Scaling techniques

Measurement ScalesMeasurement : The assignment of Numbers or other symbols to characteristics of objects according to certain pre-specified rules. Scaling: The generation of a continuum upon which measured objects are located. Primary Scales of Measurement There are 4 kinds of scales namely:Nominal scaleOrdinal scaleInterval scaleRatio scale Nominal scaleIn this scale numbers are used to identify objects. For example University Registration numbers assigned to students.Have you visited Bangalore? Yes-1, No-2 Yes is coded as one and No is coded as Two. The numeric attached to the answers has no meaning and is a mere identification.If the numbers are interchanged it wont affect the answer.

Example for nominal scaleThe telephone number is a example of nominal scale where one number is assigned to one subscriber.Similarly bus route numbers are examples of nominal scale.How old are you? This is an example of nominal scale.What is your PAN Card Number?Arranging the books in the library subject wise, author wiseLimitations There is no rank ordering.No mathematical operation is possible.Statistical implication- calculation of standard deviation and the mean is not possibleOrdinal scale (ranking scale)The ordinal scale is used for ranking in most of market research studies.Ordinal scales are used to ascertain the consumer perceptions, preferences etc.This is also known as ranking scaleExample of ordinal scaleThe respondents may be given a list of brands which may be suitable and were asked to rank on the basis of ordinal scale.LuxLirilCintholLifebuoyHamam

Example for ordinal scaleRankitemNo of RespondentsICinthol150IILiril300IIIHamam250IVLux200VLifebuoy100Total1000 Nominal scale- contdIn the previous example II is the mode and III is the median.In market research the researchers often ask the respondents to rank the items like for example A soft drink based upon flavor or Color.In such cases the ordinal scale is used

Interval scaleInterval scale is more powerful than the nominal and ordinal scale.The distance given on the scale represents equal distance on the property being measured.Interval scale may tell us How far object are apart with respect to an attribute?This means that the difference can be compared.The difference between 1 and 2 is equal to the difference between 2 and 3.

Eg for interval scaleEg 1: Suppose we want to measure the rating of a refrigerator using interval scale it will appear as follows:1 Brand name Poor------------Good2 Price High-------------Low3 Service after sales Poor-----------Good4 Utility Poor----------Good Interval scale-contdThe researcher cannot conclude that the respondent who gives rating of 6 is 3 times more favorable towards the product under study than the respondent who awards the rating of 2.Eg 2: How many hours you spend to do class assignment every day?