MEASUREMENT OF

VARIABLES:
OPERATIONAL
DEFINITION AND SCALES

CHAPTER 8
HOW VARIABLES ARE
MEASURED?
Two types of variables:
 Variable that lends itself to objective and precise
measurement
 Variable that doesn’t lend itself to accurate measurement
because of its subjective nature.
Abstract notions  observable characteristic
behavior  measurable in a tangible way  called
operationalizing the concepts
Operational definition is a statement of the specific
dimensions and elements through which a concept
will become measurable
OPERATIONAL DEFINITION: DIMENSIONS AND ELEMENTS
OPERATIONAL DEFINITION: DIMENSIONS AND
ELEMENTS
 SCALES
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.
0 5 10 ten is twice as big as five
MEASUREMENT:
SCALING,
RELIABILITY,
VALIDITY
CHAPTER 9
SCALING TECHNIQUES:
1. Rating Scales
Rating Scales
 Dichotomous Scales  yes or no answer

 Category Scales  uses multiple items to elicit a single

response
 Likert Scales  to examine how strongly subjects agree
or disagree with statement on a 5-point scale
 Semantic Differential Scales  several bipolar
attributes are identified at the extremes of the scale
 Numerical Scales  similar with Semantic Differential
Scales with number on 5 or 7 point scale are provided
SCALING TECHNIQUES:
1. Rating Scales…con’t
 Itemized Rating Scales  a 5 or 7 point scale with
anchors is provided for each item and the respondent
state the appropriate number on the side of each item
 Fixed or Constant Sum Rating Scales  the
respondents are asked to distribute a given number of
points across various items, the sum is constant
 Stapel Scales  measure both direction and intensity of
the attitude toward the item under study
 Graphic Rating Scales  placing a mark at the
appropriate point on the line
SCALING TECHNIQUES
2. Ranking Scales
Ranking Scales
 Paired Comparisons  used when, among small
number of objects, respondents are asked to choose
between two objects at a time.
 Forced Choice  enables respondents to rank objects
relative to one another, among alternatives provided.
 Comparative Scales provides a benchmark or a point
of reference to assess attitude toward the current object,
event, or situation under study.
GOODNESS OF MEASURES
Stability
 Test-retest reliability
 Parallel-form reliability
Internal Consistency
 Split-half reliability
 Interitem consistency reliability
Validity
Content Validity
 Face validity
Criterion-Related Validity
 Concurrent validity
 Predictive validity
Construct Validity