Measurement & Scaling

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Measurement & Scaling Measurement (nominal, ordinal, interval, ratio) Comparative vs Non- comparative Scaling Chapter 8

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Measurement & Scaling. Chapter 8. Measurement (nominal, ordinal, interval, ratio) Comparative vs Non-comparative Scaling. Measurement: definisi, apa yang di ukur ?. Penentuan indeks, verifikasi terhadap tinggi, berat, ciri fisik lainnya adalah pengukuran. - PowerPoint PPT Presentation

Transcript of Measurement & Scaling

Page 1: Measurement & Scaling

Measurement & Scaling

Measurement (nominal, ordinal, interval, ratio)

Comparative vs Non-comparative Scaling

Chapter 8

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Measurement: definisi, apa yang di ukur ?

Penentuan indeks, verifikasi terhadap tinggi, berat, ciri fisik lainnya adalah pengukuran.

Seberapa bagus sebuah lagu, lukisan, kepribadian seseorang, merupakan pengukuran.

Mengukur: menemukan batas-batas, dimensi-dimensi, kuantitas, atau kapasitas sesuatu, dgn membandingkan dgn sebuah standar.

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Measurement : definisi, apa yang di ukur ?

Pengukuran: pemberian angka atas kejadian, obyek, atau aktivitas empiris yg memenuhi kaidah-kaidah yg berlaku.

Ada 3 proses pengukuran : 1) Menseleksi kejadian-kejadian empiris yg dapat

diamati (observable)2) Mengembangkan serangkaian mapping rules:

pemberian angka atau simbol untuk mewakili aspek-aspek dari kejadian yg sedang diukur.

3) Menerapkan mapping rules pada setiap pengamatan kejadian itu

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Pengukuran (measurement)

Pengukuran: pemakaian satuan kuantitatif/

kualitatif pada objek (subjek) penelitian; yg

mendeskripsikan jumlah atau tingkat

properti yang dimiliki objek tersebut. Satuan yang dipakai harus generally accepted. Misal: berat badan satuan yang diterima

umum adalah kg, bukan gram, walaupun sama-

sama menyatakan berat.

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Jenis Data Berdasarkan Skala Ukurnya

1. NOMINAL: membedakan obyek, misal jenis kelamin (1=pria, 2=wanita).

2. ORDINAL: membedakan obyek dan menyatakan urutan menurut besar kecil, misal pendidikan (1=SD, 2=SLTP, 3=SMU, 4=PT).

3. INTERVAL: membedakan obyek, menyatakan urutan menurut besar kecil, dan adanya interval yang sama, misal nilai ujian.

4. RATIO: membedakan obyek, menyatakan urutan menurut besar kecil, adanya interval yang sama, dan adanya NOL mutlak, misal berat suatu produk.

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Jenis Data

Sifat

Membedakan

Ada Urutan/

Tingkatan

Ada

Interval

Ada titik nol mutlak

Nominal

Ordinal

Interval

Rasio

Jenis Data Berdasarkan Skala Ukur

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Data Nominal Contoh: gender, ID number, marital status,

pekerjaan Hanya melakukan kategorisasi variabel yang diukur. Satu objek penelitian hanya masuk pada satu

kategori. Angka hanya label. Pemberian skor hanya sekedar

untuk membedakan (jadi dapat dibolak-balik) Tidak memiliki jarak. Tidak mengandung nilai yang menunjukkan

rangking/urutan. Aplikasi statistik yang diperbolehkan hanya modus

dan distribusi frekuensi.7

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Data Nominal

Jenis PekerjaanPengukuran

(pemberian skor) yang mungkin

PegawaiWirausaha

Pelajar/Mahasiswa

123

321

213

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Contoh: Pengukuran “Pekerjaan Responden”

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Data Ordinal

Melakukan kategorisasi variabel Kategori yang ada dapat diurutkan (order) Berlaku formula: bila a > b, b > c, maka a > c. Hanya ada urutan, tapi jarak (interval) antar

kategori tidak sama. Misal: “sangat puas” lebih baik dibandingkan

“puas”, dan “tidak puas” juga lebih baik dibandingkan “sangat tidak puas”; namun jarak “sangat puas” dengan “puas” ≠ jarak antara “tidak puas” dengan “sangat tidak puas”.

