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MARKET RESEARCH REPORT ON

MEASURMENT AND SCALING

TECHNIQUES

Submitted to

Prof. Malini pande

Report done by

Saravanan.S (15)

BALAJI MURUGAN.U (21)

Batch: PGP/SS/2010-12/ISBE/FINANCE

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(1). PAIRED COMPARISION METHOD

Instructions:

We are going to present you with three pairs brands of cars brands

For each pair, please indicate which one of the two pairs are preferred

for personal use.

BRANDS Maruti Hyundai Tata

Maruti

Hyundai

Tata

Total

If u prefer the column brand over the row brand then mark 1.

If u prefer the row brand over the column brand then mark 0.

For the same corresponding brands mark (-)

The number of times a brand was preferred is found out by totalling

the 1s in each column

This is one of the easiest way of finding out the best brand among te

consumers mind

Even the time taken is very less to complete

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(2). RANK ORDER METHOD

Instructions :

We are now going to present you present you with five brands of soapbrands

Rank them in ascending order according to your preference, usage

and exposure to the brand.

BRANDS RANK ORDER

Hamam

Lux

Cinthol

Pears

Dove

you can also rank these brands on any criterion

Please mention the criterion which you choose in case it is other

than the above mentioned.

This method is very direct and easy for the customers to

rank according to their wish. The time taken to complete is very less

Out of all the scaling techniques this method is the most

preferred.

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(3). SEMATIC SCALE METHOD

Instructions:

You are presented with the features ofADIDAS productsPlease mark your ratings on a scale from 1 to 7 based on your

experience and exposure to the brand.

For example 1 being Very Poor. 3 being Average. 5 being good.and

7 being excellent

ADIDAS PRODUCTS

Uncomfortable _ _ _ _ _ _ _ Comfortable

Colourless _ _ _ _ _ _ _ Colourful

Rugged _ _ _ _ _ _ _ Delegate

Modern _ _ _ _ _ _ _ Old fashioned

Durable _ _ _ _ _ _ _ Non durable

Easy to construct, administer and understand about the brand

This method is very time consuming

This only gives a bird eye view about the brand

All the other important features of the brand may not be mentioned.

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(4). LIKERT SCALE METHOD:

You are presented with the features ofRELIANCE FRESH

Please mark the relevant feature which you feel is the most relevant

Markings can be made based on your past shopping experience,

product quality and availability of the products

RELIANCE FRESH:

Features Strongly

Disagree

Disagree Neither

agree nor

disagree

Agree Strongly

Agree

High

Quality

goods

Reasonable

Price

Customer

Service

This method helps us to find out which feature is most liked and which

feature is disliked by the consumers

This method is easy and comfortable for the respondents to complete

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(5). STAPLE SCALE:

INSTRUCTIONS:

You are presented about the following questions about Johnny shop.Make your ratings based on your experience, exposure and visit to

the shop.

JOHNNY SHOP:

+5 +5

+4 +4

+3 +3

+2 +2

+1 +1

HIGH QUALITY POOR QUALITY

-1 -1

-2 -2

-3 -3

-4 -4

-5 -5

This is the most easiest method as customer can easily mark

their ratings

Useful for the company to know where their product or brand

stands among the consumers.