ATTITUDE MEASUREMENT AND SCALING TECHNIQUES DR. SK LAROIYA DEPARTMENT OF ECONOMICS HANSRAJ COLLEGE...

ATTITUDE MEASUREMENTATTITUDE MEASUREMENT AND SCALING TECHNIQUES AND SCALING TECHNIQUES

DR. SK LAROIYADEPARTMENT OF ECONOMICS

HANSRAJ COLLEGE

UNIV OF DELHI

ATTITUDE IS ONE OF THE MOST PERVASIVE NOTIONS IN ALL OF THE MARKETING

PLAYS A PIVOTAL ROLE IN THE MAJOR MODELS DESCRIBING CONSUMER BEHAVIOR, AS WELL AS IN MANY, IF NOT MOST INVESTIGATIONS OF CONSUMER BEHAVIOR THAT DO NOT RELY ON A FORMAL INTEGRATED MODEL

MANY MARKETERS BELIEVE THAT ATTITUDES

DIRECTLY AFFECTDIRECTLY AFFECT

PURCHASE DECISIONS

AND THEIR PURCHASE AND USE PURCHASE AND USE EXPERIENCESEXPERIENCES,

IN TURN, DIRECTLY AFFECTDIRECTLY AFFECT THEIR SUBSEQUENT ATTITUDES TOWARD THE PRODUCT OR SERVICE

WHAT IS AN ATTITUDE?WHAT IS AN ATTITUDE?

IT IS DEFINED AS A PREDISPOSITION TO RESPOND TO AN IDEA OR OBJECT

ATTITUDES ARE STATE-OF-MIND CONSTRUCTSCONSTRUCTS THAT ARE NOT DIRECTLY OBSERVABLE

THE TRUE STRUCTURE OF AN ATTITUDE LIES IN THE MINDMIND OF INDIVIDUAL HOLDING THAT ATTITUDE

IN MARKETING IT REFERS TO THE CONSUMER’S

PREDISPOSITION TO RESPONDRESPOND

TO • A PRODUCT • IDEA • OR SERVICE

IF PREDISPOSITION IS

FAVORABLE,FAVORABLE,

IT IS ASSUMED

THAT THE CONSUMER IS LIKELY TO

PURCHASEPURCHASE

THE PRODUCT OR SERVICE

ELEMENTS OF ATTITUDESELEMENTS OF ATTITUDES

ATTITUDES ARE COMPOSED OF

BELIEFSBELIEFS ABOUT THE OBJECT OF CONCERN, SUCH AS ITS STRENGTH OR ECONOMY

EMOTIONAL FEELINGSEMOTIONAL FEELINGS ABOUT THE OBJECT SUCH AS LIKE AND DISLIKES

ANDAND READINESSREADINESS OF THE INDIVIDUAL TO RESPOND BEHAVIORALLY TO THE OBJECT THAT IS TO BUY IT

THERE IS TENDENCY IN MARKETING TO BRING THESE THREE ELEMENTS INTO WHAT IS CALLED IMAGEIMAGE

ALTHOUGH ATTITUDE IS ONE OF THE MOST WIDELY USED IDEAS IN SOCIAL PSYCHOLOGY,

IT IS ALSO ONE OF THE MOST IT IS ALSO ONE OF THE MOST INCONSISTENTLY USED CONCEPTS INCONSISTENTLY USED CONCEPTS

THOUGH THERE ARE LOT OF INTERPRETATIONS OF THE CONCEPT, THERE IS A BROADBROAD AGREEMENT AMONG THE ACADEMICIANSACADEMICIANS AND PRACTITIONERSPRACTITIONERS ON THE FOLLOWING:FOLLOWING:

1. ATTITUDE REPRESENTS A PREDISPOSITION TO RESPOND TO AN OBJECT, NOT ACTUAL BEHAVIOR TOWARD THE OBJECT.

ATTITUDE THUS POSSESS THE QUALITY OF

READINESSREADINESS

2. ATTITUDE IS PERSISTENT OVER A PERIOD OF TIME

IT CAN CHANGE, TO BE SURE, BUT ALTERATION OF AN ATTITUDE THAT IS STRONGLY HELD

REQUIRESREQUIRES

SUBSTANTIAL PRESSURE

3. ATTITUDE IS LATENT VARIABLE THAT PRODUCES

CONSISTENCYCONSISTENCY

IN BEHAVIOR, EITHER VERBAL OR PHYSICAL

4. ATTITUDE HAS A DIRECTIONALDIRECTIONAL QUALITYQUALITY

IT CONNOTES A PREFERENCE REGARDING THE OUTCOMES INVOLVING

– THE OBJECTTHE OBJECT– EVALUATIONS OF THE OBJECTEVALUATIONS OF THE OBJECT– OR POSITIVE/NEGATIVE/NEUTRAL FEELINGS OR POSITIVE/NEGATIVE/NEUTRAL FEELINGS

FOR THE OBJECTFOR THE OBJECT

ATTITUDINAL STUDIES ARE USEFUL IN

MARKET SEGMENTATION ADVERTISEMENT EFFECTIVENESS BRAND POSITIONING OR

REPOSITIONING

ATTITUDES ARE OFTEN COMPLEXCOMPLEX AND ARE NOT FULLYFULLY UNDERSTOOD

THOUGH ATTITUDES CAN BE CHANGED, BUT THEY TEND TO BE TEND TO BE PERSISTENTPERSISTENT

STRONGLY HELD ATTITUDES CAN BE CHANGED ONLY WITH GREAT PRESSUREPRESSURE

ATTITUDE MEASUREMENT TENDS TO FOCUS ON

MEASUREMENTMEASUREMENT OF

BELIEFS ABOUT A PRODUCT’S (SERVICE’S) QUALITIES

AND EMOTIONAL FEELINGSEMOTIONAL FEELINGS ABOUT THOSE

QUALITIES

THE CONCEPT OF THE CONCEPT OF MEASUREMENT AND SCALINGMEASUREMENT AND SCALING

MEASUREMENT CAN BE DEFINED AS A STANDARDIZED PROCESS OF ASSIGNING NUMBERS OR OTHER SYMBOLS TO CERTAIN CHARACTERISTICS OF THE OBJECTS OF INTEREST

RESEARCHERS ENGAGE IN USING THE MEASUREMENT PROCESS

BY

ASSIGNINGASSIGNING

EITHER NUMBERS NUMBERS

OR LABELSLABELS

TO

• PEOPLE’S THOUGHTS, PEOPLE’S THOUGHTS,

FEELINGS, FEELINGS,

BEHAVIORS, BEHAVIORS,

AND CHARACTERISTICSAND CHARACTERISTICS• THE FEATURES OR ATTRIBUTES OF OBJECTSTHE FEATURES OR ATTRIBUTES OF OBJECTS• THE ASPECTS OF CONCEPTS / IDEASTHE ASPECTS OF CONCEPTS / IDEAS

• ANY TYPE OF PHENOMENON OR EVENT USING SPECIFIC RULES TO REPRESENT

QUANTITIESQUANTITIES

AND QUALITIESQUALITIES

OF THE FACTORS BEING INVESTIGATED

MEASUREMENT PROCESSMEASUREMENT PROCESS

CONSISTS OF

• CONSTRUCT DEVELOPMENT

• SCALE MEASUREMENT

THE GOAL OF CONSTRUCT DEVELOPMENT IS:

TO PRECISELY IDENTIFY AND WHATWHAT IS TO BE MEASUREDMEASURED, INCLUDING ANY DIMENSIONALITY TRAITS

THE GOAL OF SCALE MEASUREMENT IS TO

DETERMINE HOWHOW TO PRECISELY MEASURE EACH CONSTRUCTCONSTRUCT

TO UNDERSTAND CONSTRUCT CONSTRUCT DEVELOPMENT DEVELOPMENT

AND SCALE DEVELOPMENT SCALE DEVELOPMENT

WE MUST UNDERSTAND THE TERM OBJECTOBJECT

WHAT IS AN OBJECT ?WHAT IS AN OBJECT ?

IT REFERS TO ANY TANGIBLETANGIBLE ITEM IN A PERSON’S

ENVIRONMENT THAT CAN BE CLEARLYCLEARLY AND EASILYEASILY IDENTIFIED THROUGH THE SENSES SENSES -

SIGHT SOUND TOUCH SMELL TASTE

IT HAS TWO PROPERTIES:IT HAS TWO PROPERTIES:

• OBJECTIVE PROPERTIES

• SUBJECTIVE PROPERTIES

OBJECTIVE PROPERTIES

RESEARCHERS DO NOT MEASURE THE OBJECTS PER SEPER SE BUT RATHER THE ELEMENTS THAT MAKES UP THE OBJECT

OBJECTIVE PROPERTIES ARE USED TO IDENTIFYIDENTIFY AND DISTINGUISHDISTINGUISH AN OBJECT FROM ANOTHER

THESE PROPERTIES REPRESENT ATTRIBUTES THAT MAKE UPMAKE UP

AN OBJECT OF INTEREST OBJECT OF INTEREST

AND ARE

DIRECTLY OBSERVABLEDIRECTLY OBSERVABLE PHYSICALLY VERIFIABLE PHYSICALLY VERIFIABLE AND MEASURABLE IN NATUREAND MEASURABLE IN NATURE

SUCH AS THE PHYSICAL AND DEMOGRAPHIC CHARACTERISTICS OF A PERSON

AGE SEX OCCUPATION STATUS COLOR OF EYE ETC.

OR THE ACTUAL NUMBER OF PURCHASES MADE OF A PARTICULAR PRODUCT

OR THE TANGIBLE FEATURES OF THE OBJECT

HORSEPOWER, STYLE, COLOR, STEREO SYSTEM OF AN AUTOMOBILE ETC.

SUBJECTIVE PROPERTIES

SUBJECTIVE PROPERTIES ARE ABSTRACT,

INTANGIBLE CHARACTERISTICS

THAT

CAN NOT BE

DIRECTLY OBSERVED OR MEASUREDDIRECTLY OBSERVED OR MEASURED

WHY?WHY?

