DIAGRAMMATICALLY EXPLAIN SCALING TECHNIQUES

( COMPERATIVE SCALES AND NON COMPERATIVE SCALES ?

Comparative scales Definition: it is assumed that respondents make use of a
standard frame of reference before answering the question.
For example: A question like How do you rate Barista in comparison to Cafe
Coffee Day on quality of beverages? is an example of the comparative rating
scale. It involves the direct comparison of stimulus objects.
Types of Comparative scales:
Paired comparison scales: Here a respondent is presented with two objects and is
asked to select one according to whatever criterion he or she wants to use. The
resulting data from this scale is ordinal in nature.
As an example, suppose a parent wants to offer one of the four items to a child
chocolate, burger, ice cream and pizza.
Rank order scaling: In the rank order scaling, respondents are presented with
several objects simultaneously and asked to order or rank them according to some
criterion.
Constant sum rating scaling: In constant sum rating scale, the respondents are
asked to allocate a total of 100 points between various objects and brands. The
respondent distributes the points to the various objects in the order of his
preference.
Q-sort technique: This technique makes use of the rank order procedure in which
objects are sorted into different piles based on their similarity with respect to
certain criterion. Suppose there are 100 statements and an individual is asked to
pile them into five groups, in such a way, that the strongly agreed statements could
be put in one pile, agreed statements could be put in another pile, neutral statement
form the third pile, disagreed statements come in the fourth pile and strongly
disagreed statements form the fifth pile, and so on.

Definition of Non-comparative scales: In the non-comparative scales, the

respondents do not make use of any frame of reference before answering the
questions. The resulting data is generally assumed to be interval or ratio scale.
Types of Non-comparative scales: In the non-comparative scales, the respondents
do not make use of any frame of reference before answering the questions. The
resulting data is generally assumed to be interval or ratio scale.
Graphic rating scale- This is a continuous scale, also called graphic rating Scale.
In the graphic rating scale the respondent is asked to tick his preference on a graph.
Itemized rating scale: The respondents are provided with a scale that has a
number of brief descriptions associated with each of the response categories. The
response categories are ordered in terms of the scale position and the respondents
are supposed to select the specified category that describes in the best possible way
an object is rated. There are certain issues that should be kept in mind while
designing the itemized rating scale.