RESEARCH METHODOLOGY (MGT 369)

Chapter 6: Scales and measurement

MEASUREMENT is the heart of a research. What is to be measured?

SCALE
A scale is a tool or mechanism by which individuals are distinguished on how they differ from one another on the variable of interest to our study

With more powerful scales, increasingly sophisticated data analyses can be performed.

Qualitative

Quantitative

Types of Scales
1) Nominal Scale Assign subject to certain numbers of categories. 2) Ordinal Scale Rank orders the categories in some meaningful ways. 3) Interval scale Perform arithmetical operations on the data collected from the respondents. 4) Ratio scale Measures the magnitude differences between points on the scale

Nominal Scale A nominal scale allows the researcher to assign subjects to certain categories or groups eg for gender, the two categories of male and female can be grouped code no 1 and 2.

Nominal scale information can calculate percentages or frequencies. So nominal scale provide us some basic , categorical, gross information.
Split data into groups eg male and female, fat and thin

Ordinal Scale An ordinal scale categorizes the variables to denote differences among the various categories and rank order the categories in some meaningful way. The scale helps the researcher to determine the percentage of respondent who consider interaction with others as most important. Eg. Exercising for 20 mins is good, 30 mins is better, 40 mins is best.

Interval Scale An interval scale allows to perform certain arithmetic operations on the data collected such as to measure the distance between any two points on the scale whereby dispersion like range, means, variance and standard deviations of the responses can be computed.
The scale can tap the differences, the order, and the equality of the magnitude of the differences in the preferences among the individuals. Sets data on a continuum

Ratio Scale The ratio scale has the absolute zero point which is a meaningful measurement point. It not only measures the magnitude of differences between points but also taps the proportion in the differences. It is the most powerful of the four scale.

Methods of Scaling There are 2 main categories of attitudinal scales.

Rating Scale Rating scale are used to elicit responses with regard to the object, event, or person studied. Types of rating scales are dichotomous, category, likert, numerical, semantic differential, itemized rating, fixed and constant sum rating, stapel, graphic rating, consensus scale. Ranking Scales Ranking scales make comparisons between or among objects, events, persons and elicit the preferred choices and ranking among them. Methods of ranking are paired comparison, forced choice, and comparative scale.

Dichotomous scale Use to elicit a Yes or No answer Eg. Are you a bachelor?
Category scale Use to elicit a single response Eg. Where in Alor Setar do you live? Likert Scale To elicit how strongly subjects agree or disagree with statements Strongly Disagree Nether Agree Agree Strongly Agree Disagree Nor Disagree 1 2 3 4 5 Using the preceding Likert scale, stet the extent to which you agree with each of the following statements My work is very interesting 5 The bus company provides a regular ride 1 1 2 2 3 3 4 4 5

Numerical Scale Several bipolar attributes are identified at the extreme s of the scales and respondents are asked to indicate their attributes

How please are you with the ticketing services at the counter?
Extremely pleased 7 6 5 4 3 2 1 Extremely Displeased

Goodness of Measurement
(Zikmund)
1) Reliability - test- retest method - alternative form - Internal consistency 2) Validity - content validity - criterion validity * concurrent validity * predictive validity - construct validity * convergent * discriminant

3) sensitivity

Reliability Reliability is a measure that indicates the extent to which the measure is without bias (error free) and hence offers consistent measurement across time and across the various items. In other words reliability of a measure indicates the stability and consistency with which the instrument measures the concept and helps to assess the goodness of a measure

Validity When we ask a set of questions (develop a measuring instrument) we are tapping the concept, how can we be reasonably sure that we are measuring the concept we set out to measure and not something else. This can be determined by applying certain validity tests. Validity ensures the ability of a scale to measure the intended concept

Testing Reliability
The ability of a measure to maintain stability over time, despite uncontrollable testing conditions or the state of the respondents themselves, is indicative of its stability and low vulnerability to changes in the situation. This attests to the goodness of the measure, inasmuch as it stably measures the concept, no matter when it is measured. Two tests of stability are test-retest reliability and parallel-form reliability Stability Test-Retest Reliability The reliability coefficient obtained with a repetition of the same measure on a second occasion Parallel-Form Reliability When responses on two comparable sets of measures tapping the same Construct are highly correlated. Both forms have similar items and the same response format with only the wording s and the ordering of questions Changed. What we are trying to establish here is the error variability resulting from wording or ordering of the questions. If the two are highly correlated than the measures are reasonably reliable.

Internal Consistency of Measures The ICM is indicative of the homogeneity of the items in the measure that tap the construct. In other words the items should hang around as a set, and be of independently measuring the same concept such that the respondents attach the same overall meaning to each of the items. Consistency can be examined through the interitem consistency reliability and split-half reliability tests. Testing Validity Several types of validity tests are used to test the goodness of measures. They can be grouped into three broad headings: content validity, criterionrelated validity and construct validity