Page 106 - DMGT404 RESEARCH_METHODOLOGY

Research Methodology

Notes 5.7 Keywords

Interval Scale: Interval scale may tell us "How far the objects are apart with respect to an
attribute?"

Likert Scale: This consists of a series of statements concerning an attitude object. Each statement
has '5 points', Agree and Disagree on the scale.
Ordinal Scale: The ordinal scale is used for ranking in most market research studies.

Ratio Scale: Ratio scale is a special kind of internal scale that has a meaningful zero point.
Reliability: It means the extent to which the measurement process is free from errors.

5.8 Review Questions

1. What do you analyse as the merits of Thurstone Scale?

2. What might be the limitations of Thurstone Scale?
3. Which do you find to be more favorable of the attribute and non-attribute method of
perceptual mapping and why?

4. In your opinion, what might be the uses of multi dimensional scaling?
5. One of the limitations of MDS can be that it keeps changing from time to time. What else
than this do you see as the major drawbacks it has?

6. What can be the reasons for which you think that maintaining reliability can become
difficult?
7. Does measurement scale always perform as expected in relation to other variables selected
as meaningful criteria? Why/why not?
8. On an average, how many cups of tea do you drink in a day and why? Reply technically.
9. Explain the construction of

(a) Likert scale
(b) Semantic differential scale
(c) Thurstone scale
10. Despite reliability, a scale may not have content validity. Comment.
11. Identify the type of scale, you will use in each of the following (ordinal, nominal, internal,
ratio). Justify your answer.

Answers: Self Assessment

1. Interval 2. zero point
3. attitude 4. multiple

5 Attitude 6. hypothesis
7. semantic 8. Multidimensional
9. equal appearing interval 10. Likert
11. item part, evaluation part 12. Rank Order

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