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Prof M. R. Suresh
Measurement: defined as a standardized process of assigning numbers or other symbols to certain characteristics of objects of interest according to prespecified rules.
important as statistical analyses can be done on appropriate scales two characteristics:
one-to-one correspondence between the symbol and the characteristic (in the object) being measured rules of assignment must be invariant over time
Scaling is a process of creating a continuum on which objects are located according to the amount of measured characteristic they possess
Type of Scale
Nominal
Statistical Tests
Percentage, mode, chi-square
Ordinal
Interval Ratio
Nominal Scale
objects are assigned to mutually exclusive, labeled categories E.g. Male, female,Geographical area if one entity is assigned the same number as another, they are identical with respect to a nominal variable
Ordinal Scale
obtained by ranking objects or arranging them in order with respect to some common variable E.g. Ranks of students, seniors, juniors in a college
Interval Scale in this the numbers used to rank the objects represent equal increments of attribute being measured differences can be compared difference between 2 & 3 same as 6 & 7 but half the difference between 2 and 4 no absolute zero
E.G of interval scale: attitude measures, indices, temperature scales Ratio Scale meaningful zero point makes comparisons in absolute magnitude measuring public opinion
Single Item Scales only one item to measure a construct 1. Itemized category scale Satisfaction with present health insurance plan
- very satisfied - quite satisfied - somewhat satisfied - not at all satisfied Very satisfied Very dissatisfied +2 +1 0 -1 -2
2. Comparative scales E.g. Rank-Order Scales require respondents to arrange a set of objects with respect to common criterion Two problems forced to make a choice, undifferentiated middle Constant sum scale Limitation only a few categories Q sort scaling Paired comparison
Semantic Differential widely used e.g. images of competing brands preference of bipolar scales pairs of objects/phrases correspond to product/service attributes -ve or unfavorable pole rotated treated as interval scales, group mean values calculated specific information can be lost Unipolar Tangy +3/ +2/ +1 -1/ -1/ -1
Associative scaling Appropriate for choice situation in a sequential decision process trade offs not captured reduced validity
Guidelines scale
for
developing
multi-item
1. Determine what you want to measure 2. Generate as many items as possible 3. Experts evaluation of initial pool of items 4. Determine type of attitudinal scale to be used 5. Include validation items 6. Administer items to an initial sample 7. Refine 8. Optimize scale length
compatibility to respondent
Criterion validity: reflects whether a scale performs as expected in related to other variables selected (criterion) concurrent validity predictive validity
Construct Validity convergent validity discriminant validity
Reliability
test retest split half
Sensitivity:
among altitudes
ability meaningful
to discriminate differences in
Generalisability Relevancy
Relevance = reliability X validity
International MR