Professional Documents
Culture Documents
Research Methodology
Questions
1. Short note on
Scaling Techniques Tests of sound measurement Validity of measurements Measurement techniques
2. Bring out the importance & utility of Rating & Scaling techniques in quantifying data with examples 3. What is measurement in research? Explain tests of sound measurements.
Sep 2009
Measurement Scale
Nominal (name and count) Ordinal (rank/order) Interval (Score/mark) Ratio
Sep 2009
Finish
Ordinal
Finish
Interval
8.2
9.1
9.6
Ratio
15.2
14.1
13.4
Measurement Scale
Nominal (name and count) Numbers are used to label only, no numerical sanctity Male -> 1 & female -> 2 or female ->1 & male -> 2 (does not make any difference) Count is only statistics, Chi-square test can be used Mean, Std deviation can not be used
Measurement & Scaling Techniques
Sep 2009
Measurement Scale
Ordinal (rank/order) Places events in order e.g. in market research, respondent might rank various brands as per his/her likings Rank 1 means higher than rank 2 Median, percentile & deciles are the measure to use Mean can not be used
Measurement & Scaling Techniques
Sep 2009
Measurement Scale
Interval or Rating scale(score/mark) Most of the behavioral measurement scales used to measure attitudes of respondent on a scale of 1 to 5 or 1 to 3 or 1 to 10. Here we can calculate mean & std dev. Pearson corr. of coefficient, t and f test can be applied Difference between 1 & 2 is same as 2 & 3
Sep 2009 Measurement & Scaling Techniques
Measurement Scale
Ratio Scale All statistical techniques are available Geom. Mean, Harm. Mean can be used Not much use in market research
Sep 2009
Sep 2009
Sep 2009
Sep 2009
Adequacy of the topic No numeric expression is possible Primarily intuitive & based on judgment
Sep 2009
Sep 2009
Sep 2009
Index
Finally combining all the indicators, researcher create a single index.
Sep 2009
Scaling Techniques
What is Scaling? Scaling describes the procedure of assigning numbers to various degrees of opinion, attitude and other concepts Scaling provides a mechanism for measuring abstract concepts
Sep 2009
Comparative Scales
Paired Comparison
Rank Order
Constant Sum
Likert
Semantic Differential
Stapel
0 1a 1 0 1 3 1 0 1 2
Sassoon Shoulders 0 1 0 0 0 0 1 4 1 1
0 0 1 0 1
1 in a particular box means that the brand in that column was preferred over the brand in the corresponding row. A 0 means that the row brand was preferred over the column brand. bThe number of times a brand was preferred is obtained by summing the 1s in each column.
Preference for Toothpaste Brands Figure 8.4 Using Rank Order Scaling
Instructions: Rank the various brands of toothpaste in order of preference. Begin by picking out the one brand that you like most and assign it a number 1. Then find the second most preferred brand and assign it a number 2. Continue this procedure until you have ranked all the brands of toothpaste in order of preference. The least preferred brand should be assigned a rank of 10. No two brands should receive the same rank number. The criterion of preference is entirely up to you. There is no right or wrong answer. Just try to be consistent.
Preference for Toothpaste Brands Using Rank Order Scaling Figure 8.4 cont.
Form
Brand 1. Crest 2. Colgate Rank Order _________ _________
3. Aim
4. Gleem 5. Macleans 6. Ultra Brite
_________
_________ _________ _________
7. Close Up
8. Pepsodent 9. Plus White 10. Stripe
_________
_________ _________ _________
Importance of Bathing Soap Attributes Figure 8.5 Using a Constant Sum Scale
Instructions
On the next slide, there are eight attributes of bathing soaps. Please allocate 100 points among the attributes so that your allocation reflects the relative importance you attach to each attribute. The more points an attribute receives, the more important the attribute is. If an attribute is not at all important, assign it zero points. If an attribute is twice as important as some other attribute, it should receive twice as many points.
Importance of Bathing Soap Attributes Using a Constant Sum Scale Figure 8.5 cont.
Form
Attribute 1. Mildness 2. Lather 3. Shrinkage 4. Price 5. Fragrance 6. Packaging 7. Moisturizing 8. Cleaning Power Sum
Segment III