Measurement & Scaling Techniques

Measurement & Scaling Techniques Research Methodology

Questions 1. Short Short note note on ±

Scal Scalin ing g Tech Techni niqu ques es

±

Tests Tests of soun sound d measu measure remen mentt

±

Valid Validit ity y of measu measure reme ment nts s

±

Measu Measure remen mentt tech techni niqu ques es

2. Bring out out the importance & utility utility of Rating & Scaling techniques in quantifying data with examples 3. What is measuremen measurementt in research? research? Explain tests of sound measurements.

Sep 2009

Measurement & Scaling Techniques

Questions 1. Short Short note note on ±

Scal Scalin ing g Tech Techni niqu ques es

±

Tests Tests of soun sound d measu measure remen mentt

±

Valid Validit ity y of measu measure reme ment nts s

±

Measu Measure remen mentt tech techni niqu ques es

2. Bring out out the importance & utility utility of Rating & Scaling techniques in quantifying data with examples 3. What is measuremen measurementt in research? research? Explain tests of sound measurements.

Sep 2009


What is Measurement in Research? Measuring is a process of assigning numbers to objects or observation. Form of quantification expressed in numbers e.g. size, height, weight etc easy to measure Happiness, satisfaction etc are difficult to measure. Sep 2009


Measurement Scale Nominal (name and count) Ordinal (rank/order) Interval (Score/mark) Ratio

Sep 2009


Primary Scales of Measurement Scale Figure 8.1 Nominal Numbers

Finish

Assigned to Runners

Ordinal

Interval

Ratio

7

8

3

Finish

Rank Order of Winners

Performance Rating on a 0 to 10 Scale Time to Finish, in Seconds

Third place

Second place

First place

8.2

9.1

9.6

15.2

14.1

13.4

Measurement Scale Nominal (name and count) Numbers are used to label only, no numerical sanctity Male -> 1 & female -> 2 or female ->1 & male -> 2 (does not make any difference) Count is only statistics, Chi-square test can be used Mean, Std deviation can not be used

Sep 2009


Measurement Scale Ordinal (rank/order) Places events in order e.g. in market research, respondent might rank various brands as per his/her likings Rank 1 means higher than rank 2 Median, percentile & deciles are the measure to use Mean can not be used

Sep 2009


Measurement Scale Interval or Rating scale(score/mark) Most of the behavioral measurement scales used to measure attitudes of respondent on a scale of 1 to 5 or 1 to 3 or 1 to 10. Here we can calculate mean & std dev. Pearson corr. of coefficient, t and f test can be applied Difference between 1 & 2 is same as 2 & 3 Sep 2009


Measurement Scale Ratio Scale All statistical techniques are available Geom. Mean, Harm. Mean can be used Not much use in market research

Note : Researcher has to be careful while choosing the variable. Sep 2009


Sources of Error in Measurement Respondent (reluctance, little knowledge etc) Situation (lack of rapport) Measurer (change in order, behaviour etc) Instrument (difficult words, complicated questions etc)

Sep 2009


Tests of Sound Measurement Measurement should be Valid Reliable Practicable «hence we need tests for a good measurement

Sep 2009


Tests of Sound Measurement Tests of Validity The extent to which an instrument measures what it supposed to measure The extent to which differences found with a measuring instrument reflect true difference among those being measured

Sep 2009


Tests of Sound Measurement Types of Tests of Validity Content validity Criterion related validity Construct validity

Sep 2009


Tests of Sound Measurement Types of Tests of Validity Content validity ± Adequacy of the topic ± No numeric expression is possible ± Primarily intuitive & based on judgement

Criterion related validity ± Ability to predict outcome, the criterion should be free of bias, reliable Sep 2009


Tests of Sound Measurement Types of Tests of Validity

contd

Content validity ± Adequacy of the topic ± No numeric expression is possible ± Primarily intuitive & based on judgment

Criterion related validity ± Ability to predict outcome, the criterion should be free of bias, reliable Sep 2009


Tests of Sound Measurement Types of Tests of Validity

contd.

Criterion related validity refers to ± Predictive validity ± Concurrent validity. Predictive validity refers to usefulness of test in predicting some future performance Concurrent validity refers to usefulness of a test closely relating to other measures of known validity. This is expressed by coeff of corr between test scores and scores of another measures of known validity Sep 2009


Tests of Sound Measurement Types of Tests of Validity contd. Construct validity if measurement on our derived scale correlate in an predefined way with those other proposition, we can conclude that there is some construct validity

Sep 2009


Tests of Sound Measurement Tests of Reliability Instrument should provide consistent result Contributes to validity Takes care of situational factors Note : reliability can be improved by standardizing the condition of measurement and by using trained and motivated researcher Sep 2009


Tests of Sound Measurement Tests of Pr acticability Economy Convenience interpretability

Sep 2009


Techniques of developing Measurement Tools Concept development Specification of concept dimension Selection of indicator Formation of an Index

Sep 2009


Techniques of developing Measurement Tools Concept development ± Major concept pertaining to the study

Specification of the dimensions of the concept ± Done by using deduction or intuition e.g. ± Product reputation, customer satisfaction are the dimensions for the study of Company Image Sep 2009


Techniques of developing Measurement Tools Indicator ± Once dimensions have been specified, indicator for measuring each concept element has to be developed.

