Scaling

BBA V th Sem.Marketing Research Topic: Measurement and Scaling Techniques

Pooja Luniya- (Asst. Prof.)G.D. Rungta College of Science & Technology

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MeasurementConcept •Let us think….

▫ Bobby is 24 twice his younger brother who is 12

▫ My attitude toward tide is (6-Good), twice as compared to that of Sheena (3-Average).

▫ Market rankings reveal that Tide is twice better than Wheel

▫ Big Bazar is an economy store because the prices in this store are half that of any premium store

Pooja Luniya (Asst.Prof)

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Scaling: concept

▫Assigning numbers or other symbols to characteristics of objects according to certain pre-specified rules.

▫The measurement of physical properties is not a complex deal, whereas measurement of psychological properties requires a careful attention of a researcher.


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Nominal scale:• Nominal scale is simply a system of assigning

number symbols to events in order to label them.

• Example: assignment of numbers of basketball players in order to identify them.

• Example: Gender: Male / Female• Nominal data are, thus, counted data.• One cannot usefully average the numbers on

the back of a group of football players and come up with a meaningful value.

• Therefore, a frequency distribution table can be prepared for the nominal scale variables and mode of the distribution can be worked out


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Ordinal Scale• Rank orders represent ordinal scales

and are frequently used in research relating to qualitative phenomena.

• Example: Rank the following attributes while choosing a restaurant for dinner. The most important attribute may be ranked one, the next important may be assigned a rank of 2 and so on.

• One can compute median, percentiles and quartiles of the distribution. The other major statistical analysis which can be carried out is the rank order correlation coefficient, sign test.


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Interval• A scale in which the number are used to rate object and

the intervals are adjusted in terms of some rule that has been established as a basis for making the units equal.

• The primary limitation of the interval scale is the lack of a true zero; it does not have the capacity to measure the complete absence of a trait or characteristic.

• Product moment correlation techniques are appropriate and the generally used tests for statistical significance are the ‘t’ test and ‘F’ test.


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Example: Interval Scale

The numbers on this scale can be added, subtracted, multiplied or divided. One can compute arithmetic mean, standard deviation, correlation coefficient and conduct a t-test, Z-test, regression analysis and factor analysis.


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Ratio Scale• Ratio scales have an absolute or true zero of measurement.

• For example, the zero point on a centimetre scale indicates the complete absence of length or height.

• With ratio scales involved one can make statements like “Jyoti’s” typing performance was twice as good as that of “Reetu.” The ratio involved does have significance and facilitates a kind of comparison which is not possible in case of an interval scale.

• Measures of physical dimensions such as weight, height, distance, etc. are examples. Generally, all statistical techniques are usable with ratio scales


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Measurement Data Types


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5 9 6

Thirdplace

Second place

Firstplace

8 9 7

5 3 2


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Thank You !!!


Leadership & Management

Scaling