Scale is a tool by which individuals are

distinguished as to how they differ from one

another on the variables of interest.

Types of Scales
Nominal
Ordinal
Interval
Ratio

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A scale that allows a researcher to assign
subjects to certain categories or groups

Categories should be mutually exclusive and
exhaustive

e-g, Gender
Male
Female
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A scale that allows the researcher to
characterize the variables in such a way so as
to denote differences among various
categories and also rank them in some order
e-g:Please rank the following motivation factors, from 1 to 4 (1
being the most important and 4 the least important)

Power
Money
Independence
Respect
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Copyright 2003 John Wiley & Sons, Inc. Sekaran/RESEARCH 4E
An interval scale allows us to perform
certain arithmetical operations on the data
collected from the respondents e-g,

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Please rate how much do you like the following soft drinks.

like dislike
very much very much

Coca Cola 1 2 3 4 5 6 7

7-UP 1 2 3 4 5 6 7

Pepsi 1 2 3 4 5 6 7

Sprite 1 2 3 4 5 6 7

The ratio scale overcomes the disadvantage
of the arbitrary origin point of the interval
scale, in that it has an absolute (in contrast to
arbitrary) zero point, which is meaningful
measurement point

e-g, How many organizations did you work for
before joining this system?
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Copyright 2003 John Wiley & Sons, Inc. Sekaran/RESEARCH 4E
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asks the respondent to estimate the magnitude of
a characteristic, or quality, that an object
possesses.

The respondents position on a scale(s) is where
he or she would rate an object
Rating Scale
Dichotomous Scale
Category Scale
Likert Scale
Numerical Scale
Semantic Differential Scale
Itemized Rating Scale
Fixed or Constant Sum Rating Scale
Stapel Scale
Graphic Rating Scale
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In its most basic form, attitude scaling
requires that an individual agree with a
statement or respond to a single question.

This type of self-rating scale merely classifies
respondents into one of two categories.


THE PRESIDENT SHOULD RUN FOR RE-ELECTION
_______ AGREE ______ DISAGREE

Based on Nominal Scale
A category scale is a more sensitive measure
than a scale having only two response
categories - it provides more information.
Based on Nominal Scale

In which faculty of UCP you are enrolled in?
Faculty of Commerce
Faculty of Engineering
Business School
Faculty of Commerce
Faculty of Social Sciences
Faculty of Pharmacy

An extremely popular means for measuring
attitudes. Respondents indicate their own
attitudes by checking how strongly they agree
or disagree with statements.

Response alternatives: strongly agree,
agree, uncertain, disagree, and strongly
disagree.
Based on Interval Scale

It is more fun to play a tough, competitive tennis
match than to play an easy one.

Strongly Agree Agree Not Sure Disagree Strongly Disagree
1 2 3 4 5



How important were the following in your decision to visit
Switzerland? (check one for each item)
VERY SOMEWHAT NOT TOO
IMPORTANT IMPORTANT IMPORTANT

CLIMATE ___________ ___________ ___________

COST OF TRAVEL ___________ ___________ ___________

FAMILY ORIENTED ___________ ___________ ___________

EDUCATIONAL
/HISTORICAL ASPECTS _________ ___________ ___________



A series of seven-point bipolar rating scales.
Bipolar adjectives, such as good and bad,
anchor both ends (or poles) of the scale.

A weight is assigned to each position on the
rating scale. Traditionally, scores are 7, 6, 5,
4, 3, 2, 1, or +3, +2, +1, 0, -1, -2, -3.
Based on Interval Scale


Exciting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Calm
Interesting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Dull
Simple___ : ___ : ___ : ___ : ___ : ___ : ___ Complex
Passive ___ : ___ : ___ : ___ : ___ : ___ : ___ Active

Numerical scales have numbers as response
options, rather than semantic space or
verbal descriptions, to identify categories
(response positions).

Exciting 1 : 2 : 3 : 4 : 5 : 6 : 7 Calm

Based on Interval Scale

Modern versions of the Staple scale place a
single adjective as a substitute for the
semantic differential when it is difficult to
create pairs of bipolar adjectives.

The advantage and disadvantages of a
Stapel scale, as well as the results, are very
similar to those for a semantic differential.
However, the stapel scale tends to be
easier to conduct and administer.
Interval Scale

Department
Store Name
+3
+2
+1
Wide Variety
-1
-2
-3

Divide 100 points among each of the
following brands according to your
preference for the brand:

Brand A _________

Brand B _________

Brand C _________

Ordinal Scale: as unclear distance/interval

Magnitude of each alternative
known

Equal value can be indicated.

Too many can confuse

A graphic rating scale presents respondents
with a graphic continuum.

3 2 1
Very Very
Good Poor
easy to construct and simple to
use, can discern fine distinctions,
but not very reliable, can be
treated as interval data.


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Ranking tasks require that the respondent rank
order a small number of objects in overall
performance on the basis of some
characteristic or stimulus.
Rank the following in order of preference, 1
being the most preferred and 3 the least:

Brand A _________

Brand B _________

Brand C _________

In paired comparisons the respondents are
presented with two objects at a time and asked to
pick the one they prefer.

