BUS3059 Week 2 Discussion

Measurement Scales Collecting Formatted Data from the Subject Factors Determining Measurement Scales There are a variety of factors that determine a measurement scale. Objectives of Research The researcher should measure the characteristics of the participants and the degree of satisfaction of the participants towards the subject of study. Response Types There are four major response types: • Rating: Measures an object without comparing it with another object • Ranking: Compares two or more objects • Categorization: Categorizes the participants into groups • Sorting: Requires the participants to sort cards, representing concepts, into categories Data Properties The researcher can select a measurement scale with regard to the data properties generated by that scale. The scale can be of one of the following types: • Nominal: Classifies data into categories, regardless of distance, order, or origin • Ordinal: Contains relationships such as less than or more than but not origin or distance • Interval: Contains both distance and order but not origin • Ratio: Contains the features of the four properties Number of Dimensions Measurement scales can be either one dimensional (only one characteristic of the participant is measured) or multidimensional (more than one characteristic of the participant is measured). The Rating and Ranking response types are sufficiently common to warrant further discussion. Rating Scales There are a variety of rating scales used to measure the participants’ attitude in a more focused way. Simple Attitude Scale A simple category scale where the participants are offered two mutually exclusive response choices. For example, a question about whether or not the participants watch television will have yes and no as the two options.

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Likert Scale A scale where the choices on the survey range from strongly agree to strongly disagree. For example, the options for a question about whether a type of food is expensive could include strongly agree, agree, neither agree nor disagree, disagree, and strongly disagree. Semantic Differential Scale A scale used to measure such things as brand image. The response choices range from good to bad. Numerical/Multiple Rating List Scale A scale where equal intervals separate their numerical scale points. The participants circle a number on the scale, which can range from positive to negative. Stapel Scale A scale commonly used as an alternative to the semantic differential scale. The participants rate a product by selecting a number on the scale that ranges from, say, –5 to +5. Constant-Sum Scale A scale where points to an attribute are distributed to more than one attribute. This scale is used to measure the relative importance of an attribute. There may be five categories to select from, and they must total 100. However, the participants need to weigh the categories according to their viewpoints. Graphic Rating Scale A scale that distinguishes fine differences. For example, the participants select a point on a line that has excellent on one side and poor on the other side. Ranking Scales With ranking scales, a participant analyzes two or more objects and makes choices between them. The participant then ranks the objects. Both rating scales and ranking scales are measurement scales. However, when choices are to be prioritized, a ranking scale should be used instead of a rating scale © 2017 South University

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