All about ranking scales

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Measurement , Ranking and Rating Scales
An Over View
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2. Scale :
Measurement Scale
 Nominal scale
 Ordinal scale
 Interval scale
 Ratio scale
Rating Scales
 Dichromous scale (yes, no)
 Category scale
 Likert scale(1,2,3----------)
 Numerical scale
 Semantic differential scale
 Itemized rating scale
 Fixed or constant sum rating scale
 Stapel scale
 Graphic rating scale
 Consensus scale
 Other scales
(multidimensional scale)
 Paired comparison
 Forced choice
 Comparative scales
Ranking scales
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Definitions
Dichotomous scale;
The dichotomous scale is used to elicit a yes or no answer, as in the example
Below. Note that a nominal scale is used to elicit the response.
Example; do you own a car? Yes No
Category scale;
The category scale uses multiple items to elicit a single response as per the
example. This also uses the nominal scale.
Example; where in northern California do you reside?
North Bay, south Bay, East Bay, Peninsula, Other
Likert scale;
The Likert scale is designed to examine how strongly subjects agree or disagree
with statement on a 5-point scale with the following anchors:
Strongly disagree Disagree Neither Agree or Nor Disagree Agree Strongly Agree
1 2 3 4 5
This is also an interval scale and differences in the response between
any two points on the scale remain the same
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4. 4
Semantic Differential Scale;
Several bipolar attributes are identified at extremes of the scale and
respondents are asked to indicate their attitude, on what may be called a
semantic scale. This is treated as interval scale.
Example; Responsive --------------------- Unresponsive
Beautiful --------------------- Ugly
Numerical scale;
The numerical is similar to the semantic scale, with the difference that
numbers on a 5-point or 7-points scale are provided. This is also an interval
scale.
Example; How please are you with your new real estate agent?
extremely pleased 7 6 5 4 3 2 1 extremely displeased
Itemized rating scale;
A 5-point or 7-point scale with anchors, as needed, is provided for each item
and the respondent states the appropriates number on the side of each
item, as per the examples that follow. The response to the items are then
summated. This use an interval scale. Click
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Example;
Very unlikely unlikely Neither likely or Nor unlikely likely very likely
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5. 5
Fixed or constant sum scale; the respondent are here asked to distribute a given
no. Of points across various items as per the example below. This is more in the
nature of Ordinal scale.
Example; in choosing a toilet soap, indicate the importance you attach to each of the
aspects by allotting points for each to total 100 in all.
Stapel scale; this scale simultaneously measures both direction and intensity of the
attitude toward the items under study. the characteristic of interest to the study is placed
at the center and a numerical scale, say, from +3 to -3, on either side of the item. Since
this does not has an absolute zero point, this an interval scale.
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Graphic Rating Scale; a graphical representation helps the respondent to indicate on this
scale their answers to a particular question by placing a mark at the appropriate point
on the line as in the following example. This is an ordinal scale, though the following
example might appear to make it look like an interval scale
Example; on a scale of 1 to 10 how would you rate your supervisor?
Excellent all right very bad
10 5 1
Consensus scale; are also developed by consensus, where a panel of judges select certain
items, which in its view measure the relevant concept.
Other scales; there are also some advanced scaling methods such as multidimensional
Scaling, where objects, people, or both, are visually scaled, and a conjoint analysis is
performed.
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2-Question in a paper is: i.True ii.False
1- An electronic switch is: i. On ii. Off
3- A specific product is: i.Good ii.Defective
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Examples:

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Examples:
1- Intermediate education: i. F.A ii. ICS iii. FSc
2- Tea brand : i. Lipton ii. Supreme iii. Tpal
3- Mobile : i.Nokia ii. Sumsung iii. Q Moble

9. 9
Strongly disagree Disagree Neither Agree or Nor Disagree Agree Strongly Agree
1 2 3 4 5
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Examples:
1. Chen one is an attractive store :
2. Chen one have an attractive price :
Strongly disagree Strongly agreeDisagree AgreeNeither Agree or Nor Disagree
1 2 3 4 5

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Nominal, Ordinal, Interval, and Ratio Scales Provide Different
Information
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11. 11
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Service is discourteous ……………… Service is courteous
Location is convenient ……………… Location is inconvenient
Hours are inconvenient ……………… Hours are convenient
Loan interest rates ……………… Loan interest rates
are high are low
Examples:

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Service is discourteous 1…2…3…4…5…6…7 Service is courteous
Location is convenient 1…2…3…4…5…6…7 Location is inconvenient
Hours are inconvenient 1…2…3…4…5…6…7 Hours are
convenient
Loan interest rates 1…2…3…4…5…6…7 Loan interest rates
are high are low
Examples:

