UNIT:03

MEASUREMENT AND
SCALING
MEASUREMENT

 MEASUREMENT means assigning numbers

or other symbols to characteristics of objects
according to certain pre-specified rules.
 what we measure is not consumers but their
perceptions, attitudes, preferences, or other
relevant characteristics
 Numbers are assigned for enabling
statistical analysis and to facilitate the
communication.
SCALING

 The generation of a continuum upon which

measured objects are located. It is an
extension of measurement

 Hence we can say measurement is the actual

assignment of a number to each respondent
and scaling is the process of placing these
respondents on the continuum
PRIMARY SCALES OF MEASUREMENT

 Nominal Scale: Number Assigned to Runners,

Numbering of football players, brand
numbers, store types
 Ordinal : Rank Order of Winner,Market
position
 Interval: Performance rating, attitude,
opinions
 Ratio: Time to finish, in seconds, age,income,
market share.
PLEASE REFFER NARESH MALHOTRA , PAGE 253
 Scaling Techniques

 Comparative Scale

Paired Constant Sum Q-Sort and Other

Rank Order
Comparison Procedures
Comparative scales
 Comparative scales involve the direct
comparison of stimulus objects. Comparative
scale data must be interpreted in relative
terms and have only ordinal or rank order
properties.
Comparative Scaling Techniques
Paired Comparison Scaling
 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 scaling is the most widely used
comparative scaling technique.
 With n brands, [n(n - 1) /2] paired comparisons are
required
 Under the assumption of transitivity, it is possible
to convert paired comparison data to a rank order.
Comparative Scaling Techniques
Rank Order Scaling
 Respondents are presented with several
objects simultaneously and asked to order or
rank them according to some criterion.
 It is possible that the respondent may dislike
the 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.
Comparative Scaling Techniques
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 respondent
assigns it zero points.
 If an attribute is twice as important as some
other attribute, it receives twice as many points.
 The sum of all the points is 100. Hence, the
name of the scale.
Importance of Bathing Soap Attributes
Using a Constant Sum Scale
 Form
 Average Responses of Three Segments
Attribute Segment I Segment II
Segment III
 1. Mildness
 2. Lather
 3. Shrinkage
 4. Price
 5. Fragrance
 6. Packaging
 7. Moisturizing
 8. Cleaning Power

Relative Advantages of 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.
Relative Disadvantages of
Comparative Scales
 Ordinal nature of the data

 Inability to generalize beyond the stimulus

objects scaled.
Scaling Techniques

Non-Comparative scaling

Continuous Rating Scales Itemized Rating Scales

Likert Scale Semantic Differential Staple Scale

Non –Comparative Scaling
 In non-comparative scales, each object is scaled
independently of the others in the stimulus set. The
resulting data are generally assumed to be interval or
ratio scaled.
Continuous Rating Scale

It is also referred to as graphical rating scale this ,

this measurement scale has the respondents rate the
objects by placing a mark on the at the appropriate
position on a line that runs from one extreme of the
criterion variable to the other.
The Advantage of continuous scale is that they are
easy to construct . The disadvantage is scoring is
cumbersome and unreliable. Moreover, continuous
scales provide little new information . Hence their
use in marketing research has been limited.
 Continuous Rating Scale
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 form of the continuous scale may vary considerably.
 
How would you rate Pantaloons as a retail 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
Itemized Rating Scale

 In an Itemized rating scale, the respondents

are provided with a scale that has a number
or brief description associated with each
category. The categories are ordered in terms
of scale position, and the respondents are
required to select the specific category that
best describes the object being rated.
Sub-Types

The following are types of itemized rating

scales:

 Likert scale
 Semantic Differential
 Staple Scale
Likert scale
Likert scale

 Named after its developer , Rensis Likert, the

Likert scale is widely used rating scale that
requires the respondent to indicate a degree
of agreement or disagreement with each of
the series of statements about the object
typically each scale item has five responses
ranging from strongly disagree to strongly
agree.
Likert Scale
The Likert scale requires 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 Bazaar sells high quality merchandise. 1 2X 3 4 5
 
