Measurement and Scaling

Measurement & Scaling
A Bose
BIMTECH
November 2009
A Bose (BIMTECH)
November 2009
1 / 21
Table of Contents
1
Measurement and Scaling Measurement and Scaling Primary Scales of Measurement A Comparison of Scaling Techniques Comparative Scaling Techniques
Paired Comparison Scaling
Noncomparative Scaling Techniques

Continuous Rating Scale Itemized Rating Scales Likert Scale Semantic Dierential Scale Stapel Scale
Noncomparative Itemized Rating Scale Decisions

Number of Scale Categories Balanced versus Unbalanced Scales Odd or Even Number of Categories Forced versus Nonforced Scales Nature and Degree of Verbal Description Physical Form or Conguration
Multiitem Scales
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Measurement and Scaling
Material for this set of slides is from Marketing Research - An Applied Orientation by Naresh Malhotra Chapters 8 and 9 Research Methodology - by R Panneerselvam Chapter 5
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November 2009
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Primary Scales of Measurement
Nominal Scale Figurative labeling scheme in which numbers serve only as labels or tags for identifying or classifying objects. There is strict one-to-one correspondence between the numbers and the objects. Ordinal Scale Ranking (or ordering) scale, indicates relative position. Numbers are assigned to indicate the relative extent to which objects possess some characteristic than some other object, but not how much more or less. Interval Scale In this scale numerically equal distances on the scale represent equal dierences in terms of characteristics being measured. Contains all the information of an ordinal scale, and more. Ratio Scale Possesses all the properties of the nominal, ordinal and interval scales and in addition an absolute zero point. Thus in a ratio scale we can identify or classify objects, rank objects and compute intervals or dierences. It is also meaningful to compute ratio of scale values.
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November 2009
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A classication of Scaling Methods
Subject-centred approach Variation across subjects (respondents) is studied Stimuli-centred approach Examines the systematic variation across stimuli Response approach Variation across subjects as well as the variation across stimuli are studied
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November 2009
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Category 1
Purpose Scaling stimuli
Name of Scale (a) Thurstones case-V scale (Paired Comparison Scaling) (b) Osgoods Semantic Dierential scale (a) Likert scale (b) Q-sort technique (a) Cumulative scale/ Scalogram analysis
Scaling respondents
Scaling stimuli and respondents
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A Comparison of Scaling Techniques
Scaling techniques commonly employed in marketing research can be classied into Comparative scale (a.k.a non-metric scale) involving the direct comparison of stimulus objects. Must be interpreted in relative terms and have only ordinal or rank order properties. Non comparative scale (a.k.a monadic or metric scale) Each object is scaled independently of others in the stimulus set. Resulting data is generally assumed to be interval or ratio scaled. Can be continuous rating or itemized rating scale
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Comparative Scaling Techniques
Paired Comparison Scaling Respondent presented with two objects and asked to select one according to some criterion. Data obtained are ordinal Rank Order Scaling Respondents are presented with several objects simultaneously and asked to rank them according to some criterion Constant Sum Scaling Respondents asked to allocate a constant sum of units, say 100, among a set of stimulus objects with respect to some criterion Q-sort Scaling etc. A comparative scaling technique that uses a rank order procedure to sort objects based on similarity with respect to some criterion.
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November 2009
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Paired Comparison Responses from a Respondent

Table 5.1 Brand 2 3 4 0 1 1 - 1 1 0 - 0 0 1 0 0 0
Column Permutation of 5.2 Table 5.3 Brand 2 1 4 3 5 2 1 - 1 1 1 1 - 0 1 1 1 4 0 0 1 - 1 3 0 0 - 0 1 5 0 0 0 0 -
This rearrangement shows that for this particular respondent, the preference order, from most to least preferred, is Brand 2 Brand 1 Brand 4 Brand 3 Brand 5
A Bose (BIMTECH)
Brand
Brand
1 2 3 4 5
1 1 0 0 0
5 1 1 1 1 -
Row Permutation of 5.1 Table 5.2 Brand 1 2 3 4 5 2 1 - 1 1 1 1 - 0 1 1 1 4 0 0 1 - 1 3 0 0 - 0 1 5 0 0 0 0 -
Brand
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Paired Comparison Responses from 3 Respondents

This situation is replicated 2 more times and the data are as in the tables below
Table 5.3: Permuted Data Replication 1 Brand 2 1 4 3 2 1 - 1 1 1 - 0 1 1 4 0 0 1 3 0 0 - 0 5 0 0 0 0 Brand Table 5.5: Permuted Data Replication 3 Brand 2 1 5 4 2 - 1 1 1 1 0 - 1 1 5 0 0 - 1 4 0 0 0 3 0 0 0 0
A Bose (BIMTECH)
for
5 1 1 1 1 for
3 1 1 1 1 -
Table 5.4: Permuted Data for Replication 2 Brand 3 1 4 5 2 3 - 1 1 1 1 1 0 - 1 1 1 4 0 0 - 1 1 5 0 0 0 - 1 2 0 0 0 0 Table 5.6: Total RoC Frequencies for 3 repondents Brand 1 2 3 4 5 1 - 1 2 3 3 2 - 2 2 2 3 - 1 2 4 - 2 5 Measurement & Scaling
Brand
Brand
Brand
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Total RoC Frequencies for 3 repondents Table 5.6 Brand 1 2 3 4 5 1 - 1 2 3 3 2 - 2 2 2 3 - 1 2 4 - 2 5 Brand
Proportion of RoC Preferences for all 3 Table 5.7 Brand 1 2 3 4 5 1 - .33 .67 1 1 2 .67 .67 .67 3 .33 .67 4 .67 5 Brand
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Continuous Rating Scale (a.k.a Graphic 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 another. For may dier - vertical or horizontal, few or many scale points may be provided Itemized Rating Scale Respondents are provided with a scale that has a number or brief description associated with each category. Categories are ordered in terms of scale position; respondents are required to select the specied category that best describes the object being rated.
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November 2009
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Likert Scale (a.k.a Summated Scale)

