Page 110 - SREENARAYANAGURU OPEN UNIVERSITY

◆ It has all the properties of nominal, ordinal, and interval
scales.

◆ It has an absolute zero point.
◆ Most accurate scale
◆ It is useful for calculating the ratio of scale value.

◆ All statistical techniques can be applied to ratio data.

Properties of the four types of scales are as follows:

Table 3.2.1

Characteristics Nominal Scale Ordinal Scale Interval Scale Ratio Scale

Category/ Distinctive Yes Yes Yes Yes
Classification

Order No Yes Yes Yes

Distance Not fixed Not fixed Fixed Fixed

Origin Not fixed Not fixed Not fixed Fixed

Thus, when starting from a nominal scale (least accurate) to a
scale of ratios (most accurate), relevant information is obtained in
a better way. If the nature of the variables allows, the researcher
should use the scale that gives the most accurate description.
3.2.2.1 Comparative and Non-comparative Techniques
Other important scaling techniques are comparative and non-
comparative scaling techniques. The comparative scaling technique

is used to determine the scale values of multiple items by making
comparisons between items. Comparative scales provide a direct
comparison of different objects under study. In a non-comparative
technique, the scale value of one element is determined without
comparing it to another element. Non-comparative scaling
techniques involve scaling each object independently of other
objects.
Comparative scaling techniques
Under comparative scaling technique comparison of stimulus
objects are made. These data can be interpreted in relative terms
◆ Direct comparison only and thus it has only ordinal and rank order properties. Under
between objects
this technique, relative judgements are made against other similar

104 SGOU - SLM -MCom Research Methodology