What is Scale ?
The process of developing a continuum for placing the measured objects is called scaling. These
measured objects may involve interests, opinions. attitude and other responses of the
individuals. Thus, the next operation involved in measurement is the scaling process. In this,
different qualitative aspects are associated with quantitative components.
Scale of Measurement in Research Methodology :
Measurement is followed by scaling procedure in a research activity. Researchers always face
the problem of how to measure or quantify abstract concepts and how to relate one
individual's response to that with another response. Hence, the problem is two-fold. First is,
how to quantify a response in absolute terms, and the second is, how to relate it with other
responses. This problem is resolved by scaling process, or assigning the numbers or values to
responses and positioning them on a common scale. Scaling can then be defined as, "creating a
continuum with two extreme limits and few immediate values between them". Hence, scaling is
the process or procedure of quantifying and measuring abstract concepts like attitudes,
opinions, emotions, etc. Scaling also quantitatively determines the position of an individual in a
range of values.
Criteria for Good Scale
Any scale must satisfy the following criteria to prove its efficacy :
1) Validity :
Validity is the most critical aspect. It establishes or indicates the extent to which the scale does
what it is supposed to do. Does it measure what it was intended to measure? In other words,
whether or not the test has been useful or worthwhile.
2) Reliability :
This indicates whether or not the findings of a measuring instrument can be relied upon. To
know this, the researcher needs to answer some questions, such as, Are the outcomes
accurate? Can they be replicated? Are the findings consistent?, etc. While reliability contributes
to validity, it is not true the other way round. A reliable instrument may or may not be
necessarily valid.
3) Practicality :
Practicality refers to ease and economy, of constructing the measuring instrument as well as
administration and interpretation of the test outcome. It measures the achievability, and
practicality of an instrument. The benefits or results should justify the costs.
4) Sensitivity :
This refers to how well the test is standardized. It tests how much an instrument is able to
measure accurately. For example, a test which requires respondents to merely say 'yes' or 'no',
may not be very sensitive. On the other hand, if the respondent is asked to rule on a '5' or "7"-
point scale, the scale may be considered to be highly sensitive. It may however be noted that all
scales need not be highly sensitive. It largely depends upon the requirement of the test.
5) Generalisability :
This refers to whether or not one can generalize the findings, i.e., whether or not the findings
can be applied to both similar and different situations. Whether or not the sample or
respondents selected can be said to represent larger population. For example, exit polls can be
said to have a high degree of generalisability.
6) Economy :
This factor emphasizes on the aspect that whether the instrument, is economical to be
constructed and conducted. Tests are expensive to develop and administer. Therefore, the
results or benefits of the tests must justify or warrant the costs.
7) Convenience :
A measuring instrument is convenient, if it is easy to conduct. The instruments that provide
guidelines to use are much more convenient than those instruments that do not include this
feature. Generally, it is considered that the requirement for convenience increases with the
level of complexity of a measuring instrument.
Importance of Scaling
In business or management research, scaling is very crucial for the research process. It helps in
measuring. and analyzing attitudes of different individuals. The exact behavior of an individual
is reflected by such attitude analysis. Number of attitude measuring scales has been developed
by researchers. For example, in order to measure the attitude of an individual about a particular
tourist place, product or election candidate, i.e., if he visits, buys or votes, respectively, a
suitable scale is developed. The different facts describing the importance of scaling are as
follows :
1) Attitude Scoring :
Scaling is particularly used for altitude scoring of an individual. In scaling, with the help of an
individual's responses a particular number or point is selected on given scale, which represents
the attitude of that individual.
2) Broad Application :
Different management research processes as well as scientific inventions use scaling as their
crucial element. Data collection methods like interviews, observations, surveys, etc,, also use
scaling for attitude measurement of respondents.
3) Hypothesis Testing :
Scaling is also functional in hypothesis testing. Without effective measure of attitudes of
different respondents, it is not easy to test hypothesis about the population.
4) Dimension Checking :
Scaling is useful in determining the dimensional aspects of different quantitative concepts or
items. It helps in checking whether a particular item is single dimensional or multi-dimensional.
5) Others :
● It is an essential element of the exploratory research.
● It is used to check whether a set of questions is measuring single aspect or multiple aspects.
