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8/6/2019 Measurment Scales in Bznz Resrch
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MBA III (Research Methodology) Course Instructor: Dr. Aurangzeb Z. Khan 1
RESEARCH METHODOLOGY
(Business Research
Methods)
Week 9
29 August 2005 MBA III (Research Methodology) Course Instructor: Dr. Aurangzeb Z. Khan
2
Measurement andScaling (1)
• In business research,measurement of variables is a indispensable requirement
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• Problem – Definingwhat is to be measured, and how it
is to be accurately and reliably measured
• Some things (or
concepts) which are inherently abstract
in their nature (e.g. job satisfaction,employee morale, brand loyalty of consumers)are more difficult to measure than conceptswhich can be assigned numerical values
(e.g. sales volume for employees X, Yand Z)
29 August 2005 MBA III (Research Methodology) Course Instructor: Dr. Aurangzeb Z. Khan
3
Measurement andScaling (2)
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• In order for a concept to have the quality of
being measurable, it must first be madeoperational
• An operation definition
may be defined as a definition that
gives meaning to concept by specifyingthe activities or operations which arenecessary in order to measure it
• Example – A
satisfied consumer will make at leastfive purchases of Product A from ShopT over a three-month period of time
• Note that sometimes
– depending on the context of theresearch study - it may be difficultto make operational definitions
29 August 2005
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MBA III (Research Methodology) Course Instructor: Dr. Aurangzeb Z. Khan 4
Measurement andScaling (3)
• A scale isbasically a continuous spectrum or serie
sof categories and has been defined asany series of items that are arrangedprogressively according to value or magnitude,into which an item can be placed
according to its quantification
• Four popular scalesin business research are:
o Nominal scaleso Ordinal scaleso Interval scales
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o Ratio scales
29 August 2005 MBA III (Research Methodology) Course Instructor: Dr. Aurangzeb Z. Khan
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Measurement andScaling (4)
• A nominal scaleis the simplest of the four scaletypes and in which the numbers or letters assigned to objects serve as labels for identification or classification
• Example:
o Males = 1, Females = 2o Sales Zone A = Islamabad, Sales
Zone B = Rawalpindio Drink A = Pepsi Cola, Drink B = 7-
Up, Drink C = Miranda
29 August 2005
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MBA III (Research Methodology) Course Instructor: Dr. Aurangzeb Z. Khan 6
Measurement andScaling (5)
• An ordinal scaleis one that arranges objects or alternativ
es according to their magnitude • Examples:
o Career Opportunities= Moderate, Good, Excellent
o Investment Climate = Bad,inadequate, fair, good, very good
o Merit = A grade, B grade, C grade, Dgrade
A problem
with ordinal scales is that the differencebetween categories on the scale is hard
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to quantify, I,e., excellent is better than good but how much is excellent
better?
29 August 2005 MBA III (Research Methodology) Course Instructor: Dr. Aurangzeb Z. Khan
7
Measurement andScaling (6) • An interval scale
is a scale that not only arrangesobjects or alternatives according to their
respective magnitudes, but also distinguishesthis ordered arrangement in units of equalintervals (i.e. interval scales indicate ord
er (as in ordinal scales) and also thedistance in the order)
• Examples:
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o Consumer Price Indexo Temperature Scale in Fahrenheit
Interval
scales allow comparisons of the differencesof magnitude (e.g. of attitudes) but do
not allow determinations of the actualstrength of the magnitude 29 August 2005
MBA III (Research Methodology) Course Instructor: Dr. Aurangzeb Z. Khan 8
Measurement andScaling (7)
• A ratio scaleis a scale that possesses absolute rathe
r than relative qualities and has an absolute zero.
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• Examples:o Moneyo
Weighto Distanceo Temperature on the Kelvin Scale
Interval
scales allow comparisons of the differencesof magnitude (e.g. of attitudes) as wellas determinations of the actual strengthof the magnitude
29 August 2005 MBA III (Research Methodology) Course Instructor: Dr. Aurangzeb Z. Khan
9
Measurement andScaling (8)
Frequency in each category,percentage in each category, mode Counting
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Nominal Median, range, percentile ranking Rank Ordering Ordinal
Descriptive Statistics Numerical Operation
Type of Scale Geometric mean, coefficient of variation Arithmetic Operations on actual quantities Ratio Mean, standard deviation, variance Arithmetic Operations on Intervals between numbers Interval
29 August 2005 MBA III (Research Methodology) Course Instructor: Dr. Aurangzeb Z. Khan
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Index Measures
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• If a conceptis simple, it can be measured easily
usually with one question or observation o Example: To what
extent do consumers of Product X like
the product’s packaging material? (very much, somewhat, not at all)
• If, however, the
concept to be measured is complex and
abstract, two or more questions or obser vationsmay be required in order to get accuratedata
o
Example: The levelof a salesperson’s motivation depends on
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(1) job satisfaction (2) workplace environment (3) family life
Indexes (or compositemeasures) are meant to deal with theissue
of multidimensionalty (e.g.
