in the social sciences, scaling is the process of measuring or ordering entities with respect to quantitative attributes or traits. for example, a scaling technique might involve estimating individuals' levels of extraversion, or the perceived quality of products. certain methods of scaling permit estimation of magnitudes on a continuum, while other methods provide only for relative ordering of the entities. the level of measurement is the type of data that is measured. the word scale is sometimes (including in academic literature) used to refer to another composite measure, that of an index. those concepts are however different. == comparative and non comparative scaling == with comparative scaling, the items are directly compared with each other (example: do you prefer pepsi or coke?). in noncomparative scaling each item is scaled independently of the others (example: how do you feel about coke?). ==composite measures== composite measures of variables are created by combining two or more separate empirical indicators into a single measure. composite measures measure complex concepts more adequately than single indicators, extend the range of scores available and are more efficient at handling multiple items. in addition to scales, there are two other types of composite measures. indexes are similar to scales except multiple indicators of a variable are combined into a single measure. the index of consumer confidence, for example, is a combination of several measures of consumer attitudes. a typology is similar to an index except the variable is measured at the nominal level. indexes are constructed by accumulating scores assigned to individual attributes, while scales are constructed through the assignment of scores to patterns of attributes. while indexes and scales provide measures of a single dimension, typologies are often employed to examine the intersection of two or more dimensions. typologies are very useful analytical tools and can be easily used as independent variables, although since they are not unidimensional it is difficult to use them as a dependent variable. ==data types==  the type of information collected can influence scale construction. different types of information are measured in different ways. #some data are measured at the nominal level. that is, any numbers used are mere labels; they express no mathematical properties. examples are sku inventory codes and upc bar codes. #som
Index_numbers Market_research Methods_in_sociology Psychometrics Scales Social_science_methodology