Measurements of Scaling Likert scale

Presented byVed krishna

Variables

Independent

Precedes, influences or predicts results

Dependent

Affected by or predicted by the Independent Variable Affected by the D.V., but not controlled or measured. Causes error
2

Extraneous

Variables

Confounding

An extraneous variable that varies systematically (has a relationship) with the I.V. Unobservable trait that influences behavior (e.g., effect of new intervention on self-esteem may be affected by the motivation level of subjects)

Intervening

Variables

Control

Used to eliminate the effect of extraneous variables Aka, measured, or assigned Characteristics of the subjects that cannot be manipulated

Organismic

Levels of Measurements
Four levels of Measurements Nominal

Measures categories Categories + rank and order Equal distance between any two consecutive measures Intervals + meaningful zeros
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Ordinal

Interval Ratio

Measurement and Scaling

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

Measurement and Scaling

An ordinal scale is one that arranges objects or alternatives according to their magnitude Examples:

Career Opportunities = Moderate, Good, Excellent Investment Climate = Bad, inadequate, fair, good, very good Merit = A grade, B grade, C grade, D grade A problem with ordinal scales is that the difference between categories on the scale is hard to quantify, I,e., excellent is better than good but how much is excellent better?

Measurement and Scaling

An interval scale is a scale that not only arranges objects or alternatives according to their respective magnitudes, but also distinguishes this ordered arrangement in units of equal intervals (i.e. interval scales indicate order (as in ordinal scales) and also the distance in the order) Examples:

Consumer Price Index Temperature Scale in Fahrenheit

Interval scales allow comparisons of the differences of magnitude (e.g. of attitudes) but do not allow determinations of the actual strength of the magnitude

Measurement and Scaling

A ratio scale is a scale that possesses absolute rather than relative qualities and has an absolute zero. Examples:

Money Weight Distance Temperature on the Kelvin Scale Interval scales allow comparisons of the differences of magnitude (e.g. of attitudes) as well as determinations of the actual strength of the magnitude

Measurement and Scaling

Type of Scale Numerical Operation Descriptive Statistics

Nominal

Counting

Frequency in each category, percentage in each category, mode Median, range, percentile ranking

Ordinal

Rank Ordering

Interval

Arithmetic Operations on Intervals between numbers

Arithmetic Operations on actual quantities

Mean, standard deviation, variance

Geometric mean, coefficient of variation

Ratio

Categories of Scales

Categorical (ratings)

Score without comparison - 1 to 5 scales

Comparative (ranking)

Score by comparing - Smartest

Subjective - which do you prefer Objective - which solution is less costly
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Preference

Non-preference

Categories of Scales

Unidimensional

Involves only one aspect of the measurement Measurement by one construct Involves several aspects of a measurement Uses several dimensions to measure a single construct

Multi-dimensional

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Types of Scales
Likert/Summated Rating Scales Semantic Differential Scales Constant sum scale Guttman Scales (cumulative scale) Staple scale Factor scale

Likert Scales
A very popular rating scale Measures the feelings/degree of agreement of the respondents Ideally, 4 to 7 points Examples of 5-point surveys

Agreement SD Satisfaction SD Quality VP

D D P

ND/NA ND/NS Average

A S G

SA SS VG

Likert Scale
The Likert scale requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements about the stimulus objects.
Strongly disagree Disagree Neither agree nor disagree 3 3 4 Agree Strongly agree

1. Sears sells high quality merchandise. 2. Sears has poor in-store service. 3. I like to shop at Sears.

1 1

2X 2X 3X

4 4 5

5 5

The analysis can be conducted on an item-by-item basis (profile analysis), or a total (summated) score can be calculated. When arriving at a total score, the categories assigned to the negative statements by the respondents should be scored by reversing the scale.

Summative Likert Scales

Must contain multiple items Each individual item must measure something that has an underlying, quantitative measurement continuum There can be no right/wrong answers as opposed to multiple-choice questions Items must be statements to which the respondent assigns a rating Cannot be used to measure knowledge or ability, but familiarity
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The Likert Scale

A likert Scale is a measure of attitudes designed to allow respondents to indicate how strongly they agree or disagree with carefully constructed statements that range from very positive to very negative towards an object or subject

The number of alternatives on the Likert scale can vary, often five alternatives are foreseen
A Likert Scale may include a number of question items, each covering some aspect of the respondents attitude, and these items collectively form an an index

Balanced and Unbalanced Scales

Jovan Musk for Men is
Extremely good Very good Good Bad Very bad

Jovan Musk for Men is

Extremely good Very good Good Somewhat good Bad Extremely bad Very bad