Data Collection-Measurement and Scaling Techniques

7/28/2019 Data Collection-Measurement and Scaling Techniques

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DATA COLLECTION;DATA COLLECTION;

MEASUREMENT & SCALINGMEASUREMENT & SCALING

TECHNIQUESTECHNIQUES

MODULE 4


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DATA COLLECTIONDATA COLLECTION

DATA Means Facts, information or premises,

systematically collected and formally

presented for the purpose of drawing

inferences

Collection : data collection is the process of

obtaining valuable and reliable information

for purpose of research


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Primary Data:

The data directly collected by the researcher,

with respect to the problem under study , isknown as primary data. Primary data is alsothe first-hand data collected by theresearcher for the immediate purpose of the

studySecondary data

Secondary data are statistics that already exit ,They have been gathered not for immediate

use. This may be described as those datathat have been compiled by some agencyother than the user.


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Internal sources of secondaryInternal sources of secondary

datadata

Secondary data can be obtainedSecondary data can be obtained

internally i e within the firminternally i e within the firm

InternalInternal

sourcessources

ofof

secondarysecondarydatadata

AccountingAccounting

RecordsRecords

SalesSales

forceforce

reportsreports

MisceMisce

reportsreportsInternal Experts


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External sources of secondary Data

1.Govt Publication

Central statistical organization (CSO)

National Accounting Statistic

Basic Statistics Relating to the Indian

Economy

Reserve Bank of India Bulletin

Currency and Finance Report


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2.Books and Periodicals

3.Non-govt Associations

Indian cotton mills Federation

publisher statistics on thecotton textile industry

The American Statistics Index etc

4. DirectoriesYellow pages

5. Industry Experts

7. Special collection

8. Internet9.Database format


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SYNDICATED DATA

Syndicated services are provided by certain

organizations, which collect and tabulatemarketing information on a continuing basis.Reports abased on the marketing informationcollected by such organizations are sent

periodically ( weekly, monthly, or quarterly) toclients who are subscribers.

syndicated services may be regarded as an

intermediate source falling between theprimary and secondary sources


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Syndicated data can be collectedusing the following

Surveys:Periodic surveys

Panel surveys

Shared survey

Periodic surveys:

theses are surveys that are conducted at regularintervals- weekly, monthly, quarterly, or annually

Panel surveys

those surveys that are conducted among a group ofrespondents who have agreed to respond to a numberof mail, telephone and personal interviews over aperiod of time


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Shared surveysShared surveys

Shared surveys conducted by a researchfirm use questionnaires that contain apool of questions which are of interest to

different clients. Hence, these are knownas multi-clients surveys ands aresometimes called omnibus surveys.


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Advantages of secondaryAdvantages of secondary

datadata Secondary data is used by managers as it is cheaper,

and takes less time to gather, thus saving them lot ofmoney and time

Secondary data can help identify , clarity and redefinethe research problem

secondary data might also hold a solution to theproblem

Secondary data may provide alternatives methods thatcan be used for primary research

Secondary data generates requisite information forbetter creativity


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Disadvantages ofDisadvantages of

secondary datasecondary data

Lack of availability

Lack of relevance

Inaccurate data

Insufficient data


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Modes of data collectionModes of data collection

1.Observation :

Information is collected by observing theprocess at work

Difficulties in observationInadequacies of our sense organs

Interdependence of observation andinference

Effects of interaction between theobserver and the observed


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Characteristics ofobservations

It is a physical and mental activity

It is selective. The research selects the range of

things to be observed on the basis of nature,

scope and objectives of the studyObservation is always purposeful

It captures the natural social context in which

persons behavior occurs


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Methods of observationMethods of observation

Structured unstructured observation Structured observation is used when the

research problem has been formulated

precisely and the observers have been toldspecifically what is to be observed. They may

be given a simple form to record their

observations

Unstructured observation : observers are free to

observe whatever they think is relevant and

important


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Disguised- undisguised observation

In disguised observation, the respondents do notknow that they are being observed

In non-disguised observation, the respondents arewell aware that they are being observed

Ex; observers often pose as shoppers

Direct- Indirect observation

In direct observation, the event or the behaviour of aperson is observed as it occurs.

