Chapter 8
Measurement & Scaling
Measurement (nominal, ordinal,
interval, ratio)
Comparative vs Noncomparative Scaling
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, dimensidimensi, kuantitas, atau kapasitas sesuatu,
dgn membandingkan dgn sebuah standar.
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
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 samasama menyatakan berat.
4
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.
5
Jenis Data Berdasarkan Skala Ukur
Sifat
Jenis Data Membeda
kan
Ada
Ada
Ada
Urutan/
titik nol
Interval mutlak
Tingkatan
Nominal

Ordinal


Interval



Rasio




6
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
Data Nominal
Contoh: Pengukuran “Pekerjaan Responden”
Jenis Pekerjaan
Pegawai
Wirausaha
Pelajar/Mahasiswa
Pengukuran
(pemberian skor) yang
mungkin
1
2
3
3
2
1
2
1
3
8
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.
9
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
………..
………..
………..
………..
………..
………..
………..
10
Data Ordinal -- contoh
Pengukuran “Tingkat Pendidikan Responden”
Tingkat Pendidikan
SD dan sederajat
SMP dan sederajat
SMA dan sederajat
S1
Pengukuran (skor) yang
mungkin
4
3
2
1
1
2
3
4
11
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.


12
Data Interval -- contoh
From the range 1 to 6 below, give rating on the latest fastfood restaurant you visited, where 1 for extremely
unsatisfying to 6 for extremely satisfying:
•
•
•
•
•
•
Price
Staff friendliness
Variation
Service speed
Food quality
Portion size
Extremely
unsatisfying
1
2
1
2
1
2
1
2
1
2
1
2
3
3
3
3
3
3
4
4
4
4
4
4
Extremely
satisfying
5
6
5
6
5
6
5
6
5
6
5
6
13
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)

14
Perbandingan skala pengukuran utama
Basic
Common
Characteristics Examples
Nominal Numbers identify & Social Security
classify objects
nos., numbering
of football
players
Ordinal Nos. indicate the Quality
relative positions of rankings,
objects but not the rankings of
magnitude of
teams in a
differences between tournament
them
Temperature
Interval Differences
between objects can (Fahrenheit,
be compared, zero Celsius)
point is arbitrary
Zero point is fixed, Length, weight
Ratio
ratios of scale
values can be
compared
Scale
Marketing
Examples
Brand nos.,
store types
Permissible Statistics
Descriptive
Inferential
Percentages, Chi-square,
mode
binomial test
Preference
rankings,
market
position,
social class
Percentile,
median
Attitudes,
opinions,
index .
Range, mean, Product-moment
standard
correlation, t
deviation
tests, regression
Age, sales,
Geometric
income, costs mean,
harmonic
mean
Rank-order
correlation,
Friedman
ANOVA
Coefficient of
variation
Scaling

Prosedur pemberian bilangan (atau simbolsimbol lain) pada suatu objek agar memberikan pengetahuan tentang ciri obyek yang
diukur/ditanyakan.

