Measurement and scaling

This type of scale uses a five-point scale ranging from strongly agree, agree, neither agree nor disagree, disagree, strongly disagree to rate people's attitudes. The categories are ordered in terms of scale position and the respondents are required to select one of the limited number of categories that best describes the product, brand, company, or product attribute being rated.

Measurement and scaling

It also forces the subject to conform to quotas at each point of scale so as to yield a quasi-normal distribution. The following is an example of Semantic Differential Scale to study the experience of using a particular brand of body lotion. Ratio scales permit the researcher to compare both differences in scores and the relative magnitude of scores. The following Figure shows the opinions of respondents on two banks. In the Semantic Differential scale only extremes have names. Which ever of the above continuous scale is used, the results are normally analysed as interval scaled. Scaling Techniques a Likert Scale: In business research, the Likert scale, developed by Rensis Likert, is extremely popular for measuring attitudes, because, the method is simple to administer. Also, if possible the technique should permit you the use of a variety of statistical analysis.

The resultant data in rank order is ordinal data. For example, if you are interested in ranking the preference of some selected brands of cold drinks, you may use the following format for recording the responses.

On the other hand, a comparative scale asks a respondent to rate a concept.

measurement scales in research

Hence only the mode and median can be calculated, but not the mean. Variants of the Likert-scale exist that use any number of points between three and ten, however it is best to give at least four or five choices. It may well be the case that if those factors that are most important to the farmer than the others, being of a relatively minor nature, will cease to prevent widespread adoption.

The following is an example of Semantic Differential Scale to study the experience of using a particular brand of body lotion. Virtually any technique can be used to measure the attitudes. The process of rank ordering the objections from most to least important is best approached through the questioning technique known as 'paired comparison'.

Wording is an extremely important factor in the usefulness of itemized scales. The wording of a question should be simple and to the point.

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Measurement and scaling techniques