Measurement, Scaling, Attitude Measurement

8/21/2019 Measurement, Scaling, Attitude Measurement

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Session Plan

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Statistics – Introduction & Applications

Data- Types of scales of measurement

Nominal Ordinal Interval Ratio

Scaling Tecni!ues –

"omparative Scaling Tecni!ues #Attitude$

i% Paired "omparison

ii% Ran Order Scaling

iii% "onstant Sum Scaling

iv% '-Sort and Oter Procedures

Non-comparative Scales

i% (rapic Ratingii% Itemi)ed Rating

i% *iert

ii% Semantic Differential

iii% Stapel


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+easurement and ScalingMeasurement – Assigning num,ers or some oter sym,ols tocaracteristics of certain o,ects% Assignment of num,erspermits a statistical analysis of te data%

Assignment must ,e isomorpic #one to one correspondence$

Same age group . same rupee figures sould ,e assigned to aouseold /it identical age0income%

Scaling – An e1tension of measurement involves creating acontinuum upon /ic measured o,ects are located%

"onsider an attitude scale from 2 to 233% 4ac respondent isassigned a num,er from 2 to 233. /it 2 5 41tremely6nfavora,le. and 233 5 41tremely 7avora,le% +easurement iste actual assignment of a num,er from 2 to 233 to eacrespondent% Scaling is te process of placing te respondentson a continuum /it respect to teir attitude%

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*evels of Data +easurement

Nominal 8 *o/est level of measurement Ordinal Interval Ratio 8 9igest level of measurement

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Nominal *evel Data Num,ers are used to classify or categori)e

Purpose: Identification of an Object :en used for identification. tere is a strict one-to-one correspondence

,et/een te num,ers and te o,ects%

Te num,ers do not reflect te amount of te caracteristic possessed ,yte o,ects%

Only a limited num,er of statistics. all of /ic are ,ased on fre!uency

counts. are permissi,le. e%g%. percentages. and mode%

41ample; 4mployment "lassification

2 for 4ducator

< for "onstruction :orer

= for +anufacturing :orer

> 7e/ +ore (eneral 41amples;9ouse Num,er #23 ?anpat$ .

Telepone Num,er

Smart "ard PIN

Num,er on "ricet T-Sirt

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Illustration 7rom "lass

Dividing te class in tree groups; "ommerce @acground Science @acground

9umanities @acgroundOter e1amples

"lassifying students into +ale and 7emale

7or +ale 2

7or 7emale <

Te purpose of assigning num,ers is identity or name tecaracteristic%

If te num,ers assigned /ere intercanged data study /ill not ,eaffected

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Ordinal *evel Data Num,ers are used to indicate ran or order

Purpose: Represent Identity & Magnitude A raning scale in /ic num,ers are assigned to o,ects to indicate te

relative e1tent to /ic te o,ects possess some caracteristic% "an determine /eter an o,ect as more or less of a caracteristic

tan some oter o,ect. ,ut not o/ muc more or less% No 'uantitative Properties 41cept Order & 4!uivalence

Relative magnitude of num,ers is meaningful Differences ,et/een num,ers are not compara,le

Percentile. !uartile. median can ,e used to analyse ordinal level data

41ample; Raning productivity of employees

Position /itin an organi)ation 2 for President < for Bice President = for Plant +anager C for Department Supervisor for 4mployee

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Ordinal Num,ers- 7e/ +ore

41amples

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41ample;

:TA Raning of +aes @upatiI"" raning of (autam (am,ir Salary (rade7loor Num,er Performance Rating


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41ample of Ordinal +easurement

f

i

n

i

s

2

<

=

C

D

E

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Interval *evel Data

Purpose: Identity, Magnitude and Equal Interval Distances ,et/een consecutive integers are e!ual

Relative magnitude of num,ers is meaningful

Differences ,et/een num,ers are compara,le *ocation of origin. )ero. is ar,itrary