BECAUSE THEY ARE

THE MENTAL IMAGES (ASPECTS) A PERSON ATTACHES TO AN OBJECT, SUCH AS

ATTITUDES, FEELINGS, PERCEPTIONS, EXPECTATIONS, OR EXPRESSIONS OF FUTURE

ACTIONS

(i.e., PURCHASE INTENTIONS)

CONSTRUCT DEVELOPMENT

CAN BE

VIEWEDVIEWED

AS

AN INTEGRATIVE PROCESSINTEGRATIVE PROCESS IN WHICH RESEARCHERS FOCUS THEIR EFFORTS ON

IDENTIFYINGIDENTIFYING

THE SUBJECTIVE PROPERTIES FOR WHICH DATA SHOULD BE COLLECTED FOR SOLVING

THE DEFINED RESEARCH PROBLEMDEFINED RESEARCH PROBLEM

OBJECTIVE PROPERTIES-OBJECTIVE PROPERTIES-

AIR PLANEAIR PLANE • NO. OF ENGINES• HEIGHTS• WEIGHT• LENGTH• SEATING CAPACITY• PHYSICAL CHARACTERISTICS OF SEATS

• TYPE OF AIRPLANE

AIR PLANEAIR PLANE

SUBJECTIVE PROPERTIESSUBJECTIVE PROPERTIES

• QUALITY OF IN FLIGHT SERVICE• COMFORT ABILITY OF SEATS

• SMOOTHNESS OF TAKE-OFF

AND LANDING ETC.

CONSUMERCONSUMER

OBJECTIVE PROPERTIESOBJECTIVE PROPERTIES :• AGE, SEX, • MARITAL STATUS, • INCOME,• BRAND LAST PURCHASED,• RUPEE AMOUNT OF PURCHASES• TYPES OF PRODUCTS PURCHASED• COLOR OF EYES AND HAIR

CONSUMERCONSUMER

SUBJECTIVE PROPERTIESSUBJECTIVE PROPERTIES

• ATTITUDES TOWARDS A PRODUCT

• BRAND LOYALTY• HIGH INVOLVEMENT PURCHASES

EMOTIONS (LOVE, FEAR, ANXIETY ETC)• INTELLIGENCE, PERSONALITY, RISK TAKER

ORGANIZATIONORGANIZATION

OBJECTIVE PROPERTIESOBJECTIVE PROPERTIES

• NAME OF COMPANY• NO. OF EMPLOYEES • TOTAL ASSETS • TYPE AND NO. OF PRODUCT OFFERINGS

ORGANIZATIONORGANIZATION

SUBJECTIVE PROPERTIES SUBJECTIVE PROPERTIES

• COMPETENCE OF EMPLOYEES

• QUALITY CONTROL, CHANNEL POWER, • COMPETITIVE ADVANTAGE, • COMPANY IMAGE, CONSUMER ORIENTED PRACTICES ETC

SCALE MEASUREMENTSCALE MEASUREMENT

SCALING IS THE PROCESS OF CREATING A SCALING IS THE PROCESS OF CREATING A

CONTINUUMCONTINUUM ON WHICH ON WHICH

OBJECTS ARE OBJECTS ARE LOCATEDLOCATED

ACCORDING TO THE AMOUNT OF THE ACCORDING TO THE AMOUNT OF THE MEASURED CHARACTERISTICMEASURED CHARACTERISTIC THEY THEY POSSESSPOSSESS

SCALE DEVELOPMENT IS

DESIGNING QUESTIONSDESIGNING QUESTIONS

TO MEASURE TO MEASURE

THE SUBJECTIVE PROPERTIESTHE SUBJECTIVE PROPERTIES

OF

AN OBJECTOBJECT

THERE ARE SEVERAL TYPES OF SCALES, EACH OF WHICH POSSESSES DIFFERENT CHARACTERISTIC

THE CHARACTERISTICSCHARACTERISTICS OF A SCALE

DETERMINE DETERMINE

THE SCALE’S LEVEL OF MEASUREMENT

CHARACTERISTICS OF SCALESCHARACTERISTICS OF SCALES

• DESCRIPTION

• ORDER

• DISTANCE

• ORIGIN

DESCRIPTION

DESCRIPTION REFERS TO USE OF A UNIQUE DESCRIPTOR, OR LABEL, TO STAND FOR EACH DESIGNATION IN THE SCALE

WHEN ACTIVATED,

THIS PROPERTY ALLOWS A RESEARCHER TO TAKE THE

RESPONSESRESPONSES

AND CATEGORIZE CATEGORIZE THEM INTO MUTUALLY EXCLUSIVE GROUPS EACH THEM INTO MUTUALLY EXCLUSIVE GROUPS EACH

WITH ITS OWN IDENTITYWITH ITS OWN IDENTITY

ANY DESCRIPTOR CAN BE USED FOR RESPONSE

FOR INSTANCE, “YES” OR “NO”, FOR INSTANCE, “YES” OR “NO”,

“ “AGREE” OR “DISAGREE” AGREE” OR “DISAGREE”

AND THE NUMBER OF YEARS OF A AND THE NUMBER OF YEARS OF A RESPONDENT’S AGE RESPONDENT’S AGE

ARE DESCRIPTORS OF A SIMPLE SCALE

ALL SCALES INCLUDE DESCRIPTIONINCLUDE DESCRIPTION IN THE FORM OF CHARACTERISTIC LABELS THAT IDENTIFY WHAT IS BEING MEASURED

ORDER

ORDER REFERS TO THE RELATIVE RELATIVE SIZESSIZES OF THE DESCRIPTORS OR RELATIVE MAGNITUDE RELATIVE MAGNITUDE

BETWEEN THE DESCRIPTORS, OR LABELS, USED AS SCALE POINTS

HERE THE KEY WORD IS “RELATIVE’“RELATIVE’ AND INCLUDES SUCH DESCRIPTORS AS “GREATER THAN”“GREATER THAN”

“ “LESS THAN” LESS THAN”

AND “EQUAL TO” AND “EQUAL TO”

EXAMPLEEXAMPLE

“1 IS LESS THAN 5”

“EXTREMELY SATISFIED” IS MORE INTENSE THAN “SOMEWHAT SATISFIED”

“MOST IMPORTANT” HAS GREATER IMPORTANCE THAN “ONLY SLIGHTLY IMPORTANT”

WHEN WHEN ORDER CHARACTERISTICORDER CHARACTERISTIC IS IS INCORPORATED INTO SET OF SCALE INCORPORATED INTO SET OF SCALE POINTS, POINTS,

IT ALLOWS THE RESEARCHER TO ESTABLISH IT ALLOWS THE RESEARCHER TO ESTABLISH EITHER EITHER

A “HIGHEST TO LOWEST“HIGHEST TO LOWEST”

OR “LOWEST TO HIGHEST”“LOWEST TO HIGHEST” RANK ORDER AMONG THE NEW RESPONSESRANK ORDER AMONG THE NEW RESPONSES

ORDER IDENTIFIES ONLY THE

RELATIVE DIFFERENCESRELATIVE DIFFERENCES

BETWEEN THE RESPONSES

AND NOT THE

ABSOLUTE DIFFERENCESABSOLUTE DIFFERENCES

NOT ALL SCALES POSSESS

ORDERORDER

CHARACTERISTICS

FOR INSTANCE, IS A ‘BUYER’ GREATER FOR INSTANCE, IS A ‘BUYER’ GREATER THAN OR LESS THAN A ‘NON-BUYER’?THAN OR LESS THAN A ‘NON-BUYER’?

WE HAVE NO WAY OF MAKING A RELATIVE SIZE WE HAVE NO WAY OF MAKING A RELATIVE SIZE DISTINCTIONDISTINCTION

DISTANCE

A SCALE HAS THE CHARACTERISTIC OF DISTANCE WHEN

ABSOLUTE DIFFERENCES BETWEEN ABSOLUTE DIFFERENCES BETWEEN THE DESCRIPTORSTHE DESCRIPTORS

ARE KNOWN AND MAY BE EXPRESSED IN UNITSEXPRESSED IN UNITS

THE RESPONDENT THE RESPONDENT

WHO BUYS THREE BOTTLES OF DIET COLA WHO BUYS THREE BOTTLES OF DIET COLA BUYS MORE THAN THE ONE BUYS MORE THAN THE ONE

WHO BUYS ONLY ONE BOTTLEWHO BUYS ONLY ONE BOTTLE

A THREE CAR FAMILY OWNS A ONE MORE A THREE CAR FAMILY OWNS A ONE MORE AUTOMOBILE THAN A TWO CAR FAMILYAUTOMOBILE THAN A TWO CAR FAMILY

WHEN THE CHARACTERISTIC OF DISTANCE EXISTS

WE ARE ALSO GIVEN THE

ORDERORDER

WE KNOW NOT ONLY THAT THE THREE CAR WE KNOW NOT ONLY THAT THE THREE CAR FAMILY HAS “MORE THAN” THE NUMBER OF CARS FAMILY HAS “MORE THAN” THE NUMBER OF CARS OF THE TWO CAR FAMILY, OF THE TWO CAR FAMILY,

BUT WE ALSO KNOW THE DISTANCE BUT WE ALSO KNOW THE DISTANCE BETWEEN THE TWO (1 CAR)BETWEEN THE TWO (1 CAR)

ORIGIN

A SCALE IS SAID TO HAVE A CHARACTERISTIC OF

ORIGINORIGIN

IF THERE IS A

UNIQUE BEGINNINGUNIQUE BEGINNING

OR TRUE ZEROTRUE ZERO POINT FOR THE SCALE

THE ORIGIN PROPERTY RELATES TO THE ORIGIN PROPERTY RELATES TO A NUMBERING SYSTEM WHERE A NUMBERING SYSTEM WHERE

ZEROZERO

IS IS DISPLAYEDDISPLAYED

OR OR REFERENCEDREFERENCED

STARTING POINT IN A SET OF STARTING POINT IN A SET OF POSSIBLE RESPONSES POSSIBLE RESPONSES

NORMALLY, THIS SCALING PROPERTY NORMALLY, THIS SCALING PROPERTY IS ACTIVATED WHEN RESEARCHER IS ACTIVATED WHEN RESEARCHER ASKS A SPECIFIC QUESTION ASKS A SPECIFIC QUESTION

THAT REQUIRES A THAT REQUIRES A

NUMERICALNUMERICAL

RESPONSERESPONSE

ZERO IS THE ORIGIN FOR AN AGE ZERO IS THE ORIGIN FOR AN AGE SCALE JUST ASSCALE JUST AS

IT IS FOR NUMBER OF MILES IT IS FOR NUMBER OF MILES TRAVELED TO THE STORETRAVELED TO THE STORE

NOT ALL SCALES NOT ALL SCALES

HAVE A HAVE A

TRUE ZERO POINT FOR THE TRUE ZERO POINT FOR THE PROPERTY THEY ARE MEASURINGPROPERTY THEY ARE MEASURING

IN FACT, MANY SCALES USED BY MARKETING IN FACT, MANY SCALES USED BY MARKETING RESEARCHERS HAVE ARBITRARY RESEARCHERS HAVE ARBITRARY

NEUTRAL POINTSNEUTRAL POINTS, ,

BUT THEY DO POSSESS ORIGINSBUT THEY DO POSSESS ORIGINS

FOR INSTANCE, WHEN A RESPONDENT SAYS, “NO “NO OPINION,” TO A QUESTIONOPINION,” TO A QUESTION

“ “DO YOU AGREE OR DISAGREE WITH THE DO YOU AGREE OR DISAGREE WITH THE

STATEMENT, STATEMENT, “ “THE INDICA IS THE BEST CAR IN THE SMALL CAR THE INDICA IS THE BEST CAR IN THE SMALL CAR

SEGMENT ON THE ROAD TODAY”? SEGMENT ON THE ROAD TODAY”?

