Description
This is a presentation describing measurement techniques and scaling concepts in market research data collection. It includes the topics like what is nominal scale, ordinal scale, interval scale and ratio scale
MEASUREMENT TECHNIQUES AND SCALING CONCEPTS
Measurement
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Measurement means assigning numbers or other symbols to the characteristics of the objects according to certain prespecified rules
Scale
A scale may be defined as any series of items/objects that are arranged progressively according to the value or magnitude into which an item can be placed according to its qualification. Scale is a continuous spectrum or series of categories. ? The purpose of scaling is to represent usually quantitatively an item’s, a person’s or an event’s place in the
?
TYPES OF SCALE
Nominal scale ? Ordinal scale ? Interval scale ? Ratio scale
?
NOMINAL SCALE
This is the simplest type of scale. A scale in which the numbers or letters assigned to the objects serve as labels for identification or classification. ? For example – Male is coded as ‘1’ or ’M’ and Female is coded as ‘2’ or ‘F’. The codes assigned to the objects does not have any numerical significance.
?
ORDINAL SCALE
A scale that arranges objects or alternatives according to their magnitudes in an ordered relationship. ? For example, A respondent is asked to rate a certain product / brand / company / service as ‘Excellent’, ‘Good’, ‘Fair’, ‘Poor’. Researchers know that ‘Excellent’ is higher than ‘Good’ but they do not know by how much.
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INTERVAL SCALE
A scale that not only arranges objects according to their magnitude but also distinguishes this ordered arrangement in the units of equal intervals. ? For example - A respondent is asked to rate a product or service on 5 point or 7 point scale given that 1 is the lowest score and 5 is the highest score.
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1
4
2
5
3
RATIO SCALE
A scale having absolute rather than relative quantities and possessing an absolute zero. ? For example – Money , weight, distance are measured with ratio scales that possess an absolute zero and interval properties. ? Absolute zero represents a point on the scale where there is an absence of given attribute.
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STATISTICAL ANALYSIS OF SCALES
TYPE OF SCALE NUMERICAL OPERATION STATISTICS Frequency, Percentage, Mode Median, Range, Percentile ranking Mean, Standard deviation, Variance Geometric mean, Coeff. Of variation
NOMINAL Counting ORDINAL Rank ordering
INTERVAL Arithmetic operation on intervals between numbers RATIO Arithmetic operation on actual quantities
ATTITUDE
An attitude is a person’s general evaluation of something. ? An attitude is a hypothetical construct that represents an individual’s degree of like or dislike for an item. ? An attitude is made up of what you think, what you do and what you feel.
?
ATTITUDE RATING SCALES
SIMPLE ATTITUDE SCALE ? CATEGORY SCALE ? LIKERT SCALE (Summated rating method) ? SEMANTIC DIFFERENTIAL ? CONSTANT SUM SCALE ? STAPEL SCALE ? GRAPHIC RATING SCALE
?
SIMPLE ATTITUDE SCALE
In this scale, a respondent is asked to agree or disagree with a statement or respond to a question having two response categories. ? For example, ‘YES’ / ‘NO’; ‘LIKE’ / ‘DISLIKE’, ‘GOOD’ / ‘BAD’.
?
CATEGORY SCALE
An attitude scale consisting of several response categories to provide the respondent with alternative ratings. (Multiple choice answers with more than two responses) ? For example, How often do you travel by air? (i) Once a week (ii) Twice a week (iii) Once in a month (iv) Twice in a month
?
LIKERT SCALE
This is also known as summated ratings method. ? Likert scale is a measure of attitudes designed to allow respondents to indicate how strongly they agree or disagree with carefully constructed statements that range from very positive to very negative attitude towards an object.
?
LIKERT SCALE…continued
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For example, there is a statement “Mergers and acquisitions provide faster means of growth than internal expansion”.
