Measurement
Common term come across in daily life...
We do not measure the object but characteristics of
it. Eg. Persons/consumer are not measured
Process of assigning numbers to objects or
observations- under a function of rules.
Physical properties of objects
(e.g.) weight, height, etc.
Abstract concepts
(e.g.) Social conformity, intelligence, marital status, etc.
Is of quantitative measurement
Measurement is of high accuracy
Have a definite yardstick for measurement
Has standard unit of measurement
Is of qualitative measurement
Not easy to measure
Less confidence about the accuracy
Complex and demanding task
Technically speaking,
Measurement is a process of mapping aspects
of a domain onto other aspects of a range
according to some rule of correspondence.
Scaling is the generation of a broadly defined
continuum on which measured objects are
located.
http://www.socialresearchmethods.net/kb/scalgen.htm
Nominal Scales
Ordinal Scales
Interval Scales
Ratio Scales
This is the lowest level of measurement. Here, numbers are assigned
for the purpose of identification of the objects. Any object which is
assigned a higher number is in no way superior to the one which is
assigned a lower number.
Example:
Are you married?
(a) Yes
(b) No
Married person may be assigned a no. 1.
Unmarried person may be assigned a no. 2.
The assigned numbers cannot be added, subtracted, multiplied or
divided. The only arithmetic operations that can be carried out are the
count of each category. Therefore, a frequency distribution table can
be prepared for the nominal scale variables and mode of the
distribution can be worked out.
To find the male to female attendance ratioin some showaccording to Gender.
In terms of set theory,
Domain- those who are coming to show.
Range- sex classification.
Rule of correspondence is
If domain appears as maleassign 0
If female assign 1
Similarly if we record a persons marital
statusassign 1,2,3,4 as
Single
Married
Widowed
Divorced
We record Yes or No answers to questions as
0 or 1(or as 1 and 2 or perhaps as 59 and
60)
We refer to the number we record as Nominal
data
Are numerical in name only
Do not share any properties of numbersas
we deal with ordinary arithmetic.
As in marital status record 1,2,3,4
We cannot write as 4>2 or 3<4 and 3-1=4-3.
The only permissible operation on the numbers in a
nominal scale is counting.
Only a limited number of statistics, all of which are
based on frequency counts, are permissible,
Statistical techniques used- percentages, and mode.
Nominal scales focus on only requiring a
respondent to provide some type of
descriptor as the raw response
Example.
Please indicate your current martial status.
__Married __ Single __Divorced __ Widowed
One of the limitations of the nominal scale
measurements is that we cannot say whether the
assigned number to an object is higher or lower than the
one assigned to another option.
Which one of the following media influences
your purchasing decisions the most?
Television(1)
Radio (2)
Newspapers (3)
Magazines(4)
Internet(5)
(Mode is the only statistics applicable to
measuring nominal variables.)
Qualities expressed as numerical data which
can be used to setup only inequalities.
For eg in assigning number to express the
hardness of the minerals as from 1 to 10,
respectively to Talc, Gypsum,.to Diamond.
We can write as 5>2, or 6<9but cannot be
written as 10-9 = 5-4.
Greater than symbol (i.e.>), used to designate
happier than, preferred to.
Statistical
techniques
quartile, median
used-percentile,
Ordinal scales allow the respondent to
express relative magnitude between the raw
responses to a question
Example.
Which one statement best describes your opinion of an Intel PC processor?
__ Higher than AMDs PC processor
__ About the same as AMDs PC processor
__ Lower than AMDs PC processor
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.
An ordinal scale is more powerful than a
nominal scale in that the numbers
possess the property of rank order.
CAT,MAT Score???
How long do you spend reading
newspapers on a typical weekday?
Less than 5 minutes
5 minutes to less than 15 minutes
15 minutes to less than 30 minutes
30 minutes or more
Mode & Median
In addition to setting up inequalities, can also
form differences
In case of expressing the degree of hotnesswe
use Temperature.
Consist of Arbitrary Zero, but not an absolute
zero or unique origin. i.e. it can not measure
complete absence of a trait / chatacteristics.
For eg temp 1100C > 900C and the diff 1100C
900C = 600C 400C.
It would not mean that 1260C is twice the hot as
630C.
Statistical techniques used-arithmetic mean,
standard deviation,
Interval scales demonstrate the absolute
differences between each scale point
Example.
How likely are you to recommend the WeChate to a friend on FB?
Definitely will not
1
Definitely will
2
How likely are you to buy a new automobile within the next six months?
(Please check the most appropriate category.)
Will definitely not buy
Extremely unlikely
Unlikely
Likely
Extremely likely
Will definitely buy
_____
(1)
_____
(2)
_____
(3)
_____
(4)
_____
(5)
_____
(6)
Mean & S.D
Can also form quotients in addition to setting
up inequalities and forming differences.