Aplikasi statistik yang diperbolehkan (berlaku) modus, distribusi frekwensi, dan median.

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Data Ordinal -- contoh

Below are the attributes used by many customers to select a restaurant. Give ranking for each attribute from 1 for the attribute you consider as the most important, to 7 for the attributes you consider as the least important, when you select a restaurant. Price ……….. Service speed ……….. Location ……….. Consistency of food quality……….. Food variation ……….. Staff friendliness ……….. Portion size ………..

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Data Ordinal -- contoh

Tingkat PendidikanPengukuran (skor) yang

mungkin

SD dan sederajatSMP dan sederajatSMA dan sederajat

S1

4321

1234

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Pengukuran “Tingkat Pendidikan Responden”

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Data Interval

Memiliki sifat seperti data skala nominal & ordinal. Jarak satu kategori dengan kategori lainnya jelas.

Misal IPK mhsw A=4 dan mhsw B=2, maka jarak IPK kedua mhs = 2.

Namun data interval belum bisa dibandingkan secara mutlak (bukan berarti kepintaran A 2x B)

Aplikasi statistik yang diperbolehkan modus, frekwensi, median, serta mean dan standar deviasi.

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Data Interval -- contohFrom the range 1 to 6 below, give rating on the latest fast-food restaurant you visited, where 1 for extremely unsatisfying to 6 for extremely satisfying:

Extremely Extremely

unsatisfying satisfying

• Price 1 2 3 4 5 6

• Staff friendliness 1 2 3 4 5 6

• Variation 1 2 3 4 5 6

• Service speed 1 2 3 4 5 6

• Food quality 1 2 3 4 5 6

• Portion size 1 2 3 4 5 6

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Data Rasio

Example: height, weight, length, age, money, etc. Memiliki sifat seperti yg terdapat dalam data

nominal, ordinal dan interval Plus…data dapat dibandingkan secara absolut;

Misal: uang A $25, B $75, maka dapat langsung dibandingkan bahwa uang A adalah sepertiga dari uang B.

• Plus…data rasio, angka NOL-nya mutlak (punya arti)

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Perbandingan skala pengukuran utamaPerbandingan skala pengukuran utama

Scale BasicCharacteristics

CommonExamples

MarketingExamples

Permissible StatisticsDescriptive Inferential

Nominal Numbers identify &classify objects

Social Securitynos., numberingof footballplayers

Brand nos.,store types

Percentages,mode

Chi-square,binomial test

Ordinal Nos. indicate therelative positions ofobjects but not themagnitude ofdifferences betweenthem

Qualityrankings,rankings ofteams in atournament

Preferencerankings,marketposition,social class

Percentile,median

Rank-ordercorrelation,FriedmanANOVA

Interval Differencesbetween objects canbe compared, zeropoint is arbitrary

Temperature(Fahrenheit,Celsius)

Attitudes,opinions,index .

Range, mean,standarddeviation

Product-momentcorrelation, ttests, regression

Ratio Zero point is fixed,ratios of scalevalues can becompared

Length, weight Age, sales,income, costs

Geometricmean,harmonicmean

Coefficient ofvariation

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Scaling

Prosedur pemberian bilangan (atau simbol-simbol lain) pada suatu objek agar memberi-kan pengetahuan tentang ciri obyek yang diukur/ditanyakan.

Secara berurut angka/bilangan diberikan untuk menunjukkan sesuatu pada objek.

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Scaling

Contoh1: Sikap terhadap suatu universitas dapat diukur pada berbagai skala untuk menangkap indikator dari suatu variabel atau dimensi mengenai awareness, feeling, minat.

Contoh2: untuk mengukur temperatur udara, ditunjukkan oleh variasi dari ekspansi/ kontraksi merkuri yang ada pada tabung merkuri.

