MEASUREMENT AND SCALING

THE 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 ENGAGE IN USING THE MEASUREMENT PROCESS BY ASSIGNING

EITHER NUMBERS OR LABELS TO• PEOPLE’S THOUGHTS, FEELINGS, BEHAVIORS,

AND CHARACTERISTICS• THE FEATURES OR ATTRIBUTES OF OBJECTS• THE ASPECTS OF CONCEPTS / IDEAS• ANY TYPE OF PHENOMENON OR EVENT USING

SPECIFIC RULES TO REPRESENT QUANTITIES

AND QUALITIES OF THE FACTORS BEING INVESTIGATED

MEASUREMENT PROCESS

CONSISTS OF

1. CONSTRUCT DEVELOPMENT

TO PRECISELY IDENTIFY WHAT IS TO BE MEASURED, INCLUDING ANY DIMENSIONALITY TRAITS

2. SCALE MEASUREMENT

DETERMINE HOW TO PRECISELY MEASURE EACH CONSTRUCT

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• ORDER• DISTANCE• ORIGIN

DESCRIPTION

DESCRIPTION REFERS TO USE OF A UNIQUE DESCRIPTOR, OR LABEL, TO STAND FOR EACH DESIGNATION IN THE SCALE.THIS PROPERTY ALLOWS A RESEARCHER TO TAKE THE RESPONSES AND CATEGORIZE THEM INTO MUTUALLY EXCLUSIVE GROUPS EACH WITH ITS OWN IDENTITY

ORDER

ORDER REFERS TO THE RELATIVE SIZES

OF THE DESCRIPTORS OR RELATIVE

MAGNITUDE BETWEEN THE

DESCRIPTORS, OR LABELS, USED AS

SCALE POINTS.

HERE THE KEY WORD IS “RELATIVE’ AND

INCLUDES SUCH DESCRIPTORS AS “GREATER THAN” “LESS THAN” AND “EQUAL TO”

WHEN ORDER CHARACTERISTIC IS INCORPORATED INTO SET OF SCALE POINTS, IT ALLOWS THE RESEARCHER TO ESTABLISH EITHER

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

ORDER IDENTIFIES ONLY THE RELATIVE DIFFERENCES

BETWEEN THE RESPONSES AND NOT THE ABSOLUTE

DIFFERENCES

DISTANCE

A SCALE HAS THE CHARACTERISTIC

OF DISTANCE WHEN ABSOLUTE

DIFFERENCES BETWEEN THE DESCRIPTORS ARE KNOWN AND MAY BE EXPRESSED IN UNITS

WHEN THE CHARACTERISTIC OF

DISTANCE EXISTS WE ARE ALSO GIVEN THE ORDER

ORIGIN A SCALE IS SAID TO HAVE

CHARACTERISTIC OF ORIGIN IF THERE

IS A UNIQUE BEGINNING OR TRUE

ZERO POINT FOR THE SCALE THE

ORIGIN PROPERTY RELATES TO A

NUMBERING SYSTEM WHERE ZERO IS

DISPLAYED OR REFERENCED STARTING

POINT IN A SET OF POSSIBLE RESPONSES

EACH SCALING PROPERTY BUILDS ON THE PREVIOUS ONE

THIS IMPLIES:• ANY SCALE WILL HAVE DESCRIPTION

PROPERTY• A SCALE THAT INCLUDES ORDER PROPERTY

AUTOMATICALLY POSSESSES DESCRIPTION PROPERTY

• A SCALE HAVING DISTANCE PROPERTY,

HAS ORDER AND DESCRIPTION PROPERTIES• THE SCALE THAT IS BUILD ON ORIGIN

PROPERTY ALSO HAVE DESCRIPTION,

ORDER, AND DISTANCE PROPERTIES

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

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 “Youth prefers branded clothes”?

AGREE DISAGREE

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

I. EBONY

II. STAR MALL

III. SAB MALL

IV. SHIPRA

V. SAHARA MALL

DO YOU LIKE OR DISLIKE CHOCOLATE ICE CREAM?

