Statistics Assignment Help >> Scaling Techniques, Comparative Scaling Techniques, Composite Measures

Scaling Techniques

Scaling is the process used for the measurement or ordering of the entities with respect to other traits or quantitative attributes. A scaling technique can be used for estimating individual levels of extraversions and also the perceived quality pf products. Some methods of scaling permit the estimation of the magnitudes of the continuum whereas other methods provide the relative ordering of the entries.

The comparative scaling- here the items are compared with each other directly (An example you prefer Pepsi or coke?)

The comparative scaling techniques are-

1. The pair wise comparison scale
2. The Rasch modeling scale
3. The rank ordering
4. Q sort
5. Bogardus social distance scale
6. Guttmann scale
7. Magnitude estimation scale
8. Constant sum scale.

Non comparative scaling- In this method of scaling, each item is scaled independently from the other. (For example, what is your feeling about coke?)

Some of the non-comparative scaling techniques are-

1. The continuous rating scale
2. Likert scale
3. Phrase completion scales
4. The Staple scale
5. The Turnstone scale
6. Te Mathematically Derived scale

Composite measures

These are created by combining two or more than two separate empirical indicators onto a single measure. These composite measure the complex concepts in more adequate way than the single indicators do and also extend the range of scores which are available with more efficiency at handling the independent items. Two other types of composite measures are also known. One can be the indexes which are similar to scales except hen the multiple variables are combined into a single known measure. For example, the index of the consumer confidence can be a combination of other several measures of the consumer attitudes. The typology is similar to the index and is different only when the variable is measured at the nominal level.

Ratings

A rating scale can be said to be the set of categories which are designed for selecting information about a qualitative or quantitative attitude.

In the subject of social sciences the 1-10 ratings scale and the Likert scale form. Some common examples of rating scales are where the person selects the number that is considered to reflect the perceived quality of a product.

We can classify the rating scale into following four categories

1. The nominal level- some data are measured and saved at the nominal level. The numbers which are used are mere labels having no mathematical properties. The UPC bar codes and SKU inventory form some examples.
2. The ordinal level- some of the data are measured at the ordinal level. The numbers are use to indicate the relative positions of all the items and the difference in magnitude. Likert scale forms a good example.
3. The interval level- we measure some data at the interval level. There is no absolute zero point and the numbers indicate the magnitude of the difference between the items. Opinion scales and attitude scales form examples.
4. The ratio level-the measure of the data at the ratio level involves the numbers the numbers which indicate the magnitude of difference between the items and no fixed zero point is obtained. The ratios can be calculated and the examples can be price, cots, incomes, age, market share, sales volume etc.

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