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Memilih skala pengukuran

Memilih dan mengembangkan skala pengukuran perlu mempertimbangkan berbagai faktor yang akan berpengaruh pada reliabilitas, validitas, dan kepraktisan sebuah skala.

Faktor-faktor itu adalah :• Research Objective• Response types• Data Properties• Number of dimensions• Balanced or unbalanced• Forced or unforced choices• Number of scale points• Rater errors

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Skala Pengukuran

Secara garis besar, skala pengukuran dibedakan jadi 2:

1. Comparative scaling. Pengukuran terhadap satu objek dilakukan dengan cara membanding-kan langsung objek ybs dengan objek lainnya.

2. Non-comparative scaling. Satu objek diukur secara independen/bebas, tidak dibandingkan dengan objek yang lainnya.

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A Classification of Scaling Techniques

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Paired Comparison

Likert Semantic Differential

Stapel

Scaling Techniques

Non-comparativeScales

Comparative Scales

Paired Comparison

Rank Order

Constant Sum

Q-short

Continuous Rating Scales

Itemized Rating Scales

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COMPARATIVE SCALING

1. Paired Comparison

2. Rank Order Comparison

3. Constant Sum

4. Q-Sort

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1 Paired Comparison Scaling

A respondent is presented with two objects

and asked to select one according to some

criterion.

The data obtained are ordinal in nature.

Paired comparison scaling is the most widely

used comparative scaling technique.

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1 Paired Comparison – Contoh…

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The most common method of taste testing is paired comparison. The consumer is asked to sample two different products and select the one with the most appealing taste.

The test is done in private and a minimum of 1,000 responses is considered an adequate sample. A blind taste test for a soft drink, where imagery, self-perception and brand reputation are very important factors in the consumer’s purchasing decision, may not be a good indicator of performance in the marketplace. The introduction of New Coke illustrates this point. New Coke was heavily favored in blind paired comparison taste tests, but its introduction was less than successful, because image plays a major role in the purchase of Coke.

A paired comparison taste test

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2. Rank Order Scaling

Respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion.

It is possible that the respondent may dislike the brand ranked 1 in an absolute sense.

Furthermore, rank order scaling also results in ordinal data.

Faster & easier than paired comparison scaling.

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Brand Rank Order

1. Maxam _________

2. Colgate _________

3. Pepsodent _________

4. Close-Up _________

5. Ciptadent _________ 6. Sensodyne _________

7. Ritadent _________

8. Formula _________

Preference for Toothpaste Brands Using Rank Order Scaling

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Form

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3. Constant Sum Scaling

Responden diminta mengalokasikan sejumlah angka (misal 100) ke dalam beberapa atribut untuk merefleksikan tingkat kepentingan atribut tersebut.

Total tingkat kepentingan dari semua atribut harus = sejumlah angka yang ditetapkan (sesuai contoh = 100).

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3. Constant Sum Scaling

Example: Mohon bagi angka 100 ke dalam beberapa hal di bawah ini yang menggambar-kan tingkat kepentingannya, ketika Anda memutuskan memilih sebuah bank:

Fasilitas/gedung --------Kehandalan --------Responsiveness dari staf --------Kemampuan staf --------Keramahtamahan staf --------+TOTAL 100

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4. Q-Sort

Responden diminta untuk memilah berbagai hal (objek) ke dalam beberapa kelompok, setelah itu beberapa kelompok teratas diminta untuk diurutkan.

Example: Dengan menggunakan “drop card”, mohon ambil 3 yang terpenting, kemudian dari 3 tersebut, tolong diurutkan.

Exercise: List consideration attributes in purchasing a cellular phone

28 back

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NON-COMPARATIVE SCALING

1. Continuous Scaling

2. Itemize Scaling:2.1. Likert Scale

2.2. Semantic Differential Scale (skala perbedaan semantik/bunyi)

2.3. Stapel Scale

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1. Continuous Rating Scale

Responden menilai sebuah objek dengan cara menempat-kan penilaian mereka pada range jawaban yang telah disediakan

Contoh: How would you rate Matahari as a department store?

