Scales for Measurement

7/29/2019 Scales for Measurement

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Primary andSecondary data

MeasurementScales and Tools


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Questionnaire

Concept of Questionnaire

Questionnaire is a written words which

contains a set of questions pertaining to

research problems


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Features of questionnaire

It is document which has a set ofquestions required for answering theresearch objective.

It is structured and planned to obtainedthe responses of the targeted stake

holders of the research. It is scientific tool that helps the

researcher to gathering the required dataor information to answer the researchobjective or accomplish the purpose of

research. It always addresses a specific issues in theopinion of specific group of peopletargeted for research.


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harder to score but get richerinformation

offer two either/or responses(true/false; yes/no; for/against etc.)

among the stated variables therespondents are asked to select one or morethan one responses among the stated variables

gather range of values

(strongly disagree, somewhat disagree, neutral,somewhat agree, strongly agree) normally calledas semantic scales or Likert type scales


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Good Features of Questionnaire

Plan a user-friendly format

Gather demographic dataage, gender, etc., when and

to what extent necessary.

Guarantee anonymity and avoid vagueness

Ensure easy tabulation

Ask well-phrased and unambiguous questions that can

be easily recognized, understandable and answerable

questions.

Develop for completenessget all the data required Pilot test the instrumentto see the convenience and

agreeableness of all the respondents who are targeted

to survey to obtain the required set of information.


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Measurement in Research

Consists of assigning numbers to empiricalevents in compliance with a set rules

It is as three part process

Selecting observable empirical events Developing a set of mapping rules a scheme of

assigning numbers or symbols to represent aspectsof the events being measured.

Applying mapping rules to each observation of thatevent

To provide highest quality, lowest error datafor testing hypothesis.


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What is measured?

Variables in research classified asobjects or as properties

Objects things ordinary experience

Properties Characteristics of Object.

In research measuring properties are importantthan objects

What are measured are indicators ofproperties.


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Characteristics of Measurement Tool should be accurate counter or indicator of

what to we are interested in measuring Easy and efficient Three major criteria for evaluate a

measurement are1. Validity:

Refers to extract t which a test measures which we actuallywish to measure

2. Reliability:Accuracy and precision of a measurement procedure (free

from error)Stability, equivalence, internal consistency consistent result

3. Practicability: Concerned with a wide range of facts ofeconomy, convenience and interpretability


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Measurement scales Scales is a procedure for the assignment of

numbers or other symbols to a property ofobjects in order to impart some of thecharacteristics of numbers to the properties inquestion A thermometer Durability of paint (applying pressure on brush and

scrubbing)

Selection or construction of scale ofmeasurement requires decisions in the keyareas

1. Objective of the study2. Response form3. Degree of preference4. Data properties5. Number of Dimensions6. Scale construction


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Researcher uses the respondents asjudges of the objects and for studying

the properties

Response Form: Measurement scalesare of three types

Rating: without comparison with other objectsRanking: Comparison among two or moreobjects

Categorization: response in categories or in

groups (ethnic groups)


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Rating Scales

Used to judge properties of objects without

reference to other similar objects. These ratingsmay be such forms as like-dislike, approve-indifferent-disapprove, or other classificationsusing even more categories

Number of scale points

Alternative scales Simple category or dichotomous scale Multiple choice single response scale Multiple choice multiple response scale Likert scale Semantic differential scale Numerical scale Multiple rating list scale Fixed sum scale Staple scale Graphic rating scale


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I plan to purchase a car in the next 12 months

Yes

No

Simple Category Scale (dichotomous)

Multiple Choice single response scale

What news paper do you read most often for financial news

Economic Times Financial Express Regional News paper National News paper Other (Specify: __________ )


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Multiple Choice multiple response scale

Check any of the sources you consulted when designing your new home

On line planning services Magazines Independent contractor / builder Developers models / plans Designer Architecture

Other (Specify: __________ )

Likert scale summated rating

The internet is superior to traditional libraries for comprehensive searches

Strongly Agree Neither Agree Disagree Strongly

Agree nor disagree disagree

(5) (4) (3) (2) (1)


