The document discusses various techniques for measuring attitudes and scaling responses, as presented by Pooja Luniya. It describes the components of attitudes, including the cognitive, affective, and behavioral aspects. Several important scaling techniques are covered, such as paired comparison scales, constant sum scales, rank order scales, Q-sort scales, graphic and itemized rating scales, Likert scales, semantic differential scales, and Stapel scales. These techniques are used to quantify opinions, preferences, and attitudes by assigning numbers or positions to responses.
Scaling is the process of measuring or ordering entities with respect to quantitative attributes or traits. With comparative scaling, the items are directly compared with each other .In non -comparative scaling each item is scaled independently of the others.
caling is the branch of measurement that involves the construction of an instrument that associates qualitative constructs with quantitative metric units. Scaling evolved out of efforts in psychology and education to measure “unmeasurable” constructs like authoritarianism and self-esteem. In many ways, scaling remains one of the most arcane and misunderstood aspects of social research measurement. And, it attempts to do one of the most difficult of research tasks – measure abstract concepts.
Most people don’t even understand what scaling is. The basic idea of scaling is described in General Issues in Scaling, including the important distinction between a scale and a response format. Scales are generally divided into two broad categories: unidimensional and multidimensional. The unidimensional scaling methods were developed in the first half of the twentieth century and are generally named after their inventor. We’ll look at three types of unidimensional scaling methods here:
Thurstone or Equal-Appearing Interval Scaling
Likert or “Summative” Scaling
Guttman or “Cumulative” Scaling
In the late 1950s and early 1960s, measurement theorists developed more advanced techniques for creating multidimensional scales. Although these techniques are not considered here, you may want to look at the method of concept mapping that relies on that approach to see the power of these multivariate methods.
Scope of research - Research Methodology - Manu Melwin Joymanumelwin
Technological innovations: Research is conducted to know & adapt new technological innovations, developments in machinery, method, etc. used . For e.g., to know level of use of information technology e.g. Networking, Tally, SAP, etc. in the organization.
Scaling is the process of measuring or ordering entities with respect to quantitative attributes or traits. With comparative scaling, the items are directly compared with each other .In non -comparative scaling each item is scaled independently of the others.
caling is the branch of measurement that involves the construction of an instrument that associates qualitative constructs with quantitative metric units. Scaling evolved out of efforts in psychology and education to measure “unmeasurable” constructs like authoritarianism and self-esteem. In many ways, scaling remains one of the most arcane and misunderstood aspects of social research measurement. And, it attempts to do one of the most difficult of research tasks – measure abstract concepts.
Most people don’t even understand what scaling is. The basic idea of scaling is described in General Issues in Scaling, including the important distinction between a scale and a response format. Scales are generally divided into two broad categories: unidimensional and multidimensional. The unidimensional scaling methods were developed in the first half of the twentieth century and are generally named after their inventor. We’ll look at three types of unidimensional scaling methods here:
Thurstone or Equal-Appearing Interval Scaling
Likert or “Summative” Scaling
Guttman or “Cumulative” Scaling
In the late 1950s and early 1960s, measurement theorists developed more advanced techniques for creating multidimensional scales. Although these techniques are not considered here, you may want to look at the method of concept mapping that relies on that approach to see the power of these multivariate methods.
Scope of research - Research Methodology - Manu Melwin Joymanumelwin
Technological innovations: Research is conducted to know & adapt new technological innovations, developments in machinery, method, etc. used . For e.g., to know level of use of information technology e.g. Networking, Tally, SAP, etc. in the organization.
This Power Point Presentation has been made while referring to the research books written by eminent, renowned and expert authors as mentioned in the references section. The purpose of this Presentation is to help the research students in developing an insight about the Scaling in Research.
This presentation is related to tools of Educational Research. This presentation slides deals various tools of educational research likes rating scale, opionnaire, checklist, aptitude test, inventory, observation, interview, schedule etc. This presentation slides also describe the item analysis, steps for item analysis and online survey tools.
Tools of Educational Research - Dr. K. ThiyaguThiyagu K
This presentation is related to tools of Educational Research. This presentation slides deals various tools of educational research likes rating scale, opionnaire, checklist, aptitude test, inventory, observation, interview, schedule etc. This presentation slides also describe the item analysis, steps for item analysis and online survey tools.
