Welcome

to the
Presentation
on
Scales

Prepared By:
Protim Mondol
Id#13262005
Scaling:
- Assigning numbers to items

Two things to remember
- Choosing proper items
- Assigning weights to the items
Types of Scale:


I. Likert Scale
II. Thurstone Scale
III. Guttman Scale
Likert Scale

Created by Rensis Likert
Interval level variables
At least 20 statements
Five categories of responses
A number is assigned to each type of
responses
Subjects responses are summed up


Strongly
Agree
(5)
Agree

(4)
Undecided

(3)
Disagree

(2)
Strongly
Disagree
(1)
It is fun to use
It is simple to use
It is very user friendly
It does not interrupt other
programs
It is not costly
Likert Scale (Cont)
A software company may construct Likert Scale to
find out users attitude towards its software
Likert Scale (Cont)
Discriminatory Power:
-The ability to categorize response based on
categories

Measuring Discriminatory Power:
- Calculate mean score of responses of two
groups of people given extreme responses
- T-test
- Correlation Matrix


Likert Scale (Cont)

Issues with Likert Scale:

- Uni-dimensional

- Response may be influenced by
previous question
Thurstone Scale

Created by Louis Thurstone
Interval level variable
50-300 judges
Eleven categories of response
Items are retained on the basis of
agreement among judges
Use of Inter Quartile Range


1 2 3 4 5 6 7 8 9 10 11
Retain
Statement 01 9 10 15 10 6 0 0 0 0 0 0
Yes
Statement 02 5 7 6 0 3 7 2 4 5 8 3
No
Statement 03 0 0 0 0 0 0 3 7 13 16 11
Yes
Statement 04 3 5 12 13 8 9 0 0 0 0 0
Yes
Statement 05 0 0 3 5 7 8 2 5 9 7 4
No
1-8 = Favorable Response
9-11= Unfavorable Response
Thurstone Scale (Cont)
Thurstone Scale (Cont)
Issues with Thurstone Scale:

- May portray popular beliefs

- Responses may not be objective

Guttman Scale
Created by Louis Guttman
Ordinal level variable
Statements ordered from general to
specific
Dichotomous response categories
Keep items which have a scalable
pattern

Guttman Scale (Cont)
Q1) Exercise is good for health.
(i) Agree (ii) Disagree
Q2) Regular exercise is good for health.
(i) Agree (ii) Disagree
Q3) Having balanced exercise is good for health.
(i) Agree (ii) Disagree
Q4) Swimming & walking are good forms of exercise.
(i) Agree (ii) Disagree


Guttman Scale (Cont)
Response
Pattern
Structure No. of
Respondents
Retain
Q1 Q2 Q3 Q4
A + + + + 31 Yes
B - + + + 36 Yes
C - - + + 27 Yes
D - - - + 23 Yes
E - - - - 21 Yes
F + - + + 06 No
G + + - + 04 N0
H - - + + 03 No
Guttman Scale (Cont)
Issues with Guttman Scale:

- Analytical complexity

- No guarantee that items will cover
a narrow universe of content.

Thank
You