41ample; 7areneit Temperature # "entigrade conversion$

"alendar Time – All days are for


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Interval ScaleF% Numerically e!ual distances on te scale represent e!ual values in te

caracteristic ,eing measured% It permits comparison of te differences ,et/een o,ects% Te location of te )ero point is not fi1ed% @ot te )ero point and te

units of measurement are ar,itrary% Any positive linear transformation of te form y 5 a G ,1 /ill preserve

te properties of te scale% It is meaningful to tae ratios of scale values% Statistical tecni!ues tat may ,e used include all of tose tat can ,e

applied to nominal and ordinal data. and in addition te aritmeticmean. standard deviation. and oter statistics commonly used in

mareting researc% Time displayed in te class vis a vis in time on your

andsets0/atces$

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Ratio *evel Data

Purpose: Identity, Magnitude, Equal Interval &

Absolute ero 9igest level of measurement

Relative magnitude of num,ers is meaningful Differences ,et/een num,ers are compara,le *ocation of origin. )ero. is a,solute #natural$

41amples; 9eigt. :eigt. and Bolume

+onetary Baria,les. suc as Profit and *oss. Revenues. and41penses

7inancial ratios. suc as P04 Ratio. Inventory Turnover. and'uic Ratio%

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Ratio Scale contdF%

Possesses all te properties of te nominal. ordinal. and interval scales%

It as an a,solute )ero point%

It is meaningful to compute ratios of scale values%

Only proportionate transformations of te form y 5 ,1. /ere , is a

positive constant. are allo/ed% All statistical tecni!ues can ,e applied to ratio data%

+ars scored ,y te students in a test% 9eigt of te students of te class

@ot te a,ove cases. mean can ,e calculated%# +easure of "entral

Tendency$

Standard Deviation can also ,e found #+easure of dispersion$

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Interval and Ratio scales- A "omparison

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>Interval Scale employs ar,itrary )ero point

>Ratio Scal e employs a true )ero point

>Scale of Temperature measured in celesius is Interval Scale%

>9eigt as measured from floor as ratio scale

> Apart from difference in te nature of )ero point .interval and ratio

scales ave same properties and ,ot employ cardinal num,ers


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6sage Potential of Barious

*evels of Data

Nominal

Ordinal

Interval

Ratio

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Data *evel. Operations.

and Statistical +etodsData Level

Nominal

Ordinal

Interval

Ratio

Meaningful Operations

"lassifying and "ounting

All of te a,ove plus Raning

All of te a,ove plus Addition.Su,traction. +ultiplication. and

Division

All of te a,ove

StatisticalMethods

Nonparametric

Nonparametric

Parametric

Parametric

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Types of scales

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Zone Code No. Sales(Rs. n Million!

Ran"

Nortern 32 CH= =

:estern 3< =H 2

4astern 3=


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Types of scale- anoter e1ample

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% &'

Primary Scales of +easurementScale

Nominal Num,ers Assignedto Runners

OrdinalRan Order

of :inners

Interval Performance

Rating on a

3 to 23 Scale

Ratio Time to7inis. in

#hird

place

Second

place

irst

place

inish

inish

'.) *.+ *.,

+-.) +.+ +&.

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Anoter IllustrationF%

Nominal Ordinal Ratio

Scale Scale Scale Preference J spent last

No% Store Ranings= monts

+. Lord / #a$lor

). Mac$0s

&. 1mart

. Rich0s

-. 2.C. 3enne$,. Neiman Marcus

%. #arget

'. Sa"s ifth 4venue

*. Sears

+5.6al7Mart

ntervalScale

PreferenceRatings

2- 22-2

I IK D 2D 3

<


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'ui) 2 – "lass Participation

2% A supervisor is ased ,y management to ran er five employees onteir value to te company on a scale from 2 to % Tis is an e1ample of/at level of data

a$ nominal ,$ ordinal c$ interval d$ ratio e$ e1ponential


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Scales of Measurement - Applicability &Usage

