SCALE , CLASSIFICATION OF SCALE AND IMPORTANCE OF SCALING TECHNIQUES.pptx

It is a topic in the degree program of MBA in Research Methodology

1. Acharya Narendra deva university of agriculture & technology, kumarganj, ayodhya. PRESENTATION ON :- SCALE , CLASSIFICATION OF SCALE AND IMPORTANCE OF SCALING TECHNIQUES SUBMITTED TO :- Dr. ASHUTOSH CHATURVEDI SIR (DEPARTMENT OF ABM) SUBMITTED BY :- ANSHUT CHITRANSH MBA (ABM)2021-2022

2. Content :- Definition of Scale Classification of Scale Important Scaling Techniques

3. Definition of Scale Scaling is the procedure of measuring & assigning the objects to the numbers according to the specified rules. In other words , the process of locating the measured objects on the continuum , a continuous sequence of numbers to which the objects are assigned is called as scaling. Scale of measurement can be considered in terms of their mathematical properties. We can write these mathematical properties in research with the help of that scale .

4. LEVEL’S of Scale

5. Nominal / CLASSIFICATORY SCALE A nominal scale is the 1 st  level of measurement scale in which the numbers serve as “tags” or “labels” to classify or identify the objects. A nominal scale usually deals with the non-numeric variables or the numbers that do not have any value. Example :- An example of a nominal scale measurement is given below: What is your gender? Gender :- M- Male or F- Female Here, the variables are used as tags, and the answer to this question should be either M or F. R eligions :- Hindu, Islam, Christian etc.

6. Ordinal / RANKING SCALE The ordinal scale is the 2 nd  level of measurement that reports the ordering and ranking of data without establishing the degree of variation between them. Ordinal represents the “order.” Ordinal data is known as qualitative data or categorical data. It can be grouped, named and also ranked . Example :- Ranking of school students – 1st, 2nd, 3rd, etc. Income :- Above average, Average, Below average Socioeconomic status :- Upper, Middle, Lower Assessing the degree of agreement Totally agree Agree Disagree Totally disagree

7. Interval Scale :- The interval scale is the 3 rd  level of measurement scale. It is defined as a quantitative measurement scale in which the difference between the two variables is meaningful. In other words, the variables are measured in an exact manner, not as in a relative way in which the presence of zero is arbitrary. Example :- 1. Temperature Celsius – 0^ C Fahrenheit – 32^ F 2. Attitudinal scale (Thurstone scale) :- 10 – 20 21 – 30 31 - 40

8. Ratio Scale The ratio scale is the 4 th  level of measurement scale, which is quantitative. It is a type of variable measurement scale. It allows researchers to compare the differences or intervals. The ratio scale has a unique feature. It possesses the character of the origin or zero points. Example :- An example of a ratio scale is: What is your weight in Kgs? Less than 55 kgs 55 – 75 kgs 76 – 85 kgs 86 – 95 kgs More than 95 kgs

9. Important Scaling Techniques Rating Scales Graphic Rating Scales Itemized Rating Scales Comparative Rating Scales Attitude Scales Likert Scale Semantic Differential

10. Rating Scales Raters evaluate a person, object, or other phenomenon at a point along a continuum or in a category. A numerical value is then assigned to this point or category.

11. Graphic Rating Scales Raters mark, or indicate in another fashion, how they feel on a graphic scale of some sort. A common graphic scale is the thermometer chart. On the scale of 0 to 100, please indicate how you would grade your knowledge about e-services. 100 very best 50 indifferent 0 very worst

12. Itemized Rating Scales Raters select one of the limited numbers of categories that are ordered in some fashion. The number of categories is usually between 2 and 11. The itemized scale at the right is a 3-point scale. How interested would you be to use e-service? Very interested Somewhat interested Not interested.

13. Comparative Rating Scales Raters judge a person, object, or other phenomenon against some standard or some other person, object, or other phenomenon. The scale can take a variety of forms. One comparative rating scale is the rank-order scale. Please rank the following e-service applications in terms of your usage. Assign: 1 to the most usage application, 2 to the next Ticketing Banking Shopping.

14. Attitude Scales Any one of the variety of scales that measure an individual’s predisposition toward any person, object, or other phenomenon. These scales differ from rating scales in that they are generally more complex, multi-item scales.

15. Likert Scale Respondent indicates degree of agreement and disagreement with a variety of statements about some attitude, object, person, or event. Usually the scales contain 5 or 7 points. The scales are summed across statements to get the attitude score. Using e-service is a wise idea. Strongly disagree Neither agree nor disagree Agree Strongly agree.

16. Semantic Differential A semantic differential scale intends to see how strongly the respondent holds an attitude. These scales include a progression from one extreme to another respondent rates an attitude object on a number of 5 or 7 point bipolar adjectives or phrases. The selection of adjectives or phrases is based on the object, person, or event. Please rate e-service on the following dimensions. Secure Not Secure Easy to use Difficult to use.

17. Importance of Scaling Techniques With the help of this scaling technique, researchers can obtain a better comparison between the objects. For example; A survey conducted by an automobile company to know the number of vehicles owned by the people living in a particular area who can be its prospective customers in future. Scales help put thoughts, feelings, and opinions into measurable form. Scaling is assigning objects to a number.  Researchers like to use scales because the questions are easy to ask and there are many different formats. Measurement is the process of collecting and recording the results or observations.