WE CANNOT SAY THAT THE PERSON HAS A TRUE ZERO LEVEL OF AGREEMENT

EACH SCALING PROPERTY BUILDS ON EACH SCALING PROPERTY BUILDS ON THE PREVIOUS ONETHE PREVIOUS ONE

THIS IMPLIES:THIS IMPLIES:

• ANY SCALE WILL HAVE DESCRIPTIONDESCRIPTION PROPERTY

• A SCALE THAT INCLUDES ORDERORDER PROPERTY AUTOMATICALLY POSSESSES DESCRIPTIONDESCRIPTION PROPERTY

• A SCALE HAVING

DISTANCEDISTANCE PROPERTY,

HAS ORDERORDER

AND DESCRIPTIONDESCRIPTION

PROPERTIES

• THE SCALE THAT IS BUILD ON ORIGINORIGIN PROPERTY ALSO HAVE DESCRIPTION, DESCRIPTION,

ORDER, ORDER,

AND DISTANCE AND DISTANCE

PROPERTIES

NOMINAL SCALENOMINAL SCALE

NOMINAL SCALES ARE DEFINED AS THOSE THAT USE ONLY LABEL;

THAT IS, THEY POSSESS ONLY THE CHARACTERISTIC OF DESCRIPTIONDESCRIPTION

THE RESPONSE DOES NOT INCLUDE ANY LEVEL OF INTENSITYINTENSITY

EXAMPLESEXAMPLES

• DESIGNATIONS AS TO RACE, RELIGION, • TYPE OF DWELLING• GENDER • BRAND LAST PURCHASED• ANSWERS THAT INVOLVE YES-NO, AGREE-

DISAGREE • OR ANY OTHER INSTANCE IN WHICH

DESCRIPTORS CAN NOT BE DIFFERENTIATED EXCEPT QUALITATIVELY

IF ONE DESCRIBES RESPONDENTS IN A SURVEY

ACCORDING TO THEIR OCCUPATION—

BANKER, DOCTOR, COMPUTER PROGRAMMER—

ONE HAS USED A NOMINAL SCALEA NOMINAL SCALE

NOMINAL- SCALED QUESTIONS

CHECK ALL THE BRANDS YOU WOULD CONSIDER PURCHASING

I. SONY

II. VIDEOCON

III. SAMSUNG

IV. LG

DO YOU AGREE OR DISAGREE THAT “DELTA IS READY WHEN YOU ARE”?

AGREE DISAGREE

WHICH OF THE FOLLOWING SUPERMARKETS HAVE YOU SHOPPED IN THE LAST 30 DAYS?

I. EBONY

II. STAR MALL

III. SAB MALL

IV. MIGROS

V. SAHARA MALL

DO YOU LIKE OR DISLIKE CHOCOLATE ICE CREAM?

I. LIKE

II. DISLIKE

ORDINAL SCALE

AN ORDINAL SCALE IS OBTAINED BY RANKING OBJECTSRANKING OBJECTS

OR ARRANGING THEM

IN ORDERIN ORDER

WITH REGARD TO SOME

COMMON VARIABLECOMMON VARIABLE

THE QUESTION IS SIMPLY WHETHER EACH OBJECT HAS

MORE MORE

OR LESS OR LESS

THAN THAN

SOME OTHER OBJECT SOME OTHER OBJECT

IT PERMITS THE RESEARCHER IT PERMITS THE RESEARCHER

TO TO

RANK ORDER RANK ORDER

THE RESPONDENTS OR THEIR THE RESPONDENTS OR THEIR RESPONSESRESPONSES

THE RESEARCHER CAN RANK ORDER THE THE RESEARCHER CAN RANK ORDER THE RESPONSES INTO HIERARCHICAL PATTERNRESPONSES INTO HIERARCHICAL PATTERN

THIS SCALE

DOES NOT

ALLOW

A RESEARCHER TO DETERMINE THE

ABSOLUTE DIFFERENCEABSOLUTE DIFFERENCE

IN ANY OF THE ORDINALORDINAL RELATIONSHIPS

ORDINAL- SCALED QUESTIONSORDINAL- SCALED QUESTIONS

PLEASE RANK EACH BRAND IN TERMS OF YOUR PLEASE RANK EACH BRAND IN TERMS OF YOUR PREFERENCEPREFERENCE

PLEASE PLACE “1” PLEASE PLACE “1” BY YOUR FIRST CHOICE, BY YOUR FIRST CHOICE, A “2” A “2” BY YOUR SECOND CHOICE, AND SO ONBY YOUR SECOND CHOICE, AND SO ONI.I. SONYSONYII.II. VIDEOCONVIDEOCONIII.III. SAMSUNGSAMSUNGIV.IV. LGLGV.V. BPLBPLVI.VI. PHILLIPSPHILLIPS

INTERVAL SCALEINTERVAL SCALE

INTERVAL SCALES ARE THOSE IN WHICH THE

DISTANCEDISTANCE

BETWEEN EACH DESCRIPTOR IS KNOWN

IT DEMONSTRATES ABSOLUTE DIFFERENCESABSOLUTE DIFFERENCES BETWEEN EACH SCALE POINT

THE DISTANCE IS NORMALLY DEFINED AS

ONE SCALE UNITONE SCALE UNIT

FOR EXAMPLE, A COFFEE BRAND FOR EXAMPLE, A COFFEE BRAND RATED “3” IN TASTE IS ONE UNIT RATED “3” IN TASTE IS ONE UNIT AWAY FROM ONE RATED “4”AWAY FROM ONE RATED “4”

IN AN INTERVAL SCALE THE NUMBERS IN AN INTERVAL SCALE THE NUMBERS USED TO RANK THE OBJECTS ALSO USED TO RANK THE OBJECTS ALSO REPRESENT EQUAL INCREMENTS OF THE REPRESENT EQUAL INCREMENTS OF THE ATTRIBUTE BEING MEASURED ATTRIBUTE BEING MEASURED

THIS MEANS THAT DIFFERENCES CAN THIS MEANS THAT DIFFERENCES CAN BE COMPAREDBE COMPARED

THE DIFFERENCE BETWEEN 1 AND 2 THE DIFFERENCE BETWEEN 1 AND 2 IS IS SAMESAME

AS BETWEEN 2 AND 3 AS BETWEEN 2 AND 3

BUT BUT ONLY HALF ONLY HALF THE DIFFERENCE THE DIFFERENCE BETWEEN 2 AND 4BETWEEN 2 AND 4

THE LOCATION OF THE LOCATION OF ZEROZERO POINT IS POINT IS NOT FIXED, SINCE ZERO DOES NOT NOT FIXED, SINCE ZERO DOES NOT DENOTE THE DENOTE THE ABSENCEABSENCE OF THE OF THE ATTRIBUTEATTRIBUTE

BOTH ZERO POINT AND UNITS OF BOTH ZERO POINT AND UNITS OF MEASUREMENT ARE MEASUREMENT ARE ARBITRARYARBITRARY

SOME TIME A RESEARCHER MUST SOME TIME A RESEARCHER MUST IMPOSE A BELIEF THAT EQUAL IMPOSE A BELIEF THAT EQUAL INTERVALS EXIST BETWEEN THE INTERVALS EXIST BETWEEN THE DESCRIPTORS DESCRIPTORS

THAT IS: IF YOU WERE ASKED TO EVALUATE A STORE’S IF YOU WERE ASKED TO EVALUATE A STORE’S

SALES PEOPLE BY SELECTING A SINGLE SALES PEOPLE BY SELECTING A SINGLE DESIGNATION FROM THE LIST OFDESIGNATION FROM THE LIST OF

• EXTREMELY FRIENDLY• VERY FRIENDLY• SOME WHAT FRIENDLY• SOME WHAT UNFRIENDLY• VERY UNFRIENDLY• EXTREMELY UNFRIENDLY

THE RESEARCHER WOULD PROBABLY ASSUME THAT EACH DESIGNATION WAS ONE UNIT AWAY FROM THE PRECEDING ONE

IN THESE CASES WE SAY THAT THE IN THESE CASES WE SAY THAT THE SCALE IS “ASSUMED INTERVAL”SCALE IS “ASSUMED INTERVAL”

INTERVAL – SCALED INTERVAL – SCALED QUESTIONSQUESTIONS

PLEASE RATE EACH BRAND IN PLEASE RATE EACH BRAND IN TERMS OF ITS OVERALL TERMS OF ITS OVERALL PERFORMANCEPERFORMANCE

• BRAND RATING (CIRCLE ONE)• VERY POOR

VERY GOOD

MONT BLANC 1 2 3 4 5 6 7 8 9 10

PARKER

CROSS

INDICATE YOUR DEGREE OF AGREEMENT WITH FOLLOWING STATEMENTS BY CIRCLING THE APPROPRIATE NUMBER

• STATEMENT STRONGLY STRONGLY • AGREE DISAGREE• I ALWAYS LOOK FOR BARGAINS 1 2 3 4 5• I ENJOY BEING OUT DOORS 1 2 3 4 5• I LOVE TO COOK 1 2 3 4 5

IN A TYPICAL WEEK (7 DAY PERIOD), IN A TYPICAL WEEK (7 DAY PERIOD), HOW OFTEN YOU ACCESS HOW OFTEN YOU ACCESS INTERNET FROM A HOME INTERNET FROM A HOME COMPUTER?COMPUTER?

