Measurement & Scaling

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 Measurement & Scaling

 Once the type of research design & the nature of

information to be obtained have been specified

 We must decide on the measurement and scaling

procedure

 The assignment of numbers to characteristics of

objects specified according to specified rules

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Stage:1 Defining Stage:2 Planning Stage:3 Selecting Stage: 4 Collecting
the problem the Research Design a sample the data
Detect symptoms Identify Develop
*Secondary
Population to Collection
Data Study
Define problem Be sampled Method
*Primary
Data Study
State research •Surveys Determine the Pretest
objectives •Observation Appropriate Method
•Experiments sample size
Exploratory Select sample Collect Data
Research (optional) units
Situational analysis •Probability
method
•Non Probability Edit collected
Determine use of report
method data
How report would have been Present methods Code data
more useful & findings in
appropriate form Analyze data
•Detailed report •Quantitative
Management’s evaluation of
•Summary report •Qualitative
report
Stage:7 Follow up Stage: 6:Preparing a Stage: 5 Analyze
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Report Data
 Measurement & Scaling
 Each respondent assigns a number depending upon the
degree of his favorable - unfavorable ness

“Do you feel that the recent petrol price hike is justified?”

1 2 3 4 5 6 7

with 1 = least and 7= most

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 Measurement & Scaling
 We do not measure consumers – we only measure their
characteristics:

 Perceptions

 Attitudes

 Preferences

 Relevant characteristics

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 Primary Scales of Measurement

There are four primary scales of measurement:

1. Nominal

2. Ordinal

3. Interval

4. Ratio
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 Scale Basic Common Marketing Permissible Statistics
characteristics Examples Examples Descriptive inferential

Numbers identify & Social security Brand Percentages, Chi-square

Nominal classify objects numbers, numbers., store mode Binomial
numbering types ,
Unique test
Definition of football players gender
of numerals classification
(0,1,2,3…n)
Numbers indicate the Quality rankings, Preference Percentile, Rank-order
Ordinal relative position rankings of team in rankings, median Correlation
Order of of object but not tournament market position, Friedman
magnitude social class
numerals ANOVA
(0<1<2<3) of difference

Differences between Temperature Attitudes, Range, Product-moment

Interval objects can be (Fahrenheit, Opinions , mean, Correlations
Equality of compared; zero point Centigrade) Index numbers standard t-tests ANOVA,
is arbitrary
differences deviation regression, factor
(2-1 = 7- 6) analysis

Zero point is fixed; Length Age ,income, Geometric mean Coefficient of

Ratio ratio of scale values weight cost, sale, Harmonic mean variation
(1/2 = 4/8) can be computed market
share

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 Primary Scales of Measurement
1. Nominal Scale

 A scale whose number only serves as a label or tags for

identifying and classifying objects

 The number allotted is unique

 Examples of nominal scales: PAN number, Savings

account number, Roll number of students

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 Primary Scales of Measurement
Food Habits Home Ownership

Vegetarian 1 Own house 1

Stay in hired house 2
Egg Vegetarian 2 Stay in company house 3
Stay in parents/ in laws 4
Non Vegetarian 3 house
Do not stay in house 5

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 Primary Scales of Measurement
2. Ordinal Scale

 A ranking scale is used to indicate the relative extent to

which some characteristics is possessed & not the
magnitude

 It is possible to determine whether an object has more or

less of a characteristic

 The object ranked first has more of the characteristic as

compared to the second
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 Ranking as of 20 March 2006
ID Team Rank: March 06 Points :March 06 Rank :Dec 05
A France 1 807 1
B Argentina 2 793 2
C Brazil 3 788 3
D Italy 4 738 6
E Columbia 5 735 5
F Portugal 6 733 4
G Spain 7 728 7
H Mexico 8 719 9
I Netherlands 9 718 8
J Germany 10 710 12
K Yugoslavia 11 708 11
L England 12 704 10
M United 13 702 24
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 Primary Scales of Measurement
2. Ordinal Scale

 Ordinal scales are used to measure relative attitudes,

opinions, perceptions, and preferences

 Measurement of this type include “greater than” or “less

than” judgments from the respondents

 Statistics

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 Scale Basic Common Marketing Permissible Statistics
characteristics Examples Examples Descriptive inferential

Numbers identify & Social security Brand Percentages, Chi-square

Nominal classify objects numbers, numbers., store mode Binomial
numbering types ,
Unique test
Definition of football players gender
of numerals classification
(0,1,2,3…n)
Numbers indicate the Quality rankings, Preference Percentile, Rank-order
Ordinal relative position rankings of team in rankings, median Correlation
Order of of object but not tournament market position, Friedman
magnitude social class
numerals ANOVA
(0<1<2<3) of difference

