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7/31/2019 PPT. Slides Chap. 8
1/25
2007 Prentice Hall 8-1
Chapter Eight
Measurement and Scaling:
Fundamentals andComparative Scaling
7/31/2019 PPT. Slides Chap. 8
2/25
2007 Prentice Hall 8-2
Chapter Outline
1) Overview
2) Measurement and Scaling
3) Primary Scales of Measurement
i. Nominal Scale
ii. Ordinal Scale
iii. Interval Scale
iv. Ratio Scale
4) A Comparison of Scaling Techniques
7/31/2019 PPT. Slides Chap. 8
3/25
2007 Prentice Hall 8-3
Chapter Outline
5) 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
8) Ethics in Marketing Research
9) Summary
7/31/2019 PPT. Slides Chap. 8
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2007 Prentice Hall 8-4
Measurement and Scaling
Measurement means assigning numbers or othersymbols to characteristics of objects according to certain
pre-specified rules.
One-to-one correspondence between the numbersand the characteristics being measured.
The rules for assigning numbers should bestandardized and applied uniformly.
Rules must not change over objects or time.
7/31/2019 PPT. Slides Chap. 8
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2007 Prentice Hall 8-5
Measurement and Scaling
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 from
1 to 100 to each respondent. Scaling is the process ofplacing the respondents on a continuum with respect totheir attitude toward department stores.
7/31/2019 PPT. Slides Chap. 8
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2007 Prentice Hall 8-6
Primary Scales of Measurement
7 38
Scale
Nominal NumbersAssignedto Runners
Ordinal Rank Orderof Winners
Interval PerformanceRating on a0 to 10 Scale
Ratio Time to
Finish, inSeconds
Fig. 8.1
Thirdplace
Secondplace
Firstplace
Finish
Finish
8.2 9.1 9.6
15.2 14.1 13.4
7/31/2019 PPT. Slides Chap. 8
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Primary Scales of MeasurementNominal Scale
The numbers serve only as labels or tags for identifying andclassifying 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 the characteristicpossessed by the objects.
The only permissible operation on the numbers in a nominalscale is counting.
Only a limited number of statistics, all of which are based onfrequency counts, are permissible, e.g., percentages, and
mode.
7/31/2019 PPT. Slides Chap. 8
8/25 2007 Prentice Hall 8-8
Illustration of Primary Scales ofMeasurement
Table 8.2Nominal Ordinal RatioScale Scale Scale
Preference $ spent lastNo. Store Rankings 3 months
1. Parisian2. Macys3. Kmart4. Kohls
5. J.C. Penney6. Neiman Marcus7. Marshalls8. Saks Fifth Avenue9. Sears10.Wal-Mart
IntervalScalePreferenceRatings
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 2505 53 5 15 35
9 95 4 14 0
6 61 5 15 100
4 45 6 16 0
10 115 2 12 10
7/31/2019 PPT. Slides Chap. 8
9/25 2007 Prentice Hall 8-9
Primary Scales of MeasurementOrdinal Scale
A ranking scale in which numbers are assigned to objects toindicate 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 nominalscale data, ordinal scales permit the use of statistics based oncentiles, e.g., percentile, quartile, median.
7/31/2019 PPT. Slides Chap. 8
10/25 2007 Prentice Hall 8-10
Primary Scales of MeasurementInterval Scale
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 zeropoint and 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.
7/31/2019 PPT. Slides Chap. 8
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Primary Scales of Measurement
Ratio Scale
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.
7/31/2019 PPT. Slides Chap. 8
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Primary Scales of Measurement
Table 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
7/31/2019 PPT. Slides Chap. 8
13/25 2007 Prentice Hall 8-13
A Classification of Scaling TechniquesFigure 8.2
Likert Semantic
Differential
Stapel
Scaling Techniques
Noncomparative
Scales
Comparative
Scales
Paired
Comparison
Rank
Order
Constant
Sum
Q-Sort and
OtherProcedures
ContinuousRating Scales
ItemizedRating Scales
7/31/2019 PPT. Slides Chap. 8
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A Comparison of Scaling
Techniques
Comparative scales involve the direct comparison ofstimulus objects. Comparative scale data must beinterpreted in relative terms and have only ordinal orrank order properties.
In noncomparative scales, each object is scaledindependently of the others in the stimulus set. Theresulting data are generally assumed to be interval orratio scaled.
7/31/2019 PPT. Slides Chap. 8
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Relative Advantages of ComparativeScales
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.
7/31/2019 PPT. Slides Chap. 8
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Relative Disadvantages ofComparative Scales
Ordinal nature of the data
Inability to generalize beyond the stimulusobjects scaled.
7/31/2019 PPT. Slides Chap. 8
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Comparative Scaling TechniquesPaired Comparison Scaling
A respondent is presented with two objects andasked to select one according to some criterion.
The data obtained are ordinal in nature.
Paired comparison scaling is the most widely-usedcomparative 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.
Obt i i Sh P f
7/31/2019 PPT. Slides Chap. 8
18/25 2007 Prentice Hall 8-18
Obtaining Shampoo PreferencesUsing Paired Comparisons
Fig. 8.3
Instructions: We are going to present you with ten pairs ofshampoo brands. For each pair, please indicate which one of the twobrands of shampoo you would prefer for personal use.
Recording Form: Jhirmack Finesse VidalSassoon
Head &
Shoulders
Pert
Jhirmack 0 0 1 0
Finesse 1a 0 1 0
Vidal Sassoon 1 1 1 1
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 preferred
is obtained by summing the 1s in each column.
7/31/2019 PPT. Slides Chap. 8
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Paired Comparison Selling
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 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
7/31/2019 PPT. Slides Chap. 8
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2007 Prentice Hall 8-20
Comparative Scaling TechniquesRank Order Scaling
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.
Only (n - 1) scaling decisions need be made in rankorder scaling.
7/31/2019 PPT. Slides Chap. 8
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2007 Prentice Hall 8-21
Preference for Toothpaste BrandsUsing Rank Order Scaling
Fig. 8.4
Instructions: 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.
7/31/2019 PPT. Slides Chap. 8
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2007 Prentice Hall 8-22
Preference for Toothpaste BrandsUsing Rank Order Scaling
Brand Rank Order
1. Crest _________2. Colgate _________
3. Aim _________
4. Gleem _________
5. Sensodyne _________
6. Ultra Brite _________
7. Close Up _________
8. Pepsodent _________
9. Plus White _________
10. Stripe _________
Fig. 8.4 cont.
Form
7/31/2019 PPT. Slides Chap. 8
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2007 Prentice Hall 8-23
Comparative Scaling Techniques
Constant Sum Scaling
Respondents allocate a constant sum of units, such as100 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.
7/31/2019 PPT. Slides Chap. 8
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2007 Prentice Hall 8-24
Importance of Bathing Soap AttributesUsing a Constant Sum Scale
Fig. 8.5
Instructions
On 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.
mpor ance o a ng oap r u es
7/31/2019 PPT. Slides Chap. 8
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2007 P ti H ll 8 25
Fig. 8.5 cont.
FormAverage Responses of Three Segments
Attribute Segment I Segment II Segment III1. Mildness
2. Lather3. Shrinkage4. Price5. Fragrance6. Packaging
7. 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 oap r u esUsing a Constant Sum Scale