• ___ MORE THAN 20 TIMES

• ___16 TO 20 TIMES

• ___11 TO 15 TIMES

• ___6 TO 10 TIMES

• ___1 TO 5 TIMES

• ___DO NOT ACCESS IT

RATIO SCALERATIO SCALE

RATIO SCALES ARE THE ONES IN WHICH

TRUE ZERO ORIGINTRUE ZERO ORIGIN EXISTS—

SUCH AS

-ACTUAL NUMBER OF PURCHASES IN A CERTAIN TIME PERIOD,

-RUPEES SPENT, MILES TRAVELED ETC.

THIS CHARACTERISTIC ALLOW US

TO

CONSTRUCT RATIOS CONSTRUCT RATIOS

WHEN COMPARING THE RESULTS OF MEASUREMENT

A RATIO SCALE TENDS TO BE MOST SOPHISTICATEDSOPHISTICATED SCALE

IN THE SENSE THAT IT ALLOWS THE RESEARCHER

NOT ONLY TO IDENTIFY THE ABSOLUTE IDENTIFY THE ABSOLUTE DIFFERENCESDIFFERENCES BETWEEN EACH SCALE POINT

BUT ALSO TO MAKE

ABSOLUTE COMPARISONSABSOLUTE COMPARISONS BETWEEN THE RESPONSES

EXAMPLE

IN COLLECTING DATA ABOUT HOW MANY CARS ARE DRIVEN BY HOUSEHOLDS IN DELHI, A RESEARCHER KNOWS THAT DIFFERENCE BETWEEN DRIVING ONE CAR AND DRIVING THREE CARS IS ALWAYS GOING TO TWOTWO

FURTHER MORE, WHEN COMPARING A ONE – CAR FAMILY TO THREE – CAR FAMILY WILL HAVE SIGNIFICANTLY HIGHER TOTAL CAR INSURANCE AND MAINTENANCE COSTS THAN A ONE – CAR FAMILY

SUCH RATIOS ARE INAPPROPRIATE INAPPROPRIATE FOR INTERVAL SCALES,

SO WE ARE NOT ALLOWEDALLOWED

TO SAY

THAT ONE STORE WAS ONE HALF AS FRIENDLY AS ANOTHER

RATIO-SCALED QUESTIONS

PLEASE INDICATE YOUR AGE

--- YEARS

APPROXIMATELY HOW MANY TIMES APPROXIMATELY HOW MANY TIMES IN THE LAST MONTH HAVE YOU IN THE LAST MONTH HAVE YOU PURCHASED ANY THING OVER PURCHASED ANY THING OVER Rs.1000 IN VALUE AT NANZ STORE?Rs.1000 IN VALUE AT NANZ STORE?

0 1 2 3 4 5 MORE ( SPECIFY_ )

HOW MUCH DO YOU THINK A HOW MUCH DO YOU THINK A TYPICAL PURCHASER OF A Rs. 5 TYPICAL PURCHASER OF A Rs. 5 LAKH TERM LIFE INSURANCE LAKH TERM LIFE INSURANCE POLICY PAYS PER MONTH THAT POLICY PAYS PER MONTH THAT POLICY?POLICY?

Rs.__________

WHAT IS THE PROBABILITY THAT WHAT IS THE PROBABILITY THAT YOU WILL USE A LAWYER’S YOU WILL USE A LAWYER’S SERVICES WHEN YOU ARE READY SERVICES WHEN YOU ARE READY TO MAKE A WILL?TO MAKE A WILL?

______PERCENT

TYPICALLY THE ISSUES LIKE

QUANTITY SOLD QUANTITY SOLD NUMBER OF CONSUMERS NUMBER OF CONSUMERS

PROBABILITY OF PURCHASE ETC. PROBABILITY OF PURCHASE ETC.

FORM RATIO SCALE MEASUREMENT

Nominal, Ordinal, Interval, and Ratio Scales Provide Different InformationNominal, Ordinal, Interval, and Ratio Scales Provide Different Information

Facts About the Four Levels of ScalesFacts About the Four Levels of Scales

Facts About the Four Levels of Scales (cont’d)Facts About the Four Levels of Scales (cont’d)

EXAMPLE OF FOUR BASIC TYPES OF EXAMPLE OF FOUR BASIC TYPES OF

QUESTION PHRASINGSQUESTION PHRASINGS::

INFORMATION REQUIREMENTINFORMATION REQUIREMENT:

TO DETERMINE HOW OFTEN CUSTOMERS USE THEIR PRIMARY AUTOMOBILE SERVICE PROVIDER’S FACILITIES / SERVICES

NOMINAL QUESTION PHRASING:

WHEN YOUR VEHICLE REQUIRES MAINTENANCE SERVICE OR YOU HAVE PROBLEMS

DO YOU USUALLY DO YOU USUALLY

TAKE THE VEHICLE TO YOUR PRIMARY AUTOMOBILE SERVICE PROVIDER?

THE LOGICAL RESPONSE THE LOGICAL RESPONSE TO THIS QUESTION WOULD BE A

YES OR NOYES OR NO

ORDINAL QUESTION PHRASING:

WHEN YOUR VEHICLE REQUIRES MAINTENANCE SERVICE OR YOU HAVE PROBLEMS,

HOW OFTEN HOW OFTEN DO YOU TAKE IT TO YOUR PRIMARY AUTOMOBILE SERVICE PROVIDER? (CHECK ONLY ONE RESPONSE)

THE LOGICAL RESPONSES MIGHT BE:

• __NEVER

• __SELDOM

• __OCCASIONALLY

• __USUALLY

• __EVERY TIME

INTERVAL QUESTION PHRASING:

SINCE PURCHASING YOUR VEHICLE, APPROXIMATELY

HOW OFTEN HOW OFTEN

HAVE YOU USED THE SERVICES AT YOUR PRIMARY AUTOMOBILE SERVICE PROVIDER? (CHECK THE (CHECK THE ONE APPROPRIATE RESPONSE)ONE APPROPRIATE RESPONSE)

• LESS THAN 3 TIMES

• 4 TO 8 TIMES

• 9 TO 12 TIMES

• 13 TO 16 TIMES

• OVER 16 TIMES

RATIO QUESTION PHRASING:

IN THE PAST 12 MONTHS

HOW MANY TIMES HOW MANY TIMES

DID YOU TAKE YOUR VEHICLE FOR SERVICE OR REPAIRS TO YOUR PRIMARY AUTOMOBILE SERVICE PROVIDER?

___NO. OF TIMES

ASSESSING A RESPONDENT’S LIKING OF ASSESSING A RESPONDENT’S LIKING OF SOFTDRINKS WITH NOMINAL ORDINAL, INTERVAL SOFTDRINKS WITH NOMINAL ORDINAL, INTERVAL

AND RATIO SCALESAND RATIO SCALES

NOMINAL SCALENOMINAL SCALE

WHICH OF THE FOLLOWING SOFT DRINKS ON THE FOLLOWING LIST DO YOU LIKE? CHECK ALL THAT APPLY

COKE THUMS UP MOUNTAIN DEW PEPSI SEVEN UP SPRTIE

ORDINAL SCALEORDINAL SCALE

PLEASE RANK THE SOFT DRINKS ON THE FOLLOWING LIST ACCORDING TO YOUR DEGREE OF LIKING FOR EACH, ASSIGNINIG MOST PREFERRED DRINK RANK=1 AND YOUR LEAST PREFERRED DRINK RANK=6

COKE THUMS UP MOUNTAIN DEW PEPSI SEVEN UP SPRTIE

INTERVAL SCALEINTERVAL SCALE

PLEASE INDICATE YOUR DEGREE OF LIKING OF EACH OF THE SOFTDRINKS ON THE FOLLOWING LIST BY CHECKING THE APPROPRIATE POSITION ON THE SCALE

DISLIKE DISLIKE LIKE LIKE A LOT

A LOT

COKETHUMS UPMOUNTAIN DEWPEPSISEVEN UPSPRTIE

RATIO SCALERATIO SCALE

PLEASE DIVIDE 100 POINTS AMONG EACH OF THE FOLLOWING SOFT DRINKS ACCORDING TO YOUR DEGREE OF LIKING FOR EACH

COKE THUMS UP MOUNTAIN DEW PEPSI SEVEN UP SPRTIE

RELATIONSHIP BETWEEN SCALES AND SCALING PROPERTIES

SCALING PROPERTIESSCALING PROPERTIES

SCALE DESCRIPTION ORDER DISTANCE ORIGINSCALE DESCRIPTION ORDER DISTANCE ORIGIN

NOMINAL YES NO NO NONOMINAL YES NO NO NO ORDINAL YES YES NO NOORDINAL YES YES NO NO INTERVAL YES YES YES NOINTERVAL YES YES YES NO RATIO YES YES YES YES RATIO YES YES YES YES

