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Chapter 4
Research Methodology
4.2 Measurement Techniques
Measurement Techniques
1. Measurement basics
2. Common response formats
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1.1 Measurement
Measurement is the
process of assigning 7 8 3
numbers or labels to
objects, persons, states,
or events in accordance
with specific rules to
represent quantities or Third Second First
qualities of attributes. place place place
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1.2 Levels of Measurement
There are four distinct measurement scales:
Nominal scale: measures categories;
Ordinal scale: Categories + rank and order;
Interval scale: Equal distance between any two
consecutive measures; and
Ratio scale: Intervals + meaningful zeros.
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Nominal scale: Lowest Level
Ordinal scale:
Interval scale:
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1.2 Levels of Measurement
1.2.1 Nominal Scales
Nominal scales focus on only requiring a respondent to
provide some type of description as the raw response.
Example:
1. Please indicate your organization/company type.
__ Contractor __Client __ Consultant__ Financeir
2. Please indicate your position in the organization/company.
__Project Manager __ Site Engineer__ Office Engineer
3. Gender is a nominal scale
Male = 1
Female = 2
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1.2 Levels of Measurement
1.2.2 Ordinal Scales
Ordinal scales allow the respondent to express “relative
magnitude” between the raw responses to a question.
A measure of order or rank
Used to arrange data into series
Provides no information regarding magnitude
Example:
What is your opinion on domestic contractor’s performance in
road construction projects?
__ Very good
__ Good
__ Fair
__ Poor
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1.2 Levels of Measurement
1.2.3 Interval Scales
Interval scales demonstrate the absolute differences
between each scale point.
Interval data are always numeric
Example:
How likely do you recommend the Design Build delivery
method in Ethiopian construction industry?
Unfavorable Favorable
1 2 3 4 5 6 7
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A measure of order and quantity
Difference between values can be calculated
Cannot establish ‘x-fold’ increase
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1.2 Levels of Measurement
1.2.4 Ratio Scales
Ratio scales allow for the identification of absolute
differences between each scale point, and absolute
comparisons between raw responses.
Example:
Please circle the number of Years your company has been
working as grade 1 contractor.
1 2 3 4 5 6 7 (if more than 7 please specify)
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There are various response formats employed for
measurement purposes as follows:
Likert Scale;
Semantic Differential Scale;
Behavioral Intention Scale;
Comparative Scales; and
Non-comparative Scales.
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2.1 Likert Scale
A likert scale is an ordinal scale format that asks respondents to
indicate the extent to which they agree or disagree with a series of
mental or behavioral belief statements about a given object.
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2.2 Semantic Differential Scale
A semantic differential scale is unique bipolar ordinal scale format
that captures a person’s attitudes and/or feelings about a given
object.
In their simplest form, each of the bipolar scales that make up a
semantic differential consists of an antonym pair, which are usually
two adjectives (e.g., bad - good; unpleasant - pleasant)
a seven-point rating scale with end points associated with bipolar
labels that have semantic meaning
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2.3 Behavioral Intention Scale
A behavioral intention scale is a special type of rating
scale designed to capture the likelihood that people will
demonstrate some type of predictable behavior intent
toward purchasing an object or service in a future time
frame. Example: shopping intention scale.
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2.4 Comparative Rating Scale
Comparative Rating Scales is a format that requires a
judgment comparing one object, person, or concept
against another on the scale
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2.5 Non-comparative Rating Scale
Non comparative Rating Scales: format that requires a
judgment without reference to another object, person, or
concept.
2.6 Graphic Rating Scale
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Unique rating scale configuration
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THANK YOU!
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