6 measurement & scaling

Measurement ScalesMeasurement Scales Measurement : Assignment of Measurement : Assignment of

numbers or numbers or symbols tosymbols to

Characteristics of objectsCharacteristics of objects Example: Consumers’ PerceptionExample: Consumers’ Perception

AttitudeAttitude Preferences Preferences

It is like a mapping; It is like a mapping; Characteristics

Numbers1,2,3…..

Scaling Scaling is extension of ‘ Measurement ’Scaling is extension of ‘ Measurement ’ Scaling is creating a range or continuum Scaling is creating a range or continuum

on which measured objectives are located.on which measured objectives are located. Example: Measurement of attitude : Example: Measurement of attitude :

favorable or unfavorable favorable or unfavorable Scaling creates four levels:Scaling creates four levels:

– Very favorable, favorable, Unfavorable, Very Very favorable, favorable, Unfavorable, Very unfavorable.unfavorable.

Measurement assigns the number: 4,3,2,1Measurement assigns the number: 4,3,2,1

Measurement ScalesMeasurement Scales

NominalNominal OrdinalOrdinal Interval Interval RatioRatio

Measurement Scales: examplesMeasurement Scales: examples

Nominal: Nominal: – Categories, Identification, roll nos.Categories, Identification, roll nos.

Ordinal:Ordinal:– Rankings., Preferences, Most popular Rankings., Preferences, Most popular

brand(s) brand(s) Interval :Interval :

– Temperature, Grading in exams, User Temperature, Grading in exams, User categoriescategories

Ratio:Ratio:– Length, Marks in exams, Distance, SalariesLength, Marks in exams, Distance, Salaries

ScaleScaleNominalNominal Numbers Numbers

AssignedAssigned to Runnersto Runners

OrdinalOrdinal Rank OrderRank Orderof Winnersof Winners

IntervalIntervalPerformancePerformance

Rating on aRating on a

0 to 10 0 to 10 ScaleScale

RatioRatio Time to Time to Finish, in Finish, in

SecondsSeconds

Primary Scales of MeasurementPrimary Scales of Measurement

7 38

ThirdThirdplaceplace

SecondSecondplaceplace

FirstFirstplaceplace

FinishFinish

FinishFinish

8.28.2 9.19.1 9.69.6

15.215.2 14.114.1 13.413.4

Scale Basic Characteristics

Common Examples

Marketing Examples

Permissible Statistics Descriptive Inferential

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

Interval Differences between objects can be compared, zero point is arbitrary

Temperature (Fahrenheit, Celsius)

Attitudes, opinions, index nos.

Range, mean, standard deviation

Product-moment correlation, t tests, regression

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

Primary Scales of MeasurementPrimary Scales of Measurement

Nominal Nominal OrdinalOrdinal Ratio RatioScale Scale Scale Scale Scale Scale PreferencePreference Rs spent last Rs spent last No. Store Rankings Rankings

1. Ahuja Sons1. Ahuja Sons2. Home Saaz3. K-mart4. Nanz5. Aastha 6. Ebony 7. Target 8. Jagdish Store9. BigJos

Illustration of Primary Scales of MeasurementIllustration of Primary Scales of Measurement

7 79 5 15 0 2 25 7 17 200 8 82 7 17 0 3 30 6 16 100 1 10 7 17 250 5 53 5 15 35 9 95 4 14 0 6 61 5 15 100 4 45 6 16 0

Interval

Scale Preference Ratings

1-7 11-17

ComparisonComparison Interval : Y= a + b XInterval : Y= a + b X

– Here difference between two measurement Here difference between two measurement is equal, the ratio is not equalis equal, the ratio is not equal

Example:Example:

Very good Good Poor Very PoorVery good Good Poor Very Poor Scale A 4 3 2 1Scale A 4 3 2 1 Scale B 2 1 0 -- 1Scale B 2 1 0 -- 1

Ratio of Very good to good is 4/3=1.33 in scale A ,while the Ratio of Very good to good is 4/3=1.33 in scale A ,while the same is 2/1=2.0 in scale B.same is 2/1=2.0 in scale B.

Difference is equal Difference is equal

Ratio : Y= b XRatio : Y= b X

Assigning scores to interval Scale Assigning scores to interval Scale

A five point interval scale could be as A five point interval scale could be as follows:follows:– Very happyVery happy– HappyHappy– Neither happy nor unhappyNeither happy nor unhappy– UnhappyUnhappy– Very unhappyVery unhappy

Now the question is what numerical scores Now the question is what numerical scores could be assigned to the five categories ?could be assigned to the five categories ?

