Measurement of Variables

Operational Definition

Specifies what the researcher must do to

measure the concept under investigation.
 Scale

• Tool or mechanism by which individuals

are distinguished as to how they differ from
one another on the variables of interest to
our study.

• Series of items arranged according to value

for the purpose of quantification.
 Nominal Scale
A nominal scale is one that allows the researcher
to assign subjects to certain categories or groups
such as Gender, Nations
For example: with respect to the variable of
gender, respondents can be grouped into two
categories – male and female.

These two groups can be assigned code numbers 1

and 2.
 Nominal Scale

The information that can be generated from

nominal scaling is the calculation of the
percentage (or frequency) of males and females in
our sample of respondents.

If we interviewed 200 people

110 Male (55 %) & 90 (45%) Females
 Use of Nominal Scale

The nominal scale is always used for obtaining

personal data such as gender or department in
which one works.
 Ordinal Scale
Ordinal scale not only categorizes the variables in such a way
as to denote differences among the various categories,
•It also rank-orders the categories in some meaningful way.
•e.g., from best to worst; first to last and 1 to 5 etc.
•
 Use of Ordinal Scale
The ordinal scale is used to rank the preferences or usage
of various brands of a product by individuals and to rank-
order individuals, objects, or events.
 Interval Scale
An interval scale allows us to perform certain
arithmetical operations on the data collected from the
respondents. Such as means, standard deviations etc.

The interval scale not only groups individuals according

to certain categories and taps the order of these groups, it
also measures the magnitude of the differences in the
preferences among the individuals.
 Interval Scale
Example:
Indicate the extent to which you agree with the following
statements as they relate to your job, by circling the
appropriate number against each, using the scale given
below.
 Use of Interval Scale
The interval scale is used when responses to various
items that measure a variable can be tapped on a five-
point (or seven-point or any other number of points)
scale.

For Example:
Using the scale below, please indicate your response to
each of the items that follow, by circling the number that
best describes your feeling.
Use of Interval Scale
 Ratio Scale
The ratio scale not only measures the magnitude of
the differences between points on the scale.

But also taps the proportions in the differences.

Ratio scales are usually used in organizational

research when exact numbers on objective factors
are called for:
Examples:
How many other organizations did you work for
before joining this system? ___
How many retail outlets do you operate? ___
 Rating of Scales
• The following rating scales are often used in
organizational research:
• Dichotomous scale
• Category scale
• Numerical scale
• Itemized rating scale
• Likert scale
• Semantic differential scale
• Fixed or constant sum rating scale
• Stapel scale
• Graphic rating scale
• Consensus scale
 Dichotomous Scale
• Dichotomous scale is used to elicit a Yes or
No answer,
• Nominal scale is used to elicit the response.
• Example:
• Do you own a car? Yes No
 Category Scale
• Category scale uses multiple items to elicit a
single response.
• Also uses the nominal Scale
• Example:
• Where in London do you reside?
• ___ East London
• ___ South London
• ___ West London
• ___ North London
 Numerical scale
• Represent the numbers on a five-point or seven-point
scale with bipolar adjectives at both ends.
• This is treated as an interval scale
Example:
• How pleased are you with your new estate
agent?

• Extremely Pleased 7 6 5 4 3 2 1 Extremely Displeased

 Itemized Rating Scale

• A five-point or seven-point scale with

anchors, as needed, is provided for each
item .
• Respondent states the appropriate number
on the side of each item, or circles the
relevant number against each item.
• This uses an interval scale.
 Itemized Rating Scale
Example: Respond to each item using the
scale below, and indicate your response
number on the line by each item.
Itemized Rating Scale
 Likert Scale
• The Likert scale is designed to examine how strongly
subjects agree or disagree with statements on a five, six or
seven point scale with the following anchors.