I. LIKE

II. DISLIKE

ORDINAL SCALEAN ORDINAL SCALE IS OBTAINED BY

RANKING OBJECTS OR ARRANGING THEM IN ORDER WITH REGARD TO SOME COMMON VARIABLE

THE QUESTION IS SIMPLY WHETHER EACH OBJECT HAS MORE OR LESS THAN SOME OTHER OBJECT

IT PERMITS THE RESEARCHER TO RANK ORDER THE RESPONDENTS OR THEIR RESPONSES

ORDINAL SCALETHE RESEARCHER CAN RANK ORDER

THE RESPONSES INTO HIERARCHICAL PATTERN

THIS SCALE DOES NOT ALLOW A

RESEARCHER TO DETERMINE THE

ABSOLUTE DIFFERENCE IN ANY OF THE ORDINAL RELATIONSHIPS

ORDINAL- 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 ONI. SONYII. VIDEOCONIII. SAMSUNGIV. LGV. BPLVI. PHILLIPS

INTERVAL 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

INTERVAL SCALE

IN AN INTERVAL SCALE THE NUMBERS USED TO RANK THE OBJECTS ALSO REPRESENT EQUAL INCREMENTS OF THE ATTRIBUTE BEING MEASURED THIS MEANS THAT DIFFERENCES CAN BE COMPARED

THE LOCATION OF ZERO POINT IS NOT FIXED, SINCE ZERO DOES NOT DENOTE THE ABSENCE OF THE ATTRIBUTE

BOTH ZERO POINT AND UNITS OF MEASUREMENT ARE ARBITRARY

INTERVAL – SCALED QUESTIONS

PLEASE RATE EACH BRAND IN TERMS OF ITS OVERALL PERFORMANCE

• 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), HOW OFTEN YOU ACCESS INTERNET FROM A HOME 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 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

RATIO SCALE

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

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

ASSESSING A RESPONDENT’S LIKING OF SOFTDRINKS WITH SCALES

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

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

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

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 PROPERTIES

SCALE DESCRIPTION ORDER DISTANCE ORIGIN

NOMINAL YES NO NO NO ORDINAL YES YES NO NO INTERVAL YES YES YES NO RATIO YES YES YES YES

Central Tendency and Dispersion

• If a nominal scale is used, analysis of raw data can only be done using modes and frequency distributions

• If ordinal scales are used, analysis of raw data can be done using medians and ranges (plus modes and frequency distributions)

• If interval or ratio scales are used, analysis of raw data can be done through the use of sample means and estimated standard deviations as the sample statistic (plus the above)

SCALE AND TYPE OF STATISTICAL TECHNIQUES

SCALE BASICCHARACTERISTICS

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

DESCRIPTIVE INFERENTIAL

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

DESCRIPTIVE INFERENTIAL

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

DESCRIPTIVE INFERENTIAL

GEOMETRICMEAN COEFFICIENT OF VARIATION

HARMONIC MEAN

THE SCALING TECHNIQUES

• THE COMPARATIVE SCALES

• THE NON – COMPARATIVE SCALES

THE COMPARATIVE SCALESCOMPARATIVE SCALES INVOLVE THE DIRECT

COMPARISON OF STIMULUS OBJECTIT IS A SCALE FORMAT THAT REQUIRES A

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

COMPARATIVE SCALE DATA MUST BE INTERPRETED IN RELATIVE TERMS

AND HAVE ONLY ORDINAL OR RANK ORDER PROPERTIES

FOR THIS REASON, COMPARATIVE SCALING IS REFERRED TO AS NON-METRIC SCALING

TYPES OF COMPARATIVE SCALES

• PAIRED COMPARISON • RANK ORDER• CONSTANT SUM • Q-SORT

PAIRED COMPARISON RATING SCALE

THIS FORMAT CREATES A PRE-SELECTED GROUP OF TRAITS, PRODUCT CHARACTERISTICS OR FEATURES THAT ARE PAIRED AGAINST ONE ANOTHER INTO TWO GROUPS RESPONDENTS ARE ASKED TO SELECT WHICH IN EACH PAIR IS MORE IMPORTANT TO THEM

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

THE DATA OBTAINED ARE ORDINAL IN NATURE

PAIRED COMPARISON SCALES ARE FREQUENTLY USED WHEN STIMULUS OBJECTS ARE PHYSICAL PRODUCTS

EXAMPLE:

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

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

IMPORTANT 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

CONSTANT SUM SCALE:

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

WITH THIS TYPE OF SCALE, THE RESPONDENT IS ASKED TO DIVIDE OR ALLOCATE A NUMBER OF POINTS, PERCENTAGES, OR RUPEES, USUALLY A TOTAL SUM OF 100, TO INDICATE THE RELATIVE IMPORTANCE OF THE ATTITUDE BEING STUDIED

CONSTANT SUM SCALE:

THE AMOUNTS THAT ARE ALLOCATED TO EACH ALTERNATIVE INDICATES THE

RANKS ASSIGNED TO THEM BY THE RESPONDENTS, BUT IT ALSO INDICATES THE AMOUNT OF DIFFERENCE THE RESPONDENTS SET BETWEEN EACH ALTERNATIVE

