Business Research

2. 
Scale is a tool by which individuals are
distinguished as to how they differ from one
another on the variables of interest.

Types of Scales
◦
◦
◦
◦
Nominal
Ordinal
Interval
Ratio
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3. 
A scale that allows a researcher to assign
subjects to certain categories or groups

Categories should be mutually exclusive and
exhaustive
◦ e-g, Gender
 Male
 Female
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4. 
A scale that allows the researcher to characterize
the variables in such a way so as to denote
differences among various categories and also
rank them in some order
◦ e-g:Please rank the following motivation factors, from 1 to
the most important and 4 the least important)




4 (1 being
Power
Money
Independence
Respect
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5. Copyright © 2003 John Wiley & Sons, Inc.
Sekaran/RESEARCH 4E

6. 
An interval scale allows us to perform certain
arithmetical operations on the data collected
from the respondents e-g,
Please rate how much do you like the following soft drinks.
like
very much
Coca Cola
1
2
3
4
7-UP
1
2
3
4
Pepsi
1
2
3
4
Sprite
1
2
3
4
dislike
very much
5
6
7
5
6
7
5
6
7
5
6
7
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7. 
The ratio scale overcomes the disadvantage of
the arbitrary origin point of the interval scale, in
that it has an absolute (in contrast to arbitrary)
zero point, which is meaningful measurement
point
◦ e-g, How many organizations did you work for before
joining this system?
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8. Copyright © 2003 John Wiley & Sons, Inc.
Sekaran/RESEARCH 4E

9. Rating Scale
•asks the respondent to estimate the magnitude of
a characteristic, or quality, that an object
possesses.
•The respondent’s position on a scale(s) is where
he or she would rate an object
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10. 








Dichotomous Scale
Category Scale
Likert Scale
Numerical Scale
Semantic Differential Scale
Itemized Rating Scale
Fixed or Constant Sum Rating Scale
Stapel Scale
Graphic Rating Scale
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11. In its most basic form, attitude scaling requires
that an individual agree with a statement or
respond to a single question.
This type of self-rating scale merely classifies
respondents into one of two categories.
THE PRESIDENT SHOULD RUN FOR RE-ELECTION
_______ AGREE
______ DISAGREE
Based on Nominal Scale

12. A category scale is a more sensitive measure than
a scale having only two response categories - it
provides more information.
Based on Nominal Scale
In which faculty of UCP you are enrolled in?
Faculty of Commerce
Faculty of Engineering
Business School
Faculty of Commerce
Faculty of Social Sciences
Faculty of Pharmacy

13. An extremely popular means for measuring
attitudes. Respondents indicate their own
attitudes by checking how strongly they agree or
disagree with statements.
Response alternatives: “strongly agree”, “agree”,
“uncertain”, “disagree”, and “strongly disagree”.
Based on Interval Scale

14. It is more fun to play a tough, competitive tennis match
than to play an easy one.
Strongly Agree
1
Agree
2
Not Sure
3
Disagree
4
Strongly Disagree
5

15. How important were the following in your decision to visit
Switzerland? (check one for each item)
VERY
SOMEWHAT
IMPORTANT
NOT TOO
IMPORTANT
IMPORTANT
CLIMATE
___________
___________
___________
COST OF TRAVEL
___________
___________
___________
FAMILY ORIENTED
___________
___________
___________
___________
___________
EDUCATIONAL
/HISTORICAL ASPECTS _________

16. A series of seven-point bipolar rating scales.
Bipolar adjectives, such as “good” and “bad”,
anchor both ends (or poles) of the scale.
A weight is assigned to each position on the rating
scale. Traditionally, scores are 7, 6, 5, 4, 3, 2, 1,
or +3, +2, +1, 0, -1, -2, -3.
Based on Interval Scale

17. Exciting
___ : ___ : ___ : ___ : ___ : ___ : ___ : Calm
Interesting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Dull
Simple___ : ___ : ___ : ___ : ___ : ___ : ___ Complex
Passive ___ : ___ : ___ : ___ : ___ : ___ : ___ Active

18. Numerical scales have numbers as response
options, rather than “semantic space’ or verbal
descriptions, to identify categories (response
positions).
Exciting
1 : 2 : 3 : 4 : 5 : 6 : 7 Calm
Based on Interval Scale

19. Modern versions of the Staple scale place a single
adjective as a substitute for the semantic differential
when it is difficult to create pairs of bipolar adjectives.
The advantage and disadvantages of a Stapel scale,
as well as the results, are very similar to those for a
semantic differential. However, the stapel scale
tends to be easier to conduct and administer.
Interval Scale

20. Department
Store Name
+3
+2
+1
Wide Variety
-1
-2
-3

21. 

Divide 100 points among each of the following brands
according to your preference for the brand:
Brand A _________

Brand B _________

Brand C _________

Ordinal Scale: as unclear distance/interval

22. Magnitude of each alternative known
Equal value can be indicated.
Too many can confuse

23. A graphic rating scale presents respondents with
a graphic continuum.
3
Very
Good
2
1
Very
Poor

24. easy to construct and simple to use,
can discern fine distinctions, but not
very reliable, can be treated as
interval data.

25. Ranking tasks require that the respondent rank
order a small number of objects in overall
performance on the basis of some
characteristic or stimulus.
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26. 

