This document discusses different scaling techniques used in research methodology. It defines scaling as assigning numbers or symbols to represent properties or characteristics. Scaling is important for research as it allows measuring attitudes and analyzing individual behavior. Common scaling techniques include ranking scales, rating scales, graphic rating scales, itemized rating scales, paired comparisons, and rank order methods. The document also discusses scaling construction techniques like arbitrary scales, differential scales, summated scales, and cumulative scales. It provides examples of using ranking and rating scales for preferences, performance evaluations, and assessments. The techniques have merits like standardization and insights but also limitations like inability to identify reasons for responses.

1. RESEARCH METHODOLOGY
2nd semester --- 1nd Mid PPT
IMMANI CHANDRA SHEKAR
REGD. NO. :19K61E0020
SUBJECT CODE :18MS02T5

2. Mid Topic:
Scaling Techniques

3. Definitions For scaling:
According to Edwards, scaling can be defined as,
"procedure for the assignment of numbers (or other
symbols) to a property of objects in order to impart
some of the characteristics of numbers to the
properties in question".

4. Importance of Scaling:
• In business or management research, scaling is very crucial for
the research process.
• It helps in measuring and analysing attitudes of different
individuals.
• The exact behaviour of an individual is reflected by such
attitude analysis.
• Number of attitude measuring scales has been developed by
researchers.

5. Scaling Techniques:
Scaling Techniques
Ranking scales
Rating scales
Graphic
rating scales
Itemised
rating scales
Method of
Paired
comparison
Method of
Rank order

6. Scaling construction Techniques:
Scaling construction Techniques:
Arbitrary
scales
Differential (or)
Thurston type
scales
Summated
scales (or) Likert
type scales
Cumulative scales
(or) louis
Guttmann's
scalogram
Factor scales

7. Applications of Ranking Scale:
1) Tap Preferences
2) Numerous Uses
3) Artificial and Controlled
Circumstances
Application of Rating Scales:
l) Social Research
2) Employee Performance
3) Clinical Applications
4) Multiple Performance Targets
5) Assessment on Specified Targets

8. Ranking Scales :
Merits:
1) Provides Insight about Choices
and Preferences
2) Significant Research Tools:
3) Helps in Decision-Making:
Demerits:
1) Unable to Identify the Reasons of
Responses:
2) Impossible to Give Same Rank to Two
Items:
3) Distance between the Options may vary:
4) Risk of Business:

9. Rating Scales:
Merits:
1)Provides Standardisation
2)Applicable for Appraisals and
Assessments
3)Provides Fair Outcome
4) Simple and Comprehensible
Demerits:
l) Biasness
2) Applicable to Structured Cases
Only.
3) Impossible to Observe the
Respondents Directly
4) Limitation in Comparability

10. Conclusion:
Scaling describes the procedures of assigning numbers to various
degrees of opinion, attitude and other concepts. This can be done in
two ways viz.,
(i) making a judgment about some characteristic of an individual
and then placing him directly on a scale that has been defined in
terms of that characteristic and
(ii) constructing questionnaires in such a way that the score of
individual’s responses assigns him a place on a scale.