1. Measurement & Scaling Techniques Presented By:- Angarika Acharekar (01) Priya Gate (10) Yeseul Jo (12) Pradnya Juvekar (13) Ruchira Koyande (17)

2. Content

3. Definition Measurement Assignment of numbers or other symbols to characteristics of objects according to certain pre specified rules Scaling Generation of continuum upon which measured objects are located.

4. Characteristics Description – Unique labels that are used to designate each value of the scale. All scales possess description.\ Order – The relative sizes or positions of the descriptors. Order is denoted by descriptors such as “greater than”, “less than”, and “equal to”.

5. Characteristics Distance – The characteristics of distance means that absolute differences between the scale descriptors are known and may be expressed in units. Origin – The origin characteristic means that the scale has unique or fixed beginning.

6. Primary scales of measurement Nominal scale – A scale whose number serve only labels to identify and classify the objects. – Example – What is your hair colour o Brown o Black o Blonde o Gray o other

7. Ordinal scale – A ranking scale in which number are assigned to objects to indicate the relative extent to which some characteristics is possessed. – Example – A fast food home delivery shop may wish to ask its customers – How would you rate the service of our staff 1.Excellent 2.very good 3.good 4.poor 5.worst

8. Interval scale – A scale in which numbers are used to rate objects.

9. Ratio scale – Ratio scale possesses all the properties of nominal, ordinal and interval scale and in addition an absolute zero point.

10. Scaling Techniques Comparative Scales Paired comparison Rank orderConstant SumQ-Sort Non- comparative scales Continuous rating scales Itemized rating scales Likert Semantic differential Stapel

11. Comparative Scaling Techniques 1.Paired comparison – A respondent is presented with two objects at the time and asked to select one object in the paired according to some criterion. – Date obtained are ordinal in nature.

12. example

13. 2.Rank order scaling – Respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion.

14. Brand Pepsi Coca-cola Sprite Thumpsup fanta Rank order

15. 3.Constant sum scaling – Respondents are required to allocate a constant sum of unit such as points, dollars, chits, stickers, or chips among a set of stimulus objects with respect to some criterion.

16. Example Please allocate 100 points on how you spend your income 1.essentials 2.Education 3.Entertainment 4.Others

17. 4.Q- Sort – It uses a rank order procedure to sort objects based on similarity with respect to some criterion.

18. Non comparative Continuous rating scale – Graphic rating scale – Respondents rate objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to another.

19. Example

20. Itemized rating scale – A measurement scale having numbers or brief descriptions associated with each category. i.Likert ii.Semantic differential iii.Stapel

21. i.Likert – A measurement scale with five response categories ranging from “strongly disagree,” to “Strongly agree.”

22. Example

23. ii.Semantic differential – It is a seven points rating scale with endpoints associated with bipolar labels that have semantic meaning.

25. iii.Stapel – A scale for measuring attitudes that consists of a single adjective in the middle of an even- numbered range of values from -5 to +5, without a neutral point.

27. Scale decisions 1.Number of scale categories to use – Several factors should be taken into account in deciding on the number of categories.

28. 2.Balanced versus Unbalanced scale – A scale with an equal number of favorable and unfavorable categories.

29. Balanced Scale How did you find the movie “NH-10” Extremely good Very good Good Bad Very bad Extremely bad Unbalanced Scale How did you find the movie “NH-10” Extremely good Very good Good Somewhat good Bad Very bad