1 2 4 Disag ree 5 Neut ral 3 Agr ee Stron gly agre e
Stron gly disag ree
SEMANTIC DIFFERENTIAL
An attitude measure consisting of a series of 7 point bipolar rating scale. Bipolar adjectives such as “good” and “bad”, “modern” and old-fashioned”, “clean” and “dirty” anchor the beginning and end of the scale. ? For example, four brands of car – Honda city (H), Lancer (L), Toyota corolla (TC), Skoda (S) can be compared with the help of this scale.
?
SEMANTIC DIFFERENTIAL… contd
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The scale is constructed this way –
Fast :___:___:___:___:___:___:___:Slow Affordable:___:___:___:___:___:___:___:Expensive Plain:___:___:___:___:___:___:___:Stylish
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A respondent is asked to rate the brands between the two bipolar adjectives.
CONSTANT SUM SCALE
18 18
A respondent is asked to divide 100 points among the features or attributes of a product / service according to his/her importance. ? For example – divide 100 points among the following features of courier service company –
?
? Faster
delivery ____ ? Safety of products ____ ? Low courier charges ____
STAPEL SCALE
An attitude measure that places a single adjective in the centre of numerical values. For example, A stapel scale can be used to measure his attitude towards a supervisor –
?
?
STAPEL SCALE … continued
+3 +2 +1 Supportive / Co-operative -1 -2 -3
GRAPHIC RATING SCALE
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A measure of attitude consisting of a graphic scale that allows respondents to rate an object by choosing any point on that scale using visual communication.
HAPPY
NEUTRA L
UNHAPP Y
2 Important criteria / tests for good measurement
22 22
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VALIDITY – Validity refers to whether a research study is able to answer the questions what it was intended to answer. Validity gives the strength of conclusions, inferences or propositions. Two types of validity tests are Predictive validity and Construct validity. Predictive validity is determined by the correlation between the results and the actual behavior. Construct validity is the extent to which a measuring instrument measures what it intends to measure. RELIABILITY Reliability is the extent to which a measurement is repeatable with same results. Reliability is the consistency of measurement. A measurement may be reliable and not valid. However if a measurement is valid then it is also reliable. If it is not reliable then it cannot be
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doc_999795813.pptx
This is a presentation describing measurement techniques and scaling concepts in market research data collection. It includes the topics like what is nominal scale, ordinal scale, interval scale and ratio scale
MEASUREMENT TECHNIQUES AND SCALING CONCEPTS
Measurement
?
Measurement means assigning numbers or other symbols to the characteristics of the objects according to certain prespecified rules
Scale
A scale may be defined as any series of items/objects that are arranged progressively according to the value or magnitude into which an item can be placed according to its qualification. Scale is a continuous spectrum or series of categories. ? The purpose of scaling is to represent usually quantitatively an item’s, a person’s or an event’s place in the
?
TYPES OF SCALE
Nominal scale ? Ordinal scale ? Interval scale ? Ratio scale
?
NOMINAL SCALE
This is the simplest type of scale. A scale in which the numbers or letters assigned to the objects serve as labels for identification or classification. ? For example – Male is coded as ‘1’ or ’M’ and Female is coded as ‘2’ or ‘F’. The codes assigned to the objects does not have any numerical significance.
?
ORDINAL SCALE
A scale that arranges objects or alternatives according to their magnitudes in an ordered relationship. ? For example, A respondent is asked to rate a certain product / brand / company / service as ‘Excellent’, ‘Good’, ‘Fair’, ‘Poor’. Researchers know that ‘Excellent’ is higher than ‘Good’ but they do not know by how much.
?
INTERVAL SCALE
A scale that not only arranges objects according to their magnitude but also distinguishes this ordered arrangement in the units of equal intervals. ? For example - A respondent is asked to rate a product or service on 5 point or 7 point scale given that 1 is the lowest score and 5 is the highest score.
?
1
4
2
5
3
RATIO SCALE
A scale having absolute rather than relative quantities and possessing an absolute zero. ? For example – Money , weight, distance are measured with ratio scales that possess an absolute zero and interval properties. ? Absolute zero represents a point on the scale where there is an absence of given attribute.
?