2. Big bazaar has poor in-store service. 1 2X 3 4 5
 
3. I like to shop at Big Bazaar. 1 2 3X 4 5
 
Semantic Differential Scale

The semantic differential is a 7-point rating

scale with endpoints associated with bipolar
labels that have semantic meanings. In a
typical setting respondent rate the object on
a number of itemized, 7 point rating scale
bounded at each end by one of two bipolar
adjectives .
Semantic Differential Scale
The semantic differential is a seven-point rating scale with end
points associated with bipolar labels that have semantic meaning.
Big Bazaar is:
Powerful --:--:--:--:-X-:--:--: Weak
Unreliable --:--:--:--:--:-X-:--: Reliable
Modern --:--:--:--:--:--:-X-: Old-fashioned
Stapel Scale

The stapel scale has been named after its

developer, “Jan Stapel”, it is a unipolar rating
scale with 10 categories numbered from -5 to
+5 without a neutral(Zero). Presented
vertically it asks the respondents to indicate
accurately or inaccurately by selecting an
appropriate numerical response describing
the object.
Stapel Scale
The Stapel scale is 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 the
same way as semantic differential data.
Comprehensive Look!!!

 Scaling Techniques

 Comp  Noncomparative
arativ  Scales

 Paire  R e  Co  Q-  Contin  Itemi

Scales uous zed
d a nst Sort
Com n an and Rating Ratin
paris k t Oth Scales
 Sem g
Stapel
Likert 
on O Su er anti Scale
METHODS OF DATA COLLECTION

DATA

PRIMARY DATA SECONDARY DATA

DATA COLLECTION
PRIMARY DATA

The primary data are those which are

collected afresh and for the first time and
thus happen to be original in character.
COLLECTION OF PRIMARY DATA

We collect primary data during the course of

doing experiment, experiment refers to the
an investigation in which a factor or variable
under test is isolated and its effect(s) is
measured, this is when the research is
experimental but in case of descriptive
research researcher collects data by
observation or through direct
communication
Methods of Collecting Primary Data

 Observation Method
 Interview Method
 Questionnaire Method
 Schedules
Observation Method

Most commonly used method specially in

behavioral sciences. In a way we observe
things around us. In observation method, the
information is sought by way of investigator’s
own direct observation without asking from
respondent.
Interview Method

 The interview method of collection of data

involves presentation of oral-verbal stimuli
and reply in terms of oral-verbal responses

 The various methods of Interview are:

 Personal Interview : Structured and Unstructured
 Telephonic Interview
Questionnaire Method

This method of data collection is popular

among in cases of big entities. It is being
adopted by all. In this method a
questionnaire prepared is sent to the
respondent to fill and return. A
questionnaire consists of a number of
questions to be responded
SCHEDULES

Schedule is also used as a method

of data collection but in this case, the data is
collected by an interviewer rather than through
a self-administered questionnaire. Interviewers
read the questions exactly as they appear on
the survey questionnaire. The choice of answers
to the questions is often fixed (close-ended) in
advance, though open-ended questions can
also be included within a structured interview.
SOME MORE METHODS

 WARANTY CARDS
 DISTRIBUTOR OR STORE AUDIT
 PANTARY AUDITS
 CONSUMER PANELS
 USE OF MECHANICAL DEVICES
 PROJECTIVE TECHNIQUES
 DEPTH INTERVIEWS
 CONTENT ANALYSIS
 COLLECTION OF SECONDARY DATA

Internet search, using online resources to gather data for research

purposes. This method is not usually very reliable and requires
appropriate citation and critical analysis for findings.

Library search and indexing, this technique requires to go through

written texts that have already done similar work and utilizing their
researches for your dissertations.

Data collection organizations, for example Gallup and AC Nielsen

conduct researches on a recurrent basis ranging in a wide array of
topics.

News Papers and Magazines, journals and other similar periodicals.