PRESENTATION ON

‘SCALING’

March 29, 2010 BY DEEPAK DHINGRA 1

 SCALING

 Scaling describes the procedures of assigning

numbers to various degrees of opinion, attitude
and other concepts.
 The term ‘Scaling’ is applied to the procedures
for attempting to determine quantitative
measures of subjective abstract concepts.

March 29, 2010 BY DEEPAK DHINGRA 2

 SCALE CLASSIFICATION BASES

 Subject Orientation:
Under it a scale may be designed to
measure characteristics of the respondent who completes it
or to judge the stimulus object which is presented to the
respondent.
 Response Form:
Under this we may classify the scales
as categorical (rating) & comparative (ranking).

March 29, 2010 BY DEEPAK DHINGRA 3

 CONT…

 Degree of Subjectivity:
With this basis the scale data
may be based on whether we measures subjective personal
preferences or simply make non-preference judgments.
 Scale Properties:
Considering scale properties, one may
classify the scales as nominal, ordinal, interval & ratio
scales.

March 29, 2010 BY DEEPAK DHINGRA 4

 CONT…

 Number of Dimensions:
In respect of this basis, scales
can be classified as ‘unidimensional’ & ‘multi-dimensional’
scales.
 Scale Construction Techniques:
Following are the
techniques by which scales can be developed. (Arbitrary
Approach, Consensus Approach, Item Analysis Approach,
Cumulative Scales, Factor Scales).

March 29, 2010 BY DEEPAK DHINGRA 5

IMPORTANT SCALING TECHNIQUES

 Rating Scales:
The rating scale involves qualitative
description of a limited number of aspects of a thing or of
traits of a person.
How do you like the product?
(Please Check)

Like very Like some Neutral Dislike some Dislike very

much what what much

March 29, 2010 BY DEEPAK DHINGRA 6

CONT…

 Ranking Scales:
Under ranking Scales, we make
relative judgments against other similar objects. The
respondents under this method directly compare two or
more objects & make choice among them.

March 29, 2010 BY DEEPAK DHINGRA 7

March 29, 2010 BY DEEPAK DHINGRA 8