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    Measurement and Scaling Fundamentals, Comparative and Non Comparative Scaling

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    Savya Jaiswal
    This document discusses measurement and scaling fundamentals, including comparative and non-comparative scaling techniques. It defines measurement as assigning numbers or symbols to object characteristics according to rules, while scaling creates a continuum to locate measured objects. Comparative scales involve direct object comparisons, while non-comparative scales rate objects independently. Examples of non-comparative techniques include continuous rating scales, Likert scales, semantic differentials, and Stapel scales. The document also outlines primary measurement scales from nominal to ratio and their characteristics.

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    Measurement and Scaling Fundamentals, Comparative and Non Comparative Scaling

    Uploaded by

    Savya Jaiswal
    88 views28 pages
    This document discusses measurement and scaling fundamentals, including comparative and non-comparative scaling techniques. It defines measurement as assigning numbers or symbols to object characteristics according to rules, while scaling creates a continuum to locate measured objects. Comparative scales involve direct object comparisons, while non-comparative scales rate objects independently. Examples of non-comparative techniques include continuous rating scales, Likert scales, semantic differentials, and Stapel scales. The document also outlines primary measurement scales from nominal to ratio and their characteristics.

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    Scaling 2012

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    This document discusses measurement and scaling fundamentals, including comparative and non-comparative scaling techniques. It defines measurement as assigning numbers or symbols to object characteristics according to rules, while scaling creates a continuum to locate measured objects. Comparative scales involve direct object comparisons, while non-comparative scales rate objects independently. Examples of non-comparative techniques include continuous rating scales, Likert scales, semantic differentials, and Stapel scales. The document also outlines primary measurement scales from nominal to ratio and their characteristics.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    88 views28 pages

    Measurement and Scaling Fundamentals, Comparative and Non Comparative Scaling

    Uploaded by

    Savya Jaiswal
    This document discusses measurement and scaling fundamentals, including comparative and non-comparative scaling techniques. It defines measurement as assigning numbers or symbols to object characteristics according to rules, while scaling creates a continuum to locate measured objects. Comparative scales involve direct object comparisons, while non-comparative scales rate objects independently. Examples of non-comparative techniques include continuous rating scales, Likert scales, semantic differentials, and Stapel scales. The document also outlines primary measurement scales from nominal to ratio and their characteristics.

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    Measurement and Scaling Fundamentals, Comparative and Non Comparative Scaling

    8-2

    Measurement and Scaling


    Measurement means assigning numbers or other symbols to characteristics of objects according to certain pre specified rules. One-to-one correspondence between the numbers and the characteristics being measured. The rules for assigning numbers should be standardized and applied uniformly. Rules must not change over objects or time.

    8-3

    Measurement and Scaling


    Scaling involves creating a continuum upon which measured objects are located. Consider an attitude scale from 1 to 100. Each respondent is assigned a number from 1 to 100, with 1 = Extremely Unfavorable, and 100 = Extremely Favorable. Measurement is the actual assignment of a number from 1 to 100 to each respondent. Scaling is the process of placing the respondents on a continuum with respect to their attitude toward department stores.

    8-4

    A Classification of Scaling Techniques


    Figure 1 Scaling Techniques

    Comparative Scales

    Non Comparative Scales

    Paired Comparison

    Rank Order

    Constant Sum

    Q-Sort and Other Procedures

    Continuous Itemized Rating Scales Rating Scales

    Likert

    Semantic Differential

    Stapel

    8-5

    Primary Scales of Measurement


    Scale Figure 1.1 Nominal Numbers
    Assigned to Runners
    7 8 3

    Finish

    Ordinal

    Rank Order of Winners


    Third place Second place 9.1 First place 9.6

    Finish

    Interval

    Performance Rating on a 0 to 10 Scale

    8.2

    Ratio

    Time to Finish, in

    15.2

    14.1

    13.4

    Primary Scales of Measurement Nominal Scale

    8-6

    The numbers serve only as labels or tags for identifying and classifying objects. When used for identification, there is a strict one-toone 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.

    8-7

    Illustration of Primary Scales of Measurement


    Table 1

    Nominal Scale
    No. Store 3 months

    Ordinal Scale
    Preference Rankings

    Interval Scale
    Preference Ratings 1-7 11-17

    Ratio Scale
    $ spent last

    1. Lord & Taylor 2. Macys 3. Kmart 4. Richs 5. J.C. Penney 6. Neiman Marcus 7. Target 8. Saks Fifth Avenue 9. Sears 10.Wal-Mart

    7 2 8 3 1 5 9 6 4 10

    79 25 82 30 10 53 95 61 45 115

    5 7 4 6 7 5 4 5 6 2

    15 17 14 16 17 15 14 15 16 12

    0 200 0 100 250 35 0 100 0 10

    Primary Scales of Measurement Ordinal Scale

    8-8

    A ranking scale in which numbers are assigned to objects to indicate the relative extent to which the objects possess some characteristic. Can determine whether an object has more or less of a characteristic than some other object, but not how much more or less. Any series of numbers can be assigned that preserves the ordered relationships between the objects. In addition to the counting operation allowable for nominal scale data, ordinal scales permit the use of statistics based on centiles, e.g., percentile, quartile, median.