STATISTICAL ANALYSIS OF SCALES
TYPE OF SCALE NUMERICAL OPERATION STATISTICS Frequency, Percentage, Mode Median, Range, Percentile ranking Mean, Standard deviation, Variance Geometric mean, Coeff. Of variation
NOMINAL Counting ORDINAL Rank ordering
INTERVAL Arithmetic operation on intervals between numbers RATIO Arithmetic operation on actual quantities
ATTITUDE
An attitude is a person’s general evaluation of something. ? An attitude is a hypothetical construct that represents an individual’s degree of like or dislike for an item. ? An attitude is made up of what you think, what you do and what you feel.
?
ATTITUDE RATING SCALES
SIMPLE ATTITUDE SCALE ? CATEGORY SCALE ? LIKERT SCALE (Summated rating method) ? SEMANTIC DIFFERENTIAL ? CONSTANT SUM SCALE ? STAPEL SCALE ? GRAPHIC RATING SCALE
?
SIMPLE ATTITUDE SCALE
In this scale, a respondent is asked to agree or disagree with a statement or respond to a question having two response categories. ? For example, ‘YES’ / ‘NO’; ‘LIKE’ / ‘DISLIKE’, ‘GOOD’ / ‘BAD’.
?
CATEGORY SCALE
An attitude scale consisting of several response categories to provide the respondent with alternative ratings. (Multiple choice answers with more than two responses) ? For example, How often do you travel by air? (i) Once a week (ii) Twice a week (iii) Once in a month (iv) Twice in a month
?
LIKERT SCALE
This is also known as summated ratings method. ? Likert scale is a measure of attitudes designed to allow respondents to indicate how strongly they agree or disagree with carefully constructed statements that range from very positive to very negative attitude towards an object.
?
LIKERT SCALE…continued
?
For example, there is a statement “Mergers and acquisitions provide faster means of growth than internal expansion”.
1 2 4 Disag ree 5 Neut ral 3 Agr ee Stron gly agre e
Stron gly disag ree
SEMANTIC DIFFERENTIAL
An attitude measure consisting of a series of 7 point bipolar rating scale. Bipolar adjectives such as “good” and “bad”, “modern” and old-fashioned”, “clean” and “dirty” anchor the beginning and end of the scale. ? For example, four brands of car – Honda city (H), Lancer (L), Toyota corolla (TC), Skoda (S) can be compared with the help of this scale.
?
SEMANTIC DIFFERENTIAL… contd
?
The scale is constructed this way –
Fast :___:___:___:___:___:___:___:Slow Affordable:___:___:___:___:___:___:___:Expensive Plain:___:___:___:___:___:___:___:Stylish
?
A respondent is asked to rate the brands between the two bipolar adjectives.
CONSTANT SUM SCALE
18 18
A respondent is asked to divide 100 points among the features or attributes of a product / service according to his/her importance. ? For example – divide 100 points among the following features of courier service company –
?
? Faster
delivery ____ ? Safety of products ____ ? Low courier charges ____
STAPEL SCALE
An attitude measure that places a single adjective in the centre of numerical values. For example, A stapel scale can be used to measure his attitude towards a supervisor –
?
?
STAPEL SCALE … continued
+3 +2 +1 Supportive / Co-operative -1 -2 -3
GRAPHIC RATING SCALE
?
A measure of attitude consisting of a graphic scale that allows respondents to rate an object by choosing any point on that scale using visual communication.
HAPPY
NEUTRA L
UNHAPP Y
2 Important criteria / tests for good measurement
22 22
?
VALIDITY – Validity refers to whether a research study is able to answer the questions what it was intended to answer. Validity gives the strength of conclusions, inferences or propositions. Two types of validity tests are Predictive validity and Construct validity. Predictive validity is determined by the correlation between the results and the actual behavior. Construct validity is the extent to which a measuring instrument measures what it intends to measure. RELIABILITY Reliability is the extent to which a measurement is repeatable with same results. Reliability is the consistency of measurement. A measurement may be reliable and not valid. However if a measurement is valid then it is also reliable. If it is not reliable then it cannot be
?
doc_999795813.pptx