BRM - Unit - 2 Measurement
BRM - Unit - 2 Measurement
BRM - Unit - 2 Measurement
MEASUREMENT
DEFINITION OF MEASUREMENT :
According to Kerlinger:
"Measurement is the assignment of numerals to objects or
events according to rules”.
According to Miller (1962):
Measurement can be defined as ‘assigning numbers to
things according to explicit rules’
It refers to the process of giving identification tags to
elements of our research data in order to arrange them
for study.
MEANING OF MEASUREMENT:
Measurement is the process of quantifying and
assigning numerical values to attributes or properties of
objects, events, or phenomena in a structured and
standardized manner.
HOW DO MEASURE ATTITUDE ?
Measurement is the process by which the organization
observes and records the observations that have been
gathered as a result of some research activities.
1. Nominal Scale
2. Ordinal Scale
3. Interval Scale
4. Ratio Scale
1. NOMINAL SCALE:
A Nominal scale is also known as categorical variable.
These scales are codes assigned to objects as labels
And to identify people either belong to a group or not.
EXAMPLES
➢ Gender
➢ Martial Status
➢ State of residence
➢ College
➢ Zip code
➢ Student ID
• The numbers serve only as labels or tags for identifying
and classifying objects.
• When used for identification, there is a strict one-to-one
correspondence between the numbers and the objects.
• The numbers do not reflect the amount of the characteristic
possessed by the objects.
• The only permissible operation on the numbers in a
nominal scale is counting.
• Only a limited number of statistics, all of which are based
on frequency counts, are permissible, e.g., percentages, and
mode.
Nominal – Categorical Scale example
What is your gender? ___ Male ___Female
Nominal scale is simply a system of assigning number
symbols to events in order to label them.
The usual example of this is the assignment of numbers of
basketball players in order to identify them.
Such numbers cannot be considered to be associated with an
ordered scale for their order is of no consequence; the
numbers are just convenient labels for the particular class of
events and as such have no quantitative value.
Nominal scales provide convenient ways of keeping track of
people, objects and events. One cannot do much with the
numbers involved.
For example, one cannot usefully average the numbers on
the back of a group of football players and come up with a
meaningful value.
Neither can one usefully compare the numbers assigned to
one group with the numbers assigned to another.
The counting of members in each group is the only possible
arithmetic operation when a nominal scale is employed.
Accordingly, we are restricted to use mode as the measure of
central tendency.
There is no generally used measure of dispersion for
nominal scales.
Chi-square test is the most common test of statistical
significance that can be utilized, and for the measures of
correlation, the contingency coefficient can be worked out.
CHARACTERISTICS OF NOMINAL SCALE
1. In nominal scale a variable is divided into two or more
categories, for example, agree/disagree, yes or no etc. It’s is
a measurement mechanism in which answer to a particular
question can fall into either category.
2. Nominal scale is qualitative in nature, which means numbers
are used here only to categorize or identify objects. For
example, football fans will be really excited, as the football
world cup is around the corner! Have you noticed numbers
on a jersey of a football player? These numbers have nothing
to do with the ability of players, however, they can help
identify the player.
3. In nominal scale, numbers don’t define the characteristics
related to the object, which means each number is assigned
to one object. The only permissible aspect related to
numbers in a nominal scale is “counting.”
EXAMPLES OF NOMINAL SCALE:
Males = 1, Females = 2
Sales zone A = Islamabad, Sales zone B = Rawalpindi
Drink A = Pepsi
Drink B = 7 – Up
Drink C = Miranda
From a statistics point of view this scale is one of the
easiest to understand measurement scale. As
mentioned earlier, it is assigned to items that are
not quantitative or number oriented.
✓ For example, let’s assume we have 5 colours,
orange, blue, red, black and yellow. We could
number them in any order we like either 1 to 5 or 5
to 1 in ascending or descending order. Here
numbers are assigned to colours only to identify
them. Another example of nominal scale from a
research activity point to view is YES/NO scale.
It essentially has no order.
ADVANTAGES OF NOMINAL SCALE:
1. It offers the freedom to respondents to freely express
their opinion.
2. The research is easy to conduct when there are close-
ended questions.
3. One can collect a large number of answers to questions
very quickly.
4. It has increased reliability as it is solely dependent on
the choice of answers made by the respondents.
5. It is not time-consuming and can be done by anyone
with minimum expertise.
6. It is also cost-effective as only what is needed is a set of
questions and a questionnaire.
DIS-ADVANTAGES OF NOMINAL SCALE:
1. It isn't quantifiable: You can't quantify nominal data,
as it's only qualitative and can't be measured
numerically.
2. It has a low level of measurement: Nominal data has
the lowest level of measurement out of the data types,
as you can only assign names to variables.
3. It can't be ordered: Generally, you can't order nominal
data, which can be a disadvantage for some research
projects.
2. ORDINAL SCALE
This scale has the ability to rank the individual attributes of
to items in same group but unit of measurement is not
available in this scale, like Student A is taller than Student B
but their actual heights are not available.
Interval scales give us the order of values and also about the
ability to quantify the difference between each one.
MEANING:
Attitude is an established way of thinking or feeling
reflected in a person’s behaviour towards others.
1. Thurston Scaling
2. Likert Scaling
3. Semantic Differential Scaling
1. THURSTON SCALING:
It is the method of equal appearing intervals. It is
made up of statements about a particular issue, and
each statement has a numerical value indicating
how favourable or unfavourable it is judged to be.
People check each of the statements to which they
agree, and a mean score is computed, indicating
their attitude.
1. THURSTON SCALING:
These are also known as equal appearing interval
scales. They are used to measure the attitude towards a
given concept or construct.
For this purpose a large number of statements are
collected that relate to the concept or construct being
measured.
The judges rate these statements along an 11 category
scale in which each category expresses a different
degree of favourableness towards the concept. The
items are then ranked according to the mean or median
ratings assigned by the judges and are used to construct
questionnaire of twenty to thirty items that are chosen
more or less evenly across the range of ratings.
1. THURSTON SCALING:
The statements are worded in such a way so that a
person can agree or disagree with them. The scale is
then administered to assemble of respondents
whose scores are determined by computing the
mean or median value of the items agreed with. A
person who disagrees with all the items has a score
of zero. So, the advantage of this scale is that it is
an interval measurement scale. But it is the time
consuming method and labour intensive. They are
commonly used in psychology and education
research.
1. THURSTON SCALING:
Thurston scale is defined as a uni-dimensional scale
that is used to track respondent’s behaviour, attitude
or feeling towards a subject.
This scale consists of statements about a particular
issue or topic where each statement has a numerical
value that indicates the respondents attitude towards
the topic as favorable or unfavorable.
Respondents indicate the statements that they agree
with, and an average is computed. A mean score of
the agreements or disagreements is calculated as the
attitude of the respondent towards the topic.
1. THURSTON SCALING:
This scale was developed by Robert Thurstone to
approximate measurement in equal-
appearing interval levels.
Ugly o o o o o o o Beautiful
Cool o o o o o o o Warm
Incompe Professio
o o o o o o o
tent nal
3. SEMANTIC DIFFERENTIAL SCALING
The difficult part about the semantic
differential technique is coming up with words that
are truly opposites. Sometimes a wordbook can be
helpful since it includes antonyms. However, you
need to be aware of the meaning of different
pairings of words.
I. Probability Sampling -
SAMPLING METHODS:
I. Probability Sampling -
For example
In a population of 1000 members, every member
will have a 1/1000 chance of being selected to be a
part of a sample. Probability sampling eliminates
bias in the population and gives all members a fair
chance to be included in the sample.
SAMPLING METHODS: