Scaling

AIPS

▪ Scaling is a procedure for the assignment of

numbers (or other symbols) to a property of
objects in order to import some of the
characteristics of numbers to properties in
question
Four Scales of Measurement;

Nominal Ordinal
Scales Scales

Interval Ratio
Scales Scales
 Measurement and Scaling
AIPS

A scale is a mechanism by which individuals are

distinguished as to how they differ from one another on
the variables of interest.
A scale is a continuous series of categories and has been
defined as any series of items that are arranged
progressively according to value or magnitude, into which
an item can be placed according to its quantification
Four popular scales in business research are:

1. Nominal scales
2. Ordinal scales
3. Interval scales
4. Ratio scales

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 SCALES AIPS

Nominal Scales: splits data into groups, e.g., men,

women
Ordinal Scales: ranks data in some order, e.g.,
exercising for 20 minutes is good, for 30 minutes is
better, for 40 minutes is best
Interval Scales: sets data on a continuum, e.g.
1 2 3 4 5
very low very high
Ratio Scales: starts with absolute zero and
indicates
proportion, e.g.
05 10 ten is twice as big as five
 Measurement and Scaling AIPS

A Nominal Scale is the simplest of the four

scale types and in which the numbers or letters
assigned to objects serve as labels for
identification or classification

Example: variable of gender

▪ Males = 1, Females = 2
▪ Sales Zone A = Islamabad, Sales Zone B = Rawalpindi
▪ Drink A = Pepsi Cola, Drink B = 7-Up, Drink C =
Miranda

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 Measurement and Scaling AIPS

An Ordinal Scale is one that arranges objects or

alternatives according to their magnitude
Examples:
▪ Career Opportunities = Moderate, Good, Excellent
▪ Investment Climate = Bad, inadequate, fair, good,
very good
▪ Merit = A grade, B grade, C grade, D grade

A problem with ordinal scales is that the difference

between categories on the scale is hard to quantify,
i.e.., excellent is better than good but how much is
excellent better?

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 Measurement and Scaling
AIPS

An Interval Scale allows us to perform certain arithmetical

operations on the data collected from respondents. This scale
measure the distance between any two points on the scale
It taps the differences and the magnitudes of the differences
in the variable----Example:

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 Measurement and Scaling AIPS

A Ratio Scale is a scale that possesses absolute

rather than relative qualities and has an absolute
zero point.
Examples:
Money
Weight
Distance
Temperature on the Kelvin Scale
Ratio scales allow comparisons of the differences of
magnitude (e.g. of attitudes) as well as determinations
of the actual strength of the magnitude

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 Measurement and
Scaling
Numerical Descriptive
Type of Scale
Operation Statistics
Frequency in each
Nominal Counting category, percentage
in each category,
mode
Median, range,
Ordinal Rank Ordering
percentile ranking

Arithmetic Operations on
Mean, standard
Interval Intervals between
deviation, variance
numbers

Arithmetic Operations on Geometric mean,

Ratio
actual quantities coefficient of variation
Four Scales of Measurement;
AIPS

Finish
Nominal Numbers
7 8 3
Assigned
to Runners
Finish
Ordinal Order of
Rank Winners
Third Second First
place place place

Interval Performance
8.2 9.1 9.6
Rating on a
0 to 10 Scale

Ratio Time to
Finish, in 15.2 14.1 13.4
Seconds
Classification of Scaling Techniques;
AIPS

Scales

Nominal Ordinal Interval Ratio

Fixed sum

Graphic
rating
Classification of Scaling
Techniques; AIPS

Scal
Nominal Ordinal es Interval Ratio

Likert
Semanti
c
differenti
al

Numerical

Stap
Itemized
rating
Classification of Scaling Techniques;
AIPS

Scale
s
Nominal Ordina Interval Ratio
l

Dichotomo Fixed Liker

us sum t

Category Graphic Semantic

rating differential

Numerical
Itemized

rating
Four Scales of Measurement;
AIPS

Nominal scales focus on only requiring a

respondent to provide some type of
descriptor as the raw response

Example.
Please indicate your current martial status.
Married Single Single, never
married Widowed
Four Scales of Measurement;
AIPS

Ordinal scales allow the respondent to

express “relative magnitude” between the raw
responses to a question

Example.
Which one statement best describes your opinion of an Intel PC
processor?
Higher than AMD’s PC processor
About the same as AMD’s PC processor
Lower than AMD’s PC processor
Four Scales of Measurement;
AIPS

▪ Interval scales demonstrate the absolute

differences between each scale point

Example.
How likely are you to recommend the new phone to a friend?
Definitely will not Definitely will

1 2 3 4 5 6 7
Four Scales of Measurement;
AIPS

Ratio scales allow for the identification of

absolute differences between each scale point,
and absolute comparisons between raw
responses

Example 1.
Please circle the number of children under 18 years
of age currently living in your household.
0 1 2 3 4 5 6 7 (if more than 7, please specify .)
Methods of Scaling;
AIPS

Rating scales

Have several response categories and are used to obtain

responses with regard to the object, event, or person studied.

Ranking scales

Make comparisons between or among objects, events,

persons and extract the preferred choices and ranking
among them.
Rating Scales;
AIPS

Measurement scales that allow a respondent to register

the degree (or amount) of a characteristic or attribute
possessed by an object directly on the scale.

Types of rating scales Formats:

1. Dichotomous scale 6. Itemized rating scale
2. Category scale 7. Constant sum scale
3. Likert scale 8. Stapel scale
4. Numerical scales 9. Graphic scale
5. Semantic differential scale 10. Consensus scale
Rating Scales Formats;
AIPS

Dichotomous scale
Is used to obtain a Yes or No
answer.
Nominal scale

Do you own a car?

❑ Yes
❑ No
Rating Scales Formats;
AIPS

Category scale
Uses multiple items to elicit a single response.
Nominal scale
Rating Scales Formats;
AIPS

A Category rating scale which the response options

provided for a closed-ended question are labeled
with specific verbal descriptions.
Example:
Please rate car model A on each of the following
dimensions:
Poor Fair Good V. good Excellent
a) Durability [ ] [ ] [ ] [ ] [ ]

b) Fuel consumption [ ] [ ] [ ] [ ] [ ]
Rating Scales Formats;
AIPS

A simple category scale with only two response categories

(or scale points) both of which are labeled.

Example:
Please rate brand A on each of the following dimensions:
poor excellent
a) Durability [ ] [ ]
b) Fuel consumption [ ] [ ]
Rating Scales Formats;
AIPS

Likert scale
Is designed to examine how strongly subjects
agree or disagree with statements on a
5-point scale.

Interval scale
Rating Scales Formats;
AIPS

The Likert Scale (Summated Ratings Scale)

A multiple item rating scale in which the degree of an attribute
possessed by an object is determined by asking respondents to
agree or disagree with a series of positive and/or negative
statements describing the object.
Example:
Attitude toward buying from the Internet
Totally Tota
disagree Neut Agr lly
a) Shopping takes much longer Disagree
[ ] [ ] ral [ ] ee
[ ] agr
[ ]
on the Internet ee
b) It is a good thing that Saudi
consumers have
the opportunity to buy products [ ] [ ] [ ] [ ] [ ]
through the
c) Buying products over the
Rating Scales Formats;
AIPS

Likert scale
My work is very interesting

❑ Strongly disagree
❑ Disagree
❑ Neither agree nor disagree
❑ Agree
❑ Strongly agree
Rating Scales Formats;
AIPS

Semantic differential scale

Several bipolar attributes are identified at the
extremes of the scale, and respondents are asked to
indicate their attitudes.
Interval scale
Rating Scales Formats;
AIPS

A Semantic Differential rating scale in which bipolar

adjectives are placed at both ends (or poles) of the scale, and
response options are expressed as “semantic” space.

Example:
Please rate car model A on each of the following dimensions:
Durable ---:-X-:---:---:---:---:--- Not durable
Low fuel consumption ---:---:---:---:---:-X-:--- High fuel consumption
Rating Scales Formats;
AIPS

Numerical scale
Similar to the semantic differential scale, with the difference
that numbers on a 5-point or 7-point scale are provided, with
bipolar adjectives at both ends.
Interval scale

Poor Excellent

Durability 1 2 3 4 5 6 7

Durable Not Durable

Durability 1 2 3 4 5 6 7
Rating Scales Formats;
AIPS

Itemized rating scale

A 5-point or 7-point scale with anchors, as needed, is
provided for each item and the respondent states the
appropriate number on the side of each item, or circles the
relevant number against each item.
Interval scale

I will be changing my job within the next 12 months

1 2 3 4 5
Very Unlikely Unlikely Neither Unlikely Likely Very Likely
Nor Likely
Rating Scales Formats;
AIPS

Fixed or constant sum scale

The respondents are here asked to distribute a given number
of points across various items.
Ordinal scale
Rating Scales Formats;
AIPS

A Constant-Sum rating scale in which respondents divide

a constant sum among different attributes of an object (usually
to indicate the relative importance of each attribute).
Assumed to have ratio level properties.

