Page 95 - DMGT404 RESEARCH_METHODOLOGY

Unit 5: Measurement and Scaling Techniques

In the above figure, we are going to assess the attitude of an individual by analysing his thoughts Notes
about drinkers. You can see that as you move down, the attitude or behaviour of people towards
drinkers become more provisional. If an individual agrees with a statement in the list, then it is
more likely that he will also agree with all of the assertions above that statement. Thus in this
example, the rule is growing one. So this is called scaling. Scaling is done in the research process
to test the hypothesis. Sometimes, you can also use scaling as the part of probing research.

Self Assessment

Fill in the blanks:
5. ……………of an individual is not measured directly by scaling.
6. Scaling is done in the research process to test the……………….

5.4 Comparative and Non-comparative Scaling Techniques

1. Comparative Scales: It involve the direct comparison of two or more objects.
2. Non-comparative Scales: Objects or stimuli are scaled independently of each other.

Figure 5.2: Classifying Scaling Techniques

Scaling
Techniques

Comparative Non-comparative
Scales Scales

Paired Constant Continuous Itemized
Comparison Sum Rating Scales Rating Scales
Rank
Order
Likert
Stapel
Semantic
Differential

5.4.1 Comparative Scaling Techniques

Paired Comparison

Example: Here a respondent is asked to show his preferences from among five brands of
coffee – A, B, C, D and E with respect to flavours. He is required to indicate his preference in
pairs. A number of pairs are calculated as follows. The brands to be rated are presented two at a
time, so each brand in the category is compared once to every other brand. In each pair, the
respondents were asked to divide 100 points on the basis of how much they liked one compared
to the other. The score is totally for each brand.


N(N 1)
No. of pairs =
2

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