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By the name of ALLAH Almighty

“Taught man that which he knew not”

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Measurement , Ranking and Rating ScalesAn Over View

Tahir MahmoodLecturer

Department of StatisticsUniversity of Sargodha

Scale :

Measurement Scale

Nominal scale Ordinal scale Interval scale Ratio scale

Rating Scales

Dichromous scale (yes, no) Category scale Likert scale(1,2,3----------) Numerical scale Semantic differential scale Itemized rating scale Fixed or constant sum rating scale Stapel scale Graphic rating scale Consensus scale Other scales (multidimensional scale)

Paired comparison Forced choice Comparative scales

Ranking scales

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Definitions

Dichotomous scale;The dichotomous scale is used to elicit a yes or no answer, as in the exampleBelow. Note that a nominal scale is used to elicit the response.Example; do you own a car? Yes No

Category scale;The category scale uses multiple items to elicit a single response as per the example. This also uses the nominal scale.Example; where in northern California do you reside?North Bay, south Bay, East Bay, Peninsula, Other

Likert scale;The Likert scale is designed to examine how strongly subjects agree or disagreewith statement on a 5-point scale with the following anchors:

Strongly disagree Disagree Neither Agree or Nor Disagree Agree Strongly Agree

1 2 3 4 5 This is also an interval scale and differences in the response between any two points on the scale remain the same

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Semantic Differential Scale; Several bipolar attributes are identified at extremes of the scale and respondents are asked to indicate their attitude, on what may be called a semantic scale. This is treated as interval scale.

Example; Responsive --------------------- Unresponsive Beautiful --------------------- Ugly

Numerical scale; The numerical is similar to the semantic scale, with the difference that numbers on a 5-point or 7-points scale are provided. This is also an interval scale.

Example; How please are you with your new real estate agent? extremely pleased 7 6 5 4 3 2 1 extremely displeased

Itemized rating scale; A 5-point or 7-point scale with anchors, as needed, is provided for each item and the respondent states the appropriates number on the side of each item, as per the examples that follow. The response to the items are then summated. This use an interval scale.

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Example; Very unlikely unlikely Neither likely or Nor unlikely likely very likely

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Fixed or constant sum scale; the respondent are here asked to distribute a given no. Of points across various items as per the example below. This is more in thenature of Ordinal scale.Example; in choosing a toilet soap, indicate the importance you attach to each of the aspects by allotting points for each to total 100 in all.

Stapel scale; this scale simultaneously measures both direction and intensity of the attitude toward the items under study. the characteristic of interest to the study is placed at the center and a numerical scale, say, from +3 to -3, on either side of the item. Since this does not has an absolute zero point, this an interval scale.

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Graphic Rating Scale; a graphical representation helps the respondent to indicate on this scale their answers to a particular question by placing a mark at the appropriate pointon the line as in the following example. This is an ordinal scale, though the following example might appear to make it look like an interval scaleExample; on a scale of 1 to 10 how would you rate your supervisor?

Excellent all right very bad 10 5 1

Consensus scale; are also developed by consensus, where a panel of judges select certain items, which in its view measure the relevant concept.

Other scales; there are also some advanced scaling methods such as multidimensional Scaling, where objects, people, or both, are visually scaled, and a conjoint analysis is performed.

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2-Question in a paper is: i.True ii.False

1- An electronic switch is: i. On ii. Off

3- A specific product is: i.Good ii.Defective

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Examples:

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Examples:

1- Intermediate education: i. F.A ii. ICS iii. FSc

2- Tea brand : i. Lipton ii. Supreme iii. Tpal

3- Mobile : i.Nokia ii. Sumsung iii. Q Moble

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Strongly disagree Disagree Neither Agree or Nor Disagree Agree Strongly Agree1 2 3 4 5

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Examples:

1. Chen one is an attractive store :

2. Chen one have an attractive price :

Strongly disagree Strongly agreeDisagree AgreeNeither Agree or Nor Disagree

1 2 3 4 5

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Nominal, Ordinal, Interval, and Ratio Scales Provide Different Information

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Service is discourteous ……………… Service is courteous

Location is convenient ……………… Location is inconvenient

Hours are inconvenient ……………… Hours are convenient

Loan interest rates ……………… Loan interest rates are high are low

Examples:

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Service is discourteous 1…2…3…4…5…6…7 Service is courteous

Location is convenient 1…2…3…4…5…6…7 Location is inconvenient

Hours are inconvenient 1…2…3…4…5…6…7 Hours are convenient

Loan interest rates 1…2…3…4…5…6…7 Loan interest rates

are high are low

Examples:

