2. Scaling involves creating a continuum upon which measured
objects are located.
Attitude Scale
1 = Extremely Unfavorable
2
3
.
.
.
100 = Extremely Favorable
Measurement ! Actual assignment of a Numbers
Scaling ! The process of placing the respondents on continuum
6. Primary'Scales'of'Measurement'
Interval'Scale!
" Interval scales tell us about the order of data points, and
the size of the intervals in between data points.
" Quantitative!attributes!are!all!measurable!on!interval!
scales
" The location of the zero point is not fixed.!And!negative!
values!can!be!used.
o An!example!of!an!Interval!scale!is!the!Farenheit!scale!of!
temperature.!In!the!Farenheit!temperature!scale,!the!
distance!between!20!degrees!and!40!degrees!is!the!
same!as!the!distance!between!75!degrees!and!95!
degrees.
7. Primary'Scales'of'Measurement'
Ratio'Scale!
" A ratio scale is an interval scale with a true zero point.
" Possesses all the properties of the nominal, ordinal, and interval
scales
" Meaningful to compute ratios of scale values
" All statistical techniques can be applied
" Most measurement in the physical sciences and engineering is
done on ratio scales such as Mass, length, time, angle, energy.
" The Klvine temperature!scale!has!a!non`arbitrary!zero!point!
of!absolute!Zero,!which!is!denoted!0K!and!is!equal!to!`273.15!
degrees!Celsius.!
14. Continuous'Rating'Scale'
Respondents rate the objects by placing a mark at the appropriate position
on a line that runs from one extreme of the criterion variable to the
other.
The form of the continuous scale may vary considerably.
How would you rate Sears as a department store?
18. Itemized'Rating'Scales:'(3)'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.
+5 +5 +5
+4 +4 +4
+3 +3 +3
+2 +2X +2
+1 +1 +1
HIGH QUALIT POOR SERVICE WIDE VARIETY
-1 -1 -1
-2 -2 -2
-3 -3 -3
-4X -4 -4
-5 -5 -5
19. Basic Noncomparative Scales
Basic
Scale
Examples
Advantages
Disadvantages
Characteristics
Continuou Place a mark on a co Reaction to TV Easy to Scoring can be
s Rating ntinuous line
commercials
construct
cumbersome
Scale
unless
computerized
Itemized
Rating Scales
Likert Degree of agreement Measurement Easy to More time
Scale
on a 1 (strongly disa of attitudes
construct, consuming
gree) to 5 (strongly administer,
agree) scale
and understa
nd
Semantic Seven-point scale Brand, product Versatile
Difficult to
Differenti with bipolar labels
, and company construct bipolar
al
images
adjectives
Stapel Unipolar ten-point Measurement Easy to const Confusing and
Scale
scale, -5 to +5, of attitudes ruct and admi difficult to apply
without a neutral and images
nister over
point (zero)
telephone
20. Balanced and Unbalanced Scales
Balanced Scale Unbalanced Scale
Surfing the Internet is Surfing the Internet is
____ Extremely Good ____ Extremely Good
____ Very Good ____ Very Good
____ Good ____ Good
____ Bad ____ Somewhat Good
____ Very Bad ____ Bad
____ Extremely Bad ____ Very Bad
21. Rating Scale Configurations
A variety of scale configurations may be employed to measure
Some examples include: the comfort of Nike shoes
Nike shoes are:
1) Place an “X” on one of the blank spaces…
Very Very
Uncomfortable Comfortable
2) Circle the number…
Very 1 2 3 4 5 6 7 Very
Uncomfortable Comfortable
3) Place an “X” on one of the blank spaces…
Very Uncomfortable
Uncomfortable
Neither Uncomfortable nor Comfortable
Comfortable
Very Comfortable
22. Some'Unique'Rating'Scale'Configurations'
Thermometer Scale
Instructions: Please indicate how much you like McDonald’s hamburgers
by coloring in the thermometer. Start at the bottom and color up to the
temperature level that best indicates how strong your preference is.
Like very
Form: much
T' 100
The image cannot be displayed. Your
75
computer may not have enough memory
T'
to open the image, or the image may have
been corrupted. Restart your computer,
and then open the file again. If the red x
50
still appears, you may have to delete the
image and then insert it again.
T' 25
Dislike very 0
much
Smiling Face Scale
Instructions: Please point to the face that shows how much you like the
Barbie Doll. If you do not like the Barbie Doll at all, you would point to Face
1. If you liked it very much, you would point to Face 5.
Form:
1 2 3 4 5
