Business Research Methods EMBA-1 1. Business Research Methods EMBA-1 2 Measurement and Scaling...

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Business Research Methods

EMBA-1

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Measurement and Scaling Concepts

& Attitude Measurement

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EMBA-1Introduction

What is to be measured?And

How to be measured?

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1. Quite tall for his age

2. Moderately tall for his age

3. About average for his age

4. Moderately short for his age

5. Quite short for his age

What is to be measured?

Suppose, height of a boy is to be measured

If he is moderately tall for his age, his score is 2

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We may compare height with other few children

We may use conventional measuring unit (cm/ inch)

We may categorize nice height, not so nice height


Suppose, height of a boy is to be measured

In each of the above case, we will get different scores

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Careful conceptual definition

Operational definition A system of consistent rules for assigning numbers


Many measurement scales used in business research are not directly comparable.

A precise definition of the concept may require a description of how it will be measured

There is frequently more than one way of measuring a concept.

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EMBA-1What is to be measured?

Rules of Measurement

An operational definition gives meaning to a concept by specifying the activities or operations necessary to measure it. An operational definition tells the investigator “do such-and-such in so-and-so manner.”

An example of a measurement rule might be: If the individual is an extremely brand loyal l, assign 1, if the individual is a total brand switcher with no brand loyalty, assign 7 and such. Operational definitions help the researcher specify the rules for assigning numbers.

Operational Definitions

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Nominal scale

Types of Scale

A scale may be defined as any series of items that are progressively arranged according to value or magnitude into which an item can be placed according to its quantification. In other words, a scale is a continuous spectrum or series of categories. The purpose of scaling is to represent, usually quantitatively, an item’s, a person’s, or an event’s place in the spectrum.

Ordinal scale

Interval scale

Ratio scale

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The numbers or letters assigned to objects serve as labels for identification or classification.

Types of Scale

Nominal scale

Ordinal scale

Interval scale

Ratio scale

Sex, Cast, Marital Status

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EMBA-1Types of Scale

Nominal scale

Ordinal scale

Interval scale

Ratio scale

This scale arranges objects or alternatives according to their magnitude. A typical ordinal scale may be, “excellent,” “good,” “fair,” or “poor.” We know that “excellent” is better than “good,” but we don’t know by how much.

Professional Rank

Lt, Capt, Maj, Lt Col

Excellent, Good, Fair

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Interval scales not only indicate order, they measure order (or distance) in units of equal intervals. The location of the zero point is arbitrary. The classic example of an interval scale is the Fahrenheit temperature scale. For most behavioral business research, interval scales are typically the best measurements

Nominal scale

Ordinal scale

Interval scale

Ratio scale30, 60 degree

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Ratio scales have absolute rather than relative scales. Both money and weight are ratio scales because they possess an absolute zero and interval properties. The absolute zero represents a point on the scale where there is an absence of the given attribute.

Nominal scale

Ordinal scale

Interval scale

Ratio scale

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Descriptive Statistics for Types of Scales

Types of Scale

Numerical

Operation

Descriptive

Statistics

Nominal Counting Frequency in each category, percentage in each category, mode

Ordinal Rank Ordering Median, range, percentile ranking

Interval Arithmetic operations on intervals between numbers

Mean, Standard deviation, variance

Ratio Arithmetic operations on actual quantities

Geometric mean, coefficient of variation

N.B: For all higher type scale, all lower statistics is possible

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EMBA-1Index Measure

Attribute

Index/ Composite Measure

An attribute is a single characteristic or fundamental feature pertaining to an object, person, situation, or issue.

Multi-itemed instruments for measuring a single concept with several attributes are called index measures, or composite measures.

For example, index of social class may be based on three weighted averages: residence, occupation, and residence. Asking different questions in order to measure the same concept provides a more accurate cumulative measure than does a single-item measure.

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Reliability

The ability of a scale or measuring instrument to measure what it is intended to measure

Sensitivity refers to the ability of a instrument to accurately measure variability in stimuli or responses.

The degree to which measures are free from error and therefore yield consistent result.

Validity

Sensitivity

Criteria for Good Measurement

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Techniques for Measuring Attitude

Ranking

Rating asks the respondent to estimate the magnitude of a characteristic, or quality, that an object possesses. The respondent indicates the position on a scale(s) where he or she would rate an object

Sorting might present the respondent with several product concepts typed on cards and require that the respondent arrange the cards into a number of piles or otherwise classify the product concepts

Choice between two or more alternatives is another type of attitude measurement—it is assumed that the chosen object is preferred over the other(s)

Ranking tasks require that the respondent rank order a small number of objects in overall preference on the basis of some characteristic or stimulus

Rating

Sorting

Choice

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Techniques for Measuring Attitude

Ranking:

Rating:

Sorting:

Choice:

Rank order preference

Estimates magnitude of a characteristic

Arrange or classify concepts

Selection of preferred alternative

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EMBA-1Rating Scales

• There are variety of rating scales. Effectiveness of such scales depend on situations. Few scales are:– Category Scale– Likert Scale– Semantic Differential & Numeric– Constant Sum– Stapel Scale– Graphic Scale– Graphic with Picture Response

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Rating Scale Advantage Disadvantage