    Primary Scales of Measurement Interval Scale

    8-9

    Numerically equal distances on the scale represent equal values in the characteristic being measured. It permits comparison of the differences between objects. The location of the zero point is not fixed. Both the zero point and the units of measurement are arbitrary. It is meaningful to take ratios of scale values. Statistical techniques that may be used include all of those that can be applied to nominal and ordinal data, and in addition the arithmetic mean, standard deviation, and other statistics commonly used in marketing research.

    Primary Scales of Measurement Ratio Scale

    8-10

    Possesses all the properties of the nominal, ordinal, and interval scales. It has an absolute zero point. It is meaningful to compute ratios of scale values. All statistical techniques can be applied to ratio data.

    8-11

    Primary Scales of Measurement


    Table 1.1
    Scale Nominal Basic Characteristics Numbers identify & classify objects Common Examples Social Security nos., numbering of football players Nos. indicate the Quality rankings, relative positions rankings of teams of objects but not in a tournament the magnitude of differences between them Differences Temperature between objects (Fahrenheit) Zero point is fixed, Length, weight ratios of scale values can be compared Marketing Permissible Statistics Examples Descriptive Inferential Brand nos., store Percentages, Chi-square, types mode binomial test Preference Percentile, rankings, market median position, social class Rank-order correlation, Friedman ANOVA

    Ordinal

    Interval Ratio

    Attitudes, opinions, index Age, sales, income, costs

    Range, mean, standard Geometric mean, harmonic mean

    Productmoment Coefficient of variation

    8-12

    A Comparison of Scaling Techniques

    Comparative scales involve the direct comparison of stimulus objects. Comparative scale data must be interpreted in relative terms and have only ordinal or rank order properties. In non comparative scales, each object is scaled independently of the others in the stimulus set. The resulting data are generally assumed to be interval or ratio scaled.

    8-13

    Relative Advantages of Comparative Scales

    Small differences between stimulus objects can be detected. Same known reference points for all respondents. Easily understood and can be applied. Involve fewer theoretical assumptions. Tend to reduce halo or carryover effects from one judgment to another.

    8-14

    Relative Disadvantages of Comparative Scales


    Ordinal nature of the data Inability to generalize beyond the stimulus objects scaled.

    8-15

    Non comparative Scaling Techniques

    Respondents evaluate only one object at a time, and for this reason non comparative scales are often referred to as monadic scales. Non comparative techniques consist of continuous and itemized rating scales.

    8-16

    Continuous Rating Scale


    Respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other. The form of the continuous scale may vary considerably.
    How would you rate Sears as a department store? Version 1 Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Probably the best Version 2 Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - Probably the best 0 10 20 30 40 50 60 70 80 90 100 Version 3 Neither good Very good nor bad Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - -Probably the best 0 10 20 30 40 50 60 70 80 90 100 Very bad

    8-17

    Itemized Rating Scales

    The respondents are provided with a scale that has a number or brief description associated with each category. The categories are ordered in terms of scale position, and the respondents are required to select the specified category that best describes the object being rated. The commonly used itemized rating scales are the Likert, semantic differential, and Stapel scales.

    8-18

    Likert Scale
    The Likert scale requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements about the stimulus objects.
    Strongly disagree Disagree Neither Agree agree nor disagree 3 3 3X 4 4 4 Strongly agree

    1. Sears sells high quality merchandise. 2. Sears has poor in-store service. 3. I like to shop at Sears.

    1 1 1

    2X 2X 2

    5 5 5

    The analysis can be conducted on an item-by-item basis (profile analysis), or a total (summated) score can be calculated. When arriving at a total score, the categories assigned to the negative statements by the respondents should be scored by reversing the scale.

    8-19

    Semantic Differential Scale


    The semantic differential is a seven-point rating scale with end points associated with bipolar labels that have semantic meaning.