Indirect observation implies that some record ofpast behaviour is observed


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Observation under natural setting-laboratory setting

Observation in a laboratory setting, on theother hand , enables the observer tocontrol extraneous variables which

influence the behaviour of people.

Advantages of observationAdvantages of observation


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Advantages of observationAdvantages of observation

methodmethodThe original data can be collected at the time

of occurrence of the eventObservation is done in natural surroundings.

Sometimes, the respondents may not like topart with some of the information, such

information can be obtained by the researcherthrough observation ex ;- small children

it is easier to conduct disguised observationstudies than disguised questioning

There is no element of artificialness inobservational studies, especially when theobserved person are unaware of their behaviorbeing observed


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Disadvantages ofDisadvantages of

observationobservation

The observer might wait for longer periodat the point of observation

extensive training of observers is

required This is an expensive method

It is very difficult to gather information on

(1) opinions (2) intentions


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DESIGNING

THE

QUESTIONNAIRE

Questionnaire

is a tool used to

collect the data


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Questionnaire ObjectivesQuestionnaire Objectives

It must translate the information neededinto a set of specific questions that therespondents can and will answer.

A questionnaire must uplift, motivate, andencourage the respondent to becomeinvolved in the interview, to cooperate, andto complete the interview.

A questionnaire should minimize responseerror.


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Question contentQuestion contentResearcher has to find answers to 5major questions while deciding the

question content they are1. what is the utility of the datacollected?2. How effective is a question in

producing the required data?3. Can the respondent answer thequestion accurately?4 what is the chance of the responses

being influenced by externalevents?5. Is the respondent willing to answerthe question accurately?


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Characteristics ofCharacteristics of

questionnairequestionnaire It must be simple, the respondents should be

able to understand the questions

It must generate relies that can be easily berecorded by the interviewer

It should be specific , so as to allow theinterviewer to keep the interview to the point

It should be well arranged, to facilitate analysis

and interpretation It must keep the respondent interested

throughout


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a) The utility of data

b) Effectiveness in producing data

c) The participants Ability to Answer

Accurately

d) The Respondents willingness to answer

accurately

e) Effect of external events

Principles for preparing a


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Principles for preparing aquestionnaire

A short letter is enclosed

Enclose a self addressed stamped envelop for therespondents convenience in returning the questionnaire

Assure the respondent that his answers will be kept inconfidence

promise the respondent that he will not be solicitedafter he fills up the questionnaire

if possible, offer special inducements ( free gifts) toreturn the questionnaire

If the respondent is interested , promise a copy of theresults of the survey to him


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Types of questions

1. open-ended questions;Participants to respond in his /her own

words without being restricted to pre-definedresponse choices is known as an open-ended

question

What do you think of the performance of theIndian hockey team in the recent Olympics?

Which brand of soft drink do you like ? Coke orPepsi?


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1) OPEN-ENDED QUESTIONS: Respondents aregiven complete freedom to answer in their ownwords.

Advantage a) eliminates "forced choice"biasb) unlimited response varieties

Disadvantage a) promotes investigator biasb) responses difficult to code

and analyzeBest Use a) small scale exploration

b) establishing rapportc) as final question

d) to collect facts: e.g., age


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Close-ended questionsClose-ended questions

1.Binary

These are also known as dichotomousquestions as they permit only two possibleanswers. The respondent has to choose oneof the two permissible answers .

These questions have the response options

yes or No or True or False Agree orDisagree

CLOSED ENDED QUESTIONS:


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CLOSED-ENDED QUESTIONS:

A) Yes No Questions: Respondents are limitedto a positive or negative position.

Advantage a) minimizes investigator biasb) responses obtained quickly

c) coding is simple andinexpensive

Disadvantage a) simplistic / limits range ofcommitment

b) wording can cause biases

Best Use a) telephone interview

b) self-administeredquestionnaire when topic permits


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Ranking questions

These questions require the participant to rank the responseoptions listed on a continuum basis in order of preference

Ranking questions are used to get information that revealsparticipants attitudes and opinions

The factors that influence your decision to buy from aparticular supermarket are listed below please rankthem from the most important (1) to the leastimportant ( 7)

Conveniently located .. Helpful sales staff ..