Ranking objects with respect to one attribute is not
difficult if only a few products are compared, but as
the number of items increases, the number of
comparisons increases geometrically (n*(n -1)/2).

It causes fatigue and respondent no longer carefully
discriminate among them.
Example:
Which support provides you more motivation to
complete your task?
friends support family support


3.A COMPARATIVE SCALE
A COMPARATIVE SCALE provides a benchmark to assess attitudes toward
current object, event or situation understudy.

Please indicate how the amount of authority in your present position
compares with the amount of authority that would be ideal for this position.

TOO MUCH ABOUT RIGHT TOO LITTLE

4.Forced Choice
A Forced Choice enables respondents to rank objects relative to one another,
among the alternatives provided.

Rank the following channels you like to watch in the order of preference,
assigning 1 to the most preferred choice and 5 to the least preferred.

Duniya
Geo
Express
Samaa
Aaj



Two important guidelines are:

1. Relevancy ask only questions that are relevant to the
research objective.

2. Accuracy ask only questions that will provide accurate
information.

Question
type
Open ended
Closed ended
Simple
dichotomy
Multiple
choice
Need to decide how what is to be asked should be phrased
Alternative question formats are shown below
Each format has its advantages and disadvantages
1. Open-ended Questions in which the
respondent answers in his own words
Why do you like studying at UCP?
Why do you fly with Airlines X, Y or Z?
How do you assess the economic prospects of Pakistan?

2. Closed-ended (or Fixed Alternative)
Question in which respondent selects one
or more options from pre-determined set
of responses



Simple dichotomy Closed ended question with
only two response alternatives
EG: What do you consult while preparing for the
examination?
PPT-slides prescribed course literature



Multiple Choice Closed ended question with
more than two response alternatives

Which is your preferred place to sit in an aircraft:
First Class, Business Class, Economy Class)

Checklist question - Multiple choice question in which respondent
can select more than one of the response alternatives


What sources of information would you use to compile your
research paper:

- Local bookstores
- University libraries
- Research Institutes
- The Digital library
- Technical Journals
- Magazines and Newspapers
- Interviews with Key Stakeholders




Response categories provided for each close-
ended question should be mutually exclusive and
exhaustive
1. Mutually Exclusive Response categories must
be such that the same respondent cannot be
classified into more than one category.
e.g. the categories
$1,000-5,000 and
$5,000-10,000 are not mutually exclusive.

2. Exhaustive Response categories should include
all possible response options. Sometimes this is
achieved by including a response option like
Other (Please specify).
Avoid complexity: use simple, conversational
language.
Avoid leading and loaded questions.
Avoid ambiguity: be as specific as possible.
Avoid double barreled items.
Avoid making assumptions.
Avoid burdensome questions.
Leading question: a question that suggests or implies a certain
answer.
Causes:
The bandwagon effect e.g. Most Saudis have stopped eating
junk food. Do you eat junk food?
Partially mentioning some alternatives e.g. which fast food
restaurant do you prefer, Pizza Hut or others?
Questions with the phrase: Dont you think that ..
A question that is designed to suggest a socially
desirable answer. Usually it is emotionally charged.
Causes:
Choice of words; e.g. using emotionally-charged words,
such as in: In your opinion is it fair that the Security Dept
should be harassing students with parking tickets?
Do you think that older people should be laid off?
Framing question such that honest answer is painful or
embarrassing use counter biasing statement.
There are pros and cons to retaining senior citizens in the
workforce. To what extent do you think firms should
continue to keep the elderly on their payroll?
Introduces bias because it covers two issues
at once.
I am satisfied with my masters level
performance. My bachelors performance was
also satisfying
Highly satisfied
Somewhat Satisfied
Neither satisfied nor dissatisfied
Somewhat dissatisfied
Completely dissatisifed
Use simple, interesting opening questions e.g
asking for respondents opinion on an issue.

Ask general questions before specific questions
funnel approach

Use filter questions with care.
Do you like ice-cream? If yes then move to Q2; if No move to Q5 (filter)

Finish asking questions on one topic before moving to
another.
Keep questionnaire short if possible, but not too short that
you sacrifice needed information
Do not over crowd questionnaire
Provide decent margin space
Use multiple- grid layout for questions with similar
responses
Use good quality print paper.
Use booklet form if possible
Carefully craft the questionnaire title:
1. Captures respondents interest.
2. Shows importance of the study.
3. Shows interesting nature of the study.
Pretesting Process
Seeks to determine whether respondents have any
difficulty understanding the questionnaire and
whether there are any ambiguous or biased
questions.
Preliminary Tabulation
A tabulation of the results of a pretest to help
determine whether the questionnaire will meet the
objectives of the research.

Back Translation
Taking a questionnaire that has previously been
translated into another language and having a
second, independent translator translate it back to
the original language.

A questionnaire developed in one country may be
difficult to translate because equivalent language
concepts do not exist or because of differences in
idiom and language