Yuson, Joana Marie E.

BSCP 2-1
RATING SCALE

Psychometrics 2 Prof. Minerva Montaa

A rating scale is a set of categories designed to elicit information about a quantitative or a qualitative attribute. In the social sciences, common examples are the Likert scale and 1-10 rating scales in which a person selects the number which is considered to reflect the perceived quality of a product.

TYPES OF RATING SCALES NOMINAL SCALE The Nominal level scale is a very simple scale consisting of an assignment of choices that tend to be mutually exclusive. In nominal level scales, numbers merely represent labels and are used specifically to identify different categories in response questions. In a nominal scale, the choices cannot be ranked because all the categories are different from each other. A good example of a nominal scale is gender where males are put into Group 1, and females into Group 2. It would make no sense to rank male and female because neither is greater than the other. These scales are the least restrictive of all scales, and really represent a list of categories in to which objects can be categorized. I suppose you could also ask if people prefer fruits or vegetables, because they are mutually exclusive and the result is arbitrary -- neither is a better answer and the numbers merely organize the data into numerical categories.
What is your gender? [ ] Male [ ] Female Another example is - a survey of retail stores done on two dimensions - way of maintaining stocks and daily turnover. How do you stock items at present? [ ] By product category [ ] At a centralized store [ ] Department wise [ ] Single warehouse

Daily turnover of consumer is? [ ] Between 100 200 [ ] Between 200 300 [ ] Above 300

INTERVAL SCALE Interval scales are also known as ranking scales, because, unlike the ordinal scale, you are asked to rank each object or product on its own scale. An example of an interval scale would be if you were asked to rank how well you had enjoyed a particular movie on a scale of 1 to 5, where 1 is not at all and 5 is very, very much.
Illustration 1 - How do you rate your present refrigerator for the following qualities. Company Name Functions Price Design Less Known Few Low Poor 1 2 3 4 5 Well Known

1 2 3 4 5 Many 1 2 3 4 5 High 1 2 3 4 5 Good

Very Overall Very Dis1 2 3 4 5 Satisfaction Satisfied Satisfied

ORDINAL SCALE Ordinal scales are the simplest of attitude measuring scales used in marketing research. While a nominal scale may contain numbers arbitrarily, in an ordinal scale each number represents a rank of order. In an ordinal scale, products or object are rated based on their importance within a given category. For instance, an ordinal scale of beers might ask you to rank your preference from 1 to 5, where 1 is the kind you like best, and 5 being the one you like least. Such a scale makes no attempt to rank a favorite in any one given product, but rather rates it on a spectrum against competing products.

RATIO SCALE A ratio scale is similar to an interval scale, except the answers to these questions have a simple unambiguous starting point, typically zero. Ratio scales are not commonly used in marketing research, but rather used to describe a physical scale. Ratio scales often measure things like money, miles, height, and weight where the answers describe how far the respondent is from zero. A ratio scale might ask you to fill in your annual income, or square footage of your house, where instead of choosing an arbitrary measurement; rather you are filling in a blank. It becomes a scale when the data is all compiled and your answers are put on a spectrum with other respondents. LIKERT SCALE A Likert scale is a psychometric scale commonly involved in research that employs questionnaires. It is the most widely used approach to scaling responses in survey research, such that the term is often used interchangeably with rating scale, or more accurately the Likert-type scale, even though the two are not synonymous. The scale is named after its inventor, psychologist Rensis Likert. Likert distinguished between a scale proper, which emerges from collective responses to a set of items (usually eight or more), and the format in which responses are scored along a range. Technically speaking, a Likert scale refers only to the former. The difference between these two concepts has to do with the distinction Likert made between the underlying phenomenon being investigated and the means of capturing variation that points to the underlying phenomenon. When responding to a Likert questionnaire item, respondents specify their level of agreement or disagreement on a symmetric agree-disagree scale for a series of statements. Thus, the range captures the intensity of their feelings for a given item, while the results of analysis of multiple items (if the items are developed appropriately) reveals a pattern that has scaled properties of the kind Likert identified.

BOGARDUS SOCIAL DISTANCE SCALE The Bogardus social distance scale is a psychological testing scale created by Emory S. Bogardus to empirically measure people's willingness to participate in social contacts of varying degrees of closeness with members of diverse social groups, such as racial and ethnic groups. The scale asks people the extent to which they would be accepting of each group (a score of 1.00 for a group is taken to indicate no social distance): As close relatives by marriage (score 1.00) As my close personal friends (2.00) As neighbors on the same street (3.00) As co-workers in the same occupation (4.00) As citizens in my country (5.00) As only visitors in my country (6.00) Would exclude from my country (7.00)

Place a check-mark against all statements with which you agree It is ok for people to immigrate to this country It is ok for people to immigrate to this county It is ok for people to immigrate to this town It is ok for people to immigrate and live in this street It is ok for people to immigrate and live next door THURSTONE SCALE

[ [ [ [ [

] ] ] ] ]

In psychology, the Thurstone scale was the first formal technique for measuring an attitude. It was developed by Louis Leon Thurstone in 1928, as a means of measuring attitudes towards religion. It is made up of statements about a particular issue, and each statement has a numerical value indicating how favorable or unfavorable it is judged to be. People check each of the statements to which they agree, and amean score is computed, indicating their attitude. Agree [ ] [ ] [ ] [ ] Disagree [ ] [ ] [ ] [ ]

I like going to Chinese restaurants Chinese restaurants provide good value for money There are one or more Chinese restaurants near where I live I only go to restaurants with others (never alone) SOMANTIC DIFFERENTIAL SCALE

Somantic differential is a type of a rating scale designed to measure the connotative meaning of objects, events, and concepts. The connotations are used to derive the attitude towards the given object, event or concept. Osgood's semantic differential was designed to measure the connotative meaning of concepts. The respondent is asked to choose where his or her position lies, on a scale between two bipolar adjectives (for example: "AdequateInadequate", "Good-Evil" or "Valuable-Worthless"). Semantic differentials can be used to describe not only persons, but also the connotative meaning of abstract conceptsa capacity used extensively in affect control theory.

Please indicate your opinions about the 'Jolly Boys' TV show by checking one box in each row below: very much enjoyable likeable noisy silly [ ] [ ] [ ] [ ] somewhat [ ] [ ] [ ] [ ] somewhat [ ] [ ] [ ] [ ] very much [ ] [ ] [ ] [ ] boring challenging fascinating ridiculous

neither [ ] [ ] [ ] [ ]

Alternative form, using unmarked, continuous scale (with central position): enjoyable likeable noisy silly __________________|__________________ __________________|__________________ __________________|__________________ __________________|__________________ boring challenging fascinating ridiculous

SOCIOMETRIC SCALE It is argued that schedules and questionnaires competently used by discriminating workers may often serve as useful tools in the accumulation of field data. However, these data often depend on the subjective judgment of the worker, the informant, or both. A sociometric scale is defined as a scientific tool for the observation and measurement of social factors. The scale may be used in a variety of ways. The readings on the scale may provide (1) a community norm for comparison; (2) a score on a person, group, or institution; (3) a basis for learning how far an individual or social unit departs from the established norms; and (4) a basis for ascertaining the degree of adjustment in case social treatment is initiated. General principles and techniques in constructing sociometric scales are provided.