2. Meaning
• Measurement
– Assigning numbers or other symbols to characteristics
of objects being measured, according to
predetermined rules.
• Concept (or Construct)
– A generalized idea about a class of objects, attributes,
occurrences, or processes.
• Relatively concrete constructs
– Age, gender, number of children, education, income
• Relatively abstract constructs
– Brand loyalty, personality, channel power, satisfaction
3. Meaning of scaling & scale
• Scaling
– The generation of a continuum upon which measured
objects are located.
• Scale
– A quantifying measure – a combination of items that
is progressively arranged according to value or
magnitude.
– Purpose is to quantitatively represent an item’s,
person’s, or event’s place in the scaling continuum.
4. Primary Scales of Measurement
Primary
Scales
Nominal
Scale
Ratio
Scale
Ordinal
Scale
Interval
Scale
5. Primary Scales of Measurement
• Nominal
– A scale in which the numbers or letters
assigned to objects serve as labels for
identification or classification.
• Ordinal
– A scale that arranges objects or
alternatives according to their magnitude
in an ordered relationship.
6. Primary Scales of Measurement
• Interval
– A scale that both arranges objects
according to their magnitudes and
– Distinguishes the ordered arrangement in
units of equal intervals
– I.e., indicate order and measure order (or
distance) in units of equal intervals
7. Primary Scales of Measurement
• Ratio
– A scale that has absolute rather than
relative quantities and an absolute
zero where a given attribute is absent.
– Money & weight are good examples
of attributes that possess absolute
zeros and interval properties.
8. Primary Scales of Measurement
Scale
Nominal
Numbers
Assigned
to Drivers/Cars
1
Ordinal
Rank Order
of race finishers
Third
Place
Interval
Championship
Points earned
170
175
185
Time to Finish,
behind winner
5.1
2.3
0.0
Ratio
31
Second
Place
88
First
Place
9. Criteria for good measurement:
• Uni dimensional: considering single item at a time.
• Validity:
• Extent to which a scale produces consistent results (the
effective ness)
• Reliability:
Getting the same result by repeating the measurement to over
come the errors.
Practicality:
Measuring instrument can be judged in terms of
economy(cost,time,resources etc).
10. Sensitivity
• Instrument’s ability to accurately measure
variability in responses.
• A dichotomous response category, such as
“agree or disagree” does not allow the recording
of subtle attitude changes.
• A sensitive measure, with numerous items on the
scale, may be needed. For example:
• Increase items. Increase response categories.
(Strongly agree, agree, neutral, disagree,
strongly disagree). It will increases a scale’s
sensitivity
11. Relationship Between Reliability and
Validity
• A scale can be reliable, but not
valid
• In order for a scale to valid, it must
also be reliable.
• In other words,
– Reliability is a necessary but
insufficient condition for Validity.
