Page 94 - DMGT404 RESEARCH_METHODOLOGY

Research Methodology

Notes comparisons among the items. In the non-comparative technique, scale value of an item is
determined without comparing with another item. Furthermore, these two techniques are also
of many types. The various types of comparative techniques are:

1. Pairwise comparison scale: This is an ordinal level scale construction technique, where a
respondent is provided with two items and then asked him to select his/her choice.
2. Rasch model scale: In this technique, multiple respondents are simultaneously involved
with several items and from their responses comparisons are derived to determine the
scale values. Rank-order scale: This is also an ordinal level scale constructing technique,
where a respondent is provided with multiple items, which he needs to rank accordingly.
3. Constant sum scale: In this scale construction technique, a respondent is usually provided
with a constant amount of money, credits or points that he needs to allocate to various
items for determining the scale values of the items.
The various types of non-comparative techniques are:

1. Continuous rating scale: In this technique, respondents generally use a series of numbers
known as scale points for rating an item. This technique is also known as graphic rating
scaling.
2. Likert scale: This technique allows the respondents to rate the items on a scale of five to
seven points depending upon the amount of their agreement or disagreement on the item.
3. Semantic differential scale: In this technique, respondents are asked to rate the different
attributes of an item on a seven-point scale.

Self Assessment

Fill in the blanks:

3. Scale construction techniques are used for measuring the …………….of a group.
4. The comparative technique is used to determine the scale values of ……………items by
performing comparisons among the items.

5.3 Scaling – Meaning

Scaling is a process or set of procedures, which is used to assess the attitude of an individual.
Scaling is defined as the assignment of objects to numbers according to a rule. The objects in the
definition are text statements, which can be the statements of attitude or principle. Attitude of an
individual is not measured directly by scaling. It is first migrated to statements and then the
numbers are assigned to them. Figure below shows the how to scale the attitude of individuals.
Figure 5.1

Do you permit drinkers
to live in your country?

Do you permit drinkers to
live in your neighbourhood?

Do you let your child to
marry a drinker?

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