a statement of ‘greater than’ or ‘less than’ without our being able to state how much greater or less.

 Median can be used as the measure of central tendency.

 Percentile or quartile measure is used for measuring dispersion

 Correlations are restricted to various rank order methods

 Measures of statistical significance are restricted to non-parametric methods.

INTERVAL SCALE
 Numbers are assigned to objects or events which can be categorized, ordered and assumed to have an equal distance
between scale values.

 It has an arbitrary zero, but it lacks true zero or absolute zero.

 It does not have the capacity to measure the complete absence of a trait or characteristic.

 Example: Fahrenheit or centigrade scale of temperature

 Addition and subtraction are permissible, but not multiplication and division

 Example, a research scaled brands A, B and C on an interval scale regarding the buyers’ degree of liking of the brands.
Brand a receives the highest liking score of 6 B receives 3 and C receives 2. First the linking for brand A is more
favorable than that for brand B. Second the degree of liking between A and B is three times greater than the liking
between B and C.
RATIO SCALES

 The most precise level of measurement consists of meaningfully ordered characteristics with equal intervals
between them and the presence of a zero point that is not arbitrary but determined by nature.

 For example, the zero point on a centimeter scale indicates complete absence of length or height, but absolute zero of
temperature is theoretically unobtainable.

 Represents the actual amount of variables

 Ratio is possible, e.g. it can be said that 40 kg. is four times more than 10 kg.

 Examples: weight, height, income, distance etc.

SCALING
Scaling is the branch of measurement that involves the construction of an instrument that associates qualitative
constructs with quantitative metric units. Scaling evolved out of efforts in psychology and education to measure
“unmeasurable” constructs like authoritarianism and self-esteem.

• Several scales formats have been developed to enable a researcher in collecting appropriate data for conducting
a study. The scales are broadly divided into two categories viz.

• Conventional scaling

• Unconventional scaling

• The conventional scales are used in the questionnaire format and are most common. The unconventional scales
are used for unconventional collection of data through games, puzzles, etc.
• 1. Paired comparison:

• This technique is a widely used comparative scaling technique.

• In this technique, the respondent is asked to pick one object among the two objects with the help of some criterion.

• The respondent makes a series of judgements between objects.

• The data obtained is ordinal in nature.

• With n brands, [n(n-1)/2] paired comparisons are required.

• For example: A survey was conducted to find out consumer’s preference for dark
chocolate or white chocolate. The outcome was as follows:

• Dark chocolate= 30%

• White chocolate= 70%

• Thus, it is visible that consumers prefer white chocolate over dark chocolate.
• 2. Rank order:

• In this technique, the respondent judges one item against others.

• Respondent are present with several objects and are asked to rank or order them according to
some criterion.

• Rank order scaling is also ordinal in nature.

• Only (n-1) scaling decisions need to be made in this technique.

 For example: A respondent is asked to rate the following soft drinks:

Drinks Rank

Pepsi 2

Thumbs Up 1

Mountain dew 3

Mirinda 4
• 3. Constant sum scaling:

• In this technique, the respondent is assigned with the constant sum of units, such as 100 points to
attributes of a product to reflect their importance.

• If the attribute is not important, the respondent assigns it 0 or no points.

• If an attribute is twice as important as another attribute, it receives twice as many points.

• The sum of all points is 100, that is, constant. Hence, the name of the scale.
For example: A respondent is asked to spend 500 rupees on product A, product B and product C of foods?

Products Money

Product A 250

Product B 150

Product C 100

Total 500
• 4. Q sort:

• It is a sophisticated form of rank order.

• In this technique, a set of objects is given to an individual to sort into piles to specified rating
categories.

• For example: A respondent is given 10 brands of shampoos and asked to place them in 2 piles,
ranging from “most preferred” to “least preferred“.
• pile 1

Most preferred

Clinic plus Head n shoulder dove L’Oreal paris Pantene

• pile 2

pile 2

• Least preferred

TRESemme Biotique Sunsilk Himalya Patanjali

• Non-comparative scales:

• In non-comparative scales, each object of the stimulus set is scaled independently of the others.
The resulting data are generally assumed to be ratio scaled.
TYPES OF NON-COMPARATIVE SCALES ARE:
• 1. Continuous rating scales:

• It is a graphic continuum typically coordinated by two extremes.

• The extreme values are not predefined.

• It can be constructed easily and is simple to use.

• The respondent rates by placing the mark on a continuous line

• For example: A respondent is asked to rate the service of Domino’s:

• Type 1

• Following are the two categories under scaling techniques:

Type 2
• 2. Itemised rating scales:

• It is a graphic continuum typically coordinated by two extremes.

• It is simple to use and can be constructed easily.

• The respondent is provided with a scale that has a number or brief description associated with each category.

• The categories are ordered in terms of scale position, and therefore the respondents are required to pick the required
category that best describes the object being rated.

• The different forms of Itemised rating scales are – a. Itemised graphic scale, b. Itemised verbal scale, c. Itemised
numeric scale.
TYPES OF ITEMISED RATING SCALING ARE:

• a. Likert scale:

• This scale requires the respondent to indicate a degree of agreement or disagreement with the
statements mentions on the left side of the object.

• The analysis is often conducted on an item-by-item basis, or a total score can be calculated.

• When arriving at a total score, the categories assigned to the negative statements by the
respondent is scored by reversing the scale.
For example: A well-known shampoo brand carried out Likert scaling technique to find the agreement or disagreement for ayurvedic shampoo.

Neither agree
Statement Strongly disagree Disagree Agree Strongly agree
nor disagree

Ayurvedic
shampoo helps in 1 2 3 4 5
maintaining hair

Ayurvedic
shampoo 5 4 3 2 1
damage hair

Ayurvedic
shampoo cleans 5 4 3 2 1
your hair
• b. Semantic differential scale:

• The semantic differential is a 7 point rating scale with endpoints related to bipolar labels.

• The negative words or phrase sometimes appears on the left side or sometimes right side.

• This controls the tendency of the respondents, particularly those with very positive and very negative attitudes, to
mark the right or left sides without reading the labels.

• Individual items on a semantic differential scale could also be scored on either a -3 to +3 or 1 to 7 scale.
For example: A well-known shoe brand carried out semantic differential scaling technique to find out customer’s opinion towards their product.
• c. Staple scale:

• It is a unipolar rating scale with 10 categories scaled from -5 to +5.

• It does not have a neutral point, that is, zero.

• It is represented vertically.
For example: A well-known shoe brand carried out a staple scaling technique to find out costumer’s opinion towards their product.