Recommended by a friends or relative ..

Regular discounts offered ..

Instant home delivery ..

Availability of everything I need.

Competitive pricing.......................


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Excellent VeryGood

Average Fair Poor

5 4 3 2 1


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Multiple-choice question

These questions cover all significant degrees of response, the

respondent has to select an option that best describes their feelings.These are mostly a variation of binary questionsMultiple Choice Questions: Respondents are limited to choice ofmore than two positions.

Advantage a) minimizes investigator biasb) responses obtained quickly

c) coding is simple and inexpensived) permits greater range of commitment than yes-no questions

Disadvantage a) good questions are difficult to write

b) wording can cause biasesBest Use a) personal interview

b) self-administered questionnairec) telephone interview if item is not

too complicated


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Checklist questionsThese are questions where the participant has

the freedom to choose one or more of theresponse options available

Q. Which premium brand of shirts do youpossess? ( tick as many of the following asapply)

Allen SollyLouise Phillippe

Van HeusenColor PlusZodiac

P t ti fProcess construction of


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Process construction ofProcess construction of

questionnairequestionnaire

Information sought

Type of questionnaire to be used

Writing a first draft

Re-examining and revising questions

Pre-testing and editing the questionnaire

Specifying procedure for its use


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Questionnaire DesignPreliminary ConcernsConsider the data collection method.

Consider the measurement scale and statisticalanalysis to be used.WordingUse correct grammar and sentence structure. Avoidslang and colloquialisms.

Wording should be as simple as possible without beingcondescending to respondent.Use a conversational tone. Wording should be asclosely as possible to the manner in which peoplewould talk to each other.Wording should be neutral and clearly communicate

the intent of question.


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Types of Interview

Interview Structured/ formal interview

Unstructured interview

Stress interview Group interview method

Panel interview

In- depth interview

Decision- Making interview


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Merits of interviewMerits of interview

The interview method of data collection is often

fast and cheap

This method brings the respondent who supplies

information and client who use it, closer.This method is quite flexible, because different

questions are asked according to the respondents

attitude and participation

The findings emerge in a form which is fullyunderstandable to the clients


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Demerits of interview

It does not indicate how extensive theattitudes expressed by the participantsare:

The data is not at all projectable This method of data collection cannot

cover large areas

Mush of the results depend on themoderator

Scales of measurementScales of measurement


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Scales of measurementScales of measurement

Criteria for good measurementCriteria for good measurement:

1.ReliabilityReliable measuring scales provide

stable measures at different timesunder different conditions.

Ex; coffees vending machine givesthe same quality of coffee every timethen it can be concluded that the

measurement of the coffee vendingmachine is reliable .

2.Validity


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2.Validity

The ability of a scale or a measuringinstrument to measure what it is intended

to measure can be termed as the validityof the measurement .

3. Objectivity

4. Simplicity

5. Accuracy

6. Economy

Measurement and Scaling


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Measurement means assigning numbers orother symbols to characteristics of objects

according to certain pre-specified rules.

One-to-one correspondence between the numbers andthe characteristics being measured.

The rules for assigning numbers should be standardized

and applied uniformly.

Rules must not change over objects or time.

Scale Characteristics


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DescriptionBy description, we mean the unique labels ordescriptors that are used to designate eachvalue of the scale. All scales possess

description.

OrderBy order, we mean the relative sizes or

positions of the descriptors. Order is denotedby descriptors such as greater than, less than,and equal to.



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Distance

The characteristic of distance means thatabsolute differences between the scaledescriptors are known and may be expressedin units.

OriginThe origin characteristic means that the scalehas a unique or fixed beginning or true zeropoint.



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Scaling involves creating a continuum uponwhich measured objects are located.

Consider an attitude scale from 1 to 100. Each

respondent is assigned a number from 1 to

100, with 1 = Extremely Unfavorable, and 100

= Extremely Favorable. Measurement is the

actual assignment of a number from 1 to 100 toeach respondent. Scaling is the process of

placing the respondents on a continuum with

respect to their attitude toward department

stores.