SCALE AND TYPE OF STATISTICAL SCALE AND TYPE OF STATISTICAL TECHNIQUES TECHNIQUES

SCALE BASICBASIC

CHARACTERISTICS CHARACTERISTICS MARKETING EXAMPLES

PERMISSIBLE STATISTICS

DESCRIPTIVE INFERENTIAL

NOMINAL NUMBERS IDENTIFY AND CLASSIFY OBJECTS

BRAND NUMBERS, STORE TYPES

PERCENTAGES Chi-SQUARE

MODE BINOMIAL TEST

ORDINAL NUMBERS INDICATE THE RELATIVE POSITIONS OF THE OBJECTS BUT NOT THE MAGNITUDE OF DIFFERENCES BETWEEN THEM

PREFERENCE

RANKINGS,

MARKET POSITION, SOCIAL CLASS

PREFERENCE FOR BRANDS

DESCRIPTIVE INFERENTIAL

PERCENTILE, RANK ORDER

CORRELATION

FRIEDMAN ANOVA

MEDIAN

INTERVAL DIFFERENCE BETWEEN THE OBJECTS CAN BE COMPARED; ZERO POINT IS ARBITRARY

ATTITUDES, OPTIONS, INDEX NUMBERS

ATTITUDES TOWARDS BRANDS

GRADE POINT AVERAGE

DESCRIPTIVE INFERENTIAL

RANGE PRODUCT

MOMENT-

CORRELATIONS

MEAN t TESTS

STANDARD

DEVIATIONS ANOVA

REGRESSION

ANALYSIS

FACTOR ANALYSIS

RATIO ZERO POINT IS FIXED; RATIOS OF SCALE VALUES CAN BE COMPUTED

AGE,

INCOME,

COSTS,

SALES,

MARKET SHARES

NO. OF PURCHASES

PROBABILITY OF PURCHASE

DESCRIPTIVE INFERENTIAL

GEOMETRIC

MEAN COEFFICIENT

OF VARIATION

HARMONIC MEAN

THE SCALING TECHNIQUESTHE SCALING TECHNIQUES

• THE COMPARATIVE SCALES

• THE NON – COMPARATIVE SCALES

THE COMPARATIVE SCALESTHE COMPARATIVE SCALES

COMPARATIVE SCALES INVOLVE THE DIRECT COMPARISON OF STIMULUSSTIMULUS OBJECT

IT IS A SCALE FORMAT THAT REQUIRES A

JUDGMENT JUDGMENT

COMPARING ONE OBJECT, PERSON, COMPARING ONE OBJECT, PERSON, OR CONCEPT AGAINST ANOTHER ON OR CONCEPT AGAINST ANOTHER ON THE SCALETHE SCALE

FOR EXAMPLE, THE RESPONDENTS MIGHT BE ASKED

WHETHER THEY PREFER COKECOKE OR PEPSIPEPSI

COMPARATIVE SCALE DATA MUST BE INTERPRETED IN

RELATIVE TERMSRELATIVE TERMS

AND HAVE ONLY

ORDINALORDINAL OR RANK ORDERRANK ORDER PROPERTIES

FOR THIS REASON, COMPARATIVE SCALING IS REFERRED TO

AS

NON-METRIC SCALINGNON-METRIC SCALING

NON COMPARATIVE SCALESNON COMPARATIVE SCALES

NON-COMPARATIVE SCALES REFER TO A SCALE FORMAT THAT REQUIRES A

JUDGMENTJUDGMENT

WITHOUTWITHOUT REFERENCE TO

ANOTHERANOTHER

OBJECT, PERSON, OR CONCEPT

THESE SCALES ARE ALSO

REFERRED TO

AS MONADICMONADIC

OR METRICMETRIC SCALES

THE RESULTING DATA ARE GENERALLY

ASSUMED

TO BE INTERVALINTERVAL OR RATIORATIO SCALED

FOR EXAMPLE, RESPONDENTS MAY BE ASKED TO EVALUATE COKE ON A 1 TO 6 PREFERENCE SCALE (1= NOT AT ALL PREFERRED; 6 = GREATLY PREFERRED)

TYPES OF COMPARATIVE SCALESTYPES OF COMPARATIVE SCALES

• PAIRED COMPARISON

• RANK ORDER

• CONSTANT SUM

• Q-SORT AND OTHER PROCEDURES

TYPES OF NON- COMPARATIVE TYPES OF NON- COMPARATIVE SCALESSCALES

• CONTINUOUS RATING SCALES

• ITEMIZED RATING SCALES

I. LIKERT SCALEII. SEMANTIC DIFFERENTIAL SCALEIII. STAPEL SCALEIV. THURSTONE SCALE

COMPARATIVE SCALESCOMPARATIVE SCALES

PAIRED COMPARISON RATING PAIRED COMPARISON RATING SCALE:SCALE:

THIS FORMAT CREATES • A PRE-SELECTED GROUP OF

TRAITS • PRODUCT CHARACTERISTICS • OR FEATURES

THAT ARE PAIRED AGAINST ONE THAT ARE PAIRED AGAINST ONE ANOTHER INTO TWO GROUPSANOTHER INTO TWO GROUPS

RESPONDENTS ARE ASKED TO SELECT WHICH IN EACH PAIR IS MORE IMPORTANTIMPORTANT TO THEM

A RESPONDENT IS PRESENTED WITH TWO OBJECTS TWO OBJECTS AND ASKED TO SELECT ONE ACCORDING TO SOME CRITERION

THE DATA OBTAINED ARE ORDINALORDINAL IN NATURE

PAIRED COMPARISON SCALES ARE FREQUENTLY USED WHEN STIMULUS OBJECTS ARE

PHYSICAL PRODUCTSPHYSICAL PRODUCTS

EXAMPLE:

WE GOING TO PRESENT YOU WITH WE GOING TO PRESENT YOU WITH SEVERAL PAIRS OF TRAITS SEVERAL PAIRS OF TRAITS ASSOCIATED WITH A ASSOCIATED WITH A SALESPERSON’S ON-THE-JOB SALESPERSON’S ON-THE-JOB ACTIVITIES ACTIVITIES

FOR EACH PAIR, PLEASE INDICATE INDICATE WHICH TRAITTRAIT YOU FEEL IS MORE

IMPORTANTIMPORTANT FOR BEING A SALES PERSON

a. TRUST b. COMPETENCE

a. TRUST b. COMMUNICATION SKILLS

a. TRUST b. PERSONAL SOCIAL SKILLS

a. COMPETENCE b. COMMUNICATION SKILLS

a. COMPETENCE b. PERSONAL SOCIAL SKILLS

a. COMMUNICATION SKILLS b. PERSONAL SOCIAL SKILLS

CONSTANTCONSTANT SUMSUM SCALESCALE:

THIS SCALE PROVIDES A BETTER A BETTER PERSPECTIVE OF DISTANCEDISTANCE BETWEEN THE POINTS ON A CONTINUUM

WITH THIS TYPE OF SCALE, THE WITH THIS TYPE OF SCALE, THE RESPONDENT IS ASKED TO RESPONDENT IS ASKED TO

DIVIDEDIVIDE OR ALLOCATEALLOCATE

A NUMBER OF POINTS, A NUMBER OF POINTS,

PERCENTAGES, PERCENTAGES,

OR RUPEESOR RUPEES,,

USUALLY A TOTAL SUM OF 100,100,

TO INDICATEINDICATE THE RELATIVE IMPORTANCE OF THE ATTITUDE BEING STUDIED

THE AMOUNTS THAT ARE ALLOCATED TO EACH THE AMOUNTS THAT ARE ALLOCATED TO EACH ALTERNATIVE INDICATES THE ALTERNATIVE INDICATES THE

RANKSRANKS ASSIGNED TO THEM BY THE RESPONDENTS,

BUT IT ALSO INDICATES THE AMOUNT OF

DIFFERENCEDIFFERENCE

THE RESPONDENTS SET BETWEEN EACH EACH ALTERNATIVE

IMPORTANCE OF BATHING SOAP ATTRIBUTES USING IMPORTANCE OF BATHING SOAP ATTRIBUTES USING

A CONSTANT SUM SCALEA CONSTANT SUM SCALE INSTRUCTIONSINSTRUCTIONS BELOW ARE THE EIGHT ATTRIBUTES OF BATHING SOAPS PLEASE ALLOCATE 100 POINTS AMONG THE ATTRIBUTES PLEASE ALLOCATE 100 POINTS AMONG THE ATTRIBUTES

SO THAT YOUR ALLOCATION REFLECTS THE RELATIVE SO THAT YOUR ALLOCATION REFLECTS THE RELATIVE IMPORTANCE YOU ATTACH TO EACH ATTRIBUTEIMPORTANCE YOU ATTACH TO EACH ATTRIBUTE

THE MORE POINTS AN ATTRIBUTES RECEIVES, THE MORE THE MORE POINTS AN ATTRIBUTES RECEIVES, THE MORE

IMPORTANT IT ISIMPORTANT IT IS IF AN ATTRIBUTE IS NOT AT ALL IMPORTANT, ASSIGN IT IF AN ATTRIBUTE IS NOT AT ALL IMPORTANT, ASSIGN IT

ZERO POINTSZERO POINTS IF AN ATTRIBUTE IS TWICE AS IMPORTANT AS SOME OTHER IF AN ATTRIBUTE IS TWICE AS IMPORTANT AS SOME OTHER

ATTRIBUTE, IT SHALL RECEIVE TWICE AS MANY POINTSATTRIBUTE, IT SHALL RECEIVE TWICE AS MANY POINTS

AVERAGE RESPONSES OF THREE SEGMENTS• ATTRIBUTE SEGMENT I SEGMENT II SEGMENT III• MILDNESS 8 2 4• LATHER 2 4 17• SHRINKAGE 3 9 7• PRICE 53 17 9• FRAGRANCE 9 0 19• PACKAGING 7 5 9• MOISTURIZING 5 3 20• CLEANING POWDER 13 60 15• SUM 100 100 100

EXAMPLE: IF YOU HAD Rs. 1000 TO ALLOCATE TO THE FOLLOWING CHARITABLE ORGANIZATIONS, HOW WOULD YOU ALLOCATE YOUR MONEY? YOU MAY

GIVE ALL YOUR RUPEES TO ANY ONE ORGANIZATION, BUT YOUR TOTAL MUST ADD UP TO Rs. 1000

INDIAN RED CROSS ____________

INDIAN CANCER FOUNDATION____________ INDIAN SPASTIC SOCIETY ____________ CRY ____________

HEART CARE FOUNDATION ____________ OLD AGE HOME ____________

RANK ORDER SCALE:

IN THIS SCALE OF MEASUREMENT THE RESEARCHER

USES RANKING QUESTIONS USES RANKING QUESTIONS AS THESE ARE CONSTRUED TO BE A FORM OF AS THESE ARE CONSTRUED TO BE A FORM OF

OPINION QUESTIONS IN WHICH RESPONDENT IS OPINION QUESTIONS IN WHICH RESPONDENT IS ASKED TO RANK ASKED TO RANK

COMPARATIVELYCOMPARATIVELY

THE ITEMS LISTEDTHE ITEMS LISTED

THESE ALLOW THE RESPONDENTS TO

COMPARE THEIR OWN RESPONSES COMPARE THEIR OWN RESPONSES BY

INDICATING THEIR FIRST CHOICE, SECOND, INDICATING THEIR FIRST CHOICE, SECOND, THIRD AND FOURTH PREFERENCES AND THIRD AND FOURTH PREFERENCES AND SO FORTH, SO FORTH,

UNTIL ALL THE RESPONSES ARE PLACED IN UNTIL ALL THE RESPONSES ARE PLACED IN A RANK ORDER A RANK ORDER

RANK ORDER SCALING IS COMMONLY USED TO MEASURE PREFERENCES FOR BRANDS AS WELL AS ATTRIBUTES

RANK ORDER DATA ARE FREQUENTLY OBTAINED FROM RESPONDENTS IN CONJOINT CONJOINT ANALYSISANALYSIS BECAUSE RANK – ORDER SCALING FORCES THE RESPONDENT TO DISCRIMINATE AMONG THE STIMULUS OBJECTS

EXAMPLE:QUESTIONNAIRE SEEKING DATA FOR A STAFF EXECUTIVE JOB

DESCRIPTION

IN YOUR JOB YOU MAY PERFORM ANY OF THE SEVEN ROLES LISTED HERE. CONSIDER HOW MUCH TIME YOU SPEND IN EACH ROLE. THEN RANK THE ROLES FROM 1 TO 7 IN TIME SPENT ON EACH. WRITE A '1' AFTER THAT GIVEN THE MOST TIME-- AND A '7' AFTER THE LEAST TIME.

