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Research Data
Descriptive Causal
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Scale
A scale is a system of classifying objects & persons
in a series of steps or degrees
according to a standard (i.e., relative size, rank, amount,
etc.).
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Nominal Scale
One uses names or labels according to certain
characteristics.
Variables assessed on nominal scale are called
categories.
Basic operation: = or
Ordinal Scale
Ordinal measurements tell ranks or difference
between items (e.g., Class ranks; Hardiness of minerals).
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Interval Scale
In interval scales, the steps are considered to be
equal.
Equality of successive steps
Difference between 2 & 1 is the same as the difference
between 7 & 6.
We can use numbers, steps, phrases, or distance to
represent the successive intervals.
Example: Ratings; Test scores; Celsius temperature
Ratio Scale
Most measurement in physical sciences &
engineering is done on ratio scales.
Distinguishing feature of a ratio scale is possession
of a natural zero value.
Example: Mass, length, time, plane angle, energy,
electric charge, & GDP
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Scale Characteristics
Description: Unique labels or descriptors that are used to
designate each value of the scale. All scales possess
description.
Order: Relative sizes or positions of descriptors. Order is
denoted by descriptors such as greater than, less than, and
equal to.
Distance: Absolute differences between scale descriptors
are known & may be expressed in units.
Origin: Scale has a unique or fixed beginning or true zero
point.
Comparison of Scales
Information Richness
Arithmetic Operation
Statistical Technique
Conversion into other scale
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A few exercise
Gender: 1. Male 2. Female
Nominal Scale
A few exercise
Education: 1. Less than 10th Std 2. 10th Std 3.12th Std
4.Graduate 5. Post Graduate
Nominal Scale or Ordinal Scale
Why do you use the current brand? Please rank the
preference
a. This is exactly the product I have always wanted to use.
b. This is the best available brand.
c. It is a force of habit
d. There is really no choice.
Ordinal Scale
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A few exercise
This supplier keeps promises it makes to our firm.
(Please rate the statement)
Strongly Disagree Strongly Agree
1 2 3 4 5
Interval Scale
Questionnaire Definition
A questionnaire is a formalized set of questions for
obtaining information from respondents.
Unstructured questions are open-ended questions that
respondents answer in their own words.
Structured questions specify the set of response
alternatives & the response format.
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Type of Information
As a general guideline, basic information should be obtained first,
followed by classification, and, finally, identification information.
Difficult Questions
Difficult questions or questions which are sensitive, embarrassing,
complex, or dull, should be placed late in the sequence.
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Pretesting of Questionnaire
Pretesting: Refers to testing of questionnaire on a small
sample of respondents to identify & eliminate potential
problems.
A questionnaire should not be used in field survey without
adequate pretesting.
All aspects of questionnaire should be tested, including
question content, wording, sequence, form & layout,
question difficulty, and instructions.
Respondents for pretest & for actual survey should be
drawn from same population.
Pretests are best done by personal interviews, even if
actual survey is to be conducted by mail, telephone, or
electronic means, because interviewers can observe
respondents' reactions & attitudes.
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