Differences between Temperature Attitudes, Range, Product-moment

Interval objects can be (Fahrenheit, Opinions , mean, Correlations
Equality of compared; zero point Centigrade) Index numbers standard t-tests ANOVA,
is arbitrary
differences deviation regression, factor
(2-1 = 7- 6) analysis

Zero point is fixed; Length Age ,income, Geometric mean Coefficient of

Ratio ratio of scale values weight cost, sale, Harmonic mean variation
(1/2 = 4/8) can be computed market
share

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 Primary Scales of Measurement
3. Interval Scale

 A scale in which numbers are used to rate objects & they

numerically at equal distances

 The difference between 1 & 2 is the same as the

difference between 5 & 6

 In research, attitudinal data obtained from rating scales

are often treated as interval data

1 2 3 4 5 6 7

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 Primary Scales of Measurement
3. Interval Scale
Please rate the following statement:
1. Too much violence is being shown in Indian movies
2. There is lot of vulgarity in Indian movies

1 2 3 4 5 6 7

2 ways of writing the instruction

where 1 = completely disagree , and 7= completely agree

Where 1 = least and 7 = most

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 3. Interval Scale
Measuring likeability Scale
1. Disliked it very much 1
2. Disliked it somewhat 2
3. Neither liked or disliked 3
4. Liked it somewhat 4
5. Liked it very much 5
Too much violence is being shown in Indian movies

Measuring Importance Scale

1. Strongly Disagree 1
2. Disagree 2
3. Undecided 3
4. Agree 4
5. Strongly Agree 5
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 Scale Basic Common Marketing Permissible Statistics
characteristics Examples Examples Descriptive inferential

Numbers identify & Social security Brand Percentages, Chi-square

Nominal classify objects numbers, numbers., store mode Binomial
numbering types ,
Unique test
Definition of football players gender
of numerals classification
(0,1,2,3…n)
Numbers indicate the Quality rankings, Preference Percentile, Rank-order
Ordinal relative position rankings of team in rankings, median Correlation
Order of of object but not tournament market position, Friedman
magnitude social class
numerals ANOVA
(0<1<2<3) of difference

Differences between Temperature Attitudes, Range, Product-moment

Interval objects can be (Fahrenheit, Opinions , mean, Correlations
Equality of compared; zero point Centigrade) Index numbers standard t-tests ANOVA,
is arbitrary
differences deviation regression, factor
(2-1 = 7- 6) analysis

Zero point is fixed; Length Age ,income, Geometric mean Coefficient of

Ratio ratio of scale values weight cost, sale, Harmonic mean variation
(1/2 = 4/8) can be computed market
share

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 Primary Scales of Measurement
4. Ratio Scale

 Have absolute rather than relative quantities

 Money and weight are measured with Ratio Scale

that possess an absolute zero & properties of an
Interval Scale

 If we hear that a person has 0 grams of gold, we

understand the 0 value of weight
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 Primary Scales of Measurement
4. Ratio Scale

 In distribution or logistical research it is better to

think of physical attributes such as weight or distance

 Most financial research that deals with Rupee values

utilizes Ratio Scale

 However, for most behavioral research, Interval

Scales are typically the highest form of measurement

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 Primary Scales of Measurement
4. Ratio Scales

 Not only is the difference between 2 & 5 the same as the

difference between 14 & 17

 But also 14 is 7 times as large as 2 in absolute sense

 All statistical techniques can be applied to ratio data

0 20 40 60 80 100
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 Numerical Rating Scale
In a post research conducted for Fair Glow cream among those
who tried it, the respondents were asked to give a score out of 5 to
the brand on the below mentioned variables where 5 was the
highest possible score and 1 the least

% who rated the cream as …… (out of 5)

  1 2 3 4 5
Fragrance 3 7 11 19 60
Fairness caused 9 18 28 13 32
Effect on skin 7 10 43 28 12
Ease of application
on the skin 2 4 11 11 72

Base: Number of respondents = 100

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 Another question in the same research asked the respondent to give a
score out of 5 to four brands of fairness cream ( FairGlow, Fair &
Lovely, Fairever & Emami in terms of their effectiveness as a fairness
cream

Effectiveness of Fairness Cream

1 2 3 4 5

Multiple Regression
Y (effectiveness of fairness cream ) = a + β1X1 + β2X2+ β3X3 + …. + βnXn

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 A Classification of Scaling Techniques