Does it Does it really matter ? matter ?

Measurement ScalesMeasurement Scales

What measurement scale will you use for What measurement scale will you use for the following?the following?– Do you own a washing machine?Do you own a washing machine?– What is your marital status ?What is your marital status ?– How many books are there in your library?How many books are there in your library?– How satisfactory is bank’s service?How satisfactory is bank’s service?– Describe your preference for brands of Describe your preference for brands of

shampoo?shampoo?– Your attendance in the Business Research Your attendance in the Business Research

class ?class ?– How many members watch DD-1 during the How many members watch DD-1 during the

prime time in your household?prime time in your household?

Scaling TechniquesScaling Techniques

Non-comparativeNon-comparativeScalesScales

Comparative Comparative ScalesScales

Paired Paired ComparisonComparison

Rank Rank OrderOrder

Constant Constant SumSum

Q-Sort and Q-Sort and Other Other ProceduresProcedures

Continuous Continuous Rating ScalesRating Scales

Itemized Itemized Rating ScalesRating Scales

LikertLikert Semantic Semantic DifferentialDifferential

StapelStapel

A Classification of Scaling TechniquesA Classification of Scaling Techniques

Scaling Techniques: Attitude and Rating scales Scaling Techniques: Attitude and Rating scales

Scaling

ComparativeMonadic

OrNon-Comparative

Scaling Techniques: Attitude and Rating scalesScaling Techniques: Attitude and Rating scales

Comparative

Pairedcomparison

Rank

OrderConstant

SumQ- Sort

Attitude and Rating scales:Attitude and Rating scales:

COMPARATIVECOMPARATIVE– Paired comparison Paired comparison : here : here two objects at a time two objects at a time are are

taken and better one is identifiedtaken and better one is identified– Rank OrderRank Order: according to specified ( or unspecified i.e. : according to specified ( or unspecified i.e.

overall )criterion the ranking is doneoverall )criterion the ranking is done– Constant sumConstant sum: Usually 10 ( or 100) points are : Usually 10 ( or 100) points are

distributed among the objects to reflect the differences distributed among the objects to reflect the differences and gapsand gaps

– Q-SortQ-Sort (or Ordered Category sorting): ranks are given to (or Ordered Category sorting): ranks are given to groups of objects, differences are indicated among groups of objects, differences are indicated among groups .groups .

– Indexing or magnitude estimationIndexing or magnitude estimation: the ‘best’ object is : the ‘best’ object is given a score of 100, others are rated as per this given a score of 100, others are rated as per this comparisoncomparison

– FractionationFractionation: Here the best object is rated as 1, others : Here the best object is rated as 1, others as fractions of 1as fractions of 1

NON -COMPARATIVENON -COMPARATIVE

Obtaining Shampoo Preferences Using Obtaining Shampoo Preferences Using Paired ComparisonsPaired Comparisons

Instructions: We are going to present you with ten pairs of shampoo brands. For each pair, please indicate which one of the two brands of shampoo you would prefer for personal use. Recording Form:

SunSilk Finesse Clinic Head & Shoulders

Pert

Sunsilk - 0 0 1 0 Finesse 1a - 0 1 0

Clinic 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 preferred over the brand in the corresponding row. A 0 means that the row brand was preferred over the column brand. bThe number of times a brand was preferred is obtained by summing the 1s in each column.

Paired Comparison AnalysisPaired Comparison AnalysisSuppose 100 consumers compare five tyre brands as follows:Suppose 100 consumers compare five tyre brands as follows:

BrandBrand DunlopDunlop ModiModi CeatCeat GoodYearGoodYear MRFMRF

DunlopDunlop -- 8080 5959 5252 7777

ModiModi 2020 -- 6060 4646 5656

CeatCeat 4141 4040 -- 6161 6060

G.YearG.Year 4848 5454 3939 -- 6767

MRFMRF 2323 4444 4040 3333 --

All the frequencies shown in the previous table are divided All the frequencies shown in the previous table are divided from the total number of respondents( 100 here).from the total number of respondents( 100 here).