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Numerical scale

Extremely 5 4 3 2 1 ExtremelyFavorable unfavorable

Employees cooperation in teams______Employees Knowledge of task _______

Employees planning effectiveness______

Semantic differential scale

Lands End Catalog

Fast ______:______:______:______:______:Slow

High Quality_____:_____:_____:_____:_____:_____: Low Quality


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Multiple rating list scale

Please indicate how important or unimportant each service characteristic is

Important unimportant

Fast reliable repair 7 6 5 4 3 2 1

Service at my location 7 6 5 4 3 2 1

Maintenance by manufacturer 7 6 5 4 3 2 1

Knowledgeable technicians 7 6 5 4 3 2 1Notification of upgrades 7 6 5 4 3 2 1

Service contract after warranty 7 6 5 4 3 2 1

Fixed sum scale

Taking all the supplier characteristics weve just discussed and now considering

cost, what is their relative importance to you (dividing 100 units between)

Being one of the lowest cost suppliers

All other aspects of supplier performance

sum 100


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Staple scale

(Company Name)

+5 +5 +5

+4 +4 +4

+3 +3 +3

+2 +2 +2

+1 +1 +1

Technology Exciting world-Class

Leader Products Reputation

-1 -1 -1

-2 -2 -2

-3 -3 -3

-4 -4 -4

-5 -5 -5


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Graphic Rating scale

How likely are you to recommend Complete Care to others? (Place an X at the

position along the line that best reflects your judgment)

Very likely Very Unlikely

(alternative with graphic)


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Ranking Scale

The respondents directly compares twoor more objects and makes choicesamong them. The respondents areassured to select one as the best or themost preferred

a) Paired comparison scale: Respondentsexpress attitudes unambiguously bychoosing between objects

b) Forced ranking scale: Attributes are rankedrelative to each other

c) comparative scale: Ideal when respondentsare familiar with the standard.


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Paired-comparison scaleFor each pair of small cars listed, place acheck beside the one you would most prefer if

you had to choose between the two

Maruti Santro

Indica Maruti

Reva Maruti

Indica Santro

Reva Santro

Indica Reva


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Forced Ranking Scale

Rank the radar detection features in

your order of preference. Place thenumber 1 next to the most preferred, 2by the second choice, and so forth

User programmingCordless capability

Small sizeLong-range warningMinimal false alarms

Compared to your previous mutualfunds performance, the new one is

Superior About the Same Inferior--- --- --- --- ---1 2 3 4 5


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Measurement Scale Construction

a) Arbitrary Scaling (components)

b) Consensus Scaling (items are selectinga panel of judges and then evaluated)

c) Item Analysis: Is a procedure forevaluating an item based on how well itdiscriminates between those personswhose total score is high and thosewhere total score is low. It is summatedby summated scale or Likert Scale.


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SD Scale for Analyzing Candidates foran Industry Leadership Position

(E) Sociable 7 ---- ---- ---- ---- ---- -- ---- 1 Unsociable

(P) Week 1 ---- ---- ---- ---- ---- -- ---- 7 Strong

(A) Active 7 ---- ---- ---- ---- ---- -- ---- 1 Passive

(E) Progressive 7 ---- ---- ---- ---- ---- -- ---- 1 Aggressive

(P) yielding 1 ---- ---- ---- ---- ---- -- ---- 7 Tenacious

(A) Slow 1 ---- ---- ---- ---- ---- -- ---- 7 Fast

(E) True 7 ---- ---- ---- ---- ---- -- ---- 1 False

(P) Heavy 7 ---- ---- ---- ---- ---- -- ---- 1 Light

(A) Hot 7 ---- ---- ---- ---- ---- -- ---- 1 Cold

(E) unsuccessful 1 ---- ---- ---- ---- ---- -- ---- 7 successful

Analyze (candidate) for current Position


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Secondary data

information that has previously been

gathered by someone other than the

researcher and/or for some other purpose

than the research project at hand


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Library books, journals, newspapers, CD-roms, directories.

Internet on-line computer searches e.g. Databases, periodicals (Emerald) and newsletters,demographic data (GIS). (URLs and Searchengines)

Trade associations and societies (also available

on internet). Census also government data on internet Published company accounts


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Advantagesof Secondary Data

Obtained quickly (compared to primary datagathering)

Inexpensive (compared to primary datagathering)

Usually available Enhances existing primary data


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Disadvantages of Secondary Data

Mismatch of the units of measurement

Need daily data yet only monthly available, need incomes of

$75,000 and over only available $50,000 and over

Differing class definitions usedNeed users in

between heavy, medium or light users

Timeliness (how current is the secondary data)

Lack of information needed to assess the

credibility of the reported data (next slide)

Scales for Measurement

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