IMPORTANCE OF BATHING SOAP ATTRIBUTES USING

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

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

THE MORE POINTS AN ATTRIBUTES RECEIVES, THE MORE

IMPORTANT IT 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 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 AS THESE ARE CONSTRUED TO BE A FORM OF OPINION QUESTIONS IN WHICH RESPONDENT IS ASKED TO RANK COMPARATIVELY THE ITEMS LISTED

THESE ALLOW THE RESPONDENTS TO COMPARE THEIR OWN RESPONSES BY INDICATING THEIR FIRST CHOICE, SECOND, THIRD AND FOURTH PREFERENCES AND SO FORTH, UNTIL ALL THE RESPONSES ARE PLACED IN 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 ANALYSIS 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 _______________________ ENTREPRENEUR ________________________ EXPEDITER _______________________ EXPERT _______________________ FORECASTER _______________________ INNOVATOR _______________________ INTEGRATOR

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

PREFERENCE BEGIN BY PICKING OUT THE ONE BRAND THAT YOU LIKE MOST

ASSIGN IT A NUMBER 1 THEN FIND THE SECOND MOST PREFERRED BRAND AND ASSIGN

IT A NUMBER 2 CONTINUE THE PROCEDURE UNTIL YOU HAVE RANKED ALL

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 THE CRITERION OF PREFERENCE IS ENTIRELY UP TO YOU.

THERE IS NO RIGHT OR WRONG ANSWER. JUST TRY TO BE CONSISTENT

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

NON COMPARATIVE SCALES NON-COMPARATIVE SCALES REFER TO

A SCALE FORMAT THAT REQUIRES A

JUDGMENT WITHOUT REFERENCE TO

ANOTHER OBJECT, PERSON, OR CONCEPT

THESE SCALES ARE ALSO REFERRED TO AS MONADIC OR METRIC SCALES

THE RESULTING DATA ARE GENERALLY

ASSUMED TO BE INTERVAL OR RATIO SCALED

TYPES OF NON- COMPARATIVE SCALES

• CONTINUOUS RATING SCALES

• ITEMIZED RATING SCALES

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

CONTINUOUS RATING SCALE:

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

AS THE SET OF POSSIBLE RESPONSES TO A GIVEN QUESTION

IT IS ALSO REFERRED TO AS GRAPHIC RATING SCALES

RESPONDENTS RATE THE OBJECTS BY PLACING A MARK AT THE APPROPRIATE POSITION 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 HORIZONTAL

• SCALE POINTS IN THE FORM OF NUMBERS OR BRIEF DESCRIPTIONS MAY BE PROVIDED

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

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

THESE SCORES ARE TREATED AS INTERVAL DATA

EXAMPLE:

HOW WOULD YOU RATE RELIANCE RETAIL 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 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:

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

BECAUSE OF ITS SIMPLICITY AND

ADAPTABILITY TO MOST MEASUREMENT SITUATIONS

THIS FORM OF RATING SCALE REQUIRES A RESPONDENT

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

CONTINUUM THAT REFLECTS A RANGE OF POSSIBLE 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 THE DEGREE OF ATTITUDE HELD)

THE SCALE POSITIONS ARE CLEARLY MARKED WITH A DESCRIPTIVE STATEMENT OF SOME KIND

TYPES OF ITEMIZED SCALES:

• SEMANTIC DIFFERENTIAL SCALE• LIKERT SCALE• STAPEL SCALE• THURSTONE SCALE

SEMANTIC DIFFERENTIAL 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 ADJECTIVES AND ADVERBS (GOOD/BAD, LIKE/DISLIKE, COMPETITIVE/NONCOMPETITIVE, HELPFUL/UNHELPFUL, ETC.)

IN SEMANTIC DIFFERENTIAL SCALE, THE RESPONDENTS ARE ASKED TO EXPRESS THEIR FEELINGS ABOUT WHATEVER BEING EVALUATED BY RECORDING THEIR RESPONSES ON A SCALE OF ADJECTIVES

(SUCH AS STRONG -- MILD), WHICH ARE PAIRED POLAR OPPOSITES

THIS SCALE TYPE IS BEST FOR IDENTIFYING A “PERCEPTUAL IMAGE PROFILE”

ABOUT THE OBJECT OR BEHAVIOR OF CONCERN

THE RESULTING DATA ARE COMMONLY ANALYZED THROUGH PROFILE ANALYSIS

MEANS OR MEDIAN VALUES ON EACH RATING SCALE ARE CALCULATED AND COMPARED BY PLOTTING STATISTICAL ANALYSIS

THIS HELPS DETERMINE OVERALL DIFFERENCES AND SIMILARITIES AMONG THE OBJECTS

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

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

IT IS WIDELY USED IN COMPARING• BRANDS• PRODUCTS• COMPANY IMAGES• DEVELOP ADVERTISING AND

PROMOTIONAL STRATEGIES• NEW – PRODUCT DEVELOPMENT

STUDIES

EXAMPLE:

