Scaling Techniques
SCALING TECHNIQUES
Learning Objectives Concept of Measurement and Scaling
Different Scales in Measurement and their properties
Introduction of different type of scaling Techniques
Comparative , non comparative
Continuous ,Special Rating scales
Mathematically derived scales
How to Choose a scale
Concepts
Why do we do scaling?
The most common reason for doing scaling is for scoring purposes. When a participant gives their responses to a set of items, we often would like to assign a single number that represents that's person's overall attitude or belief.
Scaling
Scaling can be done in two ways:
To make a judgment about some characteristics of an individual and then placing them directly on a scale.
To construct questionnaires in such a way that the score of individual’s responses assigns a place on a scale.
Example of scaling
Consider a scale locating customers of a bank according to the characteristic “agreement to the satisfactory quality of service provided by the branch”.
Responses may be:
Importance of scaling
It helps in conducting the survey.
It helps in Prediction.
It helps in formulation of ideas.
Types of measurement scales
Nominal Scale( Name and Count)
It is a system of assigning numbers, symbols of keeping track of people , objects, events. Least powerful ; No order, Distance or arithmetic origin.
Eg assigning no's to cricket players, credit card numbers, bank account numbers, employee ID numbers
Marketing Examples: Brand number, Store Type, Gender Classification
Types of measurement scales
Ordinal Scale : (Rank or Order)
The ordinal scale places events in order. It permits ranking of items from highest to lowest or vice versa. Used in Qualitative Research
Eg Assigning ranks to the students after result.
Marketing Examples: Preference rankings, market position, Social Class.
Types of Scales Cont..
Interval Scale:(Score or Mark) The interval scale has equal units of measurement ,thus making
Learning Objectives Concept of Measurement and Scaling
Different Scales in Measurement and their properties
Introduction of different type of scaling Techniques
Comparative , non comparative
Continuous ,Special Rating scales
Mathematically derived scales
How to Choose a scale
Concepts
Why do we do scaling?
The most common reason for doing scaling is for scoring purposes. When a participant gives their responses to a set of items, we often would like to assign a single number that represents that's person's overall attitude or belief.
Scaling
Scaling can be done in two ways:
To make a judgment about some characteristics of an individual and then placing them directly on a scale.
To construct questionnaires in such a way that the score of individual’s responses assigns a place on a scale.
Example of scaling
Consider a scale locating customers of a bank according to the characteristic “agreement to the satisfactory quality of service provided by the branch”.
Responses may be:
Importance of scaling
It helps in conducting the survey.
It helps in Prediction.
It helps in formulation of ideas.
Types of measurement scales
Nominal Scale( Name and Count)
It is a system of assigning numbers, symbols of keeping track of people , objects, events. Least powerful ; No order, Distance or arithmetic origin.
Eg assigning no's to cricket players, credit card numbers, bank account numbers, employee ID numbers
Marketing Examples: Brand number, Store Type, Gender Classification
Types of measurement scales
Ordinal Scale : (Rank or Order)
The ordinal scale places events in order. It permits ranking of items from highest to lowest or vice versa. Used in Qualitative Research
Eg Assigning ranks to the students after result.
Marketing Examples: Preference rankings, market position, Social Class.
Types of Scales Cont..
Interval Scale:(Score or Mark) The interval scale has equal units of measurement ,thus making