Presentation

Sir Tariq
Department of Statistics
University of Sargodha
Submitted by

Muqadas Un Nisa (19)

Sumaira Azmat
(50)

Scales

A scale is a tool or mechanism by which individuals are

distinguished as to how they differ from one another on the
variables of interest to our study. A set of symbols or numbers
constructed to be assigned by a rule to the individuals (or their
behaviors or attitudes) to whom the scale is applied.

Types OF Scale
Measurement Scale
Rating Scales
Ranking scales

Measurement Scale

Types of Measurement Scale

Nominal scale
Ordinal scale
Interval scale
Ratio scale

Nominal scale
A nominal scale is one that allows the researcher to assign subjects
to certain categories or groups. Nominal scales are used for labeling
variables, without any quantitative value. Notice that all of these
scales are mutually exclusive and none of them have any numerical
significance. The nominal scale is always used for obtaining
personal data such as gender or department in which one works.

Example OF Nominal Scale

Ordinal scale
An ordinal scale not only categorizes the variables it also rank
order the categories in some meaningful way. Any variable for
which the categories are to be ordered according to some
preference, the ordinal scale would be used. The ordinal scale
provides more information than the nominal scale. It is used to
rank the preference of various brands of a product by
individuals and to rank order individuals, objects, events.

Example Of Ordinal Scale

Interval scale
Interval scales are numeric scales in which we know not only
the order, but also the exact differences between the values. The
interval scale lets us measure the distance between any two
points on the scale. Here's the problem with interval scales: they
dont have a true zero.
The classic example of an interval scale is Celsius temperature
because the difference between each value is the same.

Interval scale

Ratio Scale
The ratio scale of measurement is similar to the interval scale in
that it also represents quantity and has equality of units. The
scale also has an absolute zero (no number exist below the
zero). Most measurement in the physical sciences and
engineering is done on ratio scales. It is most powerful of the
four scales because it has a unique zero origin and fulfil the all
the properties of the other three scale.

Example of Ratio Scale

Example of Measurement Scale

Rating Scales
Rating scale is a scale with a several categories that evaluate an object on
a scale.

OR
Rating is a set of categories designed to elicit information about a
quantitative or a qualitative attribute.

Types of Rating Scales

Dichotomous scale (yes, no)
Category scale
Likert scale(1,2,3----------)
Semantic Differential Scale
Numerical scale

Rating Scales
Itemized rating scale
Fixed or constant sum rating scale
Stapel scale
Graphic rating scale
Consensus scale

Dichotomous Scale
The dichotomous scale is used to elicit a yes or no
answer.
Note that a nominal scale is used to elicit the response.
Example:
Do you own a car? Yes
No

Category Scale
The category scale uses multiple items to elicit a single
response. This also uses the nominal scale.
Example:
Where in London do you reside?
a) East London
b))South London
c)West London
d) North London
e) Other

Likert Scale
The Likert scale is designed to examine how strongly subjects
agree or disagree with statement on a 5-point scale. This is also
an interval scale and differences in the response between any
two points on the scale remain the same.

Example Of Likert Scale

Example:
Strongly disagree Disagree
1

Neutral
3

Agree
4

Strongly Agree
5

Semantic Differential Scale

Semantic deferential is a type of rating scale designed to measure the
connotative meaning of objects, events and concepts. The connotations are
used to drive attitude towards the given object, event or concept. This is
treated as interval scale.
Example:

Responsive --------------------- Unresponsive

Beautiful --------------------------- Ugly

Example Of Semantic Scale

Numerical scale
The numerical is similar to the semantic scale, with the difference that
numbers on a 5-point or 7-points scale are provided. This is also an interval
scale.
Example
How please are you with your new real estate agent?
Extremely pleased 7 6 5 4 3 2 1 extremely
displeased

Itemized rating scale

A scale that uses words instead of numbers for respondents to identify
their rating
Example

Fixed Or Constant Sum Rating Scale

The respondent are here asked to distribute a given no.
of points across various items as per the example
below. This is more in the nature of Ordinal scale.

Example of Fixed or constant sum rating scale

In choosing a toilet soap, indicate the importance you attach to each of the
aspects by allotting points for each to total 100 in all.

Fragrance
-----
Color
-----
Shape
----
Size and texture ----
Total points
100

Stapel Scale
A scale that measure both the direction and the intensity of the attributes
of a concept. The characteristic of interest to the study is placed at the
center and a numerical scale, say, from +3 to -3, on either side of the item.
Since this does not has an absolute zero point, this an interval scale.

Example Of Stapel scale

Graphic Rating Scale

A graphical representation helps the respondent to indicate on this scale
their answers to a particular question by placing a mark at the appropriate
point on the line. This is an ordinal scale, though the following example
might appear to make it look like an interval scale

Example Of Graphic Rating Scale

Consensus Scale
Consensus scale are also developed by consensus,
where a panel of judges select certain items, which in
its view measure the relevant concept.

Other Scales
There are also some advanced scaling methods such as
multidimensional Scaling, where objects, people, or both, are
visually scaled, and a conjoint analysis is performed.

Ranking Scales
Ranking scales are used to tap preference between two or among more
objects or items. There are 3 types of ranking scale

Paired comparison
Forced choice
Comparative scale

Paired comparison
The paired comparison scale is used when among a small number of
objects , respondent are asked to choose between two objects at a time.it is
good method if the number of stimuli presented is small.

Example of Paired comparison

Which cold drink brand do you prefer?

Coca-Cola vs Pepsi
Diet Coke vs Pepsi
Coca-Cola vs Seven-Up
Pepsi
vs Seven-Up

Forced
Forcedchoice
choice
The
forced choice enable respondents to rank objects relative to one
The forced choice enable respondents to rank objects relative to one
another, among the alternative provided. This is the easier for the
another, among the alternative provided. This is the easier for the
respondent particularly if the number of choices to be ranked is limited in
respondent particularly if the number of choices to be ranked is limited in
numbers.
numbers.

Example OF Forced choice

Rank
the following magazines that you would like to subscribe to in the order
Rank the following magazines that you would like to subscribe to in the order
of preference, assigning 1 to the most preferred choice and 5 to the least
of preference, assigning 1 to the most preferred choice and 5 to the least
preferred.
preferred.
Fortune
----Fortune
---- Playboy
----Playboy ---- Time
----Time ---- People
----People
---- Prevention
----Prevention -----

Comparative
Comparativescale
scale
The
Thecomparative
comparativescale
scaleprovides
providesaabenchmark
benchmarkororaapoint
point
ofofreference
referencetotoassess
assessattitude
attitudetoward
towardthe
thecurrent
current
objects,
objects,events,
events,ororsituation
situationunder
understudy.
study.

Example
Exampleof
ofComparative
Comparativescale
scale
Respondents
is asked to rate the sweet shop X in
Respondents is asked to rate the sweet shop X in
comparison to sweet shop Y in Sargodha.
comparison to sweet shop Y in Sargodha.

Excellent
Very Good
Excellent
Very Good
Poor
Poor

Good
Good

Both are same

Both are same

Poor
Poor

Very
Very

Thank You