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For example, a study is conducted to identify the job satisfaction
of an employee in an organisation. Here, the respondents are
asked to classify 20 statements based on job satisfaction such as
statements relating to job security, remuneration, opportunities for
career growth and so forth into five piles from ‘Highly satisfied’
to ‘Highly dissatisfied’. Generally, the most agreed statement is
placed on the top while the least agreed statement at the bottom.

3.2.2.2 Non-Comparative Scaling Techniques
Under non-comparative scaling techniques each item is
◆ Independent scaling scaled independently of each others. A non-comparative scale
analyses the performance of an individual product or object on
different parameters. It takes into account only one item at a time.

Fig 3.2.3 Non-comparative scaling techniques

Various types of non-comparative scaling techniques are as
follows:
i. Continuous rating scale
Continuous rating scale is also known as graphic rating scale. In
this scale, respondents indicate their rating by making appropriate
distance on a continuous scale. In this method respondents are
free to place the object in a situation of their choice. It is done by
selecting and marking a point on the straight or horizontal line
◆ Marking a point
between two real criteria. Scale-points with brief descriptions
may be indicated along the line, their function being to assist the
researcher in performing his job. The researcher, after obtaining
the ratings, must divide the lines into different categories and
assign scores based on the categories. The scale possesses the
features of order, distance, and description. It is easy to construct
but scoring is difficult.

108 SGOU - SLM -MCom Research Methodology