Unit 3: Measurement & questionnaire design
Business Research Methods notes · PTU syllabus (BBA401-18)
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Unit summary
Research must measure things accurately — attitudes, preferences, satisfaction. This unit covers the four levels of measurement, comparative and non-comparative scaling techniques, types of questionnaires and guidelines for designing a good questionnaire.
After this unit you can
- Explain the nominal, ordinal, interval and ratio levels of measurement
- Explain comparative and non-comparative scaling techniques
- Describe types of questionnaires
- Design a good questionnaire
PTU syllabus topics
- Levels of measurement — nominal
- ordinal
- interval and ratio
- comparative and non-comparative scaling techniques
- types of questionnaires
- guidelines for developing a good questionnaire
Nominal
Categories only
Gender, city
Ordinal
Order or rank
Satisfaction: low, medium, high
Interval
Equal gaps, no true zero
Temperature in °C
Ratio
Equal gaps and a true zero
Income, age, sales
Topic 1
Levels of measurement
Nominal
Labels or categories only
Gender, city, brand used
Ordinal
Order or rank
Rank of brands, education level
Interval
Equal intervals, no true zero
Temperature in °C, rating scales
Ratio
Equal intervals and a true zero
Income, age, sales
Higher levels allow more statistical analysis: mode for nominal, median for ordinal, mean for interval and ratio.
Topic 2
Scaling techniques
Comparative: paired comparison
Choose between two at a time
Comparative: rank order
Rank several items
Comparative: constant sum
Divide 100 points among items
Non-comparative: Likert
Agreement on a 5- or 7-point scale
Non-comparative: semantic differential
Between bipolar adjectives (cheap–expensive)
Non-comparative: Stapel and graphic rating
−5 to +5, or a marked line
Example
Likert item: "The staff were helpful." Strongly disagree (1) — Disagree (2) — Neutral (3) — Agree (4) — Strongly agree (5).
Topic 3
Types of questionnaires
- Structured (fixed questions and options) vs unstructured (open questions).
- Disguised (purpose hidden) vs non-disguised (purpose clear).
- Administered personally, by mail, by telephone or online (Google Forms).
- Question types: open-ended, closed (dichotomous yes/no, multiple choice) and scale-based.
Topic 4
Guidelines for a good questionnaire
- 1
Decide the information needed
- 2
Choose the method of administration
- 3
Decide question content and type
- 4
Word questions carefully
- 5
Sequence them logically
Easy, general first; sensitive last
- 6
Design the layout
- 7
Pre-test (pilot) and revise
Avoid: leading questions ("Don't you agree our product is the best?"), double-barrelled questions (two questions in one), jargon, ambiguous words, and questions that rely on memory or are too personal.
Key terms
- Nominal scale
- Categories without order
- Ratio scale
- Scale with equal intervals and a true zero
- Likert scale
- Agreement rated on a 5- or 7-point scale
- Semantic differential
- Rating between two opposite adjectives
- Double-barrelled question
- A question asking two things at once
Quick revision
- Nominal < ordinal < interval < ratio.
- Comparative: paired, rank order, constant sum.
- Non-comparative: Likert, semantic differential, Stapel.
- Pilot test every questionnaire; avoid leading and double-barrelled questions.
Important exam questions
Practice questions written to the PTU exam pattern for this unit's syllabus: short answers (Section A style) and long answers (Sections B and C style).
Short-answer questions
- Q1.Name the four levels of measurement with examples.
- Q2.What is a Likert scale?
- Q3.What is a constant sum scale?
- Q4.Give an example of a leading question.
- Q5.What is pilot testing?
Long-answer questions
- Q1.Explain the levels of measurement and their statistical implications.
- Q2.Explain comparative and non-comparative scaling techniques.
- Q3.Discuss the guidelines for designing a good questionnaire.
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