Primary Scales of


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y

Measurement

7 38

Scale

Nominal Numbers

Assignedto Runners

Ordinal Rank Order

of Winners

Interval PerformanceRating on a

0 to 10 Scale

Ratio Time to Finishin Seconds

Third

place

Second

place

First

place

Finish

Finish

8.2 9.1 9.6

15.2 14.1 13.4

Primary Scales of


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Primary Scales of

Measurement

Scale

Nominal Percentages, mode

Ordinal Percentile, median

Interval

Ratio Length, weight

BasicCharacteristics

CommonExamples

MarketingExamples

Permissible StatisticsDescriptive Inferential

Numbers identify &classify objects

Social Security nos.,numbering of footballplayers

Brand nos., storetypes

Chi-square,binomial test

Nos. indicate therelative positions ofobjects but not themagnitude ofdifferencesbetween them

Quality rankings,rankings of teams in atournament

Preferencerankings, marketposition, socialclass

Rank-ordercorrelation,Friedman ANOVA

Differencesbetween objectscan be compared,zero point isarbitrary

Temperature(Fahrenheit) Celsius)

Att itudes, opinions,index nos.

Range, mean,standard deviation

Product-momentcorrelation, t tests ,regression

Zero point is fixed,ratios of scalevalues can becompared

Age, sales,income, costs

Geometric mean,harmonic mean

Coefficient ofvariation

A Classification of Scaling Techniques


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LikertSemantic

DifferentialStapel

Scaling Techniques

Noncomparative

ScalesComparative

Scales

Paired

Comparison

Rank

Order

Constant

Sum

Q-Sort and

Other

Procedures

Continuous Rating

ScalesItemized Rating

Scales

A Comparison of Scaling


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Co pa so o Sca g

Techniques

Comparative scales involve the directcomparison of stimulus objects. Comparative

scale data must be interpreted in relative

terms and have only ordinal or rank orderproperties.

In noncomparative scales, each object is

scaled independently of the others in thestimulus set. The resulting data are generally

assumed to be interval or ratio scaled.

Relative Advantages of


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g

Comparative Scales

Small differences between stimulus

objects can be detected.

Same known reference points for all

respondents.

Easily understood and can be applied.

Involve fewer theoretical assumptions.

Tend to reduce halo or carryover effects

from one judgment to another.

Obtaining Shampoo PreferencesUsing Paired Comparisons


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Using Paired ComparisonsInstructions:We are going to present you with ten pairs of shampoo brands.For each pair, please indicate which one of the two brands of shampoo you wouldprefer for personal use.

Recording Form: Jhirmack Finesse

VidalSassoo

n

Head &Shoulders

Pert

Jhirmack 0 0 1 0

Finesse 1a 0 1 0

Vidal Sassoon 1 1 1 1

Head &Shoulders

0 0 0 0

Pert 1 1 0 1

aA 1 in a particular box means that the brand in that column was preferred over thebrand in the corresponding row. A 0 means that the row brand was preferred over the

column brand. bThe number of times a brand was preferred is obtained by summing

the 1s in each column.

Paired Comparison Selling


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The most common method of taste testing is paired comparison. Theconsumer is asked to sample two different products and select the one with

the most appealing taste. The test is done in private and a minimum of1,000 responses is considered an adequate sample. A blind taste test for asoft drink, where imagery, self-perception and brand reputation are veryimportant factors in the consumers purchasing decision, may not be agood indicator of performance in the marketplace. The introduction of NewCoke illustrates this point. New Coke was heavily favored in blind paired

comparison taste tests, but its introduction was less than successful,because image plays a major role in the purchase of Coke.

A paired comparison tastetest

Comparative Scaling Techniques

R k O d S li


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Rank Order Scaling

Respondents are presented with severalobjects simultaneously and asked to order or

rank them according to some criterion.

It is possible that the respondent may dislikethe brand ranked 1 in an absolute sense.

Furthermore, rank order scaling also results

in ordinal data. Only (n - 1) scaling decisions need be made

in rank order scaling.

