Scaling

ATTITUDINAL MEASUREMENT

• 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 Directly AffectAffect Purchase Decisions And Their Purchase Purchase And Use ExperiencesAnd Use Experiences, In Turn, Directly 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 Respond To A Product , Idea and/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 It Is Also One Of The Most Inconsistently Is Also One Of The Most Inconsistently Used Concepts .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 Requires Substantial Pressure.

3. Attitude Is Latent Variable That Produces Consistency In Behavior, Either Verbal Or Physical

4. Attitude Has A Directional Quality It Connotes A Preference Regarding The Outcomes Involving – The Object– Evaluations Of The Object– Or Positive/Negative/Neutral Feelings For 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 persistent.persistent.

• 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 measurement and scalingThe concept of measurement 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 use the measurement process by assigning either numbers or labels.

MEASUREMENT PROCESSMEASUREMENT PROCESS • Construct Development

– The goal of construct development is: to precisely identify and whatwhat is to be measuredmeasured, including any dimensionality traits

• Scale measurement– The goal of scale measurement is to determine

how to precisely measure each construct• To understand construct development and scale

development we must understand the term Object It refers to any tangible item in a person’s environment that can be clearly and easily identified through the senses.

Object has two properties:• Objective properties: researchers do not measure the objects

per se but rather the elements that makes up the object. Objective properties are used to identify and distinguish an object from another.

• These properties represent attributes that make up an object of interest and are directly observable, Physically verifiable, and measurable in nature i.e. Age, Colour of eyes, the actual number of purchases made of a particular product or the tangible features of the object.

• Subjective properties: Subjective properties are abstract, intangible characteristics that can not be directly observed or measured such as attitudes, feelings, perceptions, expectations, or expressions of future actions (i.e. Purchase intentions)

SCALE MEASUREMENT

• Scaling is the process of creating a continuum on which objects are located according to the amount of the measured characteristic they possess.

• Scale development is designing questions to measure the subjective properties of an object

CHARACTERISTICS OF SCALES

• Description– Description refers to use of a unique descriptor, or

label, to stand for each designation in the scale. Any descriptor can be used for response for instance, “yes” or “no”, “agree” or “disagree” and the number of years of a respondent’s age are descriptors of a simple scale

• Order• Distance• Origin

NOMINAL SCALE• Nominal scales are defined as those that use only label;

that is, they possess only the characteristic of description• The response does not include any level of intensity• Examples: 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 scale.

Nominal- scaled questions

Check all the brands you would consider purchasing

I. SonyII. VideoconIII. SamsungIV. LG

Ordinal scale

• An ordinal scale is obtained by ranking objects or arranging them in order with regard to some common variable.

Ordinal- scaled questionsOrdinal- scaled questions

Please rank each brand in terms of your preference Please place “1” by your first choice, a “2” by your second choice, and so on

I. SonyII. VideoconIII. SamsungIV. LGV. BPLVI. Phillips

Interval scaleInterval scale • Interval scales are those in which the distance

between each descriptor is known.• It demonstrates absolute differences between each

scale point. The distance is normally defined as one scale unit For example, a coffee brand rated “3” in taste is one unit away from one rated “4”

• In an interval scale the numbers used to rank the objects also represent equal increments of the attribute being measured

Ratio scaleRatio scale • Ratio scales are the ones in which true 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 when comparing the results of measurement.

• A ratio scale tends to be most sophisticated scale in the sense that it allows the researcher not only to identify the absolute differences between each scale point but also to make absolute comparisons between the responses.

• 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 two

Ratio-scaled questions• Please indicate your age ---Years• Approximately how many times in the last month have you

purchased any thing over Rs.1000 in value at nanz store? 0 1 2 3 4 5 more (specify_ )

• How much do you think a typical purchaser of a rs. 5 lakh term life insurance policy pays per month that policy? Rs -----

• What is the probability that you will use a lawyer’s services when you are ready to make a will? ______Percent

• Typically the issues like quantity sold number of consumers 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


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


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 BASICBASICCHARACTERISTICS 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 CLASSPREFERENCE FOR BRANDS


PERCENTILE, RANK ORDER CORRELATION FRIEDMAN ANOVAMEDIAN

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

ATTITUDES, OPTIONS, INDEX NUMBERSATTITUDES TOWARDS BRANDSGRADE POINT AVERAGE


RANGE PRODUCT MOMENT- CORRELATIONS MEAN t TESTSSTANDARDDEVIATIONS ANOVA REGRESSION ANALYSIS FACTOR ANALYSIS

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

AGE, INCOME,COSTS, SALES, MARKET SHARESNO. OF PURCHASESPROBABILITY OF PURCHASE


GEOMETRICMEAN 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 SCALE:PAIRED COMPARISON RATING 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

Science

Scaling