COORDINATOR _______________________COORDINATOR _______________________ ENTREPRENEUR ________________________ENTREPRENEUR ________________________ EXPEDITER _______________________EXPEDITER _______________________ EXPERT _______________________EXPERT _______________________ FORECASTER _______________________FORECASTER _______________________ INNOVATOR _______________________ INNOVATOR _______________________ INTEGRATORINTEGRATOR

EXAMPLE:EXAMPLE: INSTRUCTIONS:INSTRUCTIONS: RANK THE VARIOUS BRANDS OF TOOTHPASTES IN ORDER OF RANK THE VARIOUS BRANDS OF TOOTHPASTES IN ORDER OF

PREFERENCEPREFERENCE

BEGIN BY PICKING OUT THE ONE BRAND THAT YOU LIKE MOST BEGIN BY PICKING OUT THE ONE BRAND THAT YOU LIKE MOST ASSIGN IT A NUMBER 1ASSIGN IT A NUMBER 1

THEN FIND THE SECOND MOST PREFERRED BRAND AND ASSIGN THEN FIND THE SECOND MOST PREFERRED BRAND AND ASSIGN IT A NUMBER 2IT A NUMBER 2

CONTINUE THE PROCEDURE UNTIL YOU HAVE RANKED ALL CONTINUE THE PROCEDURE UNTIL YOU HAVE RANKED ALL BRANDS OF TOOTHPASTE IN ORDER OF PREFERENCE BRANDS OF TOOTHPASTE IN ORDER OF PREFERENCE

THE LEAST PREFERRED BRAND SHOULD BE ASSIGNED A RANK THE LEAST PREFERRED BRAND SHOULD BE ASSIGNED A RANK OF 10OF 10

NO TWO BRANDS SHOULD RECEIVE NO TWO BRANDS SHOULD RECEIVE

THE SAME RANKTHE SAME RANK

THE CRITERION OF PREFERENCE IS THE CRITERION OF PREFERENCE IS ENTIRELY UP TO YOU. THERE IS NO ENTIRELY UP TO YOU. THERE IS NO RIGHT OR WRONG ANSWER. JUST RIGHT OR WRONG ANSWER. JUST TRY TO BE CONSISTENT TRY TO BE CONSISTENT

BRAND RANK ORDERBRAND RANK ORDERCOLGATE ________CREST ________AIM ________CLOSE-UP ________PEPSODENT ________ULTRA BRITE ________PLUS WHITE ________STRIPE ________GLEEM ________MACLEANS ________

NON-COMPARATIVE SCALING TECHNIQUES

ONE OF THE TWO TYPES OF SCALING TECHNIQUES IN WHICH EACH STIMULUS OBJECT IS SCALED INDEPENDENTLY OF THE OTHER OBJECT IN THE STIMULUS SET

THESE CONSIST OF

• CONTINUOUS RATING SCALES

• ITEMIZED RATING SCALES

CONTINUOUS RATING SCALE:CONTINUOUS RATING SCALE:

A SCALE MEASURE THAT USES A SCALE POINT FORMAT THAT PRESENTS THE RESPONDENT WITH SOME TYPE OF

GRAPHIC CONTINUUMGRAPHIC CONTINUUM

AS THE SET OF POSSIBLE RESPONSES TO A GIVEN QUESTION

IT IS ALSO REFERRED TO AS GRAPHIC RATING SCALES

RESPONDENTS RATERATE THE OBJECTS BY PLACINGPLACING A MARK AT THE APPROPRIATE POSITIONPOSITION ON A LINE THAT RUNS FROM ONE EXTREME OF THE CRITERION VARIABLE TO THE OTHER

THE RESPONDENTS ARE NOT RESTRICTED TO SELECTING FROM MARKS PREVIOUSLY SET BY THE RESEARCHER

THE FORM OF THE CONTINUOUS SCALE

MAY VARY CONSIDERABLY:• THE LINES MAY BE VERTICAL OR THE LINES MAY BE VERTICAL OR

HORIZONTALHORIZONTAL• SCALE POINTS IN THE FORM OF NUMBERS SCALE POINTS IN THE FORM OF NUMBERS

OR BRIEF DESCRIPTIONS MAY BE OR BRIEF DESCRIPTIONS MAY BE PROVIDEDPROVIDED

• AND IF PROVIDED, SCALE POINTS MAY BE AND IF PROVIDED, SCALE POINTS MAY BE FEW OR MANY FEW OR MANY

ONCE THE RESPONDENT HAS PROVIDED THE RATINGS, THE RESEARCHER DIVIDES THE LINE INTO AS MANY CATEGORIESCATEGORIES AS DESIRED AND ASSIGNS SCORESSCORES BASED ON CATEGORIES INTO WHICH THE RATINGS FALL

THESE SCORES ARE TREATED AS INTERVALINTERVAL DATA

EXAMPLE:

HOW WOULD YOU RATE RELIANCE RETAIL AS A DEPARTMENT STORE?

VERSION 1VERSION 1

PROBABLY THE WORST---------------I---------------------------------------PROBABLY THE BEST

VERSION 2VERSION 2

PROBABLY THE WORST---------------I---------------------------------------PROBABLY THE BEST

0 10 20 30 40 50 60 70 80 90 100

VERSION 3VERSION 3

VERY BAD NEITHER VERY GOOD

GOOD NOR

BADPROBABLY THE WORST---------------I---------------------------------------PROBABLY THE BEST

0 10 20 30 40 50 60 70 80 90 100

ITEMIZED RATING SCALE:ITEMIZED RATING SCALE:

THE ITEMIZED RATING SCALE IS, PERHAPS, THE MOST FREQUENTLY USED IN MARKETING RESEARCH

BECAUSE OF ITS

SIMPLICITYSIMPLICITY AND

ADAPTABILITYADAPTABILITY

TO MOST MEASUREMENT SITUATIONS

THIS FORM OF RATING SCALE REQUIRES A RESPONDENT

TO INDICATE HIS OR HER ATTITUDE TO INDICATE HIS OR HER ATTITUDE BY SELECTING A POSITION ON ABY SELECTING A POSITION ON A

CONTINUUMCONTINUUM

THAT REFLECTS A RANGE OF POSSIBLE VIEWSPOSSIBLE VIEWS

REGARDING AN OBJECT

THE VARIOUS POSITIONS ON THE CONTINUUM ARE SET UP IN A SEQUENTIAL ORDER

IN TERMS

OF THE SCALE POSITIONS

(IN OTHER WORDS, REPRESENTING (IN OTHER WORDS, REPRESENTING THE DEGREE OF ATTITUDE HELD)THE DEGREE OF ATTITUDE HELD)

THE SCALE POSITIONS ARE CLEARLY MARKED WITH A

DESCRIPTIVE STATEMENTDESCRIPTIVE STATEMENT

OF SOME KIND

TYPES OF ITEMIZED SCALES:TYPES OF ITEMIZED SCALES:

• SEMANTIC DIFFERENTIAL SCALE

• LIKERT SCALE

• STAPEL SCALE

• THURSTONE SCALE

SEMANTIC DIFFERENTIAL SEMANTIC DIFFERENTIAL SCALE:SCALE:

A UNIQUE BIPOLAR ORDINAL SCALE FORMAT THAT CAPTURES A PERSON’S ATTITUDES OR FEELINGS ABOUT A GIVEN OBJECT

THIS TYPE OF SCALE IS UNIQUE IN ITS USE OF BIPOLAR BIPOLAR ADJECTIVES AND ADVERBS (GOOD/BAD, LIKE/DISLIKE, COMPETITIVE/NONCOMPETITIVE, HELPFUL/UNHELPFUL, ETC.)