Index ± Finally combining all the indicators, researcher create a single index.

Sep 2009


Scaling Techniques What is Scaling? Scaling describes the procedure of assigning numbers to various degrees of opinion, attitude and other concepts Scaling provides a mechanism for measuring abstract concepts

Sep 2009


A Classification of Scaling Figure 8.2 Techniques Scaling Techniques

Noncomparative Scales

Comparative Scales

Paired Comparison

Rank Order

Constant Q-Sort and Sum Other Procedures

Likert

Continuous Itemized Rating Scales Rating Scales

Semantic Differential

Stapel

Important Scaling Techniques Compar ative

scales involve the direct comparison of stimulus objects. Comparative scale data must be interpreted in relative terms and have only ordinal or rank order properties. In noncompar ative scales, each object is scaled independently of the others in the stimulus set. The resulting data are generally assumed to be interval or ratio scaled. Sep 2009


Comparative Scaling Techniques Paired Comparison Scaling A respondent is presented with two objects and asked to select one according to some criterion. The data obtained are ordinal in nature. Paired comparison scaling is the most widely used comparative scaling technique. With n brands, [n(n - 1) /2] paired comparisons are required Under the assumption of transitivity, it is possible to convert paired comparison data to a rank order.

Obtaining Shampoo Preferences Figure 8.3 Using Paired Comparisons Instructions:

We

are going to present you with ten pairs of shampoo brands. For each pair, please indicate which one of the two brands of shampoo you would prefer for personal use.

Recording Form: J ir

J ir

ck

ck

i

ss 0

Vi l ss 0

H

& l rs 1

Pert 0



i

ss

Vi

l

H

1 ss

&

l

rs

rt r f i

s

0

1

0

1

1

1

1

0

0

0

1

1

0

1

0

4

0

1

¡

r f rr a

in a particular box means that the brand in that column was preferred over the brand in the corresponding row. A means that the row brand was preferred over the column brand. bThe number of times a brand was preferred is obtained by summing the s in each column. A

Comparative Scaling Techniques Rank Order Scaling Respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion. It is possible that the respondent may dislike the brand ranked 1 in an absolute sense. Furthermore, rank order scaling also results in ordinal data. Only (n - 1) scaling decisions need be made in rank order scaling.

Preference for Toothpaste Brands Using Rank Order Scaling Figure 8. Instructions: Rank the various brands of toothpaste in order of preference. Begin by picking out the one brand that you like most and assign it a number . Then find the second most preferred brand and assign it a number 2. Continue this procedure until you have ranked all the brands of toothpaste in order of preference. The least preferred brand should be assigned a rank of .

No two brands should receive the same rank number. The criterion of preference is entirely up to you. There is no right or wrong answer. Just try to be consistent.

Preference for Toothpaste Brands Using Rank Order Scaling Figure 8. cont. Form Brand

Rank Order

1. Crest

_________

2. Colgate

_________

3. Aim

_________

4. Gleem

_________

5. Macleans

_________

6. Ultra

_________

Brite

7. Close Up

_________

8. Pepsodent

_________

9. Plus White

_________

10. Stripe

_________

Comparative Scaling Techniques Constant Sum Scaling Respondents allocate a constant sum of units, such as 100 points to attributes of a product to reflect their importance. If an attribute is unimportant, the respondent assigns it zero points. If an attribute is twice as important as some other attribute, it receives twice as many points. The sum of all the points is 100. Hence, the name of the scale.

Importance of Bathing Soap Attributes Figure 8.5 Using a Constant Sum Scale Instructions

On the next slide, there are eight attributes of bathing soaps. Please allocate points among the attributes so that your allocation reflects the relative importance you attach to each attribute. The more points an attribute receives, the more important the attribute is. If an attribute is not at all important, assign it zero points. If an attribute is twice as important as some other attribute, it should receive twice as many points.

Importance of Bathing Soap Attributes Using a Constant Sum Scale

Figure 8.5 cont.

Form A verage A ttribute

. Mildness 2. Lather 3. Shrinkage . Price 5. Fragrance 6. Packaging 7. Moisturizing 8. Cleaning Power Sum

Responses of Three Segments

Segment I 8 2 3 53 9 7 5 3

Segment II

Segment III

2 7 7 9 9 9

9 7 5 3 6

2 5

Measurement & Scaling Techniques

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