Preference for Toothpaste Brands


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Using Rank Order Scaling

Instructions:Rank the various brands of toothpaste in order of

preference. Begin by picking out the one brand that you like most

and assign it a number 1. Then find the second most preferred

brand and assign it a number 2. Continue this procedure until you

have ranked all the brands of toothpaste in order of preference.

The least preferred brand should be assigned a rank of 10.

No two brands should receive the same rank number.

The criterion of preference is entirely up to you. There is no right

or wrong answer. Just try to be consistent.

Preference for Toothpaste Brands

U i R k O d S li


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Using Rank Order Scaling

Brand Rank Order

1. Crest _________

2. Colgate _________

3. Aim _________

4. Gleem _________

5. Sensodyne _________

6. Ultra Brite _________

7. Close Up _________8. Pepsodent _________

9. Plus White _________

10. Stripe _________

Form

Comparative Scaling TechniquesConstant Sum Scaling


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Constant Sum Scaling

Respondents allocate a constant sum of units,such as 100 points to attributes of a product to

reflect their importance.

If an attribute is unimportant, the respondentassigns it zero points.

If an attribute is twice as important as some

other attribute, it receives twice as manypoints.

The sum of all the points is 100. Hence, the

name of the scale

Importance of Bathing Soap Attributes


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Importance of Bathing Soap Attributes

Using a Constant Sum Scale

Instructions

On the next slide, there are eight attributes of bathing

soaps. Please allocate 100 points among the

attributes so that your allocation reflects the relativeimportance you attach to each attribute. The more

points an attribute receives, the more important the

attribute is. If an attribute is not at all important, assign

it zero points. If an attribute is twice as important as

some other attribute, it should receive twice as manypoints.

Importance of Bathing Soap AttributesUsing a Constant Sum Scale


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Form

Average Responses of Three SegmentsAttribute Segment I Segment II Segment III

1. Mildness

2. Lather

3. Shrinkage4. Price

5. Fragrance

6. Packaging

7. Moisturizing

8. Cleaning Power

Sum

8 2 4

2 4 17

3 9 7 53

17

9

9

0

19

7

5

9

5

3

20

13 60 15

100

100

100

Non comparative Scaling


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Techniques

Respondents evaluate only one object at a

time, and for this reason non-comparative

scales are often referred to as monadicscales.

Non-comparative techniques consist of

continuous and itemized rating scales.

Continuous Rating Scale


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Respondents rate the objects by placing a mark at the appropriateposition on a line that runs from one extreme of the criterion

variable to the other.The form of the continuous scale may vary considerably.

How would you rate Sears as a department store?

Version 1

Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - Probably the best

Version 2

Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - --Probably the best

0 10 20 30 40 50 60 70 80 90 100

Version 3

Very bad Neither good Very good

nor bad

Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - ---Probably the best

0 10 20 30 40 50 60 70 80 90 100

Perception Analyzer


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A relatively new research tool, the perception analyzer, provides continuous measurement

of gut reaction. A group of up to 400 respondents is presented with TV or radio spots or

advertising copy. The measuring device consists of a dial that contains a 100-point range.

Each participant is given a dial and instructed to continuously record his or her reaction to

the material being tested.

As the respondents turn the dials, the information is

fed to a computer, which tabulates second-by-secondresponse profiles. As the results are recorded by the

computer, they are superimposed on a video screen,

enabling the researcher to view the respondents'

scores immediately. The responses are also stored in

a permanent data file for use in further analysis. The

response scores can be broken down by categories,such as age, income, sex, or product usage.

Itemized Rating Scales


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The respondents are provided with a scale thathas a number or brief description associated with

each category.

The categories are ordered in terms of scaleposition, and the respondents are required to

select the specified category that best describes

the object being rated.

The commonly used itemized rating scales are

the Likert, semantic differential, and Stapel

scales.

Likert Scale


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The Likert scalerequires the respondents to indicate a degree of agreement or

disagreement with each of a series of statements about the stimulus objects.Strongly Disagree Neither Agree Strongly

disagree agree nor agree

disagree

1. Big-Bazzar sells high-quality merchandise. 1 2X 3 4 5

2. Big-Bazzar has poor in-store service. 1 2X 3 4 5

3. I like to shop at Big-Bazzar 1 2 3X 4 5

The analysis can be conducted on an item-by-item basis (profile analysis), or a

total (summated) score can be calculated.