Scaling Techniques

Comparative Non comparative

Scales Scales

Continuous Itemized
Paired Rank Constant
Rating Rating
Comparison Order Sum
Scale Scale

Semantic
Likert Stapel
Differential
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 1. Paired Comparison
(Comparative Scaling Techniques)
Comparative scales

 It involves the direct comparison of stimulus objects &

easy to understand
It is used when the number of brands is limited

 Comparative data are interpreted in relative terms

and have only ordinal rank or rank order properties

 Respondents may be asked whether they prefer Coke or

Pepsi

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Instruction: Using Paired Comparison
• For each pair, please indicate which one of the two brands of shampoo
in the pair you would prefer for personal use

Clinic Finesse Vidal Head & Pert

Shoulders

1. Clinic 0 0 1 0

2. Finesse 1 0 1 0
3. Vidal 1 1 1 1

4. Head & 0 0 0 0
Shoulders

5. Pert 1 1 0 1 0

No. of times 3 2 0 4 1
preferred

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 2. Rank Order Scaling
(Comparative Scaling Techniques)

 Respondents are presented with several objects

simultaneously

 & are asked to rank them according to some criterion

 Assign rank of 1 to the most preferred brand& rank of 2

to the second most preferred & so on

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Instruction: For Rank Order Scaling

 Rank the various brands of toothpaste in order of preference

 No two brands should receive the same rank

 Rank 1 the brand you like most and rank 10 the brand you like the
least

 Just try to be consistent

Brand Rank Brand Rank

1. Crest 10 6. Ultra Brite 4
2. Colgate 7 7. Close Up 8
3. Aim 5 8. Pepsodent 3
4. Gleem 1 9. Plus White 6
5. Maclean 2 10. Stripe 9
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 2. Rank Order Scaling
(Comparative Scaling Techniques)

 Rank order scaling is commonly used to measure

preferences for brands and attributes

 It takes less time and data can be collected without much

explaining

 Respondents easily understand the instructions for

ranking
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 3. Constant Sum Scaling
(Comparative Scaling Techniques)

 This scale provides a better perspective of the distance

between points on a continuum & fine discrimination
among objects

Large number of attributes may confuse the respondent

 In this type of scale the respondent is asked to allocate points

on the attributes being measured

 Usually a total sum of 100, to indicate their relative

importance being studied
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 3. Constant Sum Scaling
(Comparative Scaling Techniques)
Average Responses of Three Segments
Attribute Segment I Segment II Segment III
1. Mildness 8 2 4
2. Lather 2 4 17
3. Shrinkage 3 9 7
4. Price 50 17 9
5. Fragrance 9 0 19
6. Packaging 10 5 9
7. Moisturizing 0 3 20
8. Cleaning power 18 60 15

Total 100 100 100

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 Non comparative scaling
techniques

 Continuous Rating Scales

 Itemized Rating Scales

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 A Classification of Scaling Techniques

Scaling Techniques

Comparative Non comparative

Scales Scales

Continuous Itemized
Paired Rank Constant
Rating Rating
Comparison Order Sum
Scale Scale

Semantic
Likert Stapel
Differential
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 Measurement & Scaling
(Continuous Rating Scales)
Continuous Rating Scales
How would you rate Vishal Mega Mart as a department store?
Version1:
Probably worst --------√-----------------------------------Probably the best
Version2:
Probably worst --------√------------------------------------Probably the best
0 10 20 30 40 50 60 70 80 90 100
Version 3:
Very bad Neither good Very good
nor bad
Probably worst --------√------------------------------------Probably the best
0 10 20 30 40 50 60 70 80 90 100

These scales are not much in use

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 Non Comparative Scaling Techniques

Types of Itemized rating scales

1. Likert

2. Semantic Differentials

3. Stapel scales

 Non comparative scaling is most widely used scaling

technique in research

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 Measurement & Scaling
(Non comparative Scaling Techniques)
1. Likert’s scale

 It requires the respondents to indicate their degree of

agreement or disagreement

 With a series of statements in relation to the stimulus

 Each scale item has 5 response categories ranging from

“strongly disagree” to “strongly agree”

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1. Likert’s Scale:

Instructions
 Please indicate your agreement or disagreement
with each of the following statement :

1. Too much vulgarity is being shown in Indian movies

2. Too much violence is being shown in Indian movies

1 2 3 4 5

 1= Strongly disagree, 2= Disagree, 3= Undecided, 4=

Agree, 5= Strongly Agree

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 Attributes 1 2 3 4 5
1. Big Shop sells high quality X
merchandise
2. Big Shop has good in store service X

