Scaling Techniques

Comparative Scales

Noncomparative Scales

Paired Rank Comparison Order

Constant Q-Sort and Sum Other Procedures

Continuous Itemized Rating Scales Rating Scales

Likert

Semantic Differential

Stapel

Comparative scales

direct comparison of stimulus objects do you prefer Coke or Pepsi ordinal or rank order properties no-metric scaling paired comparison, rank order, constant sum scales, Q-sort

Non-comparative scales
each stimulus object is scaled independently of others interval or ratio scales continuous ratings or itemized rating scales Likert, semantic Most widely used scaling technique used in marketing research

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

Ordinal nature of the data Inability to generalize beyond the stimulus objects scaled.

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.
Example: Which type of cookie do you prefer __ chocolate chip __ oatmeal __ I do not have a preference between these two

The most common method of taste testing is paired comparison. The consumer is asked to sample two different products and select the one with the most appealing taste. The test is done in private and a minimum of 1,000 responses is considered an adequate sample. 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 of performance in the 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 a major role in the purchase of Coke. A paired comparison taste test

Respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion. It is possible that the respondent may dislike the brand ranked 1 in an absolute sense. Furthermore, rank order scaling also results in ordinal data.

Form
Brand 1. Crest 2. Colgate Rank Order _________ _________

3. Aim
4. Gleem 5. Macleans 6. Ultra Brite

_________
_________ _________ _________

7. Close Up
8. Pepsodent 9. Plus White 10. Stripe

_________
_________ _________ _________

 Attributes based on their importance to the person. Respondents are asked to divide a constant sum to indicate the relative importance of attributes Example: Suppose the photocopy budget per professor was $100 per month. How much should be allocated to the following. Divide the $100 according to your preference: ____ photocopying for student needs; ____ photocopying for research needs; ____ photocopying for committee needs.
==== $100 TOTAL

Discriminates among a large group of items in a relatively short time. Respondents rank a group of items into sets, according to some criterion, such as preference, attitude, or behavioral intent. Cards are the most popular and simplest items to use in the sorting process. Each card notes an item to be ranked. To increase statistical reliability, at least 60 cards should be used, but no more than 140.

on a scale between 0 (very low) and 100 (very high) indicate what is the probability that you will buy a car next year.

Itemized Rating Scales

a measurement scale having numbers and/or brief descriptions associated with each category. The categories are ordered in terms of scale position

 Respondents indicate their attitudes by checking how strongly they agree or disagree with statements Chocolate chip cookies are my preferred variety of cookie
Strongly disagree Disagree Uncertain (1) (2) (3) Agree (4) Strongly Agree (5)

 An attitude measure consisting of a series of seven-point bipolar rating scales allowing response to a concept

Think of your favorite type of cookie. Rate it on each of the following continua: Hard _ _ _ _ _ _ _ Soft Lots of chips _ _ _ _ _ _ _ Fewer chips Crispy _ _ _ _ _ _ _ chewy

 An attitude measure that places a single adjective in the center of an even-number range of numerical values Example:

Research Methodology +3 +2 +1 Exciting -1 -2 -3

An attitude measure consisting of a graphic continuum that allows respondents to rate an object by choosing any point on the continuum