Rank the following in order of preference, 1
being the most preferred and 3 the least:
Brand A _________

Brand B _________

Brand C _________

27. 
In paired comparisons the respondents are presented with two
objects at a time and asked to pick the one they prefer.

Ranking objects with respect to one attribute is not difficult if
only a few products are compared, but as the number of items
increases, the number of comparisons increases geometrically
(n*(n -1)/2).

It causes fatigue and respondent no longer carefully
discriminate among them.
Example:
Which support provides you more motivation to complete your
task?
friends support
family support


28. 3.A COMPARATIVE SCALE
A COMPARATIVE SCALE provides a benchmark to assess attitudes toward
current object, event or situation understudy.
Please indicate how the amount of authority in your present position
compares with the amount of authority that would be ideal for this position.
TOO MUCH
ABOUT RIGHT
TOO LITTLE

29. 4.Forced Choice
A Forced Choice enables respondents to rank objects relative to one
another, among the alternatives provided.
Rank the following channels you like to watch in the order of preference,
assigning 1 to the most preferred choice and 5 to the least preferred.
Duniya
Geo
Express
Samaa
Aaj

30. Two important guidelines are:
1. Relevancy  ask only questions that are relevant to the
research objective.
2. Accuracy  ask only questions that will provide accurate
information.

31. •Need to decide how “what is to be asked” should be phrased
•Alternative question formats are shown below
•Each format has its advantages and disadvantages
Open ended
Question
type
Closed ended
Simple
dichotomy
Multiple
choice

32. 1.
Open-ended – Questions in which the
respondent answers in his own words
Why do you like studying at UCP?
Why do you fly with Airlines X, Y or Z?
How do you assess the economic prospects of Pakistan?
2. Closed-ended (or Fixed Alternative) – Question
in which respondent selects one or more options
from pre-determined set of responses

33. Simple dichotomy  Closed ended question with only
two response alternatives
EG: What do you consult while preparing for the
examination?
PPT-slides prescribed course literature
◦
◦
Multiple Choice  Closed ended question with more
than two response alternatives
Which is your preferred place to sit in an aircraft: First
Class, Business Class, Economy Class)

34. Checklist question - Multiple choice question in which respondent can
select more than one of the response alternatives
What sources of information would you use to compile your research
paper:
-
Local bookstores
University libraries
Research Institutes
The Digital library
Technical Journals
Magazines and Newspapers
Interviews with Key Stakeholders

35. 
1.
Response categories provided for each close-ended
question should be mutually exclusive and exhaustive
Mutually Exclusive  Response categories must be
such that the same respondent cannot be classified
into more than one category.
e.g. the categories
$1,000-5,000 and
$5,000-10,000 are not mutually exclusive.
2. Exhaustive – Response categories should include all
possible response options. Sometimes this is achieved
by including a response option like “Other (Please
specify)….”

36. Avoid complexity: use simple, conversational
language.
 Avoid leading and loaded questions.
 Avoid ambiguity: be as specific as possible.
 Avoid double barreled items.
 Avoid making assumptions.
 Avoid burdensome questions.


37. Leading question: a question that suggests or implies a certain
answer.
Causes:
•The bandwagon effect – e.g. Most Saudis have stopped
eating junk food. Do you eat junk food?
•Partially mentioning some alternatives – e.g. which fast food
restaurant do you prefer, Pizza Hut or others?
•Questions with the phrase: “ Don’t you think that ..”

38. 
A question that is designed to suggest a socially
desirable answer. Usually it is emotionally charged.
Causes:
• Choice of words; e.g. using emotionally-charged words,
such as in: In your opinion is it fair that the Security Dept
should be harassing students with parking tickets?
•Do you think that older people should be laid off?
• Framing question such that honest answer is painful or
embarrassing  use counter biasing statement.
There are pros and cons to retaining senior citizens in the
workforce. To what extent do you think firms should
continue to keep the elderly on their payroll?

39. Introduces bias because it covers two issues at
once.
 I am satisfied with my masters level performance.
My bachelors performance was also satisfying

◦
◦
◦
◦
◦
Highly satisfied
Somewhat Satisfied
Neither satisfied nor dissatisfied
Somewhat dissatisfied
Completely dissatisifed

40. 
Use simple, interesting opening questions  e.g asking for
respondent’s opinion on an issue.

Ask general questions before specific questions  funnel
approach

Use filter questions with care.

Do you like ice-cream? If yes then move to Q2; if No move to Q5 (filter)

Finish asking questions on one topic before moving to
another.

41. •
Keep questionnaire short if possible, but not too short that
you sacrifice needed information
•
Do not over crowd questionnaire
•
Provide decent margin space
•
Use multiple- grid layout for questions with similar
responses
•
Use good quality print paper.
•
Use booklet form if possible
•
Carefully craft the questionnaire title:
1. Captures respondent’s interest.
2. Shows importance of the study.
3. Shows interesting nature of the study.

42. 
Pretesting Process
◦ Seeks to determine whether respondents have any
difficulty understanding the questionnaire and whether
there are any ambiguous or biased questions.

Preliminary Tabulation
◦ A tabulation of the results of a pretest to help determine
whether the questionnaire will meet the objectives of the
research.

43. 
Back Translation
◦ Taking a questionnaire that has previously been
translated into another language and having a second,
independent translator translate it back to the original
language.
◦ A questionnaire developed in one country may be difficult
to translate because equivalent language concepts do
not exist or because of differences in idiom and language