THIS PART OF THE STUDY MEASURES

WHAT CERTAIN DEPARTMENT STORES MEAN TO YOU

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

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

• PLEASE BE SURE TO MARK EVERY 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

• EXPERTISE• TRUSTWORTHINESS• ATTRACTIVENESS

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

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

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

WE WOULD LIKE TO KNOW YOUR OPINION ABOUT THE

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

NOT REPRESENT YOUR OPINION

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

EXPERTISE:

1 2 3 4 5 6 7

KNOWLEDGEABLE UNKNOWLEDGEABLEEXPERT NOT AN EXPERTSKILLED UNSKILLEDQUALIFIED UNQUALIFIEDEXPERIENCED INEXPERIENCED

TRUST WORTHINESS

1 2 3 4 5 6 7

RELIABLE UNRELIABLE

SINCERE INSINCERE

TRUSTWORTHY UNTRUSTWORTHY

DEPENDABLE UNDEPENDABLE

HONEST DISHONEST

ATTRACTIVENESS

1 2 3 4 5 6 7 SEXY NOT SEXY

BEAUTIFUL UGLY

ATTRACTIVE UNATTRACTIVE

CLASSY NOT CLASSY

ELEGANT PLAIN

EXAMPLE:

A SEMANTIC DIFFERENTIAL SCALE FOR MEASURING

• SELF CONCEPTS• PERSON CONCEPTS• PRODUCT CONCEPTS

RUGGED DELICATE

EXCITABLE CALM

UNCOMFORTABLE COMFORTABLE

DOMINATING SUBMISSIVE

THRIFTY INDULGENT

PLEASANT UNPLEASANT

CONTEMPORARY NON-CONTEMPORARY

ORGANIZED NO-ORGANIZEDRATIONAL EMOTIONALYOUTHFUL MATUREFORMAL INFORMALORTHODOX LIBERALCOMPLEX SIMPLECOLORLESS COLORFULMODEST VAIN

EXAMPLE Contd…

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

Convenient location inconvenient location

High prices low prices

For me not for me

Warm atmosphere cold atmosphere

Wide menu limited menu

Fast service slow service

High quality food low quality food

A special place an 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 FRONTIER

TO BE COMPARED WITH

BUKHARA

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

HOW

THE TWO RESTAURANTS ARE PERCEIVED BY THE RESPONDENTS

Image 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 DESIGNED FOR IA AND

TRACKING

COULD BE UNDERTAKEN ON A REGULAR INTERVAL - SAY AFTER EVERY THREE MONTHS- TO HAVE A BETTER UNDERSTANDING 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 DISAGREE

WITH A SERIES OF

MENTAL BELIEF OR BEHAVIORAL BELIEF STATEMENTS ABOUT A GIVEN OBJECT

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

IN THE LIKERT SCALE, THE MATTER OF CHOOSING

OPPOSITE ADJECTIVES

IS 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"

TO

“STRONGLY DISAGREE"

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

A LIKERT SCALE USUALLY CONSISTS OF TWO PARTS:

• ITEM PART• EVALUATIVE PART

THE ITEM PART IS ESSENTIALLY A STATEMENT ABOUT A CERTAIN

PRODUCT

EVENT

OR 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 FACTOR

OTHERWISE, THE ITEMS CANNOT LEGITIMATELY BE SUMMED

IN OTHER WORDS,

THE RESULTING SCALE IS UNI DIMENSIONAL

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 ANALYSIS)

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

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 ON 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 TIME• THE SEATS ARE VERY COMFORTABLE• I LOVE THE FOOD THEY PROVIDE• THEIR AIR HOSTESSES ARE VERY

BEAUTIFUL• MY BOSS/FRIEND FLIES WITH IA

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

PROGRAM• IT(THE FLIGHT TIMING) SUITS MY

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

AND 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 INDIVIDUAL- AND TOTAL SCORE GIVEN TO EACH

STATEMENT 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-POLARITY

A 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:APPLICATION OF STAPEL SCALE FOR THE RETAIL STORE

IMAGE STUDY +5 +5 +5+4 +4 +4+3 +3 +3+2 +2 +2+1 +1 +1WIDE LESSER HIGHSELECTION KNOWN QUALITY

BRAND - 1 - 1 - 1- 2 - 2 - 2- 3 - 3 - 3- 4 - 4 - 4- 5 - 5 - 5_____________________________________________

EXAMPLE : 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 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_____