RM 8

Measurement Design 2
Bajpai, N (2017): Business Research Methods, Pearson India

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FIGURE: The classification of measurement scales

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1. Single-Item Scales
• As clear from the name, the single-item scales measure only

one item as a construct.
• Some of the commonly used single-item scales in the field of
business research are multiple choice scales, forced-ranking
scales, paired-comparison scales, constant-sum scales, direct
quantification scales, and Q-sort scales.

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1(a) Multiple-Choice Scale
• Researcher tries to generate some basic information to conduct

his or her research work, and for the sake of convenience or
further analysis, he or she codes it by assigning different numbers
to different characteristics of interest.
• This type of measurement is commonly referred as multiple-choice
scale and results in generating the nominal data. In this type of
scale, the researcher poses a single question with multiple
response alternatives.
• For a mere quantification reason, a researcher assigns 1 to the first
response, 2 to the second response, and so on. It is important to
note that the numbers provide only the nominal information.

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FIGURE: Examples of multiple-choice scales

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1(b) Forced-Choice Ranking
• In the forced-choice ranking scaling technique, the respondents rank

different objects simultaneously from a list of objects presented to
them.

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FIGURE: Example of forced-choice scale

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1(c) Paired-Comparison Technique
• As the name indicates, in the paired-comparison scaling technique,

a respondent is presented a pair of objects or stimulus or brands
and the respondent is supposed to provide his or her preference of
the object from a pair.
• When n items (objects or brands) are included in the study, a
respondent has to make n(n −1) / 2 paired comparisons.
• Sometimes, a researcher uses the “principle of transitivity” to
analyse the data obtained from a paired-comparison scaling
technique. Transitivity is a simple concept that says that if Brand
“X” is preferred over Brand “Y” and Brand “Y” is preferred over
Brand “Z,” then Brand “X” is also preferred over Brand “Z”.

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FIGURE: Example of paired comparison
scaling technique

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1(d) Constant-Sum Scales
• In the constant-sum scaling technique, the respondents allocate

points to more than one stimulus objects or object attributes or
object properties, such that the total remains a constant sum of
usually 10 or 100.
• The sum of all the points should be equal to a predefined constant
100 or 10, which is why this scale is called the constant-sum scale.
This scaling technique generates the ratio-level data.

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FIGURE: Example of a constant-sum scale

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1(e) Direct Quantification Scale
• The simplest form of obtaining information is to directly ask a

question related to some characteristics of interest resulting in
ratio-scaled data. Researchers generally ask a question related to
payment intention of consumers.

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Figure: Example of the direct quantification scale

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1(f) Q-Sort Scales
• The objective of the Q-sort scaling technique is to quickly classify

a large number of objects. In this kind of scaling technique, the
respondents are presented with a set of statements, and they
classify it on the basis of some predefined number of categories
(piles), usually 11.

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Source: Prabakaran et. al (2012)
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Source: Prabakaran et. al (2012)
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2. Multi-Item Scales
• Multi-item scaling techniques generally generate some interval

type of information. In interval scaling technique, a scale is
constructed with the number or description associated with each
scale position. Therefore, the respondent’s rating on certain
characteristics of interest is obtained.
• For the majority of researchers, the rating scales are the preferred
measuring device to obtain interval data on the personal
characteristics (i.e., attitude, preference, and opinions) of the
individuals of all kind (Peterson, 1997).

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2(a) Summated Scaling Technique: The Likert Scales
• In a Likert scale, each item response has five rating categories, “strongly
disagree” to “strongly agree” as two extremes with “disagree,” “neither
agree nor disagree,” and “agree” in the middle of the scale. Typically, a 1- to
5-point rating scale is used, but few researchers also use another set of
numbers such as −2, −1, 0, +1, and +2.
• The analysis can be done by using either profile analysis or summated
analysis.
• The profile analysis is item-by-item analysis, where the respondent’s
scores are obtained for each item of the scale, and the analysis is also done
on the basis of individual item scores. As another approach, scores are
obtained from the respondents, and the sum is obtained across the scale
items. After summing, an average is obtained for all the respondents. The
summated approach is widely used, which is why the Likert scale is also
referred as the summated scale.

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FIGURE: Example of Likert scale

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2(b) Semantic Differential Scales
• The semantic differential scale consists of a series of bipolar

adjectival words or phrases placed on the two extreme points of
the scale.
• Good semantic differential scales keep some negative adjectives
and some positive adjectives on the left side of the scale to
tackle the problem of the halo effect.

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FIGURE: Example of semantic differential scale

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2(c) Staple Scales
• The staple scale is generally presented vertically with a single

adjective or phrase in the centre of the positive and negative
ratings.
• Similar to the Likert scale and the semantic differential scale, in a
staple scale, points are at equidistant position both physically and
numerically, which usually results in the interval-scaled
responses.

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FIGURE: Example of staple scale

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2(d) Numerical Scales
• Numerical scales provide equal intervals separated by numbers, as scale

points to the respondents. These scales are generally 5- or 7-point rating
scales.

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FIGURE: Example of numerical scale

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(3) Continuous Rating Scales
• In a continuous rating scale, the respondents rate the object by

placing a mark on a continuum to indicate their attitude. In this
scale, the two ends of continuum represent the two extremes of
the measuring phenomenon.
• This scale is also referred as a graphing rating scale and allows a
respondent to select his or her own rating point instead of the
rating points predefined by the researcher.

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FIGURE: Example of a continuous rating scale

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Measurement Design 2

Bajpai, N (2017): Business Research Methods, Pearson India

Bajpai, N (2017): Business Research Methods, Pearson India

• As clear from the name, the single-item scales measure only

Bajpai, N (2017): Business Research Methods, Pearson India

• Researcher tries to generate some basic information to conduct

Bajpai, N (2017): Business Research Methods, Pearson India

Bajpai, N (2017): Business Research Methods, Pearson India

• In the forced-choice ranking scaling technique, the respondents rank

Bajpai, N (2017): Business Research Methods, Pearson India

Bajpai, N (2017): Business Research Methods, Pearson India

• As the name indicates, in the paired-comparison scaling technique,

Bajpai, N (2017): Business Research Methods, Pearson India

Bajpai, N (2017): Business Research Methods, Pearson India

• In the constant-sum scaling technique, the respondents allocate

Bajpai, N (2017): Business Research Methods, Pearson India

Bajpai, N (2017): Business Research Methods, Pearson India

• The simplest form of obtaining information is to directly ask a

Bajpai, N (2017): Business Research Methods, Pearson India

Bajpai, N (2017): Business Research Methods, Pearson India

• The objective of the Q-sort scaling technique is to quickly classify

Bajpai, N (2017): Business Research Methods, Pearson India

• Multi-item scaling techniques generally generate some interval

Bajpai, N (2017): Business Research Methods, Pearson India

Bajpai, N (2017): Business Research Methods, Pearson India

Bajpai, N (2017): Business Research Methods, Pearson India

• The semantic differential scale consists of a series of bipolar

Bajpai, N (2017): Business Research Methods, Pearson India

Bajpai, N (2017): Business Research Methods, Pearson India

• The staple scale is generally presented vertically with a single

Bajpai, N (2017): Business Research Methods, Pearson India

Bajpai, N (2017): Business Research Methods, Pearson India

• Numerical scales provide equal intervals separated by numbers, as scale

Bajpai, N (2017): Business Research Methods, Pearson India

Bajpai, N (2017): Business Research Methods, Pearson India

• In a continuous rating scale, the respondents rate the object by

Bajpai, N (2017): Business Research Methods, Pearson India

Bajpai, N (2017): Business Research Methods, Pearson India

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