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1. Measurement Scaling

2. WHAT ISMEASUREMENT ?
• Process of turning qualitative facts into a quantitative series
• Providing series of numbers to the series of characteristics of
event, product or things based on certain rules.

3. WHAT ISSCALING ?
• Creating continuous values for the objects asper the
importance of characteristics they possess.
• Procedures of assigning numbers to various degrees of
opinion, attitude and other concepts.
• Scale helps in comparison between two objects.
• Scale should be reliable and valid

4. TYPESOFSCALE

5. 1.NOMINAL SCALE
• A scale is simply a system of assigning number symbols to events in order to
label them for identification/classification
• Itclassifies persons or objects into two or more categories. Members of a
category have a common set of characteristics, and each member may only
belong to one category.
• Yes/no scale in research activities.
For Example:
No provided in players to differentiate them
From others.

6. 2.ORDINAL SCALE
• Scale that arranges objects/alternatives according to their
magnitude in an ordered relationship.
• Italso rank-orders the categories in some meaningful way
.
• For example
APPS Ranking

7. INTERVAL SCALE
• Scale that distinguishes order of arrangement in units of equal
interval
• There is exact difference between values
“Interval scale” “Interval”
Equal space between interval
Example: Celsius Temperature
The difference between 90 degree and 70 degree is a 20 degree, as the difference
between 40 degree and 60 degree.

8. RATIO SCALE
• Ratio Scale is the highest level scale that allows the researcher to
classify or identify the objects, rank-order the objects and compare
the intervals or differences.
• Possesses all the characteristics of nominal, ordinal and interval scale
• Boys 20 Girls 30
• Then ratio will be 1:1.5

9. Measurement
ATTITUDE MEASUREMENT

10. INTRODUCTION
Attitude is a reaction made by a person over any events, product or things
An attitude measurement is a study/survey, on a properly drawn sample, of a
specified population to find out what people in that population feel about a
specified issue.
Act of converting qualitative information into quantitative facts

11. TECHNIQUES FOR DEVELOPING ATTITUDE SCALE
T
echnique
Choice
Ranking
Rating
Sorting

12. TYPESOFSCALESFORATTITUDEMEASUREMENT
How satisfied are you with Chanakya College ?
Education
Teachers
Management
Exams
1. Likert Scale
• Subjects are asked to indicate their degree of agreement or disagreement with given statements
• Respondents are asked to express agreement or disagreement in 5-points scale

13. Rate the quote mentioned in
this Photo
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

14. 2.THURSTSTONE SCALE
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 asfavorable or unfavorable.
Step 1 – Develop statements
Step 2 – Rank each statement with a panel
of judges:
Step 3 – Calculate median and/or mean and
Interquartile range (IQR)
Step 4 – Sorting the table
Step 5 – Selecting final variables or options

16. GUTTMAN SCALES
• It assume that if respondent answer the first item then he probably
will be able to answer second.
• Statements are related to each other in such a way that one replies
favorable to one statement then he is favorable in other statement
too.
• Difficulty and rarely used

17. EXAMPLE
Measurement of arithmetic ability of 4 Children
Questions:
a) 28 ÷ 7 = ?
b) 8 x 4 = ?
c) 12+9 = ?
A children who gets a) correct is very likely to get b) correct. The child who misses a) but gets b) correct
Is also likely to get c) correct. A child who miss c) is not likely to get a) and b) correct.
Children a) b) c) Total Score
1st 1 1 1 3
2nd 0 1 1 2
3rd 0 0 1 1
4th 0 0 0 0
1= CORRECT
0= INCORRECT

18. GRAPHICAL RATING SCALE

20. RANK ORDERRATINGSCALE
• Respondents are asked to rank their preferences from most
preferred to least preferred.
• It forces respondents to discriminate among the relevant
objects
• Lesstime consuming

21. Based upon what you have seen, heard, and experience, please rankthe
following brands according to theirReliability.
1for most reliable, 2 to the next more reliable and soon

22. SEMANTIC DIFFERENTIAL SCALE
• Questionnaire rating scale that asks people to rate a product,
company, brand or any "entity" within the frames of a multi-
point rating options
• Answering options are grammatically on opposite adjectives at
each end. For example, love / hate, satisfied / unsatisfied and
likely to return / unlikely to return with intermediate options in
between.

24. Multiple choice questionscale
• SELECT ONE OUT OF FEW ALTERNATIVES
• KNOW PRIORITY AND INTEREST OF RESPONDENT
How did you first heard about our product ?

25. Criteria of GoodMeasurement
Content Validity
Criterion Validity
Construct Validity

26. Stabilit
y
Equivalen
ce
Internal
Consistency

28. Sources of Measurement
Problem
Related to
Respondent

29. Related to
Measurer
• Behavi
or
• Style
• Looks

30. Related to
Situation

31. Which shoe do you put on first?
What was your childhood
nickname?
What is the taste of water ?
Relatedto
Instrument