Measurement Scales in Research Methodology
Certain research data are qualitative in nature. Data on attitude, opinion or behavior of employees, customers, and sales persons etc., are qualitative. The terms “attitude” and “opinion” have frequently been differentiated in psychological and sociological investigations. A commonly drawn distinction has been to view an attitude as a predisposition to act in a certain way and an opinion as a verbalization of the attitude. Thus, a statement by a respondent that he prefers viewing color to black-and-white television programs would be an opinion expressing one aspect of the respondent’s attitude toward color television. Motivation, commitment, satisfaction, leadership effectiveness, etc involve attitude measurement based on revealed opinions. These qualitative data require measurement scales for being measured. Types of Measurement Scales used in Research There are four different scales of measurement used in research; nominal, ordinal, interval and ratio. The rules used to assign numerals objects define the kind of scale and Continue reading