Reliability vs. Validity in Research | Difference, Types and Examples
Reliability and validity are concepts used to evaluate the quality of research. They indicate how
well a method, technique. or test measures something. Reliability is about the consistency of a
measure, and validity is about the accuracy of a measure.opt
It’s important to consider reliability and validity when you are creating your research design,
planning your methods, and writing up your results, especially in quantitative research. Failing
to do so can lead to several types of research bias and seriously affect your work.
Reliability vs validity
Reliability Validity
What does it tell The extent to which the results can be The extent to which the results really
you? reproduced when the research is repeated measure what they are supposed to
under the same conditions. measure.
How is it assessed? By checking the consistency of results By checking how well the results
across time, across different observers, correspond to established theories and
and across parts of the test itself. other measures of the same concept.
How do they A reliable measurement is not always A valid measurement is generally reliable:
relate? valid: the results might be reproducible, if a test produces accurate results, they
but they’re not necessarily correct. should be reproducible.
What is a Measurement Scale?
A measurement scale is used to qualify or quantify data variables in statistics. It determines the
kind of techniques to be used for statistical analysis.
There are different kinds of measurement scales, and the type of data being collected
determines the kind of measurement scale to be used for statistical measurement. These
measurement scales are four in number, namely; nominal scale, ordinal scale, interval scale,
and ratio scale.
The measurement scales are used to measure qualitative and quantitative data. With nominal
and ordinal scale being used to measure qualitative data while interval and ratio scales are used
to measure quantitative data.
Characteristics of a Measurement Scale
Identity
Identity is defined as the assignment of numbers to the values of each variable in a data set.
Consider a questionnaire that asks for a respondent’s gender with the options Male and Female
for instance. The values 1 and 2 can be assigned to Male and Females respectively.
Arithmetic operations can not be performed on these values because they are just for
identification purposes. This is a characteristic of a nominal scale.
Magnitude
The magnitude is defined as the size of a measurement scale, where numbers (the identity)
have an inherent order from least to highest. They are usually represented on the scale in
ascending or descending order. The position in a race, for example, is arranged from the 1st,
2nd, 3rd to the least.
This example is measured on an ordinal scale because it has both identity and magnitude.
Equal intervals
Equal Intervals are defined as the scale that has a standardized order. I.e., the difference
between each level on the scale is the same. This is not the case for the ordinal scale example
highlighted above.
Each position does not have an equal interval difference. In a race, the 1st position may
complete the race in 20 secs, the 2nd position in 20.8 seconds while the 3rd in 30 seconds.
A variable that has an identity, magnitude, and equal interval is measured on an interval scale.
Absolute zero
Absolute zero is defined as the feature that is unique to a ratio scale. It means that there is an
existence of zero on the scale, and is defined by the absence of the variable being measured
(e.g. no qualification, no money, does not identify as any gender, etc.
Levels of Data Measurement
The level of measurement of a given data set is determined by the relationship between the
values assigned to the attributes of a data variable. For example, the relationship between the
values (1 and 2) assigned to the attributes (male and female) of the variable (Gender) is
“identity”. This via. a nominal scale example.
By knowing the different levels of data measurement, researchers are able to choose the best
method for statistical analysis. The different levels of data measurement are: nominal, ordinal,
interval, and ratio scales
Nominal Scale
The nominal scale is a scale of measurement that is used for identification purposes. It is the
coldest and weakest level of data measurement among the four.
Sometimes known as categorical scale, it assigns numbers to attributes for easy identity. These
numbers are however not qualitative in nature and only act as labels.
The only statistical analysis that can be performed on a nominal scale is the percentage or
frequency count. It can be analyzed graphically using a bar chart and pie chart.
Nominal Scale Example
In the example below, the measurement of the popularity of a political party is measured on a
nominal scale.
Which political party are you affiliated with?
● Independent
● Republican
● Democrat
Labeling Independent as “1”, Republican as “2” and Democrat as “3” does not in any way mean
any of the attributes are better than the other. They are just used as an identity for easy data
analysis.
Ordinal Scale
Ordinal Scale involves the ranking or ordering of the attributes depending on the variable being
scaled. The items in this scale are classified according to the degree of occurrence of the
variable in question.
The attributes on an ordinal scale are usually arranged in ascending or descending order. It
measures the degree of occurrence of the variable.
Ordinal scale can be used in market research, advertising, and customer satisfaction surveys. It
uses qualifiers like very, highly, more, less, etc. to depict a degree.
We can perform statistical analysis like median and mode using the ordinal scale, but not mean.
However, there are other statistical alternatives to mean that can be measured using the
ordinal scale.
