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LikertSemanticDifferential Stapel

Scaling Techniques

NoncomparativeScales

ComparativeScales

Paired

Comparison

Rank

Order

Constant

Sum

Q-Sort and

OtherProcedures

Continuous

Rating Scales

Itemized

RatingScales

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Small differences between stimulus objectscan 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

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Ordinal nature of the data Inability to generalize beyond the stimulus

objects scaled.

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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 usedcomparative scaling technique.

Example: Which type of cookie do you prefer

__ chocolate chip__ oatmeal

__ I do not have a preference between these two

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The most common method of taste testing is paired comparison.The consumer is asked to sample two different products andselect the one with the most appealing taste. The test is done inprivate and a minimum of 1,000 responses is considered anadequate sample. A blind taste test for a soft drink, where

imagery, self-perception and brand reputation are very importantfactors in the consumers purchasing decision, may not be agood indicator of performance in the marketplace. Theintroduction of New Coke illustrates this point. New Coke washeavily favored in blind paired comparison taste tests, but itsintroduction was less than successful, because image plays a

major role in the purchase of Coke.

A paired comparison

taste test

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Respondents are presented with severalobjects simultaneously and asked to orderor rank them according to some criterion.

It is possible that the respondent maydislike the brand ranked 1 in an absolutesense.

Furthermore, rank order scaling also results

in ordinal data.

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Brand Rank Order

1. Crest _________

2. Colgate _________

3. Aim _________

4. Gleem _________

5. Macleans _________

6. Ultra Brite _________

7. Close Up _________8. Pepsodent _________

9. Plus White _________

10. Stripe _________

Form

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

a measurement scale having numbers

and/or brief descriptions associated witheach category. The categories are orderedin terms of scale position

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Respondents indicate their attitudes by checkinghow strongly they agree or disagree withstatements

Chocolate chip cookies are my preferred variety ofcookieStrongly disagree Disagree Uncertain Agree Strongly Agree

(1) (2) (3) (4) (5)

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An attitude measure consisting of a series ofseven-point bipolar rating scales allowing responseto a concept

Think of your favorite type of cookie. Rate it oneach of the following continua:

Hard _ _ _ _ _ _ _ Soft

Lots of chips _ _ _ _ _ _ _ Fewer chips

Crispy _ _ _ _ _ _ _ chewy

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An attitude measure that places a single adjective inthe center of an even-number range of numericalvalues

Example:Research Methodology

+3+2+1

Exciting

-1-2-3

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An attitude measure consisting of a graphiccontinuum that allows respondents to rate an objectby choosing any point on the continuum