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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_____
