31046001 comparative scaling

8/6/2019 31046001 Comparative Scaling

1/23

SUBMITTED BYMehak sharma


2/23

8-2

Measurement means assigning numbers or othersymbols to characteristics of objects according to certainprespecified rules.

One-to-one correspondence between the numbersand the characteristics being measured.

The rules for assigning numbers should be

standardized and applied uniformly.

Rules must not change over objects or time.


3/23

8-3

Scaling involves creating a continuum upon whichmeasured objects are located.

Consider an attitude scale from 1 to 100. Eachrespondent is assigned a number from 1 to 100, with 1 =Extremely Unfavorable, and 100 = Extremely Favorable.Measurement is the actual assignment of a number from1 to 100 to each respondent. Scaling is the process of

placing the respondents on a continuum with respect totheir attitude toward department stores.


4/23

8-4

7 38

ScaleNominal NumbersAssignedto Runners

Ordinal Rank Orderof Winners

Interval PerformanceRating on a0 to 10 Scale

Ratio Time to

Finish, inSeconds

Thirdplace

Secondplace

Firstplace

Finish

Finish

8.2 9.1 9.6

15.2 14.1 13.4


5/23

8-5

` The numbers serve only as labels or tags for identifyingand classifying objects.

` When used for identification, there is a strict one-to-onecorrespondence between the numbers and the objects.

` The numbers do not reflect the amount of thecharacteristic possessed by the objects.

` The only permissible operation on the numbers in anominal scale is counting.

` Only a limited number of statistics, all of which are based

on frequency counts, are permissible, e.g., percentages,and mode.


6/23

8-6

Nominal Ordinal Ratio

Scale Scale ScalePreference $ spent last

No. Store Rankings 3 months

1. Lord & Taylor

2. Macys

3. Kmart

4. Richs

5. J.C. Penney

6.Neiman Marcus7. Target

8. Saks Fifth Avenue

9. Sears

10.Wal-Mart

IntervalScale

PreferenceRatings

1-7 11-177 5 15

2 7 17 2

8 4 14

3 6 16 1

1 7 17 25

5 5 15 35

9 4 14

6 5 15 1

4 6 16

1 2 12 1


7/23

8-7

` A ranking scale in which numbers are assigned toobjects to indicate the relative extent to which theobjects possess some characteristic.

` Can determine whether an object has more or less of acharacteristic than some other object, but not how muchmore or less.

` Any series of numbers can be assigned that preserves

the ordered relationships between the objects.


8/23

8-8

` Numerically equal distances on the scale represent equalvalues in the characteristic being measured.

` It permits comparison of the differences between objects.

` The location of the zero point is not fixed. Both the zero point

and the units of measurement are arbitrary.

` It is meaningful to take ratios of scale values.

` Statistical techniques that may be used include all of those

that can be applied to nominal and ordinal data, and inaddition the arithmetic mean, standard deviation, and otherstatistics commonly used in marketing research.


9/23

8-9

` Possesses all the properties of the nominal, ordinal, andinterval scales.

` It has an absolute zero point.

` It is meaningful to compute ratios of scale values.

` Only proportionate transformations of the form y = bx,where b is a positive constant, are allowed.

` All statistical techniques can be applied to ratio data.


10/23

8-10

LikertSemanticDifferential

Stapel

Scaling Techniques

NoncomparativeScales

ComparativeScales

PairedComparison

RankOrder

ConstantSum

Q-Sort andOtherProcedures

Continuous

Rating Scales

Itemized

Rating Scales


11/23

8-11

` Comparative scales involve the direct comparison of

stimulus objects. Comparative scale data must beinterpreted in relative terms and have only ordinal orrank order properties.


12/23

8-12

` Small differences between stimulus objects can bedetected.

` 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 onejudgment to another.


13/23

8-13

` Ordinal nature of the data

` Inability to generalize beyond the stimulus objectsscaled.


14/23

8-14

` A respondent is presented with two objects and asked toselect one according to some criterion.

` The data obtained are ordinal in nature.

` Paired comparison scaling is the most widely usedcomparative scaling technique.

` Under the assumption of transitivity, it is possible toconvert paired comparison data to a rank order.


15/23


16/23

8-16

` Respondents are presented with several objectssimultaneously and asked to order or rank themaccording to some criterion.

` It is possible that the respondent may dislike the brandranked 1 in an absolute sense.

` Furthermore, rank order scaling also results in ordinal

data.


17/23

8-17

Instructions: Rank the various brands of toothpaste in orderof preference. Begin by picking out the one brand that youlike most and assign it a number 1. Then find the second mostpreferred brand and assign it a number 2. Continue this

procedure until you have ranked all the brands of toothpastein order of preference. The least preferred brand should beassigned a rank of 10.

No two brands should receive the same rank number.

The criterion of preference is entirely up to you. There is noright or wrong answer. Just try to be consistent.


18/23

8-18

Brand Rank Order

1. Crest _________

2. Colgate _________3. Aim _________

4. Gleem _________

5. Macleans _________

6. Ultra Brite _________

7. Close Up _________

8. Pepsodent _________

9. Plus White _________

10. Stripe _________

Form


19/23

8-19

` Respondents allocate a constant sum of units, such as100 points to attributes of a product to reflect theirimportance.

` If an attribute is unimportant, the respondent assigns itzero 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 thescale.


20/23

8-20

Instructions

On the next slide, there are eight attributes of

bathing soaps. Please allocate 100 points amongthe attributes so that your allocation reflects the

relative importance you attach to each attribute.The more points an attribute receives, the moreimportant the attribute is. If an attribute is not at

all important, assign it zero points. If an attribute istwice as important as some other attribute, it should receive twice as many points.


21/23

8-21

FormAverage Responses of Three Segments

Attribute Segment I Segment II Segment III1. Mildness2. Lather3. Shrinkage4. Price5. Fragrance

6. Packaging7. Moisturizing8. Cleaning Power

Sum

8 2 42 4 173 9 7

53 179 17

55 3 20

13 60 15100 100 100


22/23

8-22

` When the respondent are presented with large no.of product .

` For e.g, 0 to 1 0 then we categories the productand then rate the product rate wise.


23/23

8-23

THAN

K YOU

31046001 comparative scaling

Documents