    SEARS IS: Powerful --:--:--:--:-X-:--:--: Weak Unreliable --:--:--:--:--:-X-:--: Reliable Modern --:--:--:--:--:--:-X-: Old-fashioned

    The negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right. This controls the tendency of some respondents, particularly

    A Semantic Differential Scale for Measuring SelfConcepts, Person Concepts, and Product Concepts
    1) Rugged 2) Excitable 3) Uncomfortable 4) Dominating 5) Thrifty 6) Pleasant 7) Contemporary 8) Organized 9) Rational 10) Youthful :---:---:---:---:---:---:---: Delicate :---:---:---:---:---:---:---: Calm :---:---:---:---:---:---:---: Comfortable :---:---:---:---:---:---:---: Submissive :---:---:---:---:---:---:---: Indulgent :---:---:---:---:---:---:---: Unpleasant :---:---:---:---:---:---:---: Obsolete :---:---:---:---:---:---:---: Unorganized :---:---:---:---:---:---:---: Emotional :---:---:---:---:---:---:---: Mature

    8-20

    8-21

    Stapel Scale
    The Stapel scale is a unipolar rating scale with ten categories numbered from -5 to +5, without a neutral point (zero). This scale is usually presented vertically.
    SEARS +5 +4 +3 +2 +1 HIGH QUALITY -1 -2 -3 -4X -5 +5 +4 +3 +2X +1 POOR SERVICE -1 -2 -3 -4 -5

    The data obtained by using a Stapel scale can be analyzed in the same way as semantic differential data.

    8-22

    Basic Noncomparative Scales


    Table 1.2
    Scale Continuous Rating Scale Itemized Rating Scales Likert Scale
    Degrees of agreement on a 1 (strongly disagree) to 5 (strongly agree) scale Seven - point scale with bipolar labels Measurement of attitudes Easy to construct, administer, and understand

    Basic Characteristics

    Examples
    Reaction to TV commercials

    Advantages
    Easy to construct

    Disadvantages
    Scoring can be cumbersome unless computerized

    Place a mark on a continuous line

    More time - consuming

    Semantic Differential

    Brand, product, and company images Measurement of attitudes and images

    Versatile

    Controversy as to whether the data are interval Confusing and difficult to apply

    Stapel Scale

    Unipolar ten - point scale, - 5 to +5, witho ut a neutral point (zero)

    Easy to construct, administer over telephone

    8-23

    Summary of Itemized Scale Decisions


    Table 1.3
    1) Number of categories Although there is no single, optimal number, traditional guidelines suggest that there should be between five and nine categories In general, the scale should be balanced to obtain objective data If a neutral or indifferent scale response is possible from at least some of the an odd number of categories should be used In situations where the respondents are expected to have no opinion, the accuracy of the data may be improved by a non-forced An argument can be made for labeling all or many scale categories. The category descriptions should be located as close to the response categories as possible A number of options should be tried and the best selected

    2) Balanced vs. unbalanced 3) Odd/even no. of categories respondents, 4) Forced vs. non-forced scale 5) Verbal description

    6) Physical form

    8-24

    Summary of Itemized Scale Decisions


    Table 1.3
    1) Number of categories Although there is no single, optimal number, traditional guidelines suggest that there should be between five and nine categories In general, the scale should be balanced to obtain objective data If a neutral or indifferent scale response is possible from at least some of the an odd number of categories should be used In situations where the respondents are expected to have no opinion, the accuracy of the data may be improved by a non-forced An argument can be made for labeling all or many scale categories. The category descriptions should be located as close to the response categories as possible A number of options should be tried and the best selected

    2) Balanced vs. unbalanced 3) Odd/even no. of categories respondents, 4) Forced vs. non-forced scale 5) Verbal description

    6) Physical form

    8-25

    Rating Scale Configurations


    Cheer detergent is:
    1) Very harsh 2) Very harsh --1 --2 --3 --4 --5 --6 --7

    Figure 1.2

    A variety of scale configurations may be employed to measure the gentleness of Cheer detergent. Some examples include:
    Very gentle Very gentle

    3) . Very harsh . . . Neither harsh nor gentle . . . Very gentle 4) ____ Very harsh 5) ____ Harsh

    Cheer

    ____ ____ Somewhat Neither harsh Harsh nor gentle

    ____ Somewhat gentle

    ____ Gentle

    ____ Very gentle

    -3
    Very harsh

    -2

    -1

    0
    Neither harsh nor gentle

    +1

    +2

    +3
    Very gentle

    8-26

    Some Unique Rating Scale Configurations


    Figure 1.3 Thermometer Scale Instructions: Please indicate how much you like McDonalds hamburgers by coloring
    in the thermometer. Start at the bottom and color up to the temperature level that best indicates how strong your preference is.

    Form:

    Like very much Dislike very much

    100 75 50 25 0

    Smiling Face Scale Instructions: Please point to the face that shows how much you like the Barbie Doll. If
    you do not like the Barbie Doll at all, you would point to Face 1. If you liked it very much, you would point to Face 5.

    Form:
    1 2 3 4 5

    8-27

    Development of a Multi-item Scale


    Figure 1.4
    Develop Theory Generate Initial Pool of Items: Theory, Secondary Data, and Qualitative Research Select a Reduced Set of Items Based on Qualitative Judgement Collect Data from a Large Pretest Sample Statistical Analysis Develop Purified Scale Collect More Data from a Different Sample Evaluate Scale Reliability, Validity, and Generalizability Final Scale

    8-28

    Thank You!

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