DunlopDunlop -- 0.800.80 0.590.59 0.520.52 0.770.77

ModiModi 0.200.20 -- 0.600.60 0.460.46 0.560.56

CeatCeat 0.410.41 0.400.40 -- 0.610.61 0.600.60

G.YearG.Year 0.480.48 0.540.54 0.390.39 -- 0.670.67

MRFMRF 0.230.23 0.440.44 0.400.40 0.330.33 --

Write z-scores: This table presents z values corresponding to Write z-scores: This table presents z values corresponding to percentage points departure from 0.5 percentage points departure from 0.5

( Ex Modi-Dunlop : 0.84 is z value for an area of 0.30)( Ex Modi-Dunlop : 0.84 is z value for an area of 0.30)


DunlopDunlop -- +.84+.84 +0.23+0.23 +0.05+0.05 +0.74+0.74

ModiModi -0.84-0.84 -- +0.26+0.26 -0.10-0.10 +0.15+0.15

CeatCeat -0.23-0.23 -0.26-0.26 -- +0.28+0.28 +0.25+0.25

G.YearG.Year -0.05-0.05 +0.10+0.10 -0.28-0.28 -- +0.44+0.44

MRFMRF -0.74-0.74 -0.15-0.15 -0.25-0.25 -0.44-0.44 --

Total Distance -1.86 +0.53 -0.04 -0.21 +1.58 Avg. Distance -0.37 +0.11 -0.01 +0.04 +0.32

Shift from origin 0.0 0.48 0.36 0.41 0.69

Paired Comparison ScalingPaired Comparison ScalingThe 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 consumer’s 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

Other issues related to rankingOther issues related to ranking

A A ranking-grid is always ranking-grid is always better than simple better than simple rankingranking

In a grid , a frequency table is prepared for In a grid , a frequency table is prepared for all objects ranked all objects ranked

Only ‘top’ Only ‘top’ ranking will lead to partial ranking will lead to partial picture onlypicture only

An analysis of ‘first two’ is more explicitAn analysis of ‘first two’ is more explicit Similarly an analysis of ‘first three’ I even Similarly an analysis of ‘first three’ I even

betterbetter

Example: if a question “ Which colour do you Example: if a question “ Which colour do you prefer?” is asked of ( say) 100 respondents. The first prefer?” is asked of ( say) 100 respondents. The first preference response may be :preference response may be :

Red 45 , Blue 44 , Yellow 11Red 45 , Blue 44 , Yellow 11 Then the ranking is 1.Red, 2.Blue, 3. YellowThen the ranking is 1.Red, 2.Blue, 3. Yellow Let us look at the complete picture ( frequency of Let us look at the complete picture ( frequency of

respondents)respondents) Rank I Rank II Rank IIIRank I Rank II Rank III RED 45RED 45 66 4949 BLUE 44BLUE 44 5454 0202 YellowYellow 11 11 4040 4949 Let us now introduce a score of 3 for Rank I. score Let us now introduce a score of 3 for Rank I. score

of 2 for rank II and a score of 1 for rank IIIof 2 for rank II and a score of 1 for rank III When only First preference is taken , It is Red, Blue, When only First preference is taken , It is Red, Blue,

YellowYellow

When three preferences are taken Blue ( 2.42), Red When three preferences are taken Blue ( 2.42), Red ( 1.96).and Yellow( 1.62)( 1.96).and Yellow( 1.62)

See the difference?See the difference?

Preference for Toothpaste Brands Preference for Toothpaste Brands Using Rank Order ScalingUsing Rank Order Scaling

Instructions: Instructions: Rank the various brands of toothpaste in order of Rank the various brands of toothpaste in order of preference. Begin by picking out the one brand that you like most preference. Begin by picking out the one brand that you like most and assign it a number 1. Then find the second most preferred and assign it a number 1. Then find the second most preferred brand and assign it a number 2. Continue this procedure until you brand and assign it a number 2. Continue this procedure until you have ranked all the brands of toothpaste in order of preference. have ranked all the brands of toothpaste in order of preference. The least preferred brand should be assigned a rank of 10. The least preferred brand should be assigned a rank of 10.

No two brands should receive the same rank number.No two brands should receive the same rank number.

The criterion of preference is entirely up to you. There is no right The criterion of preference is entirely up to you. There is no right or wrong answer. Just try to be consistent.or wrong answer. Just try to be consistent.