When arriving at a total score, the categories assigned to the negative

statements by the respondents should be scored by reversing the scale.

Example of Likert ScaleExample of Likert Scale


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Listed below are different opinion about Big-Bazzar .Pls indicate howstrong you agree or disagree with each by using the following scale:

1=strongly disagree;2=disagree;3=neither agree nor disagree;4=agree;5=strongly agree

Big bazzar Sells high quality merchandise (2)

Big bazzar has a poor instore service (2)

I like to shop at big bazzar (3)

Big bazzar do not offer a good mix of different brands within a productcategory(4)

The credit policies at big bazzar is terrible (3)

I do not like the advertising done by the big bazzar (3)

Big bazzar sells a wide variety of merchandise (4)

Big bazzar is the best place to shop (4)

Semantic Differential Scale


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The semantic differentialis a seven-point rating scale with end points

associated with bipolar labels that have semantic meaning.

Big-Bazzar is :

Powerful --:--:--:--:-X-:--:--: Weak

Unreliable --:--:--:--:--:-X-:--: Reliable

Modern --:--:--:--:--:--:-X-: Old-fashioned

The negative adjective or phrase sometimes appears at the left side of

the scale and sometimes at the right.

This controls the tendency of some respondents, particularly those with

very positive or very negative attitudes, to mark the right- or left-hand

sides without reading the labels. Individual items on a semantic differential scale may be scored on

either a -3 to +3 or a 1 to 7 scale.

A Semantic Differential Scale for Measuring Self-Concepts, Person Concepts, and Product Concepts


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1) Rugged :---:---:---:---:---:---:---: Delicate

2) Excitable :---:---:---:---:---:---:---: Calm

3) Uncomfortable :---:---:---:---:---:---:---: Comfortable

4) Dominating :---:---:---:---:---:---:---: Submissive

5) Thrifty :---:---:---:---:---:---:---: Indulgent

6) Pleasant :---:---:---:---:---:---:---: Unpleasant

7) Contemporary :---:---:---:---:---:---:---: Obsolete8) Organized :---:---:---:---:---:---:---: Unorganized

9) Rational :---:---:---:---:---:---:---: Emotional

10) Youthful :---:---:---:---:---:---:---: Mature

11) Formal :---:---:---:---:---:---:---: Informal

12) Orthodox :---:---:---:---:---:---:---: Liberal

13) Complex :---:---:---:---:---:---:---: Simple

14) Colorless :---:---:---:---:---:---:---: Colorful

15) Modest :---:---:---:---:---:---:---: Vain

Stapel Scale


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The Stapel scaleis a unipolar rating scale with ten categories

numbered from -5 to +5, without a neutral point (zero). This scale is usually

presented vertically.

SEARS

+5 +5

+4 +4

+3 +3

+2 +2X

+1 +1

HIGH QUALITY POOR SERVICE

-1 -1

-2 -2

-3 -3

-4X -4

-5 -5

The data obtained by using a Stapel scale can be analyzed in thesame way as semantic differential data.

Basic Noncomparative Scales


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Scale Basic

Characteristics

Examples Advantages Disadvantages

Continuous

Rating

Scale

Place a mark on a

continuous line

Reaction to

TV

commercials

Easy to construct Scoring can be

cumbersome

unless

computerized

Itemized Rating Scales

Likert Scale Degrees ofagreement on a 1

(strongly disagree)

to 5 (strongly agree)

scale

Measurementof attitudes

Easy to construct,administer, and

understand

Moretime - consuming

Semantic

Differential

Seven - point scale

with bipolar labels

Brand,

product, and

company

images

Versatile Controversy as

to whether the

data are interval

Stapel

Scale

Unipolar ten - point

scale, - 5 to +5,

without a neutral

point (zero)

Measurement

of attitudes

and images

Easy to construct,

administer over

telephone

Confusing and

difficult to apply

Summary of Itemized Scale

Decisions


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Decisions

1) Number of categories Although there is no single, optimal number,traditional guidelines suggest that thereshould be between five and nine categories

