Page 105 - DMGT404 RESEARCH_METHODOLOGY

Unit 5: Measurement and Scaling Techniques

Notes
Figure 5.5: Reliability and Validity on Target

Old Rifle New Rifle New Rifle Sunglare
Low Reliability High Reliabillity Reliable but Not Valid
(Target A) (Target B) (Target B)

Self Assessment

Fill in the blanks:

14. An ....................... questionnaire, which is the basis for forecasting the demand for a product
has predictive validity.
15. Those who enjoy high job satisfaction, and have extrovert personalities should exhibit
.................... performance.
16. Reliability deals with ...................... and .........................
17. There are two criteria to decide whether the scale selected is good or not, viz. .......................
and ....................

5.6 Summary

 Measurement can be made using nominal, ordinal, interval or ratio scale.
 The scales show the extent of likes/dislikes, agreement disagreement or belief towards an
object.
 Each of the scale has certain statistical implications.
 There are four types of scales used in market research namely paired comparison, Likert,
semantic differential and thurstone scale.
 Likert is a five point scale whereas semantic differential scale is a seven point scale.
 Bipolar adjectives are used in semantic differential scale.
 Thurstone scale is used to assess attitude of the respondents group regarding any issue of
public interest.

 Validity and reliability of the scale is verified before the scale is used for measurement.
 Validity refers to "Does the scale measure what it intends to measure".
 There are three methods to check the validity which type of validity is required depends
on "What is being measured".

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