BrandBrand Rank OrderRank Order

1. Crest1. Crest __________________

2. Colgate2. Colgate __________________

3. Aim3. Aim __________________

4. Anchor4. Anchor _________ _________

5. Macleans5. Macleans __________________

6. Ultra Brite6. Ultra Brite _________ _________

7. Close Up7. Close Up _________ _________

8. Pepsodent8. Pepsodent _________ _________

9. Plus White9. Plus White _________ _________

10. Forhans10. Forhans _________ _________

Importance of Bathing Soap Attributes Using a Constant Importance of Bathing Soap Attributes Using a Constant Sum ScaleSum Scale

Constant Sum Scale Constant Sum Scale

On the next slide, there are eight attributes of bathing soaps. Please allocate 100 points among the attributes so that your allocation reflects the relative importance you attach to each attribute. The more points an attribute receives, the more important the attribute is. If an attribute is not at all important, assign it zero points. If an attribute is twice as important as some other attribute, it should receive twice as many points.

Form Average Responses of Three Segments Attribute Segment I Segment II Segment III

1. Mildness2. Lather 3. Shrinkage 4. Price 5. Fragrance 6. Packaging 7. Moisturizing 8. Cleaning Power

8 2 42 4 173 9 7

53 17 99 0 197 5 95 3 20

13 60 15100 100 100SumSum

Scaling Techniques: Attitude and Rating scalesScaling Techniques: Attitude and Rating scales

Non Comparative or Monadic

ContinuousRating Scales

ItemizedRating Scales

LikertType

Semantic Differential

Staple

Pictorial

Attitude and Rating scalesAttitude and Rating scales

Graphic or Continuous Scales – Poles ( extreme points) are defined

Pictorial Scales– Different measurements are expressed

with pictures/ line-drawings/ other forms Itemized Scales (also known as Discrete)

– Several categories defined– All categories may or may not be

numbered– Some times only extreme points are

numbered– ( variations are used depending on the

variables, respondents)


Considerations in developing a scale Number of categories

More or Less Where to stop ( maximum no. of

categories) Balanced /Unbalanced Odd or Even number of categories Neutral Point ( forced / Non-forced)

Genuine neutral point or Escape route for the respondents


Advantage & disadvantage Graphic :

+ Easy to explain, Maximum flexibility + Easy to explain, Maximum flexibility _Difficult to measure ( requires computerized / _Difficult to measure ( requires computerized /

magnetic recognition readers) magnetic recognition readers) _ Subjective interpretation of middle points _ Subjective interpretation of middle points

Itemized or Discrete / Marked + Easy to explain to the respondent+ Easy to explain to the respondent + works well with ‘ limited ’ categories+ works well with ‘ limited ’ categories + Easy to analyze+ Easy to analyze _ Difficult with ‘ many’ categories_ Difficult with ‘ many’ categories Verbal expression should be distinguishableVerbal expression should be distinguishable

Pictorial + Best for children/ respondents with less education+ Best for children/ respondents with less education

Thermometer ScaleInstructions: Please indicate how much you like McDonald’s hamburgers by coloring in the thermometer. Start at the bottom and color up to the temperature

level that best indicates how strong your preference is.

Form:

Smiling Face Scale Instructions: Please point to the face that shows how much you like the Barbie Doll. If you do not like the Barbie Doll at all, you would point to Face 1. If you liked it very much, you would point to Face 5.

Form:

1 2 3 4 5

Some Pictorial Rating Scale ConfigurationsSome Pictorial Rating Scale Configurations

Like very much

Dislike very much

100 100 75 75 50 50 25 25 00


Can the Monadic ( non-comparative Can the Monadic ( non-comparative scale be used for comparison)?scale be used for comparison)?

How?How? Example ?Example ?

1) Number of categories Although there is no single, optimal number, traditional guidelines suggest that there should

be between five and nine categories 2) Balanced vs. unbalanced In general, the scale should be balanced to obtain

objective data 3) Odd/ even no. of categories If a neutral or indifferent scale response is possible

from at least some of the respondents, an odd number of categories should be used

4) Forced vs. non-forced In situations where the respondents are expected to have no opinion, the accuracy of the data may be improved by a non-forced scale

5) Verbal description An argument can be made for labeling all or many scale categories. The category descriptions should be located as close to the response categories as possible

6) 6) Physical formPhysical form A number of options should be tried and the best selected

Summary of Itemized Scale DecisionsSummary of Itemized Scale Decisions

Attitude and Rating scales:Attitude and Rating scales:Some standard ScalesSome standard Scales

Thurstone: – Agreement /Disagreement on a large

number of statements ( usually 11)– Time consuming , Tiring, dissuading ,– Long process of identifying

Likert:– Five point( usually)– Levels of Agreement /Disagreement– Easy to explain /develop


Stapel:– Unipolar,10 point interval, rating from

+5 to -5– Balanced without neutral point

Semantic Differential– ( usually) 7 point scale– Bi polar, with a neutral point,– rating +3 to -3

Summative scale– Attitude /Dimension to be used is divided into

several statements and Likert scale of 5 points ( or 4/6/7 etc.) to be used for every statement.

