Page 87 - DMGT404 RESEARCH_METHODOLOGY

Neha Khosla, Lovely Professional University Unit 5: Measurement and Scaling Techniques

Unit 5: Measurement and Scaling Techniques Notes

CONTENTS
Objectives
Introduction
5.1 Measurement Scales: Tools of Sound Measurement

5.1.1 Nominal Scale
5.1.2 Ordinal Scale (Ranking Scale)
5.1.3 Interval Scale
5.1.4 Ratio Scale
5.2 Techniques of Developing Measurement Tools
5.3 Scaling – Meaning
5.4 Comparative and Non-comparative Scaling Techniques

5.4.1 Comparative Scaling Techniques
5.4.2 Non-comparative Scale
5.5 Criteria for the Good Test
5.5.1 Reliability Analysis
5.5.2 Validity Analysis
5.6 Summary
5.7 Keywords
5.8 Review Questions
5.9 Further Readings

Objectives

After studying this unit, you will be able to:
 Recognize the tools of sound measurement

 Explain the techniques of developing measurement tools
 Describe the meaning and techniques of scaling
 Differentiate among Comparative and non-comparative scales
 Describe the Multi-dimensional scaling techniques

Introduction

Measurement is assigning numbers or other symbols to characteristics of objects being measured,
according to predetermined rules. Concept (or Construct) is a generalized idea about a class of
objects, attributes, occurrences, or processes.

Relatively concrete constructs comprises of aspects such as Age, gender, number of children,
education, income. Relatively abstract constructs take into accounts the aspects such as Brand
loyalty, personality, channel power, satisfaction.

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