Version 1Probably the worst - - - - - - -I - - -.- - - - - - - - - - - - - - - - - - -

Probably the best Version 2Probably the worst - - - - - - -I - -.- - - - - - - - - - - - - - - - - -- -

Probably the best0 10 20 30 40 50 60 70 80 90

100 

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2. 2. Itemized Rating ScalesItemized Rating Scales

The respondents are provided with a scale that has a number or brief description associated with each category.

The categories are ordered in terms of scale position, and the respondents are required to select the specified category that best describes the object being rated.

The commonly used itemized rating scales are 1. The Likert scales2. Semantic differential scales3. Stapel scales

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The Likert Scale 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”.

Can be 1 to 5, 1 to 7, or 1 to 9 scale.

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Examples of Likert Scale

The Likert scale requires the respondents to indicate a degree of Agreement or disagreement with each of a series of statements about the stimulus objects.

  Strongly Disagree Neutral Agree Strongly disagree agree

 1. Hero sells high quality goods 1 2 3 4 5 

2. Hero has poor in-store service 1 2 3 4 5 

3. I like to shop at Hero. 1 2 3 4 5

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Semantic Differential

Item jawaban yang tersedia adalah berbentuk bipolar, yaitu 2 kutub dari negatif sampai positif.

Item jawaban merupakan kata sifat (adjectives).

Item jawaban dapat diberi skor 7, 6, 5, 4, 3, 2, 1, atau +3, +2, +1, 0, -1, -2, -3.

Item jawaban disesuaikan dengan bunyi pertanyaan (semantik)-nya.

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Examples of Semantic Differential

HERO Supermarket:Convenient --:--:--:--:-X-:--:-- : Inconvenient

Cheap --:--:--:--:--:-X-:-- : ExpensiveModern --:--:--:--:--:--:-X- : Old-fashioned

The negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right.

This controls the tendency of some respondents, particularly those with very positive or very negative attitudes, to mark the right- or left-hand sides without reading the labels.

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A Semantic Differential for Measuring Self- Concepts, Person Concepts, and

Product Concepts

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1) Rugged :---:---:---:---:---:---:---: Delicate

2) Excitable :---:---:---:---:---:---:---: Calm

3) Uncomfortable :---:---:---:---:---:---:---: Comfortable

4) Dominating :---:---:---:---:---:---:---: Submissive

5) Thrifty :---:---:---:---:---:---:---: Indulgent

6) Pleasant :---:---:---:---:---:---:---: Unpleasant

7) Contemporary :---:---:---:---:---:---:---: Obsolete

8) Organized :---:---:---:---:---:---:---: Unorganized

9) Rational :---:---:---:---:---:---:---: Emotional

10) Youthful :---:---:---:---:---:---:---: Mature

11) Formal :---:---:---:---:---:---:---: Informal

12) Orthodox :---:---:---:---:---:---:---: Liberal

13) Complex :---:---:---:---:---:---:---: Simple

14) Colorless :---:---:---:---:---:---:---: Colorful

15) Modest :---:---:---:---:---:---:---: Vain

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Stapel

Modern versions of the Stapel scale place a single adjective as a substitute for the semantic differential when it is difficult to create pairs of bipolar adjectives.

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Stapel Scale

A unipolar rating scale with ten categories numbered from -5 to +5, without neutral point (zero). This scale

is usually presented vertically. HERO SUPERMARKET

  +5 +5+4 +4+3 +3+2 +2+1 +1

HIGH QUALITY POOR SERVICE-1 -1-2 -2-3 -3-4 -4-5 -5

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Responden diminta memberikan skor persetujuan merekaatas hal yang ditanyakan.

Bila setuju, pilih kutub (+) dan tentukan level “setuju”-nya,

demikian sebaliknya.