an index of social class may be the
variables residence, occupationand education)
29 August 2005 MBA III (Research Methodology) Course Instructor: Dr. Aurangzeb Z. Khan
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Criteria for Good Measurement (1)
•
Reliability – Reliability is the degree towhich measurements are devoid of error and therefore in the position to yieldconsistent results, also over repeated
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attempts over time (ordinal measuresalways yield the same order, interval
measurements always yield the sameorder and same distance between themeasured items)
• Validity – Validity is the ability of a scale
or measuring instrument to measurewhat it is intended to measure (e.g. isabsenteeism from work a valid measureof job satisfaction or are there other influences like a flu epidemic which iskeeping employees from work)
29 August 2005 MBA III (Research Methodology) Course Instructor: Dr. Aurangzeb Z. Khan
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Criteria for
Good Measurement (2) • Sensitivity – Sensitivity is the ability of
a measurement instrument to accurately
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measure variability in stimuli or responses (e.g. on a scale, the choices
very strongly agree, strongly agree,agree, don’t agree offer more choicesthan a scale with just two choices -agree and don’t agree – and is thusmore sensitive)
29 August 2005 MBA III (Research Methodology) Course Instructor: Dr. Aurangzeb Z. Khan
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Attitude • Measuring Attitude
is a frequent undertaking in businessresearch
• Attitude may be
defined as an enduring disposition to
consistently respond in a given manner to various aspects
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• Attitude has three dimensions:
Affective
Component Cognitive
Component Behavioural
Component
29 August 2005 MBA III (Research Methodology) Course Instructor: Dr. Aurangzeb Z. Khan
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Components of Attitude • Affective Component – Reflective of a person’s general
feelings or emotions towards an objector subject (like, dislike, love, hate)
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• Cognitive Component – Reflective of a person’s awareness
of and knowledge about an object or subject (know, believe)
• Behavioural Component – Reflective of a person’s intentions
and behavioural expectations, and predisposition to action
29 August 2005 MBA III (Research Methodology) Course Instructor: Dr. Aurangzeb Z. Khan
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Measuring Attitude • It can be difficult
to measure attitude, therefore, indicatorssuch as verbal expression, physiological measurement
techniques and overt behaviour are used for this purpose. The three differentcomponents of attitude may require different measuring techniques
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• Common techniques
used in business research to determineattitude include rating, ranking, sorting and the choice technique
29 August 2005 MBA III (Research Methodology) Course Instructor: Dr. Aurangzeb Z. Khan
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Rating Techniquesto Measure Attitude
• Rating Scales arefrequently employed in business research for measuring attitude, and many scales havebeen developed for this purpose, includi
ng: o Simple Attitude Scaleso Category Scales
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o Likert Scaleo Semantic Differentialo
Numerical Scaleso Constant-Sum Scaleo Stapel Scaleo Graphic Scales
29 August 2005 MBA III (Research Methodology) Course Instructor: Dr. Aurangzeb Z. Khan
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Simple Attitude Scales • In attitude scaling,
individuals are typically asked whether t
heyagree or disagree with a question (or questions) put to them, or they areasked to respond to a question or questions
• Simple attitudescales have the properties of a nominalscale and the disadvantages that go wit
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h it, also, they do not permit finedistinctions in the respondents’ answers
because their choice of answers is limited, but they can be useful in instanceswhere the respondents’ education level is low and questionnaires lengthy
29 August 2005 MBA III (Research Methodology) Course Instructor: Dr. Aurangzeb Z. Khan
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Category Scales
• A category scale
consists of several response categories toprovide the respondent with alternative ratings
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• Category scales
are more sensitive than rating scaleswhich allow only two answer categories
(because of the larger number of choices),and thus provides more data and information
(see text example)29 August 2005
MBA III (Research Methodology) Course Instructor: Dr. Aurangzeb Z. Khan 19
The Likert Scale • A likert Scale
is a measure of attitudes designed to
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allow respondents to indicate how strongly
they agree or disagree with carefullyconstructed statements that range fromverypositive to very negative towards an object or subject
• The number of
alternatives on the Likert scale can vary,often five alternatives are foreseen (seetext book examples)
• A Likert Scale
may include a number of question items,each covering some aspect of the respondent’sattitude, and these items collectively
form an an index29 August 2005
MBA III (Research Methodology) Course Instructor: Dr. Aurangzeb Z. Khan 20
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The Semantic Differential •
The semantic differentialis an attitude measuring technique thatwhich consists of a series of seven bi-polar rating scales which allow responseto a concept (e.g. organization, product,service, job)
• See text book example
• An advantage of
the semantic differential is its versatility,on the other hand, it uses extremeswhich may influence respondents’ answers
29 August 2005 MBA III (Research Methodology) Course Instructor: Dr. Aurangzeb Z. Khan
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Other Scales
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• Numerical Scales•
Constant-Sum Scals• Stapel Scales• Graphic Rating Scales
For practicalexamples, see text book
29 August 2005 MBA III (Research Methodology) Course Instructor: Dr. Aurangzeb Z. Khan
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Measuring BehavioralIntentions
• Behavioural intentions
relate to „will“, „shall“ or „may“questions:
• Examples:
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o I will purchase Product Xo I shall change my job from 1st
January 2006o I may participate in Training
Workshop Z
The Behavioural Differential : This is an
instrument for measuring the behaviouralintentions of subjects towards an object or category of objects. Example:
A Housewife
Would ___ : ___ : ___ : ___ : ___
: ___ : ___ Would Not
Purchase this laundry detergent