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  In the restaurant example, the participant distributes 100 points among four categories to indicate the relative importance of each attribute:  _____ Food Quality

 _____ Atmosphere  _____ Service  _____ Price

100 TOTAL

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Example:

Examples Of Category (Itemized) Rating Scales

1. Balanced, forced-choice, odd-interval scale focusing on an attitude toward a specific attribute(1) How do you like the taste of Classic Coke?___ ___ ___ ___ ___Like It Like it Neither Like Dislike It StronglyVery Much Nor Dislike It Dislike It

2. Balanced, forced-choice, even-interval scale focusing on an overall attitude(2) Overall, how would you rate Ultra Brite Toothpaste?___ ___ ___ ___ ___ ___Extremely Very Somewhat Somewhat Very Extremely

Good Good Good Bad Bad Bad

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Nokia : Mobile Reliability

Dew : cold drink flavor

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1-3

-1

-2 -1

-2-3

2 3

Examples:

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1- Mostly behave of friends with you :

2- Semester system satisfying you :

Examples:

1 5 10

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 The decision chooses a number from one to five to signal their degree of support. These numbers signal roughly the following:

1: Yes. Let's do it.2: OK. It's good enough.3: Maybe. I have questions.4: Wait. Can we change it?5: No. Let's do something else.

Example:

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Number of Dimensions Measurement scales are either uni dimensional or  multidimensional With aone-dimensional scale , only one attribute of the participant or object is measured.One measure of an actor’s star power is his or her ability to “carry” a movie. It is a single dimension.By combining multiple dimensions into a single measure, an agent may place clients along a linear continuum of “star power.” A multidimensional scalerecognizes that an object might be better described with several dimensions than on a one-dimensional continuum.

The actor’s star power  variable might be better expressed by three distinct dimensions—ticket sales for last three movies, speed of attracting financial re-sources, and column-inch/amount-of-TV coverage of the last three films

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Description - Paired comparison scales ask a respondent to pick one of two objects from a set based upon a given criterion

Example - Which brand do you prefer? ___ Coca-Cola ___ Pepsi ___ Dr. Pepper ___ Pepsi___ Coca-Cola ___ Seven-Up___ Dr. Pepper ___ Seven-Up

Example:

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•Scaling Defined:

• The term scaling refers to procedures for attempting to determine quantitative measures of subjective and sometimes abstract concepts. It is defined as a procedure for the assignment of numbers to a property of objects in order to impart some of the characteristics of numbers to the properties in question.

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• Measurement• Process of assigning numbers or labels to

things in accordance with specific rules to represent quantities or qualities of attributes.

• Rule: A guide, method, or command that tells a researcher what to do.• Scale: A set of symbols or numbers constructed to

be assigned by a rule to the individuals (or their behaviors or attitudes) to whom the scale is applied.

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Head Size

Inches Cm.

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21 –5/8 55

22 – 1/8 56

22 – 1/2 57

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23 – 3/8 59

23 –3/4 60

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24 –1/2 62

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Hat Size

6 – 5/8 XS

6 –3/4S

6 – 7/8

7M

7 –1/8

7 –1/4L

7 – 3/8

7 –1/2XL

7 – 5/8

7 –3/4XXL

7 –7/8

Hair Color

Black

Blond

Brown

Grey

Red

White

Code

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Code

1

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Scale Basic Characteristics

Common Examples

Marketing Examples

Permissible Statistics Descriptive Inferential

Nominal Numbers identify & classify objects

Social Security nos., numbering of football players

Brand nos., store types

Percentages, mode

Chi-square, binomial test

Ordinal Nos. indicate the relative positions of objects but not the magnitude of differences between them

Quality rankings, rankings of teams in a tournament

Preference rankings, market position, social class

Percentile, median

Rank-order correlation, Friedman ANOVA

Interval Differences between objects can be compared, zero point is arbitrary

Temperature (Fahrenheit, Celsius)

Attitudes, opinions, index nos.

Range, mean, standard deviation

Product-moment correlation, t tests, regression

Ratio Zero point is fixed, ratios of scale values can be compared

Length, weight

Age, sales, income, costs

Geometric mean, harmonic mean

Coefficient of variation

Primary Scales of Measurement

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Example:

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What sources did you use when designing your new home? Please check all that apply.

Online planning services Magazines Independent contractor/builder Designer Architect Other (specify:_____________)

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What newspaper do you read most often for financial news? East City Gazette West City Tribune Regional newspaper National newspaper Other (specify:_____________)

Multiple-Choice, Single-Response Scale

Example:

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THANK YOU…

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