Chapter 2 · Survey: Measurement and Scaling · Slide 25/274

Comparison of Scaling Techniques

The measured value of an object results from the direct comparison with another object.

2.1 · Introduction Comparison

Direct

Comparative Scales

The measured value of an object results from the direct comparison with another object.

Data can only be interpreted as relative positions — ordinal ordinal level of measurement only (rank order).

Isolated

Non-Comparative Scales

Each object is judged in isolation — that is, independently of other objects.

Measurement results are usually treated as intervalscaled or metric.

The choice between the scaling techniques depends on:

Nature of the research question Variability of the measured value in the population Methods of data analysis

QUESTIONSTAR · Dr. Paul Marx 25 / 274