Comparative Scaling Technique
Comparative Scaling Technique
Definition:Provide a direct comparison between stimulus objects.Used for comparison between stimuliInclude fewer theoretical assumption
AdvantageEasy application for the researcherEasy understanding for the respondent
Comparative Scaling Technique
Comparative Scaling Technique
Disadvantage
Lacks distance and origin properties
Does not provide possibility of carrying out various advance statistical techniques.
Comparative Scaling
Technique
Comparative Scaling
Technique
Definition:
Comparative scaling technique is technique that which is a respondent is presented with two objects at a time and asked to select one object (rate between two objects at a time) according to some criterion
Respondents are asked to choose one among two alternatives on a selected criteria.
Frequently used to compare existing products with an upcoming new or competitor product.
i) Paired Comparison Scaling
i) Paired Comparison Scaling
Researcher interested in knowing consumers preference among three different tourism package that is package A, B and C.
From these, researcher can develop 3 questionnaire for respondents:
- Preference between package A and B
-Preference between package B and C
-Preference between package C and A
i) Paired Comparison Scaling
i) Paired Comparison Scaling
ExampleExample
By using paired comparison scaling, researcher can generate a rank order among stimuli.The number of packages for comparison should not too many.This is because, the increased of the packages will increases the number of comparison geometrically.
i) Paired Comparison Scaling
i) Paired Comparison Scaling
Brand Coke Pepsi Sprite 7UP
Coke — Ö
Pepsi —
Sprite Ö Ö —
7UP Ö Ö Ö —
No. of times preferred 2 3 1 0
Ö = the brand in that column was preferred over the brand in the corresponding row
Example of data recording record of paired comparison
AdvantageQuite helpful when when the number of stimuli is limited.Reveal direct comparison overt choices
DisadvantageBecome tedious technique if involved large stimuliViolation of the assumption of transitivity
paired comparison
Objects are presented may bias the results
Scale has little resemblance to the market situation
Respondent may prefer one item over certain others
Paired Comparison Scaling
Paired Comparison Scaling
Definition:
A respondent is presented with several items simultaneously and asked to rank them.This is an ordinal level technique.
This scaling technique also uses comparison between stimuli objects using pre-determined creterion.
Ordinal scale that desribes the favoured and unfavoured objects but doesn’t reveal the
distance between the objects.
Result data in rank order is ordinal data.
ii) Rank Order Scalingii) Rank Order Scaling
This data is more realistic in obtaining the response and it yields better result when direct comparison is that only ordinal data can be generated.
DisadvantageCan create biased resultsLacks distance and origin properties
AdvantageEase of understanding
Rank Order ScalingRank Order Scaling
Packages Rank
A 3
B 1
C 2
Rank order is a rank that is listed from important to least important as shown above.The respondent will be given choices to rank according to
their opinion on certain criteria.
Rank order is a rank that is listed from important to least important as shown above.The respondent will be given choices to rank according to
their opinion on certain criteria.
Example of Rank Order
Example of Rank Order