SCALING TECHNIQUES
Learning Objectives Concept of Measurement and Scaling
Different Scales in Measurement and their properties
Introduction of different type of scaling Techniques
Comparative , non comparative
Continuous ,Special Rating scales
Mathematically derived scales
How to Choose a scale
Concepts
Why do we do scaling?
The most common reason for doing scaling is for scoring purposes. When a participant gives their responses to a set of items, we often would like to assign a single number that represents that's person's overall attitude or belief.
Scaling
Scaling can be done in two ways:
To make a judgment about some characteristics of an individual and then placing them directly on a scale.
To construct …show more content…

It involves no. of statements which express either a favorable or unfavorable attitude towards a given object to which the respondent is asked to react.
Named after Dr. Rensis Likert, a sociologist at the University of Michigan
Example of Likert Scale

Likert Scale
Advantages
central tendency bias participants may avoid extreme response categories acquiescence bias participants may agree with statements as presented in order to “please” the experimenter social desirability bias portray themselves in a more socially favourable light rather than being honest validity may be difficult to demonstrate are you measuring what you set out to measure?
Disadvantages
simple to construct likely to produce a highly reliable scale easy to read and complete for participants
Suitable for mail, telephone, or personal interviews
Thurstone Scale orEqual-Appearing Interval Scaling
Unidimentional Scale
Scales Gives by Thurstone method of equal-appearing intervals method of successive intervals method of paired comparisons
Method of equal-appearing intervals
Generate statements that describe specific attitudes that people