Widely used Respondents are required to indicate a degree of agreement or disagreement with each of a series of statements about the stimulus objects. Typically each scale item has 5 response categories ranging from Strongly Agree to Strongly Disagree. To conduct analysis, each statement is assigned a numerical score, ranging from -2 to 2 or 1 to 5. Analysis can be conducted on an item to item basis (prole analysis) or a total (summated) score can be calculated for each respondent by summing across items. Advantages: Easy to construct and administer, easy to understand by respondents.
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Semantic Dierential Scale
Popular rating scale in Marketing Research 7 point rating scale with endpoints associated with bipolar labels (e.g. cold and warm, unreliable and reliable etc.) that have semantic meaning. Widely used in comparing brand, product and company images. Has been used to develop advertising and promotion strategies etc.
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November 2009
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Stapel Scale
Confusing, least used Unipolar rating scale with 10 categories numbered -5 to +5 without a neutral point (zero). Respondents are asked to indicate how accurately or inaccurately each item described the object by selecting an appropriate numerical response category. The higher the number the more accurately the term described the object.
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November 2009
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Question set for Likert Scale

Item no 1 2 3 Statement There is a hectic competition among employment institutions in providing employment opportunities Some educational institutions are not bothered about employment issue of their graduates Whatever may be the eort made by educational institutions, it will be very dicult to employ their graduates because of saturation in employment market Since the average salary in industries is very low, graduates of premier institutions are not willing to accept such low-paid jobs. In technical education, educational institutions are not employing qualied and experienced faculty which will aect employment opportunities adversely Because of higher pay in some industries, educational institutions are nding it dicult to attract talented graduates/experienced persons for faculty positions Some educational institutions do not plough back their surplus which badly aect institutional infrastructures development
Measurement & Scaling November 2009 16 / 21
4 5
A Bose (BIMTECH)
Question set for Likert Scale ... contd.

Item no 1 2 3 4 5 6 7 Strongly agree +2 -2 +2 +2 -2 +2 -2 Agree +1 -1 +1 +1 -1 +1 -1 Undecided 0 0 0 0 0 0 0 Disagree -1 +1 -1 -1 +1 -1 +1 Strongly disagree -2 +2 -2 -2 +2 -2 +2
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November 2009
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Steps of construction of the Likert Scale

(1) Formulate possible number of statements about the attitudinal object which is to be studied. Ensure that the number of favourable statements is almost equal to the number of unfavourable statements. (2) Assume the following directional intensity descriptors of the items of the attitudinal object
Strongly agree Agree Undecided Disagree Strongly disagree
Assign scale values to the degree of agreement / disagreement as stated below. For favourable statements (items), the scale values from left to right are assumed as +2, +1, 0, -1, -2. For unfavourable statements (items), the scale values from left to right are assumed as -2, -1, 0, +1, +2. (3) Administer the set of statements in the form of questionnaire to a representative group of respondents.
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November 2009
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Steps of construction of the Likert Scale ... contd.

(4) Calculate the total attitude score of each respondent by summing the scores assigned to each of the items by that respondent (5) 5.1 Find the 1st and the 4th quartile group of the respondents on the basis of the
total scores. The high scores can be assumed to be with favourable attitude and the low scores can be assumed to be with unfavourable attitude. 5.2 Find the mean dierence between the 1st and the 4th quartile group for each item. If an item (statement) is a good one, then the mean score of the favourable group will be more than that of the unfavourable group. For an item (statement), if the mean scores across the two groups are nearly equal (t-test for means), then the item is to be excluded from the scale.
(6) Among the remaining items, after dropping insignicant items in step 5.2, the favourable and unfavourable items are mixed in random order. (7) Now administer the scale on the respondents and obtain their markings on each item. Then obtain the scores of each respondent by summing the numerical weights marked by that respondent on each item.
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November 2009
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Noncomparative Itemized Rating Scale Decisions
the number of scale categories to use Greater the no. of categories, the ner the discrimination among stimulus objects. But, most respondents cannot handle more than a few categories balanced vs. unbalanced scale Balanced: number of favourable & unfavourable categories are equal. In general should be balanced. odd or even number of categories Odd: middle scale position is neutral or impartial. E.g. Liket scale forced vs. nonforced choice Forced: no opinion option is not provided. In such cases respondents without an opinion may mark the middle of the scale position nature and degree of verbal description physical form of the scale vertical or horizontal, boxes, discrete lines or units in a continuum
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November 2009
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Multiitem Scales
Scale development process is iterative. Data are analyzed using techniques such as correlations, factor analysis, cluster analysis, discriminant analysis etc. Multiple rounds of purication of the scale with feedback loops.
A Bose (BIMTECH)
November 2009
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Measurement and Scaling

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Measurement and Scaling

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Measurement & Scaling

Measurement & Scaling

Noncomparative Scaling Techniques

Noncomparative Itemized Rating Scale Decisions