RESEARCH METHODOLOGY

Presentation On Measurement-
Meaning, Definition and Scales of
Measurement
WHAT IS MEASUREMENT?
 Measurement means assigning numbers or other symbols
to characteristics of objects according to certain
prespecified rules.

 We do not measure consumers, only their perceptions,

attitudes, or other relevant characteristics.
 The assignment process must be isomorphic: there must
be one-to-one correspondence between the numbers and
the characteristics being measured.

 Measurement is a process of mapping aspects of a

domain onto other aspects of a range according to some
rule of correspondence.
MEASUREMENT SCALES
1. Nominal scale

2. Ordinal scale

3. Interval scale

4. Ratio scale
NOMINAL SCALE
 Nominal scale is a figurative labeling scheme in which
the numbers serve only as labels or tags for identifying
and classifying objects.

 Nominal scale provide convenient ways of keeping track

of people, objects or events.

 E.g.. Numbers of basketball players in order to identify

them.
ORDINAL SCALE
 In ordinal scale numbers are assigned to objects to
indicate the relative extent to which the objects possess
some characteristics.

 Ordinal scale indicates relative position, not the

magnitude of the differences between the objects.

 E.g.. Attitudes, opinions.

INTERVAL SCALE
 A scale in which the numbers are used to rank objects
such that numerically equal distances on the scale
represent equal distances in the characteristic being
measured.

 There is a constant or equal interval between scale

values.

 In interval scale, the location of zero is not fixed. Both

the zero point and the units of measurement are arbitrary.
RATIO SCALE
 Ratio scale possesses all the qualities of nominal,
ordinal, and interval scale, and, in addition, an absolute
zero point.

 Ratio scale represents the actual amount of variables.

 E.g. Weight, height, distance etc.

SOURCES OF ERROR IN MEASUREMENT
 Respondent

 Situation

 Measurer

 Instrument
Thank you!

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