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8/14/2019 Marketing Research Module 3 Scaling
1/25
2007 Prentice Hall
8-1
Ch apter E ight
Measurement and Scaling:
Fundamentals andComparative Scaling
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Cha pter Ou tl ine5) Comparative Scaling Techniques
i. Paired Comparison
ii. Rank Order Scaling
iii. Constant Sum Scaling
iv. Q-Sort and Other Procedures
6) Verbal Protocols
7) International Marketing Research
4) Ethics in Marketing Research
5) Summary
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Mea su remen t a nd Sc al ingMea su reme nt means assigning numbers or othersymbols to characteristics of objects according to certain
pre-specified rules. One-to-one correspondence between the numbers
and the characteristics being measured.
The rules for assigning numbers should bestandardized and applied uniformly.
Rules must not change over objects or time.
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Mea sur emen t a nd S ca l ingSc ali ng in vo lve s cr eat ing a co nt inuum uponwh ich mea su red object s are lo cated .Consider an attitude scale from 1 to 100. Eachrespondent is assigned a number from 1 to 100, with 1= Extremely Unfavorable, and 100 = ExtremelyFavorable. Measurement is the actual assignment of a
number from 1 to 100 to each respondent. Scaling isthe process of placing the respondents on a continuumwith respect to their attitude toward department stores.
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Pr imary Sc ales of Mea sur emen t
7 3
ScaleNominal Numbers
Assigned
to Runners
Ordinal Rank Orderof Winners
Interval PerformanceRating on a
0 to 10 Scale
Rat io Time toFinish, in
Fig. 8.1
Thirdplace Secon dpla ce Fir stplace
Finish
Finish
8.2 9.1 9.6
15.2 14.1 13.4
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Ill ustra tio n o f Pri mar y Scales ofMeasur ementTable 8.2
Nominal Ordinal Ratio
Scale Scale Scale Preference $ spent last
No. Store Rankings
3 months
1. Parisian
2. Macys
3. Kmart
4. Kohls
5. J.C. Penney
6. Neiman Marcus
7. Marshalls
8. Saks Fifth Avenue
9. Sears
10.Wal-Mart
IntervalScale
PreferenceRatings
1-7 11-177 79 5 15 0
2 25 7 17 200
8 82 4 14 0
3 30 6 16 100
1 10 7 17 250
5 53 5 15 35
9 95 4 14 0
6 61 5 15 100
4 45 6 16 0
10 115 2 12 10
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Pr imary Sc ales of Mea sur emen tOrdi nal Sc ale A ranking scale in which numbers are assigned to objects to
indicate the relative extent to which the objects possess somecharacteristic.
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. In addition to the counting operation allowable for nominal
scale data, ordinal scales permit the use of statistics based oncentiles, e.g., percentile, quartile, median.
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Pr imary Sc al es of Measur emen tInte rva l S ca le Numerically equal distances on the scale represent equal
values 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 pointand the units of measurement are arbitrary.
Any positive linear transformation of the form y = a + bx willpreserve the properties of the scale.
It is not 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.
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Pr imary Sc ales of Mea sur emen tRatio S ca le Possesses all the properties of the nominal, ordinal, and
interval 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.
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Pr imary Sc al es of Measur emen tTable 8.1
Scale Basic
Characteristics
Common
Examples
Marketing
Examples
Nominal Numbers identify
& classify objects
Social Security
nos., numbering
of football players
Brand nos., store
types
Percentages,
mode
Chi-square,
binomial test
Ordinal Nos. indicate the
relative positions
of objects but not
the magnitude of
differences
between them
Quality rankings,
rankings of teams
in a tournament
Preference
rankings, market
position, social
class
Percentile,
median
Rank-order
correlation,
Friedman
ANOVA
Ratio Zero point is fixed,
ratios of scale
values can be
compared
Length, weight Age, sales,
income, costs
Geometric
mean, harmonic
mean
Coefficient of
variation
Permissible Statistics
Descriptive Inferential
Interval Differencesbetween objects
Temperature(Fahrenheit)
Attitudes,opinions, index
Range, mean,standard
Product-moment
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A C lassi f ication o f S cal ingTec hni que sFigure 8.2
LikertSemantic
Differential
Stapel
Scaling Techniques
Noncomparative
Scales
Comparative
Scales
Paired
Comparison
Rank
Order
Constant
Sum
Q-Sort and
OtherProcedures
ContinuousRating Scales
ItemizedRating Scales
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A Com pa ri son of S ca lingTechniques Co mpa ra tiv e scal es involve the direct comparison of
stimulus objects. Comparative scale data must beinterpreted in relative terms and have only ordinal orrank order properties.
