Measurement scaling involves assigning numbers to characteristics, events, or objects to make qualitative data quantitative. There are four main types of scales: nominal, ordinal, interval, and ratio. Nominal scales categorize objects but do not rank them. Ordinal scales rank objects in a meaningful order but intervals between ranks are not equal. Interval scales distinguish order and have equal intervals between units. Ratio scales have all the properties of the previous scales and allow for comparisons using ratios. Attitude measurement uses scales like Likert, Thurstone, Guttman, ranking, rating, and semantic differential to quantify opinions, satisfaction levels, or preferences on various topics through questions or statements respondents rate on a scale. The scales must

1. Measurement Scaling

2. WHAT ISMEASUREMENT ?
• Process of turning qualitative facts into a quantitative series
• Providing series of numbers to the series of characteristics of
event, product or things based on certain rules.

3. WHAT ISSCALING ?
• Creating continuous values for the objects asper the
importance of characteristics they possess.
• Procedures of assigning numbers to various degrees of
opinion, attitude and other concepts.
• Scale helps in comparison between two objects.
• Scale should be reliable and valid

4. TYPESOFSCALE

5. 1.NOMINAL SCALE
• A scale is simply a system of assigning number symbols to events in order to
label them for identification/classification
• Itclassifies persons or objects into two or more categories. Members of a
category have a common set of characteristics, and each member may only
belong to one category.
• Yes/no scale in research activities.
For Example:
No provided in players to differentiate them
From others.

6. 2.ORDINAL SCALE
• Scale that arranges objects/alternatives according to their
magnitude in an ordered relationship.
• Italso rank-orders the categories in some meaningful way
.
• For example
APPS Ranking

7. INTERVAL SCALE
• Scale that distinguishes order of arrangement in units of equal
interval
• There is exact difference between values
“Interval scale” “Interval”
Equal space between interval
Example: Celsius Temperature
The difference between 90 degree and 70 degree is a 20 degree, as the difference
between 40 degree and 60 degree.

8. RATIO SCALE
• Ratio Scale is the highest level scale that allows the researcher to
classify or identify the objects, rank-order the objects and compare
the intervals or differences.
• Possesses all the characteristics of nominal, ordinal and interval scale
• Boys 20 Girls 30
• Then ratio will be 1:1.5

9. Measurement
ATTITUDE MEASUREMENT

10. INTRODUCTION
Attitude is a reaction made by a person over any events, product or things
An attitude measurement is a study/survey, on a properly drawn sample, of a
specified population to find out what people in that population feel about a
specified issue.
Act of converting qualitative information into quantitative facts

11. TECHNIQUES FOR DEVELOPING ATTITUDE SCALE
T
echnique
Choice
Ranking
Rating
Sorting

12. TYPESOFSCALESFORATTITUDEMEASUREMENT
How satisfied are you with Chanakya College ?
Education
Teachers
Management
Exams
1. Likert Scale
• Subjects are asked to indicate their degree of agreement or disagreement with given statements
• Respondents are asked to express agreement or disagreement in 5-points scale

13. Rate the quote mentioned in
this Photo
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

14. 2.THURSTSTONE SCALE
This scale consists of statements about a particular issue or topic where each statement has a numerical
value that indicates the respondents attitude towards the topic asfavorable or unfavorable.
Step 1 – Develop statements
Step 2 – Rank each statement with a panel
of judges:
Step 3 – Calculate median and/or mean and
Interquartile range (IQR)
Step 4 – Sorting the table
Step 5 – Selecting final variables or options

16. GUTTMAN SCALES
• It assume that if respondent answer the first item then he probably
will be able to answer second.
• Statements are related to each other in such a way that one replies
favorable to one statement then he is favorable in other statement
too.
• Difficulty and rarely used

17. EXAMPLE
Measurement of arithmetic ability of 4 Children
Questions:
a) 28 ÷ 7 = ?
b) 8 x 4 = ?
c) 12+9 = ?
A children who gets a) correct is very likely to get b) correct. The child who misses a) but gets b) correct
Is also likely to get c) correct. A child who miss c) is not likely to get a) and b) correct.
Children a) b) c) Total Score
1st 1 1 1 3
2nd 0 1 1 2
3rd 0 0 1 1
4th 0 0 0 0
1= CORRECT
0= INCORRECT

18. GRAPHICAL RATING SCALE

20. RANK ORDERRATINGSCALE
• Respondents are asked to rank their preferences from most
preferred to least preferred.
• It forces respondents to discriminate among the relevant
objects
• Lesstime consuming

21. Based upon what you have seen, heard, and experience, please rankthe
following brands according to theirReliability.
1for most reliable, 2 to the next more reliable and soon

22. SEMANTIC DIFFERENTIAL SCALE
• Questionnaire rating scale that asks people to rate a product,
company, brand or any "entity" within the frames of a multi-
point rating options
• Answering options are grammatically on opposite adjectives at
each end. For example, love / hate, satisfied / unsatisfied and
likely to return / unlikely to return with intermediate options in
between.

24. Multiple choice questionscale
• SELECT ONE OUT OF FEW ALTERNATIVES
• KNOW PRIORITY AND INTEREST OF RESPONDENT
How did you first heard about our product ?

25. Criteria of GoodMeasurement
Content Validity
Criterion Validity
Construct Validity

26. Stabilit
y
Equivalen
ce
Internal
Consistency

28. Sources of Measurement
Problem
Related to
Respondent

29. Related to
Measurer
• Behavi
or
• Style
• Looks

30. Related to
Situation

31. Which shoe do you put on first?
What was your childhood
nickname?
What is the taste of water ?
Relatedto
Instrument