Scale Subject Must Advantage Disadvantage

Category Scale

Indicate response category

Flexible, easy to respond

Items may be ambiguous with few categories

Likert Scale Evaluate statement on a scale

Easiest to construct

Hard to judge what single score means

Semantic Differential & Numeric

Choose points between bipolar adjectives

Easy to construct, norms exist for comparison

Bipolar adjectives must be found, data may be ordinal, not interval

Constant Sum

Divide constant sum

Approx interval measure

Difficult for respondent with low education level

Stapel Scale Choose point on a scale with adjective on center

Easier to construct than semantic

End points are numerical, not verbal, Labels

Graphic Scale

Choose a point on continuum

Visual impact No standard answers

Graphic with Picture Response

Choose a visual picture

Visual impact Hard to attach verbal explanation to response

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EMBA-1Selecting a Measuring Scale

• Is a ranking, sorting, rating or choice technique is best?

• Should a monadic or comparative scale be used?• What type of category labels, if any, should be used?• How many scale positions are needed?• Should a balanced or unbalanced scale be chosen?• Should respondent be given forces choice or unforced

choice scale?• Should a single measure or an index measure be

used?

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Most scales has similarity

You need to use your judgment and be creative

Conclusion

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? Any Question?

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Thanks for your

contribution

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Remember about

Assignment for

Next Week

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You may just have a look for now

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Physiological Measure of Attitude

Simple Attitude Scale: In its most basic form, attitude scaling requires that an individual agree with a statement or respond to a single question. This type of self-rating

scale merely classifies respondents into one of two categories;

THE PRESIDENT SHOULD RUN FOR RE-ELECTION

_______ AGREE ______ DISAGREE

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How important were the following in your decision to visit Bandarbaan (check one for each item)

VERY SOMEWHAT NOT TOOIMPORTANT IMPORTANT IMPORTANT

CLIMATE ___________ ___________ ___________COST OF TRAVEL ___________ ___________ ___________FAMILY ORIENTED ___________ ___________ ___________EDUCATIONAL/HISTORICAL ASPECTS _________ ___________ ___________FAMILIARITY WITH AREA ___________ ___________ ___________

A category scale is a more sensitive measure than a scale having only two response categories - it provides more information.

Questions working is an extremely important factor in the usefulness of these scales.

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Likert Scale• An extremely popular means for measuring attitudes. Respondents indicate their

own attitudes by checking how strongly they agree or disagree with statements. • Response alternatives: “strongly agree”, “agree”, “uncertain”, “disagree”, and

“strongly disagree”.

It is more fun to play a tough, competitive tennis match tan to play an easy one.

___Strongly Agree ___Agree ___Not Sure ___Disagree ___Strongly Disagree

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• Semantic Differential• A series of seven-point bipolar rating scales. Bipolar adjectives, such

as “good” and “bad”, anchor both ends (or poles) of the scale.

• A weight is assigned to each position on the rating scale. Traditionally, scores are 7, 6, 5, 4, 3, 2, 1, or +3, +2, +1, 0, -1, -2, -3.

Exciting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Calm

Interesting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Dull

Simple ___ : ___ : ___ : ___ : ___ : ___ : ___ : Complex

Passive ___ : ___ : ___ : ___ : ___ : ___ : ___ : Active

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• Numerical Scale• Numerical scales have numbers as response options, rather

than “semantic space’ or verbal descriptions, to identify categories (response positions).

Exciting 7 : 6 : 5 : 4 : 3 : 2 : 1 : Calm

Interesting 7 : 6 : 5 : 4 : 3 : 2 : 1 : Dull

Simple 7 : 6 : 5 : 4 : 3 : 2 : 1 : Complex

Passive 7 : 6 : 5 : 4 : 3 : 2 : 1 : Active

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• Constant - Sum Scale• Respondents are asked to divide a constant sum to indicate the relative

importance of selected attributes.• e.g., Divide 100 points among the following attributes according to its importance

in case of a delivery service

Accurate Invoicing ____________________

Delivery as Promised __________________

Lower Price __________________________

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• Modern versions of the Stapel scale place a single adjective as a substitute for the semantic differential when it is difficult to create pairs of bipolar adjectives.

• The advantage and disadvantages of a Stapel scale, as well as the results, are very similar to those for a semantic differential. However, the Stapel scale tends to be easier to conduct and administer.

Supervisor’s Name

+3

+2

+1

Supportive

-1

-2

-3

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A graphic rating scale presents respondents with a graphic continuum.

3 2 1Very VeryGood Poor

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The behavioral differential instrument has been developed for measuring the behavioral intentions of subjects towards any object or category of objects. A description of the object to be judged is placed on the top of a sheet, and the subjects indicate their behavioral intentions toward this object on a series of scales. For example:

A 25-year old woman sales representativeWould ___ : ___ : ___ : ___ : ___ : ___ : ___ : Would Not Ask this person for advice.

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In paired comparisons the respondents are presented with two objects at a time and asked to pick the one they prefer. Ranking objects with respect to one attribute is not difficult if only a few products are compared, but as the number of items increases, the number of comparisons increases geometrically (n*(n -1)/2). If the number of comparisons is too great, respondents may fatigue and no longer carefully discriminate among them.

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See You Next Week

Business Research Methods EMBA-1 1. Business Research Methods EMBA-1 2 Measurement and Scaling...

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