MEASUREMENT AND SCALING

Four characteristics of data

1. Name

2. Order

3. Distance

4. Zero

Types of data

Gender LOCALITY OCCUPATION RELIGION 1 M BANDRA WORKING H2 M MAHIM WORKING M3 M SANTACRUZWORKING H4 F ANDHERI NOT WOKING C5 F COLABA WORKING H6 M DADAAR NOT WORKING M7 F BANDRA NOT WORKINGH8 M COLABA NOT WORKINGC9 F MAHIM NOT WORKINGH

10 F ANDHERI WORKING M

NOMINAL DATA

Name order Distancezero

After tasting tea rate it on a scale of I to 5, 1-very tasty ,5-tasteless.

Social class

Economic classGPA

ORDINAL DATA

Name order Distance zero

ICC rankings for Tests and ODIs

19 Jan 2011Team Matches Points RatingIndia 42 5357 128South Africa 36 4228 117England 45 5165 115Sri Lanka 27 2951 109Australia 43 4583 107Pakistan 29 2615 90West Indies 25 2128 85New Zealand 32 2482 78Bangladesh 19 131 7

19 Jan 2011Team Matches Points RatingIndia 42 5357 128South Africa 36 4228 117England 45 5165 115Sri Lanka 27 2951 109Australia 43 4583 107Pakistan 29 2615 90West Indies 25 2128 85New Zealand 32 2482 78Bangladesh 19 131 7

19 Jan 2011Team Matches Points RatingIndia 42 5357 128South Africa 36 4228 117England 45 5165 115Sri Lanka 27 2951 109Australia 43 4583 107Pakistan 29 2615 90West Indies 25 2128 85New Zealand 32 2482 78Bangladesh 19 131 7

# Country Points

1 England 1001

2 Italy 902

3 Spain 892

4 Netherlands 822

5 Portugal 805

6 Germany 780

7 France 752

INTERVAL DATA The difference bet 1981 -1982 is same as

difference between 1991-1992 but they do not have a fixed zero

Name order Distancezero

Consumer Price Index

Fahrenheit temperature

Calender

Ratio data

Name order Distancezero

Scaling and Measurement

Measurement means assigning numbers or other symbols to characteristics of objects according to certain pre specified rules.

The main point is assigning a rule

Example

A class can be classified as foll

> 90% A80% - 89% B< 80 % C

Characteristics of a good scale

Xo = Xt + Xs + Xr

Xo - the observed score of measurement

Xt- the true score of the characterstic .Xs – Systematic error Xr – Random error

Characteristics of a good scale Reliability

Validity

Practicality

Genralizability

Reliability Reliability refers to the extent to which

the scale a scale produces consistent results if repeated measurements are made.

Types Test – retest reliability Internal consistency reliability

VALIDITY The purpose of measurement is to

measure what it intends to measure .

Example :

Absenteeism is a good measure of Morale

How can we say it can be due to wave of illness or a number of other factors

Types of scales Comparative scales

Non comparative scales

Comparative Scales Suppose a researcher wants to know

which are the most important attributes in a product or which attribute is preferred over the other.

Paired comparison

A B C D EA 100 164 120 174 180B 36 100 160 176 166C 80 40 100 168 124D 26 24 32 100 102E 20 34 76 98 100

Data – ordinal No of comparisons –n(n-1)/2

Rank order scaling A Rank Order scale gives the respondent

a set of items and asks them to put the items in some form of order.

The measure of 'order' can include such as preference, importance, liking, effectiveness and so on.

The order is often a simple ordinal structure (A is higher than B). It can also be done by relative position (A scores 10 whilst B scores 6).

Example Please write a letter next to the four

evening activities below to show your preference. Use A for your most preferred activity, B for the next preferred, then C for the next and then D for the least

__ Staying in and watching television__ Going bowling__ Going out for a meal__ Going to a bar with a friend preferred.

Data - ordinal

Constant sum scaling a respondent is given a constant sum of

money, script, credits, or points and asked to allocate these to various items (example : If you had 100 Yen to spend on food products, how much would you spend on product A, on product B, on product C, etc.). This is an ordinal level technique.

Example Attributes of a toilet soap1. Mildness2. Lather3. Shrinkage4. Price5. Fragrance6. Packaging7. Moisturizer8. Cleaning powder

Data seems to be ratio in limited sense ,but actually it is a comparative scale and data is ordinal.

Data seems to be ratio in limited sense ,but actually it is a comparative scale and data is ordinal.

Q - sort Was developed to discriminate among

relatively large number of items. Items ranging between 60 – 140. Piles of most preferred to least preferred.

Non comparative scales1. Continuous scales

2. Itemized scales

Continuous 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

Example

Example

Itemized scales Whichever form of itemised scale is

applied, researchers usually treat the data as interval level.

Likert scale A Likert scale is what is termed a

summated instrument scale. This means that the items making up a

Likert scale are summed to produce a total score.

Typically, each scale item will have 5 categories, with scale values ranging from -2 to +2 with 0 as neutral response.

Example Mergers and acquisitions provide a faster

means of growth than internal expansion.

Strongly disagree disagree uncertain

Agree strongly agree

Weights are attached to each response

Cultural fit Lending a helping hand Life is beautiful Appreciation is the best motivation Work and play are not mutually exclusive We love our employees and we want

them to know it Innovation is our bloodline

Semantic differential scale 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.

Staple scale It is a unipolar scale

It extends from +5 to -5

It has no neutral point

Staple scale It is a unipolar scale

It extends from +5 to -5

It has no neutral point

Pictorial Scales Where people are less educated or

among children ,we use similes or ladders to express preference

Introductory Questions Name :

Gender:

Age :

Position:

Family profile Marital status

N.o of members

Occupation of Spouse

Education level

Work experience :

N.o of company’s worked with

Reason for quitting your last job

I would like to know if he is happy with his present compensation , salary revisions ,monetary and non monetary benefits

Likert scale

On a scale of one to five please mark your agreement or disagreement with the following statements 1-strongly and 5 strongly disagree

The company offers excellent compensation The compensation offered by the company is

comparable with the industry The frequency of salary revisions can be improved. The perks offered by the company are very apt. Perks though are good are not need based . The perks only cater to the young generation.

Semantic differentialWorking conditions

Autocratic 1 2 3 4 6 7 Democraticformal InformalUncomfortable comfortableStringent linient

Reward and cultural fit Frequency of rewards

Type of rewards Feeling towards rewards Quotient of brethren feeling Adjustment with his peer Recreation activities with peer group Amount of sharing with Peers

Frequency of rewards How many awards have you received in last one year 1. 12. 23. 34. More than 3

Feeling towards rewards Quotient of brethren feeling Amount of sharing with the peers Adjustment with his peer

Likert scale Rewards are a way to give recognition Rewards give a feeling of loyalty Rewards definitely boost self esteem Rewards increase competition Rewards discriminate among employees Monetary rewards are better motivators The frequency of rewards should be

quarterly

Type of rewards Which of the following rewards are

instituted in your organization1. Best agent2. Best employee3. Best consultant4. Star performer 5. Any other

Professional growth

No of promotions he has got

Training programs for self improvement and self development.

His personal aspirations