1) The document discusses different types of measurement scales used in research including nominal, ordinal, interval, and ratio scales. 2) Nominal scales simply assign numbers or symbols to identify objects without quantitative significance, ordinal scales rank objects but the distances between ranks are not specified, interval scales have equal intervals but an arbitrary zero point, and ratio scales have a true zero point allowing comparisons like doubles. 3) Examples of each scale are provided such as player numbers (nominal), ranking restaurant attributes (ordinal), standardized test scores (interval), and physical measurements like height (ratio).

1. BBA V th Sem.Marketing Research
Topic: Measurement and Scaling
Techniques
Pooja Luniya- (Asst. Prof.)
G.D. Rungta College of Science & Technology

2. Measurement
Concept • Let us think….
▫ Bobby is 24 twice his younger brother
who is 12
▫ My attitude toward tide is (6-Good),
twice as compared to that of Sheena (3-
Average).
▫ Market rankings reveal that Tide is twice
better than Wheel
▫ Big Bazar is an economy store because
the prices in this store are half that of
any premium store
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Pooja Luniya (Asst.Prof)

3. Scaling: concept
▫ Assigning numbers or other symbols to characteristics
of objects according to certain pre-specified rules.
▫ The measurement of physical properties is not a
complex deal, whereas measurement of psychological
properties requires a careful attention of a researcher.
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Pooja Luniya (Asst.Prof)

4. Nominal scale:
• Nominal scale is simply a system of assigning
number symbols to events in order to label them.
• Example: assignment of numbers of basketball
players in order to identify them.
• Example: Gender: Male / Female
• Nominal data are, thus, counted data.
• One cannot usefully average the numbers on the
back of a group of football players and come up
with a meaningful value.
• Therefore, a frequency distribution table can be
prepared for the nominal scale variables and mode
of the distribution can be worked out
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Pooja Luniya (Asst.Prof)

5. Ordinal Scale
• Rank orders represent ordinal scales and
are frequently used in research relating to
qualitative phenomena.
• Example: Rank the following attributes
while choosing a restaurant for dinner.
The most important attribute may be
ranked one, the next important may be
assigned a rank of 2 and so on.
• One can compute median, percentiles and
quartiles of the distribution. The other
major statistical analysis which can be
carried out is the rank order correlation
coefficient, sign test.
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Pooja Luniya (Asst.Prof)

6. Interval
• A scale in which the number are used to rate object and the intervals
are adjusted in terms of some rule that has been established as a
basis for making the units equal.
• The primary limitation of the interval scale is the lack of a true zero;
it does not have the capacity to measure the complete absence of a
trait or characteristic.
• Product moment correlation techniques are appropriate and the
generally used tests for statistical significance are the ‘t’ test and ‘F’
test.
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Pooja Luniya (Asst.Prof)

7. Example: Interval Scale
The numbers on this scale can be added, subtracted,
multiplied or divided. One can compute arithmetic mean,
standard deviation, correlation coefficient and conduct a t-
test, Z-test, regression analysis and factor analysis.
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Pooja Luniya (Asst.Prof)

8. Ratio Scale
• Ratio scales have an absolute or true zero of measurement.
• For example, the zero point on a centimetre scale indicates the complete
absence of length or height.
• With ratio scales involved one can make statements like “Jyoti’s” typing
performance was twice as good as that of “Reetu.” The ratio involved does
have significance and facilitates a kind of comparison which is not possible
in case of an interval scale.
• Measures of physical dimensions such as weight, height, distance, etc. are
examples. Generally, all statistical techniques are usable with ratio scales
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Pooja Luniya (Asst.Prof)

9. Measurement
Data Types
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Pooja Luniya (Asst.Prof)

10. 5 9 6
Third
place
Second
place
First
place
8 9 7
5 3 2
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Pooja Luniya (Asst.Prof)

11. 11
Pooja Luniya (Asst.Prof)