3. I like to shop at Big Shop X

4. Big Shop offers a good mix of X
branded products
5. The credit policies of Big Shop are X
very good
6. Big Shop is the shop where X
everybody likes to shop
7. I like the advertising being done X
by Big Shop to attract customers
8. Big Shop sells a wide variety of X
products
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 Measurement & Scaling
(Non comparative Scaling Techniques)
Advantages of Likert’s Scale

 It is easy to construct and administer

 Respondents readily understand how to use the scale

making it easy to use in in all sort of data collection

Disadvantages of Likert’s Scale

 It takes longer to complete because the respondents have to

read each statement

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 Measurement & Scaling
(Non comparative Scaling Techniques)
2. Semantic Differential Scale

 A seven point rating scale with end points associated

with bipolar labels

 The respondents mark the blank that best indicates their

attitude on the object being rated

 The negative adjective or phrase sometimes appear at

the left of the scale and sometimes at the right

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A Semantic Differential Scale for Measuring Self
concept, person concepts, and product concepts
Levi jean are ………………..
1. Rugged --:--:--:--:--:--:--: Delicate
Some bipolar words used
1. Excitable --:--:--:--:--:--:--: Calm
2. Uncomfortable --:--:--:--:--:--:--: Comfortable
3. Thrifty --:--:--:--:--:--:--: Indulgent
4. Pleasant --:--:--:--:--:--:--: Unpleasant
5. Organized --:--:--:--:--:--:--: Unorganized
6. Rational --:--:--:--:--:--:--: Emotional
7. Formal --:--:--:--:--:--:--: Informal
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 Semantic Differential Scale

Kissan jam tastes ………………

1 2 3 4 5 6 7
Good Bad
Limca is ………

1 2 3 4 5 6 7
Not sweet Sweet
Krajack taste is ………………

1 2 3 4 5 6 7
Salty Not Salty
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 A question was designed to understand how sweet / sour were two
jams namely Kissan and Rex. The scale used has been given below:

Sweet Sour
The responses were as follows:

Kissan (%) 50 5 20 5 5 7 8

Rex (%) 30 30 5 5 5 5 20
+3 +2 +1 0 -1 -2 -3
Mean score for Kissan = 1.37
Mean score for Rex = 0.80
Since the mean score for Kissan > Rex so Kissan has been rated as a
better jam in comparison to sweetness
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 Measurement & Scaling
(Non comparative Scaling Techniques)
Uses of Semantic Differential Scales

1. Comparing brand

2. Comparing product

3. Comparing images

4. Used in developing advertising & promotion strategies

5. & in new product development studies

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 Measurement & Scaling
(Non comparative Scaling Techniques)
Stapel Scale ( developed by Jan Stapel)

 Stapel scale , is a unipolar rating scale with 10 categories of

numbered from – 5 to + 5 , without a neutral zero

 The scale is usually presented vertically

 The higher the number, the more accurately the term

describes the object

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Departmental stores: Big Shop
+5 +5
+4 +4
+3 +3
+2 +2
+1 √ +1
High Quality Poor Service
-1 -1
-2 -2
-3 -3
-4 -4 √
-5 -5
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 Measurement & Scaling
(Non comparative Scaling Techniques)

 The Stapel scale produces results similar to the semantic

differential

 The Stapel scale’s advantages are that it does not require

adjectives or phrases to ensure true bipolarity

 Stapel’s scale is least used

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 Activity on Differential Scale

Internal Evaluation: 5 marks (submit by: 26/10/2006)

Think of a person with whom you gel the least, either someone who

is your current friend or someone you knew in the past. The

individual does not have to be the person you like the least, but

should be the person with whom you have most difficulty in getting

a job done. Describe the person as he/ she appears to you.

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 Activity on Differential Scale
Instructions

Please rate Mr. XYZ based on your perception where 1 is the

least and 7 is the most

Please give your agreement to the following statement where

1 is the least and 7 is the most

According to me Mr. XYZ is ……………………

Mr. XYZ is a person who is very ………….
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Some bipolar words used

1. Pleasant --:--:--:--:--:--:--: Unpleasant

2. Friendly --:--:--:--:--:--:--: Unfriendly
3. Rejecting --:--:--:--:--:--:--: Accepting
4. Helpful --:--:--:--:--:--:--: Frustrating
5. Unenthusiastic --:--:--:--:--:--:--: Enthusiastic
6. Tense --:--:--:--:--:--:--: Relaxed
7. Cold --:--:--:--:--:--:--: Warm
8. Supportive --:--:--:--:--:--:--: Hostile
9. Boring --:--:--:--:--:--:--: Interesting
10. Quarrelsome --:--:--:--:--:--:--: Harmonious

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