It includes all the usual measurements of
length, height, money amounts, weight,
volume, area, pressures, etc.
All statistical techniques can be applied to
ratio data
Ratio scales allow for the identification of
absolute differences between each scale point,
and absolute comparisons between raw
responses
Example 1.
Please circle the number of children under 18 years of age currently living in your
household.
0 1 2 3 4 5 6
7 (if more than 7, please specify ___.)
Ratio scales possess all the properties of
an interval scale and the ratios of numbers
on these scales have meaningful
interpretations
What is your annual income before taxes?
Rs.______
How far is your workplace from your
home? ______ miles
Mean & S.D
Scale
Nominal
Ordinal
Interval
Ratio
Numbers
Assigned
to Runners
Finish
7
Rank Order
of Winners
Performance
Rating on a
0 to 10 Scale
Time to
Finish, in
Seconds
Finish
Third
place
Second
place
15.2
14.1
First
place
13.4
Scale
Nominal
Ordinal
Interval
Ratio
Basic
Characteristics
Numbers identify
& classify objects
Common
Examples
Social Security
nos., numbering
of football players
Nos. indicate the Quality rankings,
relative positions rankings of teams
of objects but not in a tournament
the magnitude of
differences
between them
Differences
Temperature
between objects (Fahrenheit)
Zero point is fixed, Length, weight
ratios of scale
values can be
compared
Marketing
Permissible
Examples
Descriptive
Brand nos., store Percentages,
types
mode
Statistics
Inferential
Chi-square,
binomial test
Preference
Percentile,
rankings, market median
position, social
class
Rank-order
correlation,
Friedman
ANOVA
Attitudes,
opinions, index
Age, sales,
income, costs
Productmoment
Coefficient of
variation
Range, mean,
standard
Geometric
mean, harmonic
mean
Items are basically questions
Need to ensure that enough questions are
asked to generate information necessary to
address research problems.
Likely will have a mix of question types
and scales of measurement
Multi-item, Composite or Index Measures
A measurement scale containing multiple
questions addressing same construct or
attribute
Single item vs multiple item scale:
In the single item scale, there is only one item
to measure a given construct.
In multiple item scale, there are many items
that play a role in forming the underlying
construct that the researcher is trying to
measure. This is because each of the item
forms some part of the construct which the
researcher is trying to measure.
Comparative vs non-comparative scales
In comparative scales it is assumed that respondents make use
of a standard frame of reference before answering the question.
Example:-
Preferably
used
to
measure
brands/products/services/attributes.
This scaling results in ordinal data.
E.G. Most Preferred Cold Drink
Soft Drink
Coke
Pepsi
Limca
Sprite
Mirinda
Seven Up
Fanta
Rank
the
preferences
of
Produces a ratio measurement data scale.
Most powerful due to an absolute zero point and an allocation of
points, each having equal value.
E.g. Allocate 100 points among various school into which you
would like to admit your child.
Schools
Points
DPS
30
Modern school
10
Xavier's
15
Excel
05
Adani
20
KPS
20
TOTAL POINTS
100
In the non-comparative scales, the
respondents do not make use of any frame of
reference before answering the questions.
Non-comparative scale
Graphic rating scale
Itemized rating scale
Please indicate how much do you like fast food by
pointing to the face that best shows your attitude
and taste. If you do not prefer it at all, you would
point to face one. In case you prefer it the most,
you would point to face seven.
The respondents are given a certain number of items
(statements) on which they are asked to express their degree
of agreement/disagreement.
This is also called a summated scale because the scores on
individual items can be added together to produce a total
score for the respondent.
An assumption of the Likert scale is that each of the items
(statements) measures some aspect of a single common
factor, otherwise the scores on the items cannot legitimately
be summed up.
In a typical research study, there are generally 25 to 30 items
on a Likert scale.
4
Somewhat
Interested
3
Neutral
1
Strongly
Disagree
2
Disagree
3
Neutral
5
Very Happy
4
Somewhat
Happy
Very
Interested
5
Very
Much Like
5
Most
Important
2
Not Very
Interested
4
1
Not at all
Interested
Agree
5
Strongly
Agree
3
Neutral
2
Not Very
Happy
1
Not at all
Happy
4
Somewhat
Like
3
Neutral
2
Not Much
Like
1
Not at all
Like
4
Somewhat
Important
3
Neutral
2
Not
Important
1
Not at all
Important
This scale is widely used to compare the images of
competing brands, companies or services.
Here the respondent is required to rate each attitude or
object on a number of five-or seven-point rating scales.
This scale is bounded at each end by bipolar adjectives
or phrases.
The difference between Likert and Semantic differential
scale is that in Likert scale, a number of statements
(items) are presented to the respondents to express their
degree of agreement/disagreement. However, in the
semantic differential scale, bipolar adjectives or phrases
are used.
