SCALING, CLASSIFICATION BASES AND SCALE

CONSTRUCTION TECHNIQUE
Scaling is the procedure of measuring and assigning the objects to the
numbers according to the specified rules. In other words, the process
of locating the measured objects on the continuum, a continuous
sequence of numbers to which the objects are assigned is called as
scaling.
Scaling is considered as the extension of measurement. The
measurement is the process of assigning numbers or symbol to the
characteristics of the object as per the specified rules. Here, the
researcher assigns numbers, not to the object, but to its characteristics
such as perceptions, attitudes, preferences, and other relevant traits.

For example, consider a scale from 1 to 10 for locating consumer

characteristics (preference for the product). Each respondent is
assigned a number from 1 to 10 denoting the degree of
unfavourableness for the product, with ‘1’ indicating extremely
unfavourable and ’10’ indicating extremely favourable. Here, the
measurement is the process of assigning the actual number from 1 to
10 to each respondent while the scaling is a process of placing
respondents on a continuum with respect to their preference for the
product.

In research, usually, the numbers are assigned to the qualitative traits

of the object because the quantitative data helps in statistical analysis
of the resulting data and further facilitates the communication of
measurement rules and results.

All the scales used in scaling techniques can be explained in terms of

four basic characteristics., Viz. Description, Order, Distance, and
origin. These characteristics collectively define the Levels of
Measurement of scale.  The level of measurement indicates that what
properties of an object are measured or not measured by the scale.

SCALE CLASSIFICATION BASES:

Scale Classification Bases The number assigning procedures or the
scaling procedures may be broadly classified on one or more of the
following bases: (a) subject orientation; (b) response form; (c) degree
of subjectivity; (d) scale properties; (e) number of dimensions and (f)
scale construction techniques. We take up each of these separately.
(a) Subject orientation: Under it a scale may be designed to
measure characteristics of the respondent who completes it or to judge
the stimulus object which is presented to the respondent. In respect of
the former, we presume that the stimuli presented are sufficiently
homogeneous so that the betweenstimuli variation is small as
compared to the variation among respondents. In the latter approach,
we ask the respondent to judge some specific object in terms of one or
more dimensions and we presume that the between-respondent
variation will be small as compared to the variation among the
different stimuli presented to respondents for judging.
(b) Response form: Under this we may classify the scales as
categorical and comparative. Categorical scales are also known as
rating scales. These scales are used when a respondent scores some
object without direct reference to other objects. Under comparative
scales, which are also known as ranking scales, the respondent is
asked to compare two or more objects. In this sense the respondent
may state that one object is superior to the other or that three models
of pen rank in order 1, 2 and 3. The essence of ranking is, in fact, a
relative comparison of a certain property of two or more objects.
(c) Degree of subjectivity: With this basis the scale data may be
based on whether we measure subjective personal preferences or
simply make non-preference judgements. In the former case, the
respondent is asked to choose which person he favours or which
solution he would like to see employed, whereas in the latter case he
is simply asked to judge which person is more effective in some
aspect or which solution will take fewer resources without reflecting
any personal preference.
 (d) Scale properties: Considering scale properties, one may classify
the scales as nominal, ordinal, interval and ratio scales. Nominal
scales merely classify without indicating order, distance or unique
origin. Ordinal scales indicate magnitude relationships of ‘more than’
or ‘less than’, but indicate no distance or unique origin. Interval scales
have both order and distance values, but no unique origin. Ratio
scales possess all these features.
(e) Number of dimensions: In respect of this basis, scales can be
classified as ‘unidimensional’ and ‘multidimensional’ scales. Under
the former we measure only one attribute of the respondent or object,
whereas multidimensional scaling recognizes that an object might be
described better by using the concept of an attribute space of ‘n’
dimensions, rather than a single-dimension continuum.
Scale construction techniques:
Following are the five main techniques by which scales can be
developed.
(i) Arbitrary approach: It is an approach where scale is
developed on ad hoc basis. This is the most widely used
approach. It is presumed that such scales measure the
concepts for which they have been designed, although
there is little evidence to support such an assumption.
(ii) (ii) Consensus approach: Here a panel of judges evaluate
the items chosen for inclusion in the instrument in terms of
whether they are relevant to the topic area and
unambiguous in implication.
(iii) Item analysis approach: Under it a number of individual
items are developed into a test which is given to a group of
respondents. After administering the test, the total scores
are calculated for every one. Individual items are then
analysed to determine which items discriminate between
persons or objects with high total scores and those with
low scores.
(iv) Cumulative scales are chosen on the basis of their
conforming to some ranking of items with ascending and
descending discriminating power. For instance, in such a
scale the endorsement of an item representing an extreme
position should also result in the endorsement of all items
indicating a less extreme position.
(v) Factor scales may be constructed on the basis of
intercorrelations of items which indicate that a common
factor accounts for the relationship between items. This
relationship is typically measured through factor analysis
method.