Ordinal Scale Example
For example: A software company may need to ask its users:
How would you rate our app?
● Excellent
● Very Good
● Good
● Bad
● Poor
The attributes in this example are listed in descending order.
Interval Scale
The interval scale of data measurement is a scale in which the levels are ordered and each
numerically equal distances on the scale have equal interval difference. If it is an extension of
the ordinal scale, with the main difference being the existence of equal intervals.
With an interval scale, you not only know that a given attribute A is bigger than another
attribute B, but also the extent at which A is larger than B. Also, unlike ordinal and nominal
scale, arithmetic operations can be performed on an interval scale.
A 5 Minutes Interval Time Scale
It is used in various sectors like in education, medicine, engineering, etc. Some of these uses
include calculating a student’s CGPA, measuring a patient’s temperature, etc.
Ratio Scale
Ratio Scale is the peak level of data measurement. It is an extension of the interval scale,
therefore satisfying the four characteristics of the measurement scale; identity, magnitude,
equal interval, and the absolute zero property.
This level of data measurement allows the researcher to compare both the differences and the
relative magnitude of numbers. Some examples of ratio scales include length, weight, time, etc.
With respect to market research, the common ratio scale examples are price, number of
customers, competitors, etc. It is extensively used in marketing, advertising, and business sales.
The ratio scale of data measurement is compatible with all statistical analysis methods like the
measures of central tendency (mean, median, mode, etc.) and measures of dispersion (range,
standard deviation, etc.).
Ratio Scale Example
For example: A survey that collects the weights of the respondents.
Which of the following category do you fall in? Weigh
● more than 100 kgs
● 81 – 100 kgs
● 61 – 80 kgs
● 40 – 60 kgs
● Less than 40 kgs
Types of Measurement Scale
There are two main types of measurement scales, namely; comparative scales and non-
comparative scales.
Comparative Scales
In comparative scaling, respondents are asked to make a comparison between one object and
the other. When used in market research, customers are asked to evaluate one product in
direct comparison to the others. Comparative scales can be further divided into pair
comparison, rank order, constant sum, and q-sort scales.
● Paired Comparison Scale
Paired Comparison scale is a scaling technique that presents the respondents with two objects
at a time and asks them to choose one according to a predefined criterion. Product researchers
use it in comparative product research by asking customers to choose the most preferred to
them in between two closely related products.
For example, there are 3 new features in the last release of a software product. But the
company is planning to remove 1 of these features in the new release. Therefore, the product
researchers are performing a comparative analysis of the most and least preferred feature.
1. Which feature is most preferred to you between the following pairs?
● Filter – Voice recorder
● Filter – Video recorder
● Voice recorder – Video recorder
Rank Order Scale:
In rank order scaling technique, respondents are simultaneously provided with multiple options
and asked to rank them in order of priority based on a predefined criterion. It is mostly used in
marketing to measure preference for a brand, product, or feature.
When used in competitive analysis, the respondent may be asked to rank a group of brands in
terms of personal preference, product quality, customer service, etc. The results of this data
collection are usually obtained in the conjoint analysis, as it forces customers to discriminate
among options.
The rank order scale is a type of ordinal scale because it orders the attributes from the most
preferred to the least preferred but does not have a specific distance between the attributes.
For example:
Rank the following brands from the most preferred to the least preferred.
● Coca-Cola
● Pepsi Cola
● Dr pepper
● Mountain Dew
Constant Sum Scale
● Constant Sum Scales: Constant sum scales require respondents to divide a set number
of points, usually 100, to rate two or more attributes. The problem with constant sum
scales is that respondents find it difficult to allocate points especially if there are a lot of
attributes to be measured.
Example:
Below are five attributes of the iPhone 6 Plus, Please allocate 100 points to these attributes
so that they reflect the importance of each attribute. Please make certain that the total
number of points adds up to 100.
● Q-Sort Scale
Q-Sort scale is a type of measurement scale that uses a rank order scaling technique to sort
similar objects with respect to some criterion. The respondents sort the number of statements
or attitudes into piles, usually of 11.
The Q-Sort Scaling helps in assigning ranks to different objects within the same group, and the
differences among the groups (piles) are clearly visible. It is a fast way of facilitating
discrimination among a relatively large set of attributes.
For example, a new restaurant that is just preparing its menu may want to collect some
information about what potential customers like:
The document provided contains a list of 50 meals. Please choose 10 meals you like, 30 meals
you are neutral about (neither like nor dislike) and 10 meals you dislike.