Good
Extremly
Bad
Quite
Slightly
Neither
Slightly
Quit
Extremely
Rate the Website www.zotero.org
Very attractive(7) (6)
unattractive
(5)
(4)
(3)
(2)
(1) Very
As a Researcher at Nielson, develop survey
questionnaire for measure the image of TATA
Motors.
Use Likert scale and Semantic Scale
Each listed statements, please check the one response that best express the extent
to which you agree or disagree with statement.
A behavioral intention scale is
a special type of rating scale designed
to capture the likelihood that people
will demonstrate some type of
predictable behavior intent
toward purchasing an object or service
in a future time frame
Noncomparative Rating Scales
format that requires a judgment without reference
to another object, person, or concept
Comparative Rating Scales
format that requires a judgment comparing one
object, person, or concept against another on the
scale
Major Issues
What should be included?
Comes from objectives, construct definitions, and
associated attributes
How should questions be phrased?
In what sequence should questions be arranged?
What layout will best serve the research objectives?
Title of Study (E.g., Search for information, price elasticity, etc.)
Opening statement & appeal for support (E.g.,
Following are several questions referring to the advertisement you
just saw. Please take your time and respond, etc.)
Screening questions (e.g., student, freshman, alumni,
employee, etc)
Knowledge/Information statements (How often, how
regularly, how much, etc.) (i.e., descriptive questions)
Experimental design hypothesis questions.
Open-ended exploratory question. Allow 3 blank lines
for a response. (E.g., What is your opinion?, what is your
recommendation?etc.)
Final demographic questions (e.g., ethnicity, age, gender,
class, marital status, etc.)
Thank them & tell them what to do with the
?aired when finished.
Open-ended vs. Closed-ended
Simple dichotomous vs. Multi-choice
A place for every respondent but only one place
(Exhaustive and Mutually Exclusive)
Range of choices needs to be consistent with the
sample (ex. income categories for students vs.
professionals)
How to handle no opinion or not
applicable respondents?
Do you need odd or even number of
choices?
Use simple language that is consistent with
your population
Be as specific as possible
Avoid leading and loaded questions
Avoid double-barreled questions
Ex. How would you rate our companys service,
selection of products, and prices?
Avoid questions that are too difficult to
answer
Always begin with simple, non-offensive
questions and get more complex as you
move along.
Pay attention to whether certain questions
are relevant for every respondent or only
some
Use branching or filter questions appropriately
Give clear instructions for completing
questionnaire
Use appropriate fonts and white space to
avoid crowding
Make sure the scales are written/labeled neatly
& professionally.
Do not have any grammar or spelling errors.
Write ?s/statements in the simplest form that
someone with an 8th grade ed. could
understand.
Consider the purpose for your questions & make
sure they have value. (Dont waste time
analyzing unnecessary data, or doing more data
entry than needed.)
The following links will provide you copies of
questionnaires that have been developed and
used in this class before.
Madison Resident Survey
http://cas.uah.edu/wrenb/mkt343/madison.final.doc
University Fitness Center
http://cas.uah.edu/wrenb/mkt343/ufc.doc
Graduating Students Survey
http://cas.uah.edu/wrenb/mkt343/graduating student
survey.doc
Panoply
http://cas.uah.edu/wrenb/mkt343/panoply.doc
Huntsville Land Trust
http://cas.uah.edu/wrenb/mkt343/landtrust.ques.doc
Agree
Disagree
1. I attend a religious service regularly
2. Spiritual values are more important than material things.
3. If Americans were more religious, this would be a better
country.
4. I enjoy reading about my religion.
5. It doesnt much matter what I believe so long as I am good.
6. It is important to me to spend time in private thought and
prayer.
7. I have often had a strong sense of Gods presence.
8. I try hard to live all my life according to my religious beliefs.
9. Although I am religious, I dont let it affect my daily life.
10. My whole approach to life is based on my religion.
11. Although I believe in my religion, many other things are more
important in life.
Item
Strongly
Disagree
Strongly
Disagree
Musical talent runs in my family
1------------2------------3-----------4-----------5
I consider at least one of my parents to be
musically talented
1------------2------------3-----------4-----------5
There is an atmosphere of music in my family
1------------2------------3-----------4-----------5
My extended family has many that are
musically talented
1------------2------------3-----------4-----------5
I had several early opportunities to participate
in musical activities in my primary school and
/or at a house of worship
1------------2------------3-----------4-----------5
I need a daily dose of music to keep me going
1------------2------------3-----------4-----------5
I feel internally compelled to seek the
stimulation of music
1------------2------------3-----------4-----------5
Music is an important part of my life
1------------2------------3-----------4-----------5
Something inside me drives me toward music
1------------2------------3-----------4-----------5
10
I am deeply interested in music
1------------2------------3-----------4-----------5