Example: Divide 100 points among the following dimensions to

indicate their level of importance to you when you purchase a
car:
Durability
Fuel Consumption
Total 100
Rating Scales Formats;
AIPS

Stapel scale
This scale simultaneously measure both the direction and
intensity of the attitude toward the items under study.
A simplified version of the semantic differential scale in
which a single adjective or descriptive phrase is used
instead of bipolar adjectives.
Interval data

Model A
-3 -2 -1 Durable Car 1 2 3
-3 -2 -1 Good Fuel Conaumption 1 2 3
Rating Scales Formats;
AIPS
The Stapel scale is a unipolar rating scale with ten categories
numbered from -5 to +5, without a neutral point (zero). This
scale is usually presented vertically.
SEARS

+5 +5
+4 +4
+3 +3
+2 +2X
+1 +1
HIGH QUALITY POOR SERVICE
-1 -1
-2 -2
-3 -3
-4X -4
-5 -5

The data obtained by using a Stapel scale can be analyzed in the

same way as semantic differential data.
Rating Scales Formats;
AIPS

Graphic rating scale

A graphical representation helps the respondents to indicate
on this scale their answers to particular question by placing a
mark at the appropriate point on the line.
Rating scales in which respondents rate an object on a
graphic continuum, usually a straight line.
Modified versions are the ladder scale and happy face scale.

Ordinal scale
Rating Scales Formats;
AIPS

Graphic Rating
Scales
Rating Scales Formats;
AIPS

Graphic Rating
Scales
Rating Scales Formats;
AIPS

Graphic Rating
Scales
Rating Scales Formats;
AIPS

Paired Comparison
Used when, among a small number of objects, respondents are
asked to choose between two objects at a time.
Example; Choose any combination

Package -A 512 kbps 8 GB Rs: 750

Package -B 1 Mbps 8 GB Rs: 850

Package -C 512 Kbps 12 GB Rs: 900

Package -D 1 Mbps 12 GB Rs: 1000

Rating Scales Formats;
AIPS

Paired Comparison
Used when, among a small number of objects, respondents are
asked to choose between two objects at a time.
Example; Choose any combination

Package -A 512 kbps 8 GB Rs: 750

Package -B 1 Mbps 8 GB Rs: 850

Package -C 512 Kbps 12 GB Rs: 900

Package -D 1 Mbps 12 GB Rs: 1000

Rating Scales Formats;
AIPS

Paired Comparison
Used when, among a small number of objects, respondents are
asked to choose between two objects at a time.
Example; Choose any combination

Package -A 512 kbps 8 GB Rs: 750

Package -B 1 Mbps 8 GB Rs: 850

Package -C 512 Kbps 12 GB Rs: 900

Package -C 1 Mbps 12 GB Rs: 1000

Rating Scales Formats;
AIPS

Paired Comparison
Used when, among a small number of objects, respondents are
asked to choose between two objects at a time.
Example; Choose any combination

Package -A 512 kbps 8 GB Rs: 750

Package -B 1 Mbps 8 GB Rs: 850

Package -C 512 Kbps 12 GB Rs: 900

Package -D 1 Mbps 12 GB Rs: 1000

 AIPS

Ranking Scales Formats;

Ranking Scales Formats;
AIPS

Forced Choice
Enable respondents to rank objects relative to one another,
among the alternatives provided.
Ranking Scales Formats;
AIPS

Forced Choice
Ranking Scales Formats;
AIPS

Comparative Scale
Provides a benchmark or a point of reference to assess
attitudes toward the current object, event, or situation
under study.
Ranking Scales Formats;
AIPS

Comparative Scale
 Characteristics Different Types of Rating Scales
AIPS
Rating Scale Subject must: Advantages Disadvantages

2.Category scale Indicate a response Flexible, easy to respond Ambiguous items, few
category categories, only gross
distinction.
3. Likert scale Evaluate statements on Easiest scale to Hard to judge what a
a 5-point scale construct single score means
4. Semantic differential Choose points between Easy to construct, norms Bipolar adjectives must
and numerical scales bipolar adjectives on exist for comparison, e.g. be found, data may be
relative dimensions profile analysis ordinal, not interval
5. Constant sum scale Divide a construct sum Scale approximates an Difficult for respondents
among response interval measure with low education
alternatives levels
6. Stapel scale Choose point on scale Easier to construct than Endpoints are
with 1 center adjective semantic differential numerical, not verbal.
7. Graphic scale Choose a point on a Visual impact, unlimited No standard answers
continuum scale points
8. Graphic scale-picture Choose a visual picture Visual impact, easy for Hard to attach a verbal
response poor readers explanation to response
Thanks AIPS