Types of scale, Primary scale of measurement, Rating and Ranking

1. RESEARCH METHODOLOGY
Presented by: Kajal Shethia

2. MEASUREMENT
 It is a process of observing
and recording the
observations that are
collected as a part of
research.

3. SCALING
 It is applied to the attempts to
measure the attitude
objectively.
 It is a technique used for
measuring qualitative
responses – likes, dislikes,
short, long etc.

4. PRIMARY SCALE OF
MEASUREMENT
1. Nominal scale
2. Ordinal Scale
3. Internal Scale
4. Ratio Scale

5. NOMINAL SCALE
 It is used for labelling variables
without any quantitative value
 It is used for counting purpose
 Statistics : Frequency/percentage
distribution

6. ORDINAL SCALE
 It arranges the alternatives
according to their magnitude.
 Is the difference between
“OK” and “UNHAPPY” the
same – we cannot say that
 It measures non-numeric
concepts
 Statistics: Frequencies,
Mode, Percentile

7. INTERVAL SCALE
For Example:
Q. How appealing is this box to the
children?
NOT AT ALL
VERY
-4 -3 -2 -1 0 1 2
3 4
- Current Temperature
- IQ
It is a Numerical scale in which
not only order but also the
exact difference between values
can be measured

8. RATIO SCALE
- It gives the exact values between two
units
- It provides wealth to statistical data
- These values can be successfully
added, subtracted, multiplied or
divide
This machine
gives an idea of
Ratio between
person’s height
and weight (ratio)

9. ATTITUDE MEASURING SCALE
1. Sematic Differential Scale
2. Paired Comparison Scale
3. Likert Scale
4. Constant Sum Scale

10. SEMATIC
DIFFERENTIAL
SCALE
- It is a type of rating scale
designed to measure the
connotative meaning of
object/events
- Connotation are used to express
the attitude for the given object
Q. How did you find this object?

11. PAIRED COMPARISON SCALE
 It is a comparative scaling
technique
 Two products are shown at
the same time to the
respondent and is asked to
select one of their choice
 It can be analyzed in two
ways :
- Percentage of respondents
- Assumption of transitivity

12. LIKERT SCALE
FOR EXAMPLE:
- It measures the level of
agreement/disagreement for the
given statement
- Strongly agree to strongly disagree
- Statistics: Median or Mode
- Display the observation in bar chart

13. CONSTANT SUM
SCALE
FOR EXAMPLE:
- Respondents are asked to
distribute the points across various
items which they feel according to
them have more relevance than the
other features of the product.

14. RATING
 It is a set of categories designed to
elicit information obtained by the
respondents
 Types of Rating Scale :
- Numeric rating scale
- Graphic rating scale
 Example : Likert response scale

15. RANKING
 It is a relationship between a set
of items where one is ranked
higher and the other one is
ranked is lower than that.
 EXAMPLE : Colleges are ranked
every year

16. THANK YOU