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Skala Rating dari sampel

Simple Category Scale (dichotomous) : data nominal

Multiple-Choice, Single-Response Scale : data nominal

Multiple-choice, Multiple-Response Scale (checklist) ; data nominal

Likert Scale, Summated Rating Scale : data interval

Semantic Differential Scale : data interval Numerical Scale : data ordinal or interval

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Simple Category Scale (dichotomous) : data nominal “I plan to purchace a MindWriter laptop in the next 12 months.”

□ Yes□ No

Multiple-Choice, Single-Response Scale : data nominal “ What newspaper do you read most often for financial news ? “

□ East City Gazette □ West City Tribune □ Regional Newspaper □ National Newspaper □ Other ( specify : ................)

Multiple-choice, Multiple-Response Scale (checklist) ; data nominal: “Check any of the source you consulted when designing your new home : “

□ Online planning services □ Magazines □ Independent contractor/builder □ Developer’s models/plans □ Designer □ Architect □ Other ( specify: ..........)

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Likert Scale, Summated Rating Scale : data interval “The internet is superior to traditional libraries for comprehensive

searches”Strongly Agree Neither agree Disagree StronglyAgree Nor disagree disagree(5) (4) (3) (2) (1)

Semantic Differential Scale : data interval “Lands’ End Catalog”

Fast ----:----:----:----:----:---- SlowHigh Quality ----:----:----:----:----:---- Low Quality

Numerical Scale : data ordinal or intervalExtremely ExtremelyFavorable 5 4 3 2 1 UnvaforableEmployee’s cooperation in teams ----Employee’s knowledge of task ----Employee’s planning effectiveness ----

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Multiple Rating List Scale : data interval“Please indicate how important or unimportant each service characteristic is ”

Important Unimportant- Fast reliable repair 7 6 5 4 3 2 1- Service at my location 7 6 5 4 3 2 1- Maintenance by manufacturer 7 6 5 4 3 2 1- Knowledgeable Technicians 7 6 5 4 3 2 1- Notification of upgrades 7 6 5 4 3 2 1- Service contract after warranty 7 6 5 4 3 2 1

Constant-sum scale : data ratio“Taking all the supplier characteristics we’ve just discussed and now considering cost, what is their relative important to you (dividing 100 units between)”Being one of the lowest cost suppliers --------All other aspects of supplier performance --------

Sum 100

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Staple scale : data ordinal atau data interval(Company Name)

+5 +5 +5+4 +4 +4+3 +3 +3+2 +2 +2+1 +1 +1Technology Exciting World ClassLeader Products Reputation-1 -1 -1-2 -2 -2-3 -3 -3-4 -4 -4-5 -5 -5

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Graphic Rating Scale : data ordinal, interval atau ratio : data ordinal or interval

“How likely are you to recommend CompleteCare to others ? (place an x at the position along the line that best reflects your judgment):

Very Likely I----------------------------I Very Unlikely

I--------------------------- I (alternative with graphic)

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Skala Rating dari sampel

Multiple Rating List Scale : data interval Constant-Sum Scale : data ratio Stapel Scale : data ordinal or interval Graphic Rating Scale : data ordinal or

interval or ratiox

Never I--------------------------------I Always

Lihat : Donald R Cooper hal 345 - 346

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Skala Rating dari sampel

Multiple Rating List Scale : data interval

Lihat : Donald R Cooper hal 345 - 346

2 4 1 2 Participant score

x x x x 4

- x x x 3

- - x x 2

- - - x 1

- - - - 0

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Skala Rating dari sampel

Constant-Sum Scale: data ratioYou have 100 points to distribute among the following characteristics of the Dallas Steakhouse. Indicate the relative importance of each attribute :

------- Food Quality------- Atmosphere------- Service------- Price100 TOTAL

Lihat : Donald R Cooper hal 345 - 346

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Skala Ranking dari sampel

Paired – Comparison Scale : data ordinal

Forced Ranking Scale : data ordinal

Comparative Scale : data ordinal

Lihat : Donald R Cooper hal 347 - 348