Non-Comparative Scales
In non-comparative scaling, customers are asked to only evaluate a single object. This
evaluation is totally independent of the other objects under investigation. Sometimes called
monadic or metric scale, Non-Comparative scale can be further divided into continuous and the
itemized rating scales
Graphic Rating Scales: Graphic ratings scales include a graphic continuum anchored between
two extremes. When used for online surveys, graphic rating scales may have a "slider," which
respondents can move up or down the scale. Sliders allow respondents to make finely tuned
responses using a continuous scale.
Graphic rating scales are easy to create. Researchers must be careful about using overly
extreme anchors, which tend to push responses toward the center of the scale. Graphic rating
scales are frequently used when conducting research among children. Graphic rating scales are
considered non-comparative scales because respondents make their judgments without making
comparisons to other objects, concepts, people, or brands.
Eating a Happy Meal at McDonald's make me feel:
Itemized Rating Scales: Itemized rating scales require respondents to select from a limited
number of ordered alternatives. These scales are easy to construct, but they do not allow the
respondent to make the fine distinctions of a graphic rating scale using a slider.
Example:
How likely are you to use an open-source textbook in the courses you teach?
Graphic rating scales and itemized rating scales ask respondents about a single concept in
isolation. Such scales are often called monadic rating scales.
Semantic Differential Scales: Semantic differential scales measure respondents' attitudes about
the strengths and weaknesses of a concept or construct. With this scale, researchers select a
pair of dichotomous adjectives to describe the concept under investigation. Typically
researchers use a scale from 1 through 7. The mean of each pair is calculated and then plotted
on the table.
Example:
Below is a list of characteristics of Kmart stores. For each pair of adjectives, place an "X" at
the point that you believe best reflects your experience at Kmart.
Semantic Differential Scale Summary Chart
The sematic differential scale is widely used in marketing research because studies have
repeatedly shown that this scale is an efficient way to examine the differences in image
attributes among a variety of brands or companies. But, semantic differential scales are not
without shortcomings. First there are no general scales. Researchers must develop valid and
reliable adjective scales for each research project. Researchers should also watch for a "halo"
effect, which will bias a respondent's answers. The halo effect is when a respondent's overall
impression overwhelms his or her views on a single adjective pair. To counteract the halo
effect, researchers never place all of the positive adjectives on the same side of the scale.
Stapel Scale: The Stapel Scale is a uni-polar scale that requires respondents to rate a concept
on a scale of negative 5 to positive 5 on how closely an adjective at the center of the scale
represents the concept. The chief advantage of the Stapel Scale is that the researcher does not
have to spend the time and energy to creating bipolar pairs.
Example:
Select the appropriate plus number for the phrase that best represents attributes of the
iPhone 6. If the phrase does not represent the iPhone 6, select the appropriate negative
number that reflects your attitude.
Likert Scale: The Likert scale allows respondents to state how strongly they agree or disagree
with an attitude. The scale is named after Rensis Likert, who developed this scale in 1932 for his
doctoral dissertation. Likert is pronounced "Lick-ert," not "Like-urt."
Although the Likert scale is typically a five-point scale that ranges from "strongly disagree" to
neutral to "strongly agree." It is not uncommon to see a six-point or seven-point variant. A six-
point Likert scale has three levels of disagreement and three levels of agreement with no
neutral point. The seven-point Likert scale adds a neutral point.
Example:
McDonald's Happy Meals are good value for the money.
My children like eating McDonald's Happy Meals.
Researchers disagree on whether the Likert Scale is an ordinal or interval scale. Those who
argue that it is an ordinal scale say the intervals between the five-points of the scale are
unknowable. Those who argue that it is an interval scale score "Strongly Disagree" as a 1,
"Disagree" as a 2, "Neutral" as a 3, "Agree" as a 4, and "Strongly Agree" as a 5.
Conclusion
In a nutshell, scales of measurement refers to the various measures used in quantifying the
variables researchers use In performing data analysis. They are an important aspect of research
and statistics because the level of data measurement is what determines the data analysis
technique to be used.
Understanding the concept of scales of measurements is a prerequisite to working with data
and performing statistical analysis. The different measurement scales have some similar
properties and are therefore important to properly analyze the data to determine its
measurement scale before choosing a technique to use for analysis.
A number of scaling techniques are available for the measurement of the same measurement
scale. Therefore, there is no unique way of selecting a scaling technique for research purposes.