Page 198 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Unit 9: Attitude Measurement and Scaling Techniques

Interval Scale: Interval scale is more powerful than the nominal and ordinal scales. The distance Notes
given on the scale represents equal distance on the property being measured.
Likert scale: This consists of a series of statements concerning an attitude object. Each statement
has ‘5 points’, Agree and Disagree on the scale.
Multi-Dimensional Scaling: This is used to study consumer attitudes, particularly with respect
to perceptions and preferences.
Nominal Scale: In this scale, numbers are used to identify the objects.
Ordinal Scale (Ranking scale): The Ordinal scale is used for ranking in most market research
studies. Ordinal scales are used to ascertain the consumer perceptions, preferences, etc.
Rank Order Scale: In this method, respondents are required to rank more than two objects or
alternatives based on some criteria.

Ratio Scale: Ratio scale is a special kind of internal scale that has a meaningful zero point. With
this scale, length, weight or distance can be measured.
Scaling: The generation of a continuum upon which measured objects are located.

9.7 Review Questions

1. What are the four types of basic scales?
2. What is a paired comparison scale?
3. What is the statistical implication of various scales?

4. What are comparative and non comparative scales?
5. Explain the construction of :

(a) Likert scale
(b) Semantic differential scale
(c) Thurstone scale

(d) Juster scale
6. What is constant sum scale?
7. What is rank order scale?

8. Explain staple scale.
9. What is forced and unforced scale?
10. What is attribute and non attribute method in scaling?

11. What is M.D.S? And what are the limitations?
12. What are the different types, sources and characteristics of hypothesis?

13. A highway petrol police on NH4 wants to find out how fast the car and truck travels on
this highway stretch. To obtain this information, a speed recording device at an appropriate
place on the highway was installed. The speed was recorded for about three hours and the
following data was recorded.

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