Particulars Nominal Ordinal Interval Ratio

Properties Identity Identity Manit!de Identity Manit!de "#!alInterval

Identity Manit!de "#!alInterval $%&ol!te 'ero

Mat(emati)al*ro+ertie&

,o!nt Ran- Order $ddition S!%tra)tion.ivi&ion M!lti+li)ationin )ertain )a&e&

$ddition S!%tra)tionM!lti+li)ation ivi&ion

"m+iri)alO+eration&

etermination o"#!ality

etermination oreater or le&&

etermination o "#!alityo interval&

etermination o "#!alityo ratio&

&ae ,la&&i)ation Ran-in *reeren)e*&y)(oloi)al ata

Inde N!m%er& evel onolede $%o!t

+rod!)t&/%rand&

Sale& vol!me !nit&+rod!)ed n!m%er o

)!&tomer& and )o&t&

e&)ri+tiveStati&ti)&

Mode Mode Median RaneStati&ti)&

Mean Mode MedianRane :arian)e Standardeviation

Mean Mode MedianRane :arian)e Standardeviation

InerentialStati&ti)&

Non *arametri),(i S#!are

Non *arametri);riedman $NO:$S+earman )orrelation

*arametri) t te&t ' te&t$NO:$ *ear&on,orrelation

*arametri) t te&t ' te&t$NO:$ *ear&on,orrelation

4 Summar$


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Attitude +easurementF

Attitude measurement plays an important role in researcF%

#Attitude of customers to/ards te products0services$ Attitude cannot ,e measured directly% +any psycological varia,les form an integral part of

investigation made ,y te researcer Attitude is derived from perceptions%

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Attitude – Tree components – !ognitive. Affective And Action #@eavioural$

!ognitive co"ponent# Tis represents an individualLsinformation and no/ledge a,out an o,ect% Includesa/areness of e1istence of o,ect. ,eliefs a,out tecaracteristics or attri,utes of te o,ect and udgments to/ards

it%

4gF% If respondents are ased to name te companiesmanufacturing pressure cooer. tey may remem,er 9a/ins.Prestige etc% Tis is unaided recall a/areness%

+ore names are liely to ,e remem,ered on te prompt of teinvestigator% Tis is aided recall%

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Attitude – Tree components – "ognitive. Affective And Action

Affective $ Summarises a personLs overall feeling or emotionsto/ards te o,ects%

4gF% 7ood cooed in pressure cooer is tasty. taste of orange

uice is good or taste of ,itter gourd is ,ad% If tere are num,er of alternatives to coose from. te liing is

e1pressed in terms of preference for one over te oter%

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Attitude – Tree components – "ognitive. Affective And Action

Action $ %is is te beavioural co"ponent of Attitude

Reflects a predisposition to an action ,y reflecting teconsumerLs ,uying or purcase intention% It also reflects a

personLs e1pectations of future ,eaviour to/ards an o,ect%

Tus favoura,le attitude to/ards a product may not mean teintention to ,uy% Intention to ,uy as to ,e ,aced ,y tepurcasing po/er of te consumer% 4gF% If Birant is aving afavoura,le attitude to ,uy Audi . may not mean e is going topurcase it%

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A "lassification of Scaling Tecni!ues- Attitude+easurement

*iertSemanticDifferential Stapel

Scaling Tecni!ues

NoncomparativeScales

"omparativeScales

Paired"omparison

RanOrder

"onstantSum

'-Sort andOterProcedures

"ontinuousRating Scales

Itemi)ed

Rating scales


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A "omparison of Scaling

Tecni!ues Comparative scales involve te direct comparison ofstimulus o,ects%

In non7comparative scales. eac o,ect is scaled

independently of te oters in te stimulus set%

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Li"ert Scale

Te Li"ert scale re!uires te respondents to indicate a degree of agreement or

disagreement /it eac of a series of statements a,out te stimulus o,ects%

Strongly Disagree Neiter Agree Stronglydisagree agree nor agreedisagree

2% SS sells ig !uality mercandise% 2 < = C


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*iert Scale contdF Te total score can ,e calculated Te stimulus o,ects aving ig correlation can ,e

found

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Semantic Differential ScaleTe semantic differential is a seven-point rating scale /it end

points associated /it ,ipolar la,els tat ave semantic meaning%

SS IS;

Po/erful --;--;--;--;-M-;--;--; :ea

6nrelia,le --;--;--;--;--;-M-;--; Relia,le

+odern --;--;--;--;--;--;-M-; Old-fasioned

Te negative adective or prase sometimes appears at te left side ofte scale and sometimes at te rigt%

Tis controls te tendency of some respondents. particularly tose /it

very positive or very negative attitudes. to mar te rigt- or left-andsides /itout reading te la,els%

Individual items on a semantic differential scale may ,e scored oneiter a -= to G= or a 2 to scale%

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Stapel ScaleTe Stapel scale is a unipolar rating scale /it ten categories

num,ered from - to G. /itout a neutral point #)ero$% Tis scaleis usually presented vertically% +easures te direction and intensity of attitude

SS

G G

GC GCG= G=

G< G


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8asic Non7comparative Scales

Documents

Measurement, Scaling, Attitude Measurement