MEASUREMENT AND SCALING

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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 Comparison

Rank Order

Constant Sum

Q-Sort and Other Procedures

Comparative scalesComparative 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 TechniquesPaired 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 TechniquesRank 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 TechniquesConstant 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 AttributesUsing 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 DifferentialStaple 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 ScaleRespondents 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 best0 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 best0 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 scaleLikert 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 ScaleThe 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 agreedisagree

 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 ScaleThe semantic differential is a seven-point rating scale

with end points associated with bipolar labels that have semantic

meaning. Big Bazaar is:Powerful --:--:--:--:-X-:--:--: WeakUnreliable --:--:--:--:--:-X-:--: ReliableModern --:--:--:--:--:--:-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 ScaleThe Stapel scale is a unipolar rating scale with ten categoriesnumbered from -5 to +5, without a neutral point (zero). This scaleis 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 thesame way as semantic differential data.

Comprehensive Look!!!

Likert Semantic Differential

Stapel

Scaling Techniques

Noncomparative Scales

Comparative Scales

Paired Comparison

Rank Order

Constant Sum

Q-Sort and Other Procedures

Continuous Rating Scales

Itemized Rating Scales

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 CARDSDISTRIBUTOR OR STORE AUDITPANTARY AUDITSCONSUMER PANELSUSE OF MECHANICAL DEVICESPROJECTIVE TECHNIQUESDEPTH INTERVIEWSCONTENT 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.