TYPES OF SCALING TECHNIQUES

The various types of scaling techniques used in research can be classified into two categories: (a)

comparative scales, and (b) Non-comparative scales.

Comparative scale - A type of scale where one object is compared with another and a relative

measure of preference is obtained, eg do respondents prefer one or another soft drink? The main

types of comparative scales are: paired comparison, rank order, constant sum. In comparative

scaling, the respondent is asked to compare one object with another. For example, the researcher

can ask the respondents whether they

prefer brand A or brand B of a detergent.

Non- comparative scale – In these scaling, respondents needs only to evaluate a single object.

Their evaluation is independent of the other object which the researcher is studying. Respondents

using a non-comparative scale employ whatever rating standard seems appropriate to them. Non-

comparative techniques consist of continuousand itemized rating scales. shows the classification

of these scaling techniques.

Continuous rating scales: The respondents are asked to give a rating by placing a

mark at the appropriate position on a continuous line. The scale can be written on

card and shown to the respondent during the interview.

Line marking scale: The line marked scale is typically used to measure perceived

similarity differences between products, brands or other objects. Technically, such a

scale is a form of what is termed a semantic differential scale since each end of the

scale is labelled with a word/phrase (or semantic) that is opposite in meaning to the

other.

Itemised rating scales: With an itemised scale, respondents are provided with a

scale having numbers and/or brief descriptions associated with each category and are

asked to select one of the limited number of categories, ordered in terms of scale

position, that best describes the product, brand, company or product attribute being

studied.

Semantic scales: This type of scale makes extensive use of words rather than

numbers. Respondents describe their feelings about the products or brands on scales

with semantic labels. When bipolar adjectives are used at the end points of the scales,

these are termed semantic differential scales.

Likert scales: A Likert scale is what is termed a summated instrument scale. This

means that the items making up a Liken scale are summed to produce a total score. In

fact, a Likert scale is a composite of itemised scales. Typically, each scale item will

have 5 categories, with scale values ranging from -2 to +2 with 0 as neutral response

Types of scaling techniques in social and educational research

Nominal

The lowest measurement level you can use, from a statistical point of view, is a nominal scale. A nominal

scale, as the name implies, is simply some placing of data into categories, without any order or structure.

A physical example of a nominal scale is the terms we use for colours. The underlying spectrum is

ordered but the names are nominal.

Ordinal

An ordinal scale is next up the list in terms of power of measurement. The simplest ordinal scale is a

ranking. When a market researcher asks you to rank 5 types of beer from most flavourful to least

flavourful, he/she is asking you to create an ordinal scale of preference. There is no objective distance

between any two points on your subjective scale. For you the top beer may be far superior to the second

prefered beer but, to another respondant with the same top and second beer, the distance may be

subjectively small.

Interval

The standard survey rating scale is an interval scale. When you are asked to rate your satisfaction with a

piece of software on a 7 point scale, from Dissatisfied to Satisfied, you are using an interval scale. It is an

interval scale because it is assumed to have equidistant points between each of the scale elements. This

means that we can interpret differences in the distance along the scale. We contrast this to an ordinal scale

where we can only talk about differences in order, not differences in the degree of order.

Ratio

A ratio scale is the top level of measurement and is not often available in social research. The factor

which clearly defines a ratio scale is that it has a true zero point. The simplest example of a ratio scale is

the measurement of length (disregarding any philosophical points about defining how we can identify

zero length).

Selecting the appropriate scale to use:

Before finalizing on the scale usage, it is advisable to consider the following aspects,

1. Type/details of information required.

2. Time and cost constraints.

3. Literary level of target respondents (for easy communication)

4. Stimulus characteristics

5. Analysis methodology to be used

6. Past experience to be used

7. Rural vs. urban context

8. Expected and desired response

One tail and two tail test

Write one characteristic to be measure – benchmarking and comparative study for distribution utilities

The percentage of AT&C losses. Data from company site/personnel.

Financial performance -

From people or bills ----- Average Price charged for each unit of energy( Rs/unit). Through consumer

bills

For people --------- Income level of one family at that geographic location.

Electricity distributed

Electricity billed

What kind of technology used by your school?

Based on methodology

Interactive

1) Projector

2) Computer

3) Only blackboard

4) Audio visual

5) Text book only

Statewise - Unit billed ……. Through meters or bills

Through meters previous bills Unit distributed by utilities losses compared with

230 300

233 250

234 400

243

400

600

Derive maximum out of the data gathered.

A good measurement has -

1.Reliability

2.Validity

3.Sensitivity

Business research

Research methodology

Title page

Acknowledgement

Decleration of autanticity or work

Content

List of table

figures

List of abbreviation

Executive summary

Chapter -1 Introduction

Need

Objective

Methodology – research design

Chapter – 2 Literature review ( references)

Chapter-3 Description of industry

Chapters 4 ,5,6,7,8( dedicated to each objective).

Chapter -9 recommendation and conclusions

Chapter – 10 bibliography ( reference will be added)

Chapter -11 annexure