Presentation on ….

scaling techniques

(primary)

Scaling

• scaling is the branch of measurement that involves the construction of an instrument that associates qualitative constructs with quantitative metric units.

• Scaling describes the procedures of assigning no. to various degrees of opinion, attitude & other concepts.

• scaling is the extension of measurement.

• It is the process of placing the respondents on continuum.

Types of measurement scales

• Nominal scale

• Ordinal scale

• Interval scale

• Ratio scale

Nominal scale• Scale assigns number symbols to events in order to label them.

• Order is of no consequence.

• Describes differences between the things by assigning them to

categories.

• Used for keeping track of people, objects, events, no statistical

manipulation possible.

• Measure of central tendency- Mode

• Test of statistical significance- Chi square

• Least powerful measurement – no arithmetic origin, order or

distance relationship.

Examples of nominal scale

1. Code no. Assigned to male – 1

code no. assigned to female – 2

2. Code no. assigned to different subjects:

science – 1

commerce – 2

Arts – 3

3. Code no. assigned for america- 1

for dubai – 2

for canada - 3

Ordinal scale

• Places events in order.

• Ranking of items from highest to lowest.

• Categories have logical or ordered relationship.

• More precise comparisons are not possible.

• No absolute values.

• Measure of central tendency – Median

• Measure of statistical significance – non-

parametric methods

• Used in qualitative research.

Examples of ordinal scale

Ex.1. Rank the following soft drinks acc. To how much u like it.

Soft drink brands Respondents

Maaza 1

Sprite 2

Slice 3

Mirinda 4

Coke 5

Limca 6

Mountain dew 7

Ex.2. Rank the following T.V. serials according to your preference.

Name of T.V. Serial Respondents

Balika vadhu 1

Bidaayi 2

Sach ka saamna 3

Rakhi ka swayamvar 4

Is jungle se mujhe bachao 5

Ex. 3.Rank the following brands of toothpaste acc. To your preference.

Name of toothpaste Respondents

Pepsodent 1

Colgate 2

Close-up 3

Babool 4

Cibaca 5

Dabur red 6

Ex. 4. Rank the following brands of cosmetics acc. To your preference.

Name of brands Respondents

Lakme 1

Revlon 2

Maybelline 3

Garnier 4

Lotus 5

Oriflame 6

L’oreal 7

Interval scale

• Scale that adjusts intervals in such a way that

a rule can be established as a basis for making

the units equal.

• Numbers are used to rank attributes

• It can have an arbitrary zero, but not absolute

zero (unique origin)

• Measure of central tendency – Mean

• Measure of statistical significance – standard

deviation

• ‘ t ‘ and ‘ f ‘ test for significance.

Examples of Interval Scales

Ex.1.Indicate your score on concerned blank& circle the appropriate number on each line.

Pizza of pizza-hut is :

Tastes good 1 2 3 4 5

Prompt time delivery 1 2 3 4 5

Value for money 1 2 3 4 5

Fresh 1 2 3 4 5

Large variety 1 2 3 4 5

Ex.2. Indicate your score on concerned blank & circle the appropriate number on each line.

Features of Hero Honda karizma :

Looks 1 2 3 4 5

Good average 1 2 3 4 5

Comfortable 1 2 3 4 5

Good pick-up 1 2 3 4 5

Reliable 1 2 3 4 5

After sales service 1 2 3 4 5

Example in semantic format

Ex.3. Please indicate your views on the features of toothpaste by scoring them on a five points scale from 1 to 5

Your toothpaste excellent Very good good poor worst

Cleans well

Good mouth-freshner

Prevents cavities

Prevents germs 24 hrs

price

Ratio scale

• Ratio scale have an absolute or true

zero of measurement & represents the

actual amount of variables.

• Highest level of measurement scale.

• Most precise scale.

• Measures of central tendency –

Geometric & Harmonic Mean.

• Coefficient of variation may also

calculated.

Examples of ratio scale

Ex.1. If you would have given Rs. 10000 then how would you like to spend your money on following retail formats.

Name of retail format Amount to be spent

Pantaloons

Shoppers stop

Wills

Koutons

Globus

Allen solly

2. If you would have given Rs. 500 then how would you like to spend your money on purchasing following soaps?

Name of soap Amount to be spent (in Rs.)

Lux

Dettol

Dove

Vivel

Fiama de’ wills

Medimix

Santoor

conclusion

Relevant information is obtained

increasingly from nominal to ratio

scale. If the nature of the variables

permits, the researcher should use the

scale that provides the most precise

description.