2) Balanced vs. unbalanced In general, the scale should be balanced toobtain objective data

3) Odd/even no. of categories If a neutral or indifferent scale response ispossible for at least some respondents,

an odd number of categories should be used

4) Forced vs. non-forced In situations where the respondents areexpected to have no opinion, the accuracy ofthe data may be improved by a non-forced scale

5) Verbal description An argument can be made for labeling all ormany scale categories. The category descriptions

should be located as close to the response categories aspossible

6)Physical form A number of options should be tried and thebest selected

Balanced and Unbalanced

Scales


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Jovan Musk for Men is: Jovan Musk for Men is:Extremely good Extremely good

Very good Very goodGood Good

Bad Somewhat good

Very bad Bad

Extremely bad Very bad

Scales

Rating Scale Configurations


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-3 -1 0 +1 +2-2 +3

Tide

Tide detergent is:Tide detergent is:1) Very harsh --- --- --- --- --- --- --- Very gentle

2) Very harsh 1 2 3 4 5 6 7 Very gentle

3) . Very harsh

.

.

. Neither harsh nor gentle

.

.

. Very gentle

4) ____ ____ ____ ____ ____ ____ ____

Very Harsh Somewhat Neither harsh Somewhat Gentle Very

harsh harsh nor gentle gentle gentle

5) Very Neither harsh Veryharsh nor gentle gentle

Thermometer Scale

Some Unique Rating Scale Configurations


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Thermometer Scale

Instructions: Please indicate how much you like McDonalds hamburgers by coloring in the

thermometer. Start at the bottom and color up to the temperature level that best indicates how

strong your preference is.

Smiling Face Scale

Instructions: Please point to the face that shows how much you like the Barbie Doll. If you do

not like the Barbie Doll at all, you would point to Face 1. If you liked it very much, you would

point to Face 5.

Like very

much

Dislike very

much

100

75

5025

0

Some Commonly Used Scales in Marketing


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CONSTRUCT SCALE DESCRIPTORS

Attitude

Importance

Satisfaction

PurchaseIntent

Purchase

Freq

Very Bad

Not at All

Important

Very Dissatisfied

Definitely will Not

Buy

Never

Bad

Not Important

Dissatisfied

Probably WillNot Buy

Rarely

Neither Bad Nor

Good

Neutral

Neither Dissat. Nor

Satisfied

Might or Might Not

Buy

Sometimes

Good

Important

Satisfied

ProbablyWill Buy

Often

Very Good

Very

Important

Very

Satisfied

Definitely

Will Buy

Very Often

Multidimensional Scaling (MDS)


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Multidimensional scaling (MDS) is a class of procedures forrepresenting perceptions and preferences of respondents spatiallyby means of a visual display.Perceived or psychological relationships among stimuli arerepresented as geometric relationships among points in a

multidimensional space.These geometric representations are often called spatial maps.The axes of the spatial map are assumed to denote thepsychological bases or underlying dimensions respondents use toform perceptions and preferences for stimuli.

Conducting Multidimensional Scaling


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Specify the purpose for which the MDS results would be used.Select the brands or other stimuli to be included in the analysis.The number of brands or stimuli selected normally variesbetween 8 and 25.The choice of the number and specific brands or stimuli to be

included should be based on the statement of the marketingresearch problem, theory, and the judgment of the researcher.

Input Data for Multidimensional Scaling


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Direct(SimilarityJudgments)

Derived(AttributeRatings)

MDS Input Data

Perceptions Preferences

Conducting Multidimensional ScalingObtain Input Data


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Perception Data: Direct Approaches. In direct approaches togathering perception data, the respondents are asked to judge how

similar or dissimilar the various brands or stimuli are, using their owncriteria. These data are referred to as similarity judgments.

Very Very

Dissimilar Similar

Crest vs. Colgate 1 2 3 4 5 6 7Aqua-Fresh vs. Crest 1 2 3 4 5 6 7

Crest vs. Aim 1 2 3 4 5 6 7

.

.

.

Colgate vs. Aqua-Fresh 1 2 3 4 5 6 7

The number of pairs to be evaluated is n (n -1)/2, where n is thenumber of stimuli.

