Measurement and Scaling

1. Chapter 4
Measurement and Scaling
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2. Main contents…
 Concepts and importance of Measurement
 Data types: Nominal, Ordinal, interval and
Ratio
 Attitude measurement – concept and
techniques of measurement
 Construction of attitude scales
 Different formats of scale construction
 attitude rating and ranking scales
 Criteria of good measurement
 Reliability and Validity of Measurement.
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3. Measurement : concept
 Assigning numbers or other symbols to any
product or event or issue or characteristics as
per the certain pre-specified rule is known as
measurement.
 In other words, measurement is the method
of turning the series of qualitative facts into a
quantitative series.
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4. Importance of Measurement
 Helps to identify the variables
 Helps to measure
 Helps to scientific test
 Helps to increase reliability of research
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5. SCALING
 Scaling is an activity of creating
continuous values for the objects as per the
importance of measured characteristics
they possess.
Types:
1. Nominal Scale
2. Ordinal Scale
3. Interval Scale
4. Ratio scale
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6. Attitude Measurement
A reaction made by a person over any
event, product or other thing that is
known as attitude. Social science
researcher have developed various scales
for the measurement of attitude of the
people. Such measurement is known as
attitude measurement.
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7. Techniques for developing attitude scale
1. Choice
2. Ranking
3. Rating
4. Sorting
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8. Attitude Scales commonly used in
Business research
1. Likert scale
2. Graphic Rating Scale
3. Itemized rating scale
4. Rank order rating scale
5. Semantic differential scale
6. Other simple scales: Simple category
questions, Multiple choice questions, Open-
ended questions
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9. Criteria/ Characteristics of Good
Measurement
1. Validity: (a) Content validity
(b) Criterion Related validity
(c ) Construct validity
2. Reliability: (a) Stability
(b) Equivalence
(c )Internal consistency
3. Practicability: (a) Economy
(b) Convenience
(c ) Interpretability
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