Scaling may be considered as an extension of measurement. It involves creating a continuum upon which measured objects are located. It refers to the process of assigning numerical values to different levels of opinion, attitude, and other concepts.
The measurement of attitudes typically centres on beliefs and emotional sentiments. It is important for marketers. Marketers try to understand these attitudes and influence them to attain a competitive edge in the market.
Sampling is a process used in statistical analysis in which a predetermined number of observations will be taken from a larger population. It is an essential technique of behavioural research, the research work cannot be undertaken without the use of sampling.
In the realm of data collection, it is important to determine the difference between questionnaire and schedule. Both instruments serve as valuable tools for gathering information, yet they possess distinct characteristics and purposes.
Schedule is the tool or instrument used to collect data from the respondents during an interview. It serves as an instrument to structure and organize the interview process effectively.
The questionnaire is a method of primary data collection that comprises different sets of questions to get information from the respondents for the problem identified by the researcher. It is an orderly arrangement of questions that helps in generating the required primary data which can then be analysed and interpreted to solve a research problem.
