measuement and scaling.pptx

7/27/2019 MEASUEMENT AND SCALING.pptx

1/31

MEASUREMENT AND

SCALINGDERIVEDSCALES FOR

MEASUREMENT(RESEARCH METHODOLOGY)

REPORT ON MARKETING RESEARCH

MFM (2013-2015)

SUBMITTED TO:

Prof. A Srinivasa

Rao

SUBMITTED BY:

Akansha

Gupta(03)


2/31

MEASUREMENT

Measurement is a process of mapping aspect of a domain

onto other aspects of a range according to some rule of

correspondence. In measuring, we device some form of

scale in the range and then transform or map theproperties of objects from the domain onto this scale.


3/31

SCALING

Meaning of Scaling: Scaling describes the procedures ofassigning numbers to various degrees of opinion, attitudeand other concepts. This can be done is two ways, viz.,

Making a judgment about some characteristic of anindividual and then placing him directly on a scale thathas been defined in terms of that characteristic, and

Constructing questionnaires in such a way that the scoreof individuals responses assigns him a place on a scale.


4/31

SCALING TECHNIQUES

COMPARATIVE

SCALES

PAIREDCOMPARISON

RANKORDER

CONSTANTSUM

Q-SORT ANDOTHER

PROCEDURES

NON-COMPARATIVE

SCALES

CONTINUOUS

RATING

SCALES

ITEMIZEDRATINGSCALES

LIKERTSEMANTICDIFFERENT

IAL

STAPEL


5/31

A COMPARISON OF SCALING

TECHNIQUES

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.

In Noncomparative 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.


6/31

ADVANTAGES OF COMPARATIVE

TECHNIQUE

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.


7/31

COMPARATIVE SCALING

TECHINIQUES


8/31

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.


9/31

INSTRUCTIONS (EXAMPLE1)

As a simple example, an entrepreneur is looking at ways in which she canexpand her business. She has limited resources, but also has the options shelists below:

Expand into overseas markets

Expand in home markets

Improve customer service

Improve quality

First she draws up the Paired Comparison Analysis table in Figure 1:

EXAMPLE SHOWING SHARED PREFERENCES USING

SHARED COMPARISONS


10/31

Then she compares options, writes down the letter of the most important option,and scores their difference in importance. An example of how she might do this isshown in figure 2:

Finally she adds up the A, B, C and D values, and converts each into a percentage ofthe total. This gives these totals:

A = 3 (37.5%)

B = 1 (12.5%)

C=4(50%)

D=0.

Here it is most important to improve customer service (C) and then to tackle exportmarkets (A). Quality is not a high priority perhaps it is good already.


11/31

The most common method of taste testing is paired comparison.

The consumer is asked to sample two different products and selectthe one with the most appealing taste.

The test is done in private and a minimum of 1,000 responses isconsidered an adequate sample.

A blind taste test for a soft drink, where imagery, selfperception andbrand reputation are very important factors in the consumerspurchasing decision, may not be a good indicator of performance inthe marketplace.

The introduction of New Coke illustrates this point.

New Coke was heavily favored in blind paired comparison taste tests,but its introduction was less than successful, because image plays amajor role in the purchase of Coke.


12/31

RANK ORDER SCALING

Respondents are presented with several objects

simultaneously and asked to order or rank them

according to some criterion.

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.


13/31

EXAMPLE SHOWING SHARED PREFERENCES USING

SHARED COMPARISONS

INSTRUCTION(EXAMPLE2)

Rank the various brands of toothpaste in order ofpreference.

Begin by picking out the one brand that you likemost and assign it a number 1.

Then find the second most preferred-brand andassign it a number 2.

Continue this procedure until you have ranked allthe brands of toothpaste in order of preference.

The least preferred brand should be assigned arank of 10.

No two brands should receive the same ranknumber. The criteria of preference is entirely upto you. There is no right or wrong answer TRY

TO BE CONSISTENT.


14/31

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.


15/31

Instructions(EXAMPLE4)

Below are 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 attribute receives, the more important the attribute 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 should receive twice as many points


16/31

Q-SORT TECHNIQUE

Astructured approach to the study of subjectivity, using the Q sorting

technique making internal beliefs observable.A comparative scaling

technique that uses a rank order procedure to sort objects based on

similarity with respect to some criterion.

1. Identifying and sampling the concourse

1. Selecting participants

1. Q sorting

1. Factor analysis

1. Factor interpretation


17/31

Q-SORTING MATRIX

8

50

9 1335244525413343

1 4071654371021

22 23494633022615

47323118422714

12483836174434192928 6

20 39

11

Strongly Strongly

Disagree Agree


18/31

NON-COMPARATIVE

SCALES


19/31

Respondents evaluate only one object at a time, and for

this reason noncomparative scales are often referred to as

monadic scales.

Noncomparative techniques consist of continuous and

itemized rating scales.


20/31

CONTINUOUS 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.


21/31

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 specified category that best describes the object

being rated.

The commonly used itemized rating scales are the

Likert, semantic differential, and Stapel scales.


22/31

ITEMIZED RATING

SCALE


23/31

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.


24/31

The analysis can be conducted on an item-by-item basis

(profile analysis), or a total (summated) score can be

calculated.

When arriving at a total score, the categories assigned to

the negative statements by the respondents should be

scored by reversing the scale.


25/31

SEMANTIC DIFFERENTIAL

The semantic differential is a seven-point rating scale with

end points associated with bipolar labels that have

semantic meaning.


26/31

The negative adjective or phrase sometimes appears at the left side of thescale and sometimes at the right.

This controls the tendency of some respondents, particularly those withvery positive or very negative attitudes, to mark the right- or left-hand sideswithout reading the labels.

Individual items on a semantic differential scale may be scored on either a -3to +3 or a 1 to 7 scale.

Of the scaling techniques considered, the semantic differential has beenapplied with the greatest consistency in results across countries.

SEARS is: Powerful Unreliable Modern

--:--:--:--:-X-:--:--: Weak --:--:--:--:--:-X-:--: Reliable --:--:--:--:--:--:-X-: Old-fashioned


27/31

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.


28/31

The data obtained by using a Stapel scale can be analyzed

in the same way as semantic differential data.


29/31


30/31

REFERENCES

WEBSITES

http://www.saintjoe.edu/~teresam/MKT411/Chapt

er10-notes.htm

http://staff.neu.edu.tr/~rserdaroglu/files/MR%20C

HPTERLER/MR%2010%2011%2012%20SESSION

%208.pdf

http://210.212.115.113:81/Amarnath%20Bose/Pre

PhD/StudyMaterial/MeasurementAndScaling.pdf


31/31

BOOKS

Coombs, C. H. (1953).."Theory and Methods of SocialMeasurement", in Research Methods in the BehavioralSciences, eds. Feslinger, L. and Ratz, D., Holt, Rinehart and

Winston.

Dillon, W. R., Madden, T. S and Firtle, N. H. (1994), MarketingResearch in a Marketing Environment, 3rd edition, Irwin, p. 298

Malhotra and Birks et al, ch10,11,12

Patten, M.L. (1997). Understanding research methods: Anoverview of the essentials. Los Angeles, CA: PyrczakPublishing, pp. 95-96

Thurstone, L. L., (1927), "A Law of Comparative Judgment",Psychological Review34, pp. 273-86

measuement and scaling.pptx

Documents