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COTM 5241: Research Methods

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Technical Report Writing
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:

 Ratio scale: Highest Level

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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

Antarctica Bath Sahara Desert


-30 oC 40 oC 10 oC 48 oC 58 oC
(-22 oF) (50 oF) (136 oF)

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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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