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In the restaurant example, the participant distributes 100 points among four
categories to indicate the relative importance of each attribute:
_____ Food Quality
_____ Atmosphere
_____ Service
_____ Price
100 TOTAL
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Example:

14. Examples Of Category (Itemized) Rating
Scales
1. Balanced, forced-choice, odd-interval scale focusing on an attitude
toward a specific attribute
(1) How do you like the taste of Classic Coke?
___ ___ ___ ___ ___
Like It Like it Neither Like Dislike It Strongly
Very Much Nor Dislike It Dislike It
2. Balanced, forced-choice, even-interval scale focusing on an overall
attitude
(2) Overall, how would you rate Ultra Brite Toothpaste?
___ ___ ___ ___ ___ ___
Extremely Very Somewhat Somewhat Very Extremely
Good Good Good Bad Bad Bad
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Nokia : Mobile Reliability
Dew : cold drink flavor
31 2
1-3
-1
-2 -1
-2-3
2 3
Examples:

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1- Mostly behave of friends with you :
2- Semester system satisfying you :
Examples:
1 5 10

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The decision chooses a number from one to five to signal their
degree of support. These numbers signal roughly the following:
1: Yes. Let's do it.
2: OK. It's good enough.
3: Maybe. I have questions.
4: Wait. Can we change it?
5: No. Let's do something else.
Example:

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Number of Dimensions
Measurement scales are either uni dimensional or multidimensional With a
one-dimensional scale , only one attribute of the participant or object is measured.
One measure of an actor’s star power is his or her ability to “carry” a movie. It is
a single dimension.
By combining multiple dimensions into a single measure, an agent may place
clients along a linear continuum of “star power.”
A multidimensional scale
recognizes that an object might be better described with several dimensions than
on a one-dimensional continuum.
The actor’s star power variable might be better expressed by three distinct
dimensions—ticket sales for last three movies,
speed of attracting financial re-sources, and column-inch/amount-of-TV
coverage of the last three films
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 Description - Paired comparison scales ask a
respondent to pick one of two objects from a set
based upon a given criterion
 Example - Which brand do you prefer?
___ Coca-Cola ___ Pepsi
___ Dr. Pepper ___ Pepsi
___ Coca-Cola ___ Seven-Up
___ Dr. Pepper ___ Seven-Up
Example:

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•Scaling Defined:
•The term scaling refers to procedures for
attempting to determine quantitative
measures of subjective and sometimes
abstract concepts. It is defined as a
procedure for the assignment of numbers to
a property of objects in order to impart
some of the characteristics of numbers to
the properties in question.
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• Measurement
• Process of assigning numbers or labels to things
in accordance with specific rules to represent
quantities or qualities of attributes.
• Rule: A guide, method, or command that tells a
researcher what to do.
• Scale: A set of symbols or numbers constructed to
be assigned by a rule to the individuals (or their
behaviors or attitudes) to whom the scale is applied.

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Head Size
Inches Cm.
21 53
21 –1/2 54
21 –5/8 55
22 – 1/8 56
22 – 1/2 57
23 58
23 – 3/8 59
23 –3/4 60
24 61
24 –1/2 62
25 63
Hat Size
6 – 5/8 XS
6 –3/4
S
6 – 7/8
7
M
7 –1/8
7 –1/4
L
7 – 3/8
7 –1/2
XL
7 – 5/8
7 –3/4
XXL
7 –7/8
Hair Color
Black
Blond
Brown
Grey
Red
White
Code
1
2
3
4
5
6
Code
1
2
3
4
5
6
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23. Scale Basic
Characteristics
Common
Examples
Marketing
Examples
Permissible Statistics
Descriptive Inferential
Nominal Numbers identify
& classify objects
Social
Security nos.,
numbering of
football
players
Brand nos.,
store types
Percentages,
mode
Chi-square,
binomial test
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
Percentile,
median
Rank-order
correlation,
Friedman
ANOVA
Interval Differences
between objects
can be compared,
zero point is
arbitrary
Temperature
(Fahrenheit,
Celsius)
Attitudes,
opinions,
index nos.
Range, mean,
standard
deviation
Product-
moment
correlation,
t tests,
regression
Ratio Zero point is
fixed, ratios of
scale values can
be compared
Length,
weight
Age, sales,
income,
costs
Geometric
mean,
harmonic
mean
Coefficient
of variation
Primary Scales of Measurement

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Example:

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What sources did you use when designing your new
home? Please check all that apply.
 Online planning services
 Magazines
 Independent contractor/builder
 Designer
 Architect
 Other (specify:_____________)
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26. Multiple-Choice,
Single-Response Scale
26
What newspaper do you read most often for financial news?
 East City Gazette
 West City Tribune
 Regional newspaper
 National newspaper
 Other (specify:_____________)
Example:
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