– The scores of each statement are then summed up to measure the total score on that dimension

– Example: to measure brand loyalty of consumers or organizational commitment of employees

Loyalty:Loyalty:

I always use this brandI always use this brand Strongly Strongly Agree Agree

55

AgreeAgree

44

Cant Cant say say

33

DisDis

Agree Agree

22

Strongly Strongly disagreedisagree

11

I am willing to pay more for I am willing to pay more for this brandthis brand

I will postpone the purchase I will postpone the purchase if this brand was not if this brand was not availableavailable

………………....

…………....

Balanced ScoresBalanced Scores To make a comparison between two To make a comparison between two

attributes /dimensionsattributes /dimensions Example:Example:

– For me ………. Comes firstFor me ………. Comes first

Profit Customer Profit Customer satisfactionsatisfaction

________________________________________________________________

5 4 3 2 1 0 1 2 3 4 55 4 3 2 1 0 1 2 3 4 5

Scale BasicCharacteristics

Examples Advantages Disadvantages

ContinuousRatingScale

Place a mark on acontinuous line

Reaction to TVcommercials

Easy to construct Scoring can becumbersomeunlesscomputerized

Itemized RatingScales

Likert Scale Degrees ofagreement on a 1(strongly disagree)to 5 (stronglyagree) scale

Measurementof attitudes

Easy to construct,administer, andunderstand

Moretime-consuming

SemanticDifferential

Seven-point scalewith bipolar labels

Brand, product,and companyimages

Versatile Controversy asto whether thedata are interval

Stapel Scale Unipolar ten-pointscale, -5 to +5,without a neutralpoint (zero)

Measurementof attitudes andimages

Easy to construct,administer overtelephone

Confusing anddifficult to apply

Basic Non-comparative ScalesBasic Non-comparative Scales

A Semantic Differential Scale for Measuring Self- A Semantic Differential Scale for Measuring Self- Concepts, Person Concepts, and Product ConceptsConcepts, Person Concepts, and Product Concepts

1) Rugged :---:---:---:---:---:---:---: Delicate

2) Excitable :---:---:---:---:---:---:---: Calm

3) Uncomfortable :---:---:---:---:---:---:---: Comfortable

4) Dominating :---:---:---:---:---:---:---: Submissive

5) Thrifty :---:---:---:---:---:---:---: Indulgent

6) Pleasant :---:---:---:---:---:---:---: Unpleasant

7) Contemporary :---:---:---:---:---:---:---: Obsolete

8) Organized :---:---:---:---:---:---:---: Unorganized

9) Rational :---:---:---:---:---:---:---: Emotional

10) Youthful :---:---:---:---:---:---:---: Mature

11) Formal :---:---:---:---:---:---:---: Informal

12) Orthodox :---:---:---:---:---:---:---: Liberal

13) Complex :---:---:---:---:---:---:---: Simple

14) Colorless :---:---:---:---:---:---:---: Colorful

15) Modest :---:---:---:---:---:---:---: Vain

Jovan Musk for Men is Jovan Musk for Men is Extremely goodExtremely good Extremely good Extremely good Very goodVery good Very good Very good GoodGood GoodGood Bad Bad Somewhat goodSomewhat goodVery bad Very bad Bad Bad Extremely badExtremely bad Very badVery bad

Balanced and Unbalanced ScalesBalanced and Unbalanced Scales

A variety of scale configurations may be employed to measure the gentleness of Cheer detergent. Some examples include: Cheer detergent is: 1) Very harsh --- --- --- --- --- --- --- Very gentle

2) Very harsh 1 2 3 4 5 6 7 Very gentle

3) . Very harsh . . . Neither harsh nor gentle . . . Very gentle 4) ____ ____ ____ ____ ____ ____ ____ Very Somewhat Neither harsh Somewhat Gentle Very harsh Harsh harsh nor gentle gentle gentle

5) Very Neither harsh Very harsh nor gentle gentle

Rating Scale Configurations

-3 -1 0 +1 +2-2 +3

Cheer

Technology

6 measurement & scaling