3. Measurement Scales
Four kinds of scale of measurement are
important for quantifying variables in the
behavioral sciences:
1. Nominal Scale
2. Ordinal Scale
3. Interval Scale
4. Ratio Scale
4. Nominal Scale
○ This type of scale allows a researcher to classify
characteristics of the persons, places or objects into
categories.
○ Sometimes variables measured on nominal scales
are called categorical or qualitative.
○ Simply describes differences between things by
assigning them into categories
Examples:
Group membership (1 = Experimental, 2=Placebo )
A person’s gender (0 = Female, 1 = Male)
Blood type, marital status, religion
5.
6.
7.
8. Ordinal Scale, Continued
○ Examples:
Socioeconomic Status
1 = Low
2 = Middle
3 = High
Health Status
1 = Poor
2 = Fair
3 = Good
4 = Excellent
9.
10. 4. Ratio Scale
○ The most precise level of measurement consists of
meaningfully ordered characteristics with equal
intervals between them and the presence of a zero
point that is not arbitrary but determined by nature.
○ For example, the zero point on a centimeter scale
indicates complete absence of length or height, but
absolute zero of temperature is theoretically
unobtainable.
○ Represents the actual amount of variables
○ Examples: weight, height, income, distance etc.
○ All statistical techniques are usable.
11. Sources of error in measurement
○ Respondent:
● Reluctance
● Fatigue, boredom, anxiety etc.
a. Situation:Any condition which places a strain on interview can have serious effects
on the interviewer-respondent rapport. For instance, if someone else is present, he can
distort responses by joining in or merely by being present. If the respondent feels that
anonymity is not assured, he may be reluctant to express certain feelings.
b. Measurer:
● Behaviour, style or look may encourage/discourage certain replies from
respondents
● Incorrect coding
● Careless mechanical processing of data
● Faulty tabulation and/or statistical calculation etc.
c. Instrument:
● complex words, ambiguous meaning, poor printing, inadequate space
for replies etc.
12. ○ 7. The Ritz-Carlton Hotel used a customer opinion questionnaire
to obtain performance data about its dining and entertainment
services (The Ritz-Carlton Hotel, Naples, Florida, February 2006).
Customers were asked to rate six factors: Welcome, Service,
Food, Menu Appeal, Atmosphere, and Overall Experience. Data
were recorded for each factor with 1 for Fair, 2 for Average, 3 for
Good, and 4 for Excellent.
○ a. The customer responses provided data for six variables. Are
the variables categorical or quantitative?
○ b. What measurement scale is used?
13. ○ 10. The Wall Street Journal (WSJ) subscriber survey (October 13,
2003) asked 46 questions about subscriber characteristics and
interests. State whether each of the following questions provided
categorical or quantitative data and indicate the measurement
scale appropriate for each.
○ a. What is your age?
○ b. When did you first start reading the WSJ? High school, college,
early career, midcareer, late career, or retirement?
○ c. Are you male or female?
○ d. How long have you been in your present job or position?
○ e. What type of vehicle are you considering for your next
purchase? Nine response categories include sedan, sports car,
SUV, minivan, and so on.