IN SEMANTIC DIFFERENTIAL SCALE, THE RESPONDENTS ARE ASKED TO EXPRESS THEIR

FEELINGSFEELINGS ABOUT WHATEVER BEING EVALUATED BY

RECORDING THEIR RESPONSES ON A SCALE OF ADJECTIVESADJECTIVES

(SUCH AS STRONG -- MILD),

WHICH ARE PAIRED POLAR OPPOSITES

THE SEVEN SCALE POSITIONS ARE INTENDED TO THE SEVEN SCALE POSITIONS ARE INTENDED TO SIGNIFY:SIGNIFY:

1. EXTREMELY X2. QUITE X3. SLIGHTLY X4. NEITHER X NOR Y; EQUALLY X AND EQUALLY Y5. SLIGHTLY Y6. QUITE Y7. EXTREMELY Y

THIS SCALE TYPE IS BEST FOR IDENTIFYING A

“ “PERCEPTUAL IMAGE PROFILE”PERCEPTUAL IMAGE PROFILE”

ABOUT THE OBJECT OR BEHAVIOR OF CONCERN

INDIVIDUAL ITEMS ON A SEMANTIC DIFFERENTIAL SCALE MAY BE SCORED ON EITHER

• A +3 TO - 3

• OR A 1 TO 7 SCALE

THE RESULTING DATA ARE COMMONLY ANALYZED THROUGH PROFILE ANALYSIS

MEANSMEANS OR MEDIANMEDIAN VALUES ON EACH RATING SCALE ARE CALCULATED AND COMPAREDCOMPARED BY PLOTTING STATISTICAL ANALYSIS

THIS HELPS DETERMINE OVERALL DIFFERENCES AND SIMILARITIES AMONG THE OBJECTS

TO ASSESS THE DIFFERENCES TO ASSESS THE DIFFERENCES ACROSS THE SEGMENTS, THE ACROSS THE SEGMENTS, THE RESEARCHER CAN COMPARE MEAN RESEARCHER CAN COMPARE MEAN RESPONSES OF DIFFERENT RESPONSES OF DIFFERENT SEGMENTSSEGMENTS

IN CASES WHERE THE RESEARCHER REQUIRES AN OVERALL COMPARISON OF OBJECTS, SUCH AS TO DETERMINE STORE PREFERENCES, THE INDIVIDUAL ITEMS ARE SUMMEDSUMMED TO ARRIVE AT TOTAL SCORE

IT IS WIDELY USED IN COMPARINGCOMPARING

• BRANDSBRANDS

• PRODUCTSPRODUCTS

• COMPANY IMAGESCOMPANY IMAGES

• DEVELOP ADVERTISING AND DEVELOP ADVERTISING AND PROMOTIONAL STRATEGIESPROMOTIONAL STRATEGIES

• NEW – PRODUCT DEVELOPMENT NEW – PRODUCT DEVELOPMENT STUDIESSTUDIES

EXAMPLE:

THIS PART OF THE STUDY MEASURES

WHAT CERTAIN DEPARTMENT WHAT CERTAIN DEPARTMENT STORES MEAN TO YOUSTORES MEAN TO YOU

BY HAVING YOU JUDGE THEM ON A SERIES BY HAVING YOU JUDGE THEM ON A SERIES OF DESCRIPTIVE SCALES BOUNDED AT OF DESCRIPTIVE SCALES BOUNDED AT EACH END BY ONE OF TWO EACH END BY ONE OF TWO BIPOLAR BIPOLAR ADJECTIVESADJECTIVES

• PLEASE MARK (X) THE BLANK THAT PLEASE MARK (X) THE BLANK THAT BEST INDICATE HOW ACCURATELY BEST INDICATE HOW ACCURATELY ONE OR THE OTHER ADJECTIVE ONE OR THE OTHER ADJECTIVE DESCRIBES WHAT THE STORE MEANS DESCRIBES WHAT THE STORE MEANS TO YOUTO YOU

• PLEASE BE SURE TO MARK EVERY PLEASE BE SURE TO MARK EVERY SCALE, DO NOT OMIT ANY SCALE SCALE, DO NOT OMIT ANY SCALE

FORM

HARRODS IS:

POWERFUL -- -- -- -- -- -- --WEAK

UNRELIABLE -- -- -- -- -- -- --RELIABLE

MODERN -- -- -- -- -- -- --OLD

FASHIONED

COLD -- -- -- -- -- -- --WARM

CAREFUL -- -- -- -- -- -- --CARELESS

THE ACTUAL DESIGN OF A SEMANTIC DIFFERENTIAL SCALE CAN VARY FROM SITUATION TO SITUATION

IF A RESEARCHER IS INTERESTED IN DEVELOPING A CREDIBILITY SCALE THAT COULD BE USED BY REVLON TO ASSESS THE CREDIBILITY OF SUSHMITA SEN AS A SPOKESPERSON IN TV OR PRINT ADVERTISEMENTS FOR REVLON BRANDS OF GROOMING PRODUCTS

THE RESEARCHER DETERMINES THAT THE CREDIBILITY CONSTRUCT CONSISTS OF THREE FACTORS

• EXPERTISEEXPERTISE

• TRUSTWORTHINESSTRUSTWORTHINESS

• ATTRACTIVENESS ATTRACTIVENESS

WITH EACH FACTOR MEASURED USING A SPECIFIC SET OF FIVE BIPOLAR SCALESBIPOLAR SCALES

EXAMPLE OF SEMANTIC EXAMPLE OF SEMANTIC DIFFERENTIAL SCALE FORMAT FOR DIFFERENTIAL SCALE FORMAT FOR SUSHMITA SEN AS A CREDIBILITY SUSHMITA SEN AS A CREDIBILITY SPOKESPERSONSPOKESPERSON

NOW WITH RESPECT TO SUSHMITA SENSUSHMITA SEN AS THE SPOKESPERSON FOR REVLON GROOMING PRODUCTS,

WE WOULD LIKE TO KNOW YOUR OPINION ABOUT THE

EXPERTISE, EXPERTISE, TRUSTWORTHINESS, TRUSTWORTHINESS, AND ATTRACTIVENESSAND ATTRACTIVENESS THAT YOU BELIEVE SHE BRINGS TO THE ADVERTISEMENT EACH DIMENSION HAS FIVE FACTORS THAT MAY OR MAY EACH DIMENSION HAS FIVE FACTORS THAT MAY OR MAY

NOT REPRESENT YOUR OPINIONNOT REPRESENT YOUR OPINION

FOR EACH LISTED FACTOR, PLEASE FOR EACH LISTED FACTOR, PLEASE CHECK THE POINT THAT BEST CHECK THE POINT THAT BEST EXPRESSES YOUR OPINION ABOUT EXPRESSES YOUR OPINION ABOUT THE FACTORTHE FACTOR

EXPERTISE:EXPERTISE:

1 2 3 4 5 6 7

KNOWLEDGEABLEKNOWLEDGEABLE UNKNOWLEDGEABLE UNKNOWLEDGEABLEEXPERTEXPERT NOT AN EXPERTNOT AN EXPERTSKILLEDSKILLED UNSKILLEDUNSKILLEDQUALIFIEDQUALIFIED UNQUALIFIEDUNQUALIFIEDEXPERIENCEDEXPERIENCED INEXPERIENCEDINEXPERIENCED

TRUST WORTHINESSTRUST WORTHINESS

1 2 3 4 5 6 7

RELIABLERELIABLE UNRELIABLEUNRELIABLE

SINCERESINCERE INSINCEREINSINCERE

TRUSTWORTHYTRUSTWORTHY UNTRUSTWORTHYUNTRUSTWORTHY

DEPENDABLEDEPENDABLE UNDEPENDABLEUNDEPENDABLE

HONESTHONEST DISHONESTDISHONEST

ATTRACTIVENESSATTRACTIVENESS

1 2 3 4 5 6 7 SEXYSEXY NOT SEXYNOT SEXY

BEAUTIFULBEAUTIFUL UGLYUGLY

ATTRACTIVEATTRACTIVE UNATTRACTIVEUNATTRACTIVE

CLASSYCLASSY NOT NOT CLASSYCLASSY

ELEGANTELEGANT PLAINPLAIN

EXAMPLE:

A SEMANTIC DIFFERENTIAL SCALE FOR MEASURING

• SELF CONCEPTS

• PERSON CONCEPTS

• PRODUCT CONCEPTS

RUGGEDRUGGED DELICATE DELICATE

EXCITABLEEXCITABLE CALMCALM

UNCOMFORTABLEUNCOMFORTABLE COMFORTABLECOMFORTABLE

DOMINATINGDOMINATING SUBMISSIVESUBMISSIVE

THRIFTYTHRIFTY INDULGENT INDULGENT

PLEASANTPLEASANT UNPLEASANTUNPLEASANT

CONTEMPORARYCONTEMPORARY NON-CONTEMPORARY NON-CONTEMPORARY

ORGANIZEDORGANIZED NO-ORGANIZED NO-ORGANIZEDRATIONALRATIONAL EMOTIONAL EMOTIONALYOUTHFULYOUTHFUL MATURE MATUREFORMALFORMAL INFORMAL INFORMALORTHODOXORTHODOX LIBERAL LIBERALCOMPLEXCOMPLEX SIMPLE SIMPLECOLORLESSCOLORLESS COLORFUL COLORFULMODESTMODEST VAIN VAIN

EXAMPLE Contd…

INDICATE YOUR IMPRESSION OF BUKHARA RESTAURANTBUKHARA RESTAURANT BY CHECKING THE LINE CORRESPONDING TO YOUR OPINION FOR EACH PAIR OF DESCRIPTORS

Convenient locationConvenient location inconvenient locationinconvenient location

High pricesHigh prices low priceslow prices

For meFor me not for menot for me

Warm atmosphereWarm atmosphere cold atmospherecold atmosphere

Wide menuWide menu limited menulimited menu

Fast serviceFast service slow serviceslow service

High quality foodHigh quality food low quality foodlow quality food

A special placeA special place an every day placean every day place

A SURVEY CAN BE ORGANIZED WHERE IN RESPONDENTS COULD BE ASKED TO GIVE THEIR OPINION ON THESE PARAMETERS FOR A SET OF RESTAURANTS– LET US SAY FRONTIERFRONTIER

TO BE COMPARED WITH

BUKHARABUKHARA

A PERCEPTUAL DIAGRAM CAN BE A PERCEPTUAL DIAGRAM CAN BE CONSTRUCTED THAT COULD GIVE US CONSTRUCTED THAT COULD GIVE US AS TO AS TO

HOW HOW

THE TWO RESTAURANTS ARE THE TWO RESTAURANTS ARE PERCEIVED BY THE RESPONDENTSPERCEIVED BY THE RESPONDENTS

Image Profile of Commuter Airlines versus Major AirlinesImage Profile of Commuter Airlines versus Major Airlines

Source: J. Richard Jones and Sheila I. Cocke, “A Performance Evaluation of Commuter Airlines: The Passengers’ View,” Proceedings: Transportation Research Forum 22 (1981), p. 524. Reprinted with permission.

BRAND PROFILING – CAR CARE

A SIMILAR STUDY COULD BE A SIMILAR STUDY COULD BE DESIGNED FOR IA AND DESIGNED FOR IA AND

TRACKING TRACKING

COULD BE UNDERTAKEN ON A REGULAR COULD BE UNDERTAKEN ON A REGULAR INTERVAL - SAY AFTER EVERY THREE INTERVAL - SAY AFTER EVERY THREE MONTHS- TO HAVE A BETTER MONTHS- TO HAVE A BETTER UNDERSTANDING OF THE IA’S FLYERSUNDERSTANDING OF THE IA’S FLYERS

EXAMPLE:

THE QUALITY OF FOOD CHECK IN FACILITIES CABIN CREW’S RESPONSE TIME

ETC.

