OMBC 106 Unit 5: Attitude Measurement and Scaling

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Questions and Answers

What is the primary purpose of assigning numbers to characteristics of objects in research?

To permit statistical analysis of the resulting data (correct)

To facilitate the collection of data

To measure the object itself

To identify the researcher

What is the main difference between measurement and scaling?

Measurement involves assigning words, while scaling involves assigning numbers

Measurement involves assigning numbers, while scaling involves creating a continuum (correct)

Measurement involves assigning numbers, while scaling involves assigning words

Measurement involves creating a continuum, while scaling involves assigning numbers

What is the primary advantage of using numbers in measurement?

It allows for the measurement of objects themselves

It permits statistical analysis of the resulting data (correct)

It allows for the identification of objects

It facilitates the communication of measurement results (correct)

What is the characteristic of a nominal scale?

Numbers are assigned for identification purposes only Signup and view all the answers

What is the purpose of creating a scale of 1 to 11 to measure satisfaction level of Kingfisher Airlines?

To indicate the degree of dissatisfaction or satisfaction Signup and view all the answers

What is the implication of choosing a measurement scale?

It has implications for the statistical technique to be used for data analysis Signup and view all the answers

What is the main difference between measurement and scaling?

Measurement involves assigning numbers, while scaling involves assigning labels Signup and view all the answers

What is the characteristic of a nominal scale?

It is a type of non-metric scale Signup and view all the answers

What is the purpose of assigning numbers to objects in nominal scale measurement?

To identify and distinguish between objects Signup and view all the answers

What is an example of a nominal scale variable?

Gender Signup and view all the answers

What can be calculated using nominal scale variables?

Mode and frequency distribution Signup and view all the answers

What is NOT a characteristic of nominal scale measurement?

Numbers can be added and subtracted Signup and view all the answers

What statistical test can be used with nominal scale variables?

Chi-square test Signup and view all the answers

What can be done with nominal scale variables?

Prepare a frequency distribution table Signup and view all the answers

What is the limitation of nominal scale measurement?

Arithmetic operations cannot be performed Signup and view all the answers

What type of data is suitable for nominal scale measurement?

Categorical data Signup and view all the answers

Study Notes

Measurement

Measurement is the process of assigning numbers or symbols to characteristics of objects according to certain pre-specified rules.
It involves measuring characteristics of objects, not the objects themselves.
Numbers are used to provide an accurate description and facilitate statistical analysis and communication of results.

Scaling

Scaling is an extension of measurement that creates a continuum on which measurements are located.
It involves creating a scale to measure characteristics, such as satisfaction levels.

Types of Measurement Scales

There are four types of measurement scales: nominal, ordinal, interval, and ratio.
The choice of measurement scale has implications for the statistical technique used for data analysis.

Nominal Scale

Nominal scale is the lowest level of measurement.
Numbers are assigned for identification purposes only.
Objects assigned a higher number are not superior to those with a lower number.
Each number is assigned to only one object, and each object has only one number assigned.
Examples of nominal scale include:
- Religion (Hindu, Sikh, Christian, etc.)
- Gender (male, female, other)
- Caste
- Respondents
- Marital status
- Brands
- Attributes
- Stores
- Players of a hockey team
Assigned numbers cannot be added, subtracted, multiplied, or divided.
Only arithmetic operations that can be carried out are count of each category.
Frequency distribution tables can be prepared, and mode of distribution can be worked out.
Chi-square test and contingency coefficient can be used with nominal scale variables.

Operations with Nominal Measures

Percentage of numbers can be calculated (e.g., 40% Male and 60% Female).
Cannot be ranked (e.g., First Turk, Second Arab, Third German, etc.).
Arithmetic means cannot be calculated.

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Description

Learn about research methodology in Unit 5, focusing on attitude measurement and scaling. Understand how measurement is a crucial step in research, where numbers are assigned to characteristics of objects according to pre-specified rules.