Secara berurut angka/bilangan diberikan
untuk menunjukkan sesuatu pada objek.
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.
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
Skala Pengukuran
Secara garis besar, skala pengukuran dibedakan
jadi 2:
1. Comparative scaling. Pengukuran terhadap
satu objek dilakukan dengan cara membandingkan langsung objek ybs dengan objek lainnya.
2. Non-comparative scaling. Satu objek diukur
secara independen/bebas, tidak dibandingkan
dengan objek yang lainnya.
19
A Classification of Scaling Techniques
Scaling Techniques
Non-comparative
Scales
Comparative
Scales
Paired
Paired
Comparison
Comparison
Rank Constant
Order
Sum
Q-short
Likert
Continuous
Itemized
Rating Scales Rating Scales
Semantic
Differential
Stapel
20
COMPARATIVE SCALING
1.
2.
3.
4.
Paired Comparison
Rank Order Comparison
Constant Sum
Q-Sort
21
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.
22
1 Paired Comparison – Contoh…
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.
24
Preference for Toothpaste Brands
Using Rank Order Scaling
Form
Brand
Rank Order
1. Maxam
_________
2. Colgate
_________
3. Pepsodent
_________
4. Close-Up
_________
5. Ciptadent
_________
6. Sensodyne
_________
7. Ritadent
_________
8. Formula
_________
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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).
26
3. Constant Sum Scaling
Example: Mohon bagi angka 100 ke dalam
beberapa hal di bawah ini yang menggambarkan tingkat kepentingannya, ketika Anda
memutuskan memilih sebuah bank:
Fasilitas/gedung
-------Kehandalan
-------Responsiveness dari staf
-------Kemampuan staf
-------Keramahtamahan staf
--------+
TOTAL
100
27
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
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
29
1. Continuous Rating Scale
Responden menilai sebuah objek dengan cara menempatkan penilaian mereka pada range jawaban yang telah
disediakan
Contoh: How would you rate Matahari as a department store?
Version 1
Probably the worst - - - - - - -I - - -.- - - - - - - - - - - - - - - - - - - Probably the best
Version 2
Probably the worst - - - - - - -I - -.- - - - - - - - - - - - - - - - - -- - Probably the best
0 10 20
30
40
50
60
70
80
90
100
30
2. Itemized 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 scales
2. Semantic differential scales
3. Stapel scales
31
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.
32
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
Disagree
Neutral
Agree
Strongly
agree
1. Hero sells high quality goods
1
2
3
4
5
2. Hero has poor in-store service
1
2
3
4
5
1
2
3
4
5
3.
I like to shop at Hero.
33
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.
34
Examples of Semantic
Differential
HERO Supermarket:
Convenient
--:--:--:--:-X-:--:--
: Inconvenient
Cheap
Modern
--:--:--:--:--:-X-:---:--:--:--:--:--:-X-
: Expensive
: 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.
35
A Semantic Differential for Measuring
Self- Concepts, Person Concepts, and
Product Concepts
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
36
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.
37
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
+4
+3
+2
+1
HIGH QUALITY
-1
-2
-3
-4
-5
+5
+4
+3
+2
+1
POOR SERVICE
-1
-2
-3
-4
-5
Responden diminta memberikan
skor persetujuan mereka
atas hal yang ditanyakan.
Bila setuju, pilih kutub (+) dan
tentukan level “setuju”-nya,
demikian sebaliknya.
38
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
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: ..........)


Likert Scale, Summated Rating Scale : data interval
“The internet is superior to traditional libraries for comprehensive
searches”
Strongly
Agree
(5)



Agree
(4)
Neither agree
Nor disagree
(3)
Disagree
(2)
Strongly
disagree
(1)
Semantic Differential Scale : data interval
“Lands’ End Catalog”
Fast ----:----:----:----:----:---- Slow
High Quality ----:----:----:----:----:---- Low Quality
Numerical Scale : data ordinal or interval
Extremely
Favorable
5
4
3
Employee’s cooperation in teams ---Employee’s knowledge of task ---Employee’s planning effectiveness ----
2
1
Extremely
Unvaforable
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
Staple scale : data ordinal atau data interval
(Company Name)
+5
+5
+5
+4
+4
+4
+3
+3
+3
+2
+2
+2
+1
+1
+1
Technology
Exciting
World Class
Leader
Products
Reputation
-1
-1
-1
-2
-2
-2
-3
-3
-3
-4
-4
-4
-5
-5
-5


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)
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 ratio
x
Never I--------------------------------I Always
Lihat : Donald R Cooper hal 345 - 346
Skala Rating dari sampel

Multiple Rating List
Scale : data interval
2
4
1
2
Participant score
x
x
x
x
4
-
x
x
x
3
-
-
x
x
2
-
-
-
x
1
-
-
-
-
0
Lihat : Donald R Cooper hal 345 - 346
Skala Rating dari sampel

Constant-Sum Scale: data ratio
You have 100 points to distribute among the following
characteristics of the Dallas Steakhouse. Indicate the
relative importance of each attribute :
------- Food Quality
------- Atmosphere
------- Service
------- Price
100 TOTAL
Lihat : Donald R Cooper hal 345 - 346
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