This document discusses various methods of measurement and scaling used in research. It defines measurement as assigning numbers or symbols to characteristics according to rules. Scaling extends measurement by locating objects on a continuum. The document then covers different types of scaling techniques including nominal, ordinal, interval and ratio scales. It distinguishes between single item and multiple item scales. Finally, it describes different scaling methods such as Likert scales, semantic differential scales, paired comparisons, ranking, and rating scales.

1. MEASUREMENT & SCALING

2. What is Measurement?
• Assigning numbers or some other symbols to
characteristics or objects according to certain
pre specified rules

3. • The generation of continuum on which
measured objects are located
Scaling
Locating consumers according to the characteristics attitude towards Big
Bazaar
Unfavourable attitude-01
Neutral Attitude-02
Favourable attitude-03
Scaling is extension of measurement

4. 1. Nominal scale
2. Ordinal scale
3. Interval scale
4. Ratio scale
Types of measurement Scales

5. Primary Scales of Measurement
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

6. Classification of Scale
• Depending upon number of items in the scale
• Single item Scale
• Multiple item scale

7. Single item Scale
• Only one item to measure the construct
• Satisfaction with current job
• There are many other aspects of job
• Pay,work environment,rules & regulation,security of
job,communication with seniors

8. Multiple item Scale
• There are many items that play a role in
framing the underlying construct the
researcher is trying to measure

9. A Classification of Scaling Techniques
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

10. • Direct comparisons of stimulus objects with one another
• Whether you prefer Coke Or Pepsi?
• Comparative scale data must be interpretated in relative terms
and have only ordinal or rank order properties
Comparative Scales

11. • In which a respondent is presented with two
objects at a time and asked to select one object
in the pair according to some criterion
Paired Comparison Scaling

12. Obtaining Shampoo Preferences Using Paired Comparisons
Instructions: We are going to present you with ten pairs of shampoo
brands. For each pair, please indicate which one of the two brands of shampoo
you would prefer for personal use.
Recording Form:
Sunsilk Pantene Dove Chik Clinic Plus
Sunsilk 0 0 1 0
Pantene 1a
0 1 0
Dove 1 1 1 1
Chik 0 0 0 0
Clinic Plus 1 1 0 1
Number of Times
Preferredb
3 2 0 4 1
aA 1 in a particular box means that the brand in that column was preferred over
the brand in the corresponding row. A 0 means that the row brand was preferred
over the column brand. bThe number of times a brand was preferred is obtained
by summing the 1s in each column.

13. Comparative Scaling Techniques
Rank Order Scaling
• Respondents are presented with several objects
simultaneously and asked to order or rank them according to
some criterion.
• Furthermore, rank order scaling also results in ordinal data.

14. Preference for Toothpaste Brands
Using Rank Order Scaling
Instructions: Rank the various brands of toothpaste in order of preference.
Begin by picking out the one brand that you like most and assign it a number 1.
Then find the second most preferred brand and assign it a number 2. Continue
this procedure until you have ranked all the brands of toothpaste in order of
preference. The least preferred brand should be assigned a rank of 07.
No two brands should receive the same rank number.
The criterion of preference is entirely up to you. There is no right or wrong
answer. Just try to be consistent.

15. Preference for Toothpaste Brands
Using Rank Order Scaling
Brand Rank Order
1. Meswak _________
2. Colgate _________
3. Babul _______
4. Vicco _________
5. Sensodyne _________
6. Close Up _________
7. Pepsodent _________
Form

16. A Classification of Scaling Techniques
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

17. Rank order Scaling
• Respondents presented with several
objects simultaneously
•Asked to rank according to criterion
•Preference
•If none of the drink is liked
•Forced to rank
•Ranked 1 should be treated as least
disliked
•Used to measure preference of brands
or attributes

18. Comparative Scaling Techniques
Constant Sum Scaling
• Respondents allocate a constant sum of units, such as 100
points to attributes of a product to reflect their importance.
• If an attribute is unimportant, the respondent assigns it zero
points.
• If an attribute is twice as important as some other attribute, it
receives twice as many points.
• The sum of all the points is 100. Hence, the name of the
scale.

20. Constant Sum Rating
Respondents are asked to allocate a
total points of 100
Distribution of points in the order of
preference

21. Q Sort Technique
• Discriminate among a large number of objects
quickly
• A rank order procedure is used in which
objects are sorted into different piles based on
similarity with respect to certain criterion

22. A Classification of Scaling Techniques
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

23. Non comparative Scaling Techniques
• Respondents evaluate only one object at a time,
• Often referred to as monadic scales.
• Non-comparative techniques consist of continuous
and itemized rating scales.

24. Continuous (Graphic)
Rating Scale
Respondent is asked to tick
the preference on the graph
One has to measure distance
from extreme left
Limitation if put to make tick
mark again may change
Coding Tabulation of data is
tedious
Differences in two response
would be negligible
Smiling Face Scale
Pointing the face that best
shows your attitude & taste

25. Itemized Rating Scales
• The respondents are 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 the
respondents are required to select the specified category that best
describes the object being rated.
• The commonly used itemized rating scales are the Likert,
semantic differential, and Stapel scales.

26. Likert Scale
Multiple item agree-
disagree five point scale
Respondents are asked to
express degree of
agreement/Disagreement
Summated Score
Scores of individual items
can be added to produce a
total score of respondent
Use of likert scale to
measure the image of the
company
1,2,4,6,9 Favorable
Statement
3,5,7,10- Unfavorable
statement

27. Semantic Differential
Scale
Respondent is required to
rate each attitude or object
by number of 5 or 7 point
rating scale
The scale is bounded at
each end by a bipolar
adjectives or phrases
Problem is creating
bipolar adjectives

28. Stapel Scale
Uses only single adjective
Used to measure direction &
intensity of Attitude
The scale generally has 10
categories involving numbering
-5 to +5without a neutral point
Presented in vertical form
Positive higher number
describes it more favorably
Quality of Food & quality of
Service for restaurant to be
evaluated

29. You Tube Link
https://www.youtube.com/watch?v=YT-eLN9g8z4