MEASUREMENT SCALES

Scaling is a procedure for the assignment of numbers (or other symbols) to a property of objects in order to impart some of the characteristics of numbers to the properties in question. The numbers are assigned to indicants of the properties of objects. In case of measuring the attitude of respondents towards new product introduced in the market numbers may be assigned. 1 may be assigned to positive attitude, 2 to neutral and 3 to negative attitude. Measurement can be performed using standardized scales or through custom designed scales. Standardized scales may be opted in case of measuring concrete objects. Developing customized scale is needed in the case where researcher wants to measure more abstract and complex construct like the customer attitudes towards a new product introduced in the market. In this case standardized scales may not exist. This situation warrants the development of customized scales. Selection of measurement scale Selection or construction of a measurement scale requires decision in the following six key areas: 1. Study objective: Researchers may have two general study objective viz

to measure the characteristics of the respondents and to use respondents as judges of the objects or indicants presented to them. 2. Response form: Three types of measuring scales viz., rating, ranking and categorization can be used. Rating scale is used when respondents score an object or indicant without making a direct comparison with another object or attitude. Ranking scale enable to make comparison among two or more indicants or objects. Categorization enable to put the subjects involved in groups or categories 3. Degree of preference: Measurement scales may involve preference measurement or non-preference evaluation. In case of preference measurement respondents are asked to choose the object preferred. In case of non-preference

evaluation the respondents are asked to make judgment without any personal preference towards objects or solutions. 4. Data properties: The data properties should also be viewed in case of decision regarding measurement scales. The data can be classified as nominal, ordinal, interval and ratio. The statistical application depends on the assumptions underlying each data type. 5. Number of Dimensions: Measurement scales can be unidemensional or multidimensional. In case of unidimensional scale only one attribute of the respondent is measured. Multidimensional scaling recognizes objects as consisting of n dimensions. 6. Scale construction: Five construction approaches are available viz., arbitrary, consensus, item analysis, cumulative and factoring. The researcher should take into consideration of both the type of measurement and the scales construction when selecting an appropriate scale. Methods of scaling The methods of assigning numbers or symbols to the attitudinal responses of the respondents towards objects, events or persons is an important aspect of the research. There are two main categories of attitudinal scales - the rating scales and the ranking scale. Rating scales have several response categories and are used to elicit responses with regard to the object, event or person studies. Ranking scales are used to make comparison between or among objects, events, persons and elicit the preferred choices and ranking among them. 1. Rating scales

Rating scales are used to judge properties of objects without reference to other similar objects. In rating scales an object is judged in absolute terms against certain specified criteria. The scale can be used to elicit responses with regard to an object, event or person studied. The number of scale points may range from three to five or ten. Researchers believe that more points on a rating scale provide an opportunity for an accurate measurement of variance.

Some of the rating scales used often by researchers are explained below; The dichotomous scale offers two mutually exclusive response choices. It may be used to elicit a Yes or No answer, agree and disagree etc., This is useful to elicit responses for demographic question or where dichotomous response is adequate. eg. Do you have a credit card? No The category scale uses multiple items to elicit a single response. The multiple choice, single-response scale is appropriate when there are multiple options but only one answer is sought. o o o o Eg., Age - less than 20 years - 21 to 40 years - 41 to 50 years - Above 50 years Yes

The checklist or a multiple choice, multiple- response scale allows

the respondent to select one or several alternatives. Eg in eliciting the response regarding the source through which the information about a new product is obtained, a respondent may select all or more than one of the choices given below: o o o o o o Source of information - Advertisement - Sales person - Sales materials - Showrooms - Friends/ relatives/ Neighbours - Other sources

The Likert scale is designed to examine how strongly the respondents

agree or disagree with statements relating to the attitude or object on a 5-point scale. The scores on the individual items are summed to produce a total score for the respondent and hence it is also called summated scales. A Likert scale usually contains two parts, the item part and the evaluative part. The item part usually contains statement about a product, event or attitude. The evaluative part is a list of response categories ranging from strongly agree to strongly disagree. The item and evaluative part is shown below

Strongly Strongly Disagree Agree Disagree Neutral Agree

1 5 I am satisfied with working environment I am happy with the work assigned

The responses over a number of items or statements tapping a particular concept or variable are summated for every respondent. It is assumed that all the statements measure some aspect of a single common factor. This is an interval scale and the differences in the responses between any two points on the scale remain the same The Semantic Differential Scales are used widely to describe the set of beliefs a person holds. Several bipolar attributes are identified at the extremes of the scale and respondents are asked to indicate their attitudes on semantic space toward a particular individual, object or event on each of the attributes. The semantic space may consist of five or seven-point rating scales bounded at each end by polar adjectives or phrases. There may be as many as 15 to 25 semantic differential scales for each attitude or object. The procedure is also insightful for comparing the images of competing brands, stores or services. The semantic differential also may be analyzed as a summated rating scale. Each of the scale is assigned a value from -3 to 3 or 1 to 7 and the scores across all adjective pairs are summed for each respondent. Individuals can be compared on the basis of the total scores. An example of semantic differential scale is given below; Responsive Beautiful Courageous _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Unresponsive _ Ugly _ Timid

The semantic differential has several advantages. It produces interval data. It is an efficient and easy way to elicit responses from a large sample. The attitudes can be measured both in terms of direction and intensity. The total set of responses provides a comprehensive picture of the meaning of an

object. It is a standardized technique which can be easily repeated and at the same time escapes many problems of response distortion. The Numerical scale is similar to the semantic differential scale with the difference that numbers on a 5 point or 7 point scale are provided with bipolar adjectives at both ends. This is also an interval scale. The scale provides both an absolute measure of importance and a relative measure of the various items rated. The scales linearity, simplicity and production of ordinal or interval data makes it very popular. An example : Extremely Pleased 7 displeased The itemized rating scale is a 5 point or 7 point scale with anchors provided for each item and the respondent states the appropriate number on the side of each item or circles the relevant number against each item. The responses to the items are then summated. Example is shown below; Indicate your response number on the line for each item. 1 Very Unlikely 2 Unlikely 3 Neither Unlikely nor likely ----------------------------------------------------------------------------------------1. I like to take more responsibility ---4 Likely 5 Very Likely This uses an interval scale . 6 5 4 3 2 1 Extremely