Similarity Rating Of Toothpaste Brands


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Aqua-Fresh Crest Colgate Aim Gleem Macleans Ultra Brite Close-Up Pepsodent

Aqua-Fresh

Crest 5

Colgate 6 7

Aim 4 6 6

Gleem 2 3 4 5Macleans 3 3 4 4 5

Ultra Brite 2 2 2 3 5 5

Close-Up 2 2 2 2 6 5 6

Conducting Multidimensional ScalingObtain Input Data


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Perception Data: Derived Approaches. Derived

approachesto collecting perception data are attribute-based approachesrequiring the respondents to rate the brands or stimuli on theidentified attributes using semantic differential or Likertscales.

Whitens Does not

teeth ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ whiten teeth

Prevents tooth Does not prevent

decay ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ tooth decay

.

.

.

.

Pleasant Unpleasant

tasting ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ tasting

If attribute ratings are obtained, a similarity measure (such asEuclidean distance) is derived for each pair of brands.

A Spatial Map of ToothpasteBrands


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Brands

0.5

-1.5

Dentagard

-1.0-2.0

0.0

2.0

0.0

Close Up

-0.5 1.0 1.50.5 2.0

-1.5

-1.0

-2.0

-0.5

1.5

1.0

Pepsodent

Ultrabrite

Macleans Aim

Crest

Colgate

Aqua- Fresh

Gleem

Using Attribute Vectors to Label Dimensions


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0.5

-1.5

Dentagard

-1.0-2.0

0.0

2.0

0.0

Close Up

-0.5 1.0 1.50.5 2.0

-1.5

-1.0

-2.0

-0.5

1.5

1.0

Pepsodent

Ultrabrite

Macleans Aim

Crest

Colgate

Aqua- Fresh

Gleem FightsCavities

Whitens Teeth

Cleans Stains

Advantages of MDS


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Does not require assumptions of linearity, metricity,

or multivariate normality. Can be used to model nonlinear relationships. Dimensionality solution can be obtained from

individuals; gives insight into how individuals differ

from aggregate data. Reveals dimensions without the need for defined

attributes. Dimensions that emerge from MDS can be

incorporated into regression analysis to assess theirrelationship with other variables.

Assumptions and Limitationsof MDS


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of MDS

It is assumed that the similarity of stimulus A to B is the sameas the similarity of stimulus B to A.

MDS assumes that the distance (similarity) between twostimuli is some function of their partial similarities on each of

several perceptual dimensions.

When a spatial map is obtained, it is assumed that inter-pointdistances are ratio scaled and that the axes of the map aremultidimensional interval scaled.

A limitation of MDS is that dimension interpretation relatingphysical changes in brands or stimuli to changes in theperceptual map is difficult at best.

Thurstone scale


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Thurstone scale was the first formal technique formeasuring anattitude.

It was developed by Louis Leon Thurstone in 1928, asa means of measuring attitudes towards religion. It is

made up of statements about a particular issue, andeach statement has a numerical value indicatinghow favorable or unfavorable it is judged to be.

People check each of the statements to which they

agree, and a mean score is computed, indicatingtheir attitude.

Thurstone scale


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In an attempt to approximate an interval level ofmeasurement, psychologist Robert Thurstonedeveloped the method of equal-appearingintervals.

This technique, for developing an attitude scalecompensates for the limitation of the Likert scalein that the strength of the individual items istaken into account in computing the attitudescore. It also can accommodate neutralstatements.

Thurstone Equal-appearing intervalScale


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1. Generate a large set of possible statements.

2. Get a set of judges to rate the statements in terms of how much theyagree with them, from 1 (agree least) to 11 (agree most).

3. For each statement, plot a histogram of the numbers against which thedifferent judges scored it.

4. For each statement, identify the median score, the number below 25%(Q1) and below 75% (Q3). The difference between these is theinterquartile range.

5. Sort the list by median value (This is the 'common' score in terms ofagreement).

6. Select a set of statements that are equal positions across the range of

medians. Choose the one with the lowest interquartile range for eachposition.


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Documents

Data Collection-Measurement and Scaling Techniques