Lecture # 03 for Media Research Students (Measurement Scale)

1. Measurement Scales
Dr. Akhlas Ahmed
Greenwich University
Lecture # 03 July 11th
2014
Makeup Class

2. Measurement:
To collect data, you need to have something to measure
Measurement is the process of assigning
numbers or scores to characteristics or
attributes of the objects.

3. Variables:
• When we measure the attributes of an object,
we obtain a value that varies between
objects.
• For example consider the people in this class
as objects and their height as the attribute
• The attribute height varies between objects,
hence attributes are more collectively known
as variables
• Variables can be measured on four different
scales

4. Nominal

5. Ordinal?

6. Interval

7. Ratio

8. Types of Scales
• Nominal - Identification only
– Example (players numbers, male=1 female=0)
• Ordinal -Ranking
– Example (grades?) SEI score
• Interval –Ranks and distinguishes intervals
– Example (temperature)
• Ratio – absolute quantities
– Example (weight, degrees Kelvin)

9. • Nominal Scale – Categorizing
• Numbers (Political Party)
• Ordinal – Order – Ranking (Magnitude)
• You can order objects in terms of having more or less of some quality
• Order (Rank Order of Finish in a Race)
• Interval - Distance (Equal Intervals)
• The distance between adjacent points on the scale is identical
• Equal Intervals (Temperature)
• Ratio - Origin (Absolute Zero Point)
• Zero “means something” (absence of a given quality)
• Order, Equal Intervals, Absolute Zero (Number of Cars)

10. o Classifies data according to a category only.
o E.g., which color people select.
o Colors differ qualitatively not quantitatively.
o A number could be assigned to each color, but
it would not have any value.
o The number serves only to identify the color.
o No assumptions are made that any color has
more or less value than any other color.
Nominal Scale

11. Which of the following media influences your purchasing decisions the
most?
–1 Television
–2 Radio
–3 Newspapers
–4 Magazines
Nominal Scale

12. Ordinal Scale
o Classifies nominal data according to
some order or rank E.g. names
ordered alphabetically
o With ordinal data, it is fair to say that
one response is greater or less than
another.
o E.g. if people were asked to rate the
hotness of 3 chili peppers, a scale of
"hot", "hotter" and "hottest" could be
used. Values of "1" for "hot", "2" for
"hotter" and "3" for "hottest" could be
assigned. The gap between the items is
unspecified.

13. Ordinal Scale
Please rank the news programs offered in following four networks based on
your preference.(1 for most preferred, 4 for least preferred).
_____ CTV
_____ Global
_____ A Channel
_____ CBC

14. Interval Scale
o Assumes that the measurements are
made in equal units.
o i.e. gaps between whole numbers on the
scale are equal.
o e.g. Fahrenheit and Celsius temperature
scales
o An interval scale does not have to have a
true zero. e.g. A temperature of "zero" does
not mean that there is no temperature...it is
just an arbitrary zero point.
o Permissible statistics: count/frequencies,
mode, median, mean, standard deviation

15. Interval Scale
How likely are you going to buy a new automobile within the next six
months? (Please check the most appropriate category)
Definitely will not buy ___ 1
Probably will not buy ___ 2
May or may not buy ___ 3
Probably will buy ___ 4
Definitely will buy ___ 5

16. Ratio Scale
o Similar to interval scales except
that the ratio scale has a true zero
value.
o e.g. the time something takes
o Allows you to compare differences
between numbers.
o Permits full arithmetic operation.
o If a train journey takes 2 hr and 35
min, then this is half as long as a
journey which takes 5 hr and 10 min.

17. 7 38
Scale
Nominal Numbers
Assigned
to Runners
Ordinal Rank Order
of Winners
Interval Performance
Rating on a
0 to 10 Scale
Ratio Time to Finish
in Seconds
Third
place
Second
place
First
place
Finish
Finish
8.2 9.1 9.6
15.2 14.1 13.4
Primary Scales of Measurement

18. Scale Basic
Characteristics
Common
Examples
Marketing
Examples
Nominal Numbers identify
& classify objects
Social Security
nos., numbering
of football players
Brand nos., store
types
Ordinal Nos. indicate the
relative positions
of objects but not
the magnitude of
differences
between them
Quality rankings,
rankings of teams
in a tournament
Preference
rankings, market
position, social
class
Ratio Zero point is fixed,
ratios of scale
values can be
compared
Length, weight Age, sales,
income, costs
Interval Differences
between objects
Temperature
(Fahrenheit)
Attitudes,
opinions, index
Primary Scales of Measurement

19. A Classification of Scaling Techniques
Figure 8.2
Likert
Semantic
Differential
Stapel
Scaling Techniques
Noncomparative
Scales
Comparative
Scales
Paired
Comparison
Rank
Order
Constant
Sum
Q-Sort and
Other
Procedures
Continuous
Rating Scales
Itemized Rating
Scales

21. Likert Scale
The Likert scale requires the respondents to indicate a degree of agreement or
disagreement with each of a series of statements about the stimulus objects.
Strongly Disagree Neither Agree Strongly
disagree agree nor agree
disagree
1. Sears sells high-quality merchandise. 1 2X 3 4 5
2. Sears has poor in-store service. 1 2X 3 4 5
3. I like to shop at Sears. 1 2 3X 4 5
• The analysis can be conducted on an item-by-item basis (profile analysis), or a total (summated)
score can be calculated.
• When arriving at a total score, the categories assigned to the negative statements by the
respondents should be scored by reversing the scale.

22. Stapel Scale
The Stapel scale is a unipolar rating scale with ten categories
numbered from -5 to +5, without a neutral point (zero). This scale is usually
presented vertically.
SEARS
+5 +5
+4 +4
+3 +3
+2 +2X
+1 +1
HIGH QUALITY POOR SERVICE
-1 -1
-2 -2
-3 -3
-4X -4
-5 -5
The data obtained by using a Stapel scale can be analyzed in the
same way as semantic differential data.

23. Semantic Differential Scale
The semantic differential is a seven-point rating scale with end points
associated with bipolar labels that have semantic meaning.
SEARS IS:
Powerful --:--:--:--:-X-:--:--: Weak
Unreliable --:--:--:--:--:-X-:--: Reliable
Modern --:--:--:--:--:--:-X-: Old-fashioned
• The negative adjective or phrase sometimes appears at the left side of the
scale and sometimes at the right.
• This controls the tendency of some respondents, particularly those with
very positive or very negative attitudes, to mark the right- or left-hand sides
without reading the labels.
• Individual items on a semantic differential scale may be scored on either a -3
to +3 or a 1 to 7 scale.

24. -3 -1 0 +1 +2-2 +3
Cheer
Cheer detergent is:Cheer detergent is:
1) Very harsh --- --- --- --- --- --- --- Very gentle
2) Very harsh 1 2 3 4 5 6 7 Very gentle
3) . Very harsh
.
.
. Neither harsh nor gentle
.
.
. Very gentle
4) ____ ____ ____ ____ ____ ____ ____
Very Harsh Somewhat Neither harsh Somewhat Gentle Very
harsh harsh nor gentle gentle gentle
5)
Very Neither harsh Very
harsh nor gentle gentle
Rating Scale Configurations

25. Balanced and Unbalanced Scales
Jovan Musk for Men is: Jovan Musk for Men is:
Extremely good Extremely good
Very good Very good
Good Good
Bad Somewhat good
Very bad Bad
Extremely bad Very bad

26. Thanks