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1. BBA Vth Sem.
Marketing Research : Attitude Measurement
and Scaling Techniques
Pooja Luniya
(Asst. Prof.) GD. Rungta College of Science & Technology.
2. Attitude and its Components
• Attitude is the predisposition of the Individual to evaluate some
symbol or object or aspect of his world in a favorable manner.
Components of Attitude:
• Cognitive component: Respondent is aware about a given
object
• Affective component: Indicates liking and preferences for an
object
• Behavioral Component: Intention or action component
2
Pooja Luniya (Asst.Prof)
3. Scaling
• Scaling describes the procedures of assigning numbers to various
degrees of opinion, attitude and other concepts.
• It consists of the highest point (in terms of some characteristic e.g.,
preference, favourableness, etc.) and the lowest point along with
several intermediate points between these two extreme points.
3
Pooja Luniya (Asst.Prof)
5. Paired Comparison Scale
• Comparative scales are based on the direct
comparison of stimulus and generally generate
some ranking or ordinal data.
• Respondents are forced to choose between the
given choices.
• The respondent is asked to select the object( out of
two) which best fits a particular criterion.
• Which of the two brands of detergent you
would prefer
▫ Tide | Wheel
5
Pooja Luniya (Asst.Prof)
6. Constant Sum Scale
• Respondents are asked to distribute a number of points usually 10 or
100 among several objects.
6
Pooja Luniya (Asst.Prof)
7. Rank Order Scale
• Please rank your overall preference for these purchasing locations in
Bhilai for your daily needs
Supela ______
Sector 6 ______
Nehru Nagar Square ______
Sector 10 ______
Civic Centre ______
New Civic Centre ______
7
Pooja Luniya (Asst.Prof)
8. Q-Sort Scale
• Respondent is given a set of cards, each carrying the name of an object.
• It requires the respondent to use cards and to put each of them in a
position that indicate their opinions.
Cheap
Good
Smell
Good
Qlty
Easily
Availble
Conve-
nient
1 2 3 4 5
8
Pooja Luniya (Asst.Prof)
9. Non comparative scale
• Non comparative scale do not compare the object being rated either
to another object or to some pre specified standard.
• Also reffered as Monadic scales.
Non-comparative scale
Graphic rating scale Itemized rating scale
9
Pooja Luniya (Asst.Prof)
10. Graphic Rating Scale
This is a continuous scale and the respondent is asked to
tick his preference on a graph.
Examples:
10
Pooja Luniya (Asst.Prof)
11. Alternative Presentation of
Graphic Rating Scale –
• Please indicate how much do you like fast food by pointing to
the face that best shows your attitude and taste. If you do not
prefer it at all, you would point to face one. In case you prefer
it the most, you would point to face seven
11
Pooja Luniya (Asst.Prof)
12. Itemized Rating Scale
• The Respondents are provided with a scale that has
number or brief description associated with each category
12
Pooja Luniya (Asst.Prof)
13. Likert Scaling
The respondents are given a certain number of items (statements) on
which they are asked to express their degree of agreement/disagreement.
This is also called a summated scale because the scores on individual
items can be added together to produce a total score for the respondent.
An assumption of the Likert scale is that each of the items (statements)
measures some aspect of a single common factor, otherwise the scores on
the items cannot legitimately be summed up.
In a typical research study, there are generally 25 to 30 items on a Likert
scale.
13
Pooja Luniya (Asst.Prof)
15. Semantic Differential Scale
Here the respondent is required to rate each attitude or object
on a number of five-or seven-point rating scales.
This scale is bounded at each end by bipolar adjectives or
phrases.
The difference between Likert and Semantic differential scale
is that in Likert scale, a number of statements (items) are
presented to the respondents to express their degree of
agreement/disagreement. However, in the semantic
differential scale, bipolar adjectives or phrases are used.
15
Pooja Luniya (Asst.Prof)
17. Stapel Scale
• A scale for measuring attitudes that consists of a single
adjective in the middle of an even number range of values,
from -5 to +5, without a neutral point (zero).
17
Pooja Luniya (Asst.Prof)
