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Discussion

3.2.1 Scaling

A common feature of survey based research is to convert
respondent’s feelings, attitudes, opinions, etc. into measurable
terms. Scaling describes the procedures of assigning numbers to
various degrees of opinion, attitude and other concepts. Scaling
originated in the social sciences in an attempt to measure or to
classify attributes by quantitative methods. Scaling provides
a mechanism for measuring abstract concepts. Scales of
measurement in statistics are different ways in which variables
◆ Group variables in a
continuum are grouped to different categories. It describes the nature of the

values assigned to the data set variables. A scale is a continuum,
consisting of the highest point (in terms of some characteristic
e.g., preference, favourableness, etc.) and the lowest point along
with several intermediate points between these two extreme
points. These scale-point positions are so related to each other that
when the first point happens to be the highest point, the second
point indicates a higher degree in terms of a given characteristic as
compared to the third point and the third point indicates a higher
degree as compared to the fourth and so on.

3.2.2 Types of Scales

The scaling technique is a method of placing respondents
◆ Based on order, following a gradual change in pre-assigned values, symbols, or
distance and origin numbers based on the characteristics of a particular object based
on defined rules. All scaling techniques are based on four pillars,
that is, order, description, distance and origin.

Figure 3.2.1 Primary scaling techniques

100 SGOU - SLM -MCom Research Methodology