CAN BE EVALUATED USING THIS TECHNIQUE

A SAMPLE OF FLIERS CAN BE REQUESTED TO RATE THE FOOD QUALITY ON A SCALE OF 1 (EXTREMELY POOR) TO 7 (EXTREMELY GOOD)

THIS CAN BE COMPARED WITH THEIR PERCEPTION OF IA’S COMPETITOR

THIS COULD BECOME A RELEVANT INPUT IN DECISION MAKING PROCESS

FOR THE IA MANAGEMENT TO IMPROVE ITS BRAND IMAGE

LIKERT SCALE

AN ORDINAL SCALE FORMAT THAT ASKS THE RESPONDENTS TO INDICATE

THE EXTENT TO WHICH

THEY AGREE OR DISAGREEAGREE OR DISAGREE

WITH A SERIES OF

MENTALMENTAL BELIEF OR BEHAVIORALBEHAVIORAL BELIEF STATEMENTS ABOUT A GIVEN OBJECT

THIS SCALE WAS DEVELOPED BY THIS SCALE WAS DEVELOPED BY RENSIS LIKERT AND IS WIDELY USED RENSIS LIKERT AND IS WIDELY USED RATING SCALERATING SCALE

IN THE LIKERT SCALE, THE MATTER OF CHOOSING

OPPOSITE ADJECTIVES OPPOSITE ADJECTIVES

IS AVOIDEDIS AVOIDED RATHER, IT MAKES A STATEMENT OR POSES ONE

DESCRIPTION

(OR ADJECTIVE) FOR WHATEVER IS BEING EVALUATED

THE RESPONDENT IS THEN GIVEN A SCALE WHOSE POSITION RANGE FROM

““STRONGLY AGREE" STRONGLY AGREE"

TO TO

““STRONGLY DISAGREE"STRONGLY DISAGREE"

THEY ARE ALSO CALLED SUMMATED SUMMATED SCALESSCALES BECAUSE THE SCORES ON THE INDIVIDUAL ITEMS ARE SUMMED TO PRODUCE A TOTAL SCORETOTAL SCORE FOR THE RESPONDENT

A LIKERT SCALE USUALLY CONSISTS OF TWO PARTS:

• ITEM PARTITEM PART

• EVALUATIVE PARTEVALUATIVE PART

THE ITEM PART IS ESSENTIALLY A THE ITEM PART IS ESSENTIALLY A STATEMENT ABOUT A CERTAIN STATEMENT ABOUT A CERTAIN

PRODUCT PRODUCT

EVENTEVENT

OR ATTITUDEOR ATTITUDE

THE EVALUATIVE PART IS A LIST OF RESPONSE CATEGORIES RANGING FROM “STRONGLY AGREE” TO “STRONGLY DISAGREE”

AN IMPORTANT ASSUMPTION OF THIS METHOD IS THAT EACH OF THE ITEMS (STATEMENTS) MEASURES SOME ASPECT OF SINGLE COMMON SINGLE COMMON FACTOR FACTOR

OTHERWISE, THE ITEMS CANNOT LEGITIMATELY BE SUMMED

IN OTHER WORDS,

THE RESULTING SCALE IS UNI UNI DIMENSIONALDIMENSIONAL

TO CONDUCT THE ANALYSIS, EACH STATEMENT IS ASSIGNED A NUMERICAL SCORE, RANGING EITHER FROM -2 TO +2 OR 1 TO 5

THE ANALYSIS CAN BE CONDUCTED ON:

• AN ITEM BY ITEM BASIS (PROFILE AN ITEM BY ITEM BASIS (PROFILE ANALYSIS)ANALYSIS)

• OR A TOTAL (SUMMATED) SCORE OR A TOTAL (SUMMATED) SCORE CAN BE CALCULATED FOR EACH CAN BE CALCULATED FOR EACH RESPONDENT BY SUMMING UP RESPONDENT BY SUMMING UP ACROSS ITEMSACROSS ITEMS

EXAMPLE:EXAMPLE:

LET US LOOK AT A SET OF TEN STATEMENTS WHICH REFLECT THE ATTITUDE OF AN INDIAN AIRLINES FLYER

WE LIKE TO EVALUATE THESE STATEMENTS IN TERMS OF FLYER’ PERCEPTION ABOUT INDIAN AIRLINES

EACH STATEMENT SHALL BE EVALUATED EACH STATEMENT SHALL BE EVALUATED ON A SCALE OF 1 TO 5ON A SCALE OF 1 TO 5

1-STRONGLY DISAGREE

2-DISAGREE

3-NEITHER AGREE NOR DISAGREE

4-SOMEWHAT AGREE

5-STRONGLY AGREE

• IA IS ALWAYS ON TIMEIA IS ALWAYS ON TIME

• THE SEATS ARE VERY THE SEATS ARE VERY COMFORTABLECOMFORTABLE

• I LOVE THE FOOD THEY PROVIDEI LOVE THE FOOD THEY PROVIDE

• THEIR AIR HOSTESSES ARE VERY THEIR AIR HOSTESSES ARE VERY BEAUTIFULBEAUTIFUL

• MY BOSS/FRIEND FLIES WITH IAMY BOSS/FRIEND FLIES WITH IA

• IA HAS YOUNGER AIRCRAFTSIA HAS YOUNGER AIRCRAFTS• I GET ADVANTAGE OF FREQUENT FLIER I GET ADVANTAGE OF FREQUENT FLIER

PROGRAMPROGRAM• IT(THE FLIGHT TIMING) SUITS MY IT(THE FLIGHT TIMING) SUITS MY

SCHEDULESCHEDULE• MY WIFE/MOM FEELS SAFE WHEN I FLY IAMY WIFE/MOM FEELS SAFE WHEN I FLY IA• FLYING IA COMPLEMENTS MY LIFE STYLE FLYING IA COMPLEMENTS MY LIFE STYLE

AND SOCIAL STANDING IN THE SOCIETYAND SOCIAL STANDING IN THE SOCIETY

A SAMPLE OF FLYERS CAN BE REQUESTED TO BE A PART OF SURVEY WHERE IN EACH OF THE FLYER SHALL EVALUATE EACH STATEMENT AND ASSIGN A VALUE RANGING FROM 1 TO 5 DEPENDING UPON HIS AGREEING OR DISAGREEING WITH THE STATEMENT

THEN A SCORE CAN BE ARRIVED AT FOR

- EACH INDIVIDUALEACH INDIVIDUAL

- AND TOTAL SCORE GIVEN TO EACH AND TOTAL SCORE GIVEN TO EACH STATEMENT BY FLIERSSTATEMENT BY FLIERS

AND THE STATEMENTS HAVING LOWER/ HIGHER SCORE REFLECT THE PERCEPTION OF THE FLYER ABOUT THE IA

ACCORDINGLY IA CAN REPOSITION IT SELF VIS A VIS ITS COMETITORS

STAPEL SCALE:

THE STAPEL SCALE IS A SIMPLIFICATION OF THE SEMANTIC DIFFERENTIAL

DEVELOPED BY JAN STAPEL

UNIPOLAR SCALE WITH 10 CATEGORIES NUMBERED FROM - 5 TO +5, WITHOUT A NEUTRAL POINT (ZERO),

WITH VALUES PROGRESSIONS RANGING FROM POSITIVE TO NEGATIVE WHICH MEASURE DIRECTION AND INTENSITY SIMULTANEOUSLY

USUALLY PRESENTED VERTICALLY

RESPONDENTS ARE ASKED TO INDICATE THE OBJECT BY SELECTING A NUMERICAL RESPONSE CATEGORY

THE HIGHER THE POSITIVE SCORE, THE BETTER THE ADJECTIVE

DESCRIBES THE OBJECT

THE MAIN VIRTUE OF THIS SCALE IS THAT IT IS EASY TO ADMINISTER AND CONSTRUCT BECAUSE THERE IS NO NEED TO PROVIDE ADJECTIVES OR PHRASES TO ASSURE BI-POLARITYBI-POLARITY

A Stapel Scale for Measuring a Store’s ImageA Stapel Scale for Measuring a Store’s Image

Source: Dennis Menezes and Norbert F. Elbert, “Alternative Semantic Scaling Formats for Measuring Store Image: An Evaluation,” Journal of Marketing Research, February 1979, pp. 80–87. Reprinted by permission of the American Marketing Association.

EXAMPLE:EXAMPLE:APPLICATION OF STAPEL SCALE FOR THE RETAIL STORE APPLICATION OF STAPEL SCALE FOR THE RETAIL STORE

IMAGE STUDYIMAGE STUDY +5 +5 +5+4 +4 +4+3 +3 +3+2 +2 +2+1 +1 +1WIDE WIDE LESSER LESSER HIGHHIGHSELECTIONSELECTION KNOWN KNOWN QUALITYQUALITY

BRANDBRAND - 1 - 1 - 1- 2 - 2 - 2- 3 - 3 - 3- 4 - 4 - 4- 5 - 5 - 5_____________________________________________

EXAMPLE : BANK STUDYEXAMPLE : BANK STUDY

-5 -4 -3 -2 -1 +1 +2 +3 +4 +5

SERVICE IS COURTEOUS

LOCATION IS CONVENIENT

HOURS ARE CONVENIENT

LOAN INTERSET RATES ARE HIGH

Summary of Advantages and Disadvantages of Rating ScalesSummary of Advantages and Disadvantages of Rating Scales

SORTING

Sorting Tasks– Require that respondents indicate their attitudes or beliefs by arranging

items on the basis of perceived similarity or some other attribute.

Example:

Here is a sheet that lists several airlines. Next to the name of each airline is a pocket. Here are ten cards. I would like you to put these cards in the pockets next to the airlines you would prefer to fly on your next trip. Assume that all of the airlines fly to wherever you would choose to travel. You can put as many cards as you want next to an airline, or you can put no cards next to an airline.

Cards

American Airlines_____

Delta Airlines _____

United Airlines _____

Southwest Airlines_____

Northwest Airlines_____