Professional Documents
Culture Documents
METHODOLOGY
(Business Research Methods)
– Nominal scales
– Ordinal scales
– Interval scales
– Ratio scales
Course Instructor: Dr. Aurangzeb Z. Khan 4
Measurement and Scaling (4)
A nominal scale is the simplest of the four scale types
and in which the numbers or letters assigned to objects
serve as labels for identification or classification
Example:
Males = 1, Females = 2
Sales Zone A = Islamabad, Sales Zone B = Rawalpindi
Drink A = Pepsi Cola, Drink B = 7-Up, Drink C = Miranda
Examples:
Examples:
Consumer Price Index
Temperature Scale in Fahrenheit
Examples:
Money
Weight
Distance
Temperature on the Kelvin Scale
Indexes (or composite measures) are meant to deal with the issue
of multidimensionalty (e.g. an index of social class may be the
variables residence, occupation and education)
Course Instructor: Dr. Aurangzeb Z. Khan 10
Criteria for Good Measurement (1)
Reliability – Reliability is the degree to which
measurements are devoid of error and therefore in the
position to yield consistent results, also over repeated
attempts over time (ordinal measures always yield the
same order, interval measurements always yield the
same order and same distance between the measured
items)
Examples:
– I will purchase Product X
– I shall change my job from 1st January 2006
– I may participate in Training Workshop Z
A Housewife
Would ___ : ___ : ___ : ___ : ___ : ___ : ___ Would Not
Purchase this laundry detergent
Course Instructor: Dr. Aurangzeb Z. Khan 22