business research measurement and scaling
TRANSCRIPT
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Business ResearchMeasurement and Scaling
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Measurement and Scaling
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• Measurement in simple words is theassignment of numbers or signs to objectsor their characteristics.
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Uni and Multi Dimesional Scale
• If there is single dimension underlying aset of observations then it is called aunidimensional scale.
• Multidimensional scales allow more than asingle dimension that underlies a set ofobservations
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Classification
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Nominal ScaleGender Religious Affiliation Favorite Season
Male = 1 Hindu= 1 Summers=1
Female = 2 Muslim= 2 Spring= 2
Christian= 3 Winter= 3
Sikh=4 Autumn=4
Others= 5 Rainy= 5
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Ordinal
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Interval ScaleIn a company, if employees are asked to rate job satisfaction on a scale on 1 to 5 where 1 means
completely unsatisfied and 5 means completely satisfied as shown below:
Completely Satisfied 1 2 3 4 5 Completely Unsatisfied
This will be an example of Interval Scale. Since the distance between each point from 1 to 5 is
assumed to be the same, it would be appropriate to compute differences between scores on this
scale. A result like the difference in job satisfaction among morning and evening shift employees
was 2 can be concluded.
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Ratio ScaleIf for each of the students, their scores in a test are assigned out of a total maximum score of 50.
Students Score
(Ratio Scale) Ratio
Ramesh 30 60%
Sam 20 40%
Vineet 25 50%
Jaspreet 40 80%
Here the difference of 10 marks between score of 30 and 20 is the same as the difference of 10 marks between score of 40 and 30.Also, a score of 40 can be interpreted as twice the score of 20. Ratios of the score values can be calculated.
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Summary
Scales Nominal Ordinal Interval Ratio
Characteristics Order 1. � 1. 1. 1.
1.� 1. � 1. 1.
Differences
Origin� � �
Mathematical = & ≠
Operations < & >�
+ & -� �
X & ÷ � � �
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SCALINGTECHNIQUES
COMPARATIVESCALING
NON-COMPARATIVE
SCALING
PAIREDCOMPARISON
SCALE
CONSTANTSUM SCALE
RANK ORDERSCALE Q- SORT SCALE CONTINUOUS
RATING SCALEITEMIZED
RATING SCALE
SEMANTICLIKERT SCALE DIFFERENTIAL STAPEL SCALE
SCALE
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Paired Comparison
Cola Orange Lemon # of times
preferred
Orange 1 - 1 2
Lemon 0 0 - 0
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Constant sum
Flavor Sweetness Fizz
Drink 1 25 20 45
Drink 2 30 40 30
Drink 3 35 15 15
Drink 4 10 25 10
100 100 100
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Rank order
Flavor Sweetness Fizz
Drink 1 3 3 1
Drink 2 2 1 2
Drink 3 1 4 3
Drink 4 4 2 4
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Continuous scaleA human resource manager wants to measure the job satisfaction for employees using a continuous rating scale.. The scale can bedeveloped in following ways:
Option 1Very Satisfied
Very unsatisfied
Option 2Very Satisfied
Very unsatisfied0 10 20 30 40 50 60 70
80 90 100
Option 3Very Satisfied
Very unsatisfied
Somewhat Satisfied Somewhat Unsatisfied
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Itemized rating scale
1. I like to receive salary bonus on a quarterly basis
2. I like to receive salary bonus on an annual basis
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Semantic differential
1. You find your supervisor to be:
Very Powerful Very Weak
Reliable Unreliable
Organized Unorganized
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Staple Scale
1. You find your supervisor to be:
+1 +1 +1
+2 +2 +2
+3 +3 +3
Powerful Reliable Organized
-1 -1 -1
-2 -2 -2
-3 -3 -3
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Physical Form of Scales
Do you like the orange flavor of this drink?
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True Score Model
Xo = Xt + Es + Er
Xo = Observed measurement ScoreXt = True Score of the characteristicEs = Systematic ErrorEr = Random Error
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Scale evaluation
Generalizability
Validity Applicability
ScaleReliability Sensitivity Evaluation
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Class activity
• “A brand could receive the highest medianrank yet it sales are poor”
• Discuss