DATA COLLECTION

Types of Measurement Scales

1What is Measurement Scale The term measurement means assigning numbers or some other symbols to the characteristics of certain objects. when numbers are used the researcher have a rule for assigning a number to an observation in a way that provide an accurate description .We do not measure the object but some characteristics of it.So in research we do not measure the people ,we measure their attitude ,perception or any other relevant characteristics.

Scaling is an extension of measurement. Scaling involves creating a continuum on which measurement on object are located .Example- scale of 1to 11Scale indicate the degree of effectiveness. Scale indicate the degree of satisfaction or dissatisfactionNominal ScaleLets start with the easiest one to understand. Nominal scales are used for labeling variables, without any quantitativevalue. Nominal scales could simply be called labels. Here are some examples, below. Notice that all of these scales are mutually exclusive (no overlap) and none of them have any numerical significance. A good way to remember all of this is that nominal sounds a lot like name and nominal scales are kind of like names or labels.

4Nominal Scale

EXAMPLESPlayers of team indiaCasteReligionGenderMarital statusBrands Etc

Ordinal Scale

With ordinal scales, it is the order of the values is whats important and significant, but the differences between each one is not really known. Take a look at the example below. In each case, we know that a #4 is better than a #3 or #2, but we dont knowand cannot quantifyhow much better it is. For example, is the difference between OK and Unhappy the same as the difference between Very Happy and Happy? We cant say.

Ordinal scales are typically measures of non-numeric concepts like satisfaction, happiness, discomfort, etc.

Ordinal Scale

Ordinal is easy to remember because is sounds like order and thats the key to remember with ordinal scalesit is the order that matters, but thats all you really get from these.

Advanced note: The best way to determine central tendency on a set of ordinal data is to use the mode or median; the mean cannot be defined from an ordinal set.

Ordinal Scale

Examples

Preference RankingImage RankingSocial Class Etc

Interval scale The interval scale of measurement has the properties of identity, magnitude, and equal intervals.A perfect example of an interval scale is the Fahrenheit scale to measure temperature. The scale is made up of equal temperature units, so that the difference between 40 and 50 degrees Fahrenheit is equal to the difference between 50 and 60 degrees Fahrenheit.With an interval scale, you know not only whether different values are bigger or smaller, you also knowhow muchbigger or smaller they are. For example, suppose it is 60 degrees Fahrenheit on Monday and 70 degrees on Tuesday. You know not only that it was hotter on Tuesday, you also know that it was 10 degrees hotter.

11Interval scalestatistical analysis on these data sets opens up. For example, central tendencycan be measured by mode, median, or mean; standard deviation can also be calculated.Interval itself means space in between, which is the important thing to rememberinterval scales not only tell us about order, but also about the value between each item.

Examples

AttitudeOpinionIndex NumbersEtc

Somethingmeasured on a ratio scale has the same properties that an interval scale has except, with a ratio scaling, there is an absolute zero point. Temperature measured in Kelvin is an example. There is no value possible below 0 degrees Kelvin, it is absolute zero. Weight is another example, 0 lbs. is a meaningful absence of weight. Your bank account balance is another. Although you can have a negative or positive account balance, there is a definite andno arbitrarymeaning of an account balance of 0.Ratio Scale14Ratio scales provide a wealth of possibilities when it comes to statistical analysis. These variables can be meaningfully added, subtracted, multiplied, divided (ratios). Central tendencycan be measured by mode, median, or mean; measures of dispersion, such as standard deviation and coefficient of variation can also be calculated from ratio scales.

Examples

AgeIncomeMarket shareSalesCost Etc

SummaryIn summary,nominalvariables are used to name, or label a series of values. Ordinalscales provide good information about theorderof choices, such as in a customer satisfaction survey. Intervalscales give us the order of values + the ability to quantifythe difference between each one. Finally,Ratioscales give us the ultimateorder, interval values, plus theability to calculate ratiossince a true zero can be defined.e

ATTITUDEAn attitude is viewed as enduring disposition to respond consistently in a given manner to various aspect of the world ,including person, events and objects.A company is able to sell its product or services when its customer have a favorable attitude towards its product/serviceIn today scenario it very important to measure the attitude of the customer.ATTITUDE MEASUREMENTCognitive component Affective componentbehavioral componentCognitive component

The cognitive component represent an individuals information and knowledge about an object.Affective component

The affective component summarizes a persons overall feeling or emotions towards the objects .behavioral componentThe of an aptitude reflects a predisposition to an action by reflecting the consumer s buying or purchase intention .

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