In noncompa rat iv e sca le s, each object is scaledindependently of the others in the stimulus set. Theresulting data are generally assumed to be interval orratio scaled.
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Re lative Adv anta ges of Co mpara tiveSca les 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 onejudgment to another.
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Rel ati ve Di sadva nta ges ofCo mpar ative S ca les
Ordinal nature of the data
Inability to generalize beyond the stimulusobjects scaled.
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o mpa ra ve ca ngTechniquesPa ire d Co mp ariso n S ca l ing 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 arerequired.
Under the assumption of transitivity, it is possible toconvert paired comparison data to a rank order.
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Usi ng Pai red C ompar is onsFig. 8.3
Instructions: We are going to present you with ten pairs ofshampoo brands. For each pair, please indicate which one of thetwo brands of shampoo you would prefer for personal use.
Reco rding Fo rm: Jhirmack Finesse VidalSassoon Head &Shoulders PertJhirmack 0 0 1 0
Finesse 1a 0 1 0
Vidal Sassoon 1 1 11
Head & Shoulders 0 0 0 0
Pert 1 1 0 1
Number of Times
Preferredb
3 2 0 4
1
aA 1 in a particular box means that the brand in that column was preferredover the brand in the corresponding row. A 0 means that the row brand waspreferred over the column brand. bThe number of times a brand was preferredis obtained by summing the 1s in each column.
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Pa ire d Co mp ariso n Sel l ingThe 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 privateand a minimum of 1,000 responses is considered an adequatesample. A blind taste test for a soft drink, where imagery, self-perception and brand reputation are very important factors in the
consumers purchasing decision, may not be a good indicator ofperformance in the marketplace. The introduction of New Cokeillustrates this point. New Coke was heavily favored in blind pairedcomparison taste tests, but its introduction was less than successful,because image plays a major role in the purchase of Coke.
A paired comparisontaste test
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Co mpar ative S ca lingTec hn iqu esRan k O rde r S ca l ing Respondents are presented with several objects
simultaneously 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.
Only (n - 1) scaling decisions need be made in rankorder scaling.
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re ere nc e o r o o pa s e ra n sUsi ng Rank Orde r S calingFig. 8.4
In stru ctions: Rank the various brands of toothpaste inorder of preference. Begin by picking out the one brand that
you like most and assign it a number 1. Then find thesecond most preferred brand and assign it a number 2.Continue this procedure until you have ranked all thebrands of toothpaste in order of preference. The leastpreferred brand should be assigned 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.
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Usi ng Rank Orde r S caling
Brand Rank Ord er1. Crest ____ _____2. Col gate _________3. Ai m _________4. Gl eem _________5. Sensod yne _________6. Ult ra Bri te _____ ____7. Cl ose Up _____ ____8. Pep soden t _________9. Pl us W hi te _________10. St ri pe _____ ____
Fig. 8.4 cont.
Form
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Co mpa rative S ca lingTe chn iqu esCo nsta nt Su m Sc al ing 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 itzero points.
If an attribute is twice as important as some otherattribute, it receives twice as many points.
The sum of all the points is 100. Hence, the name ofthe scale.
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Attr ibut esUsi ng a Constant Sum Sc aleFig. 8.5
InstructionsOn the next slide, there are eight attributes ofbathing soaps. Please allocate 100 points amongthe attributes so that your allocation reflects therelative importance you attach to each attribute.The more points an attribute receives, the more
important the attribute is. If an attribute is not atall important, assign it zero points. If an attributeis twice as important as some other attribute, itshould receive twice as many points.
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Fig. 8.5 cont.
FormAverage Responses of Three Segments
AttributeSegment I Segment II Segment III
1. Mildness2. Lather3. Shrinkage4. Price5. Fragrance
6. Packaging7. Moisturizing8. Cleaning Power
Sum
8 2 4
2 4 173 9 753 17 9
9 0 197 5 9
5 3 2013 60 15
100 100 100
mpor ance o a ng oa p r u esUsing a Co nstan t Sum Sc ale