- 1. Chapter 8 Presented by : Ashraf Hatem Hlouh Course name:
Marketing Research course Measurement and scaling: Fundamentals and
Comparative Scaling
2. Review Figure1.7 3. Objective 1. Introduce the concepts of
measurement and scaling and show how scaling may be considered an
extension of measurement. 2. Explain the characteristics of
description, order, distance, origin and who they define the level
of measurement of scale. 3. Discuss the primary scale of
measurement of differentiate nominal, ordinal, interval and ratio
scales. 4. Classify and discuss scaling technique as comparative
and Noncomparative, and describe the comparative techniques of
paired comparison, rank order , constant sum, and Q-sort scaling 4.
5. Discuss the considerations involved in implementation the
primary scales of measurements in an international setting. 6.
Understand the ethical issue involved in selecting scale of
measurement. 7. Discuss the use of the internet and computers in
implementation the primary scales of measurement. 5. Measurement
and Scaling Measurement: the assignment of numbers of other symbols
to characteristics of objects according to certain prespecified
rules. In marketing research, numbers are usually assigned for one
of two reasons. 1. Numbers permit statistical analysis of resulting
data 1. Numbers facilitate the communication rules and result. 6.
Scaling: the generation of a continuum upon which measured objects
are located, also involves creating a continuum upon which measured
objects are located. Is process of placing the respondent on
continuum with respect to their attitude toward department store. 1
= extremely unfavorable , 100 = extremely favorable 7. Scale
Characteristics and Levels of Measurement These characteristics are
description, order, distance, and origin, and together they define
the level of measurement of a scale. Description: the unique labels
or descriptors that are used to designate each value of scale .all
scale process description.. We mean the unique labels or
descriptors that are used to designate each value of scale. Ex: 1 =
Male , 2 = Female All scales have unique labels or descriptors that
are used to define the scale value or response options. 8. Order:
the relative size or positions of descriptors, order is denoted by
descriptors such as great than, less than, and equal to. By order
we mean the relative size or position of the descriptors. Ex:
greater than, less than, equal than. Distance: the characteristics
of distance mean that absolute differences between the scale
descriptors are known and may be expressed in units. Distance mean
that absolute differences between the scale descriptors are known
and may be expressed in units. Notice that a scale that has
distance also has order. 9. Origin: the origin characteristic means
that the scales has a unique or fixed beginning or true zero point.
A scale that has origin also has distance (and order and
description). Many scale used in marketing research do not have a
fixed origin or true zero point, as disagree-agree scale considered
earlier under description. This scale could just as easily have
been defined as 0 = strongly disagree, 1 = disagree, 2 = neither
agree nor disagree, 3 = agree, and 4 = strongly, with 0 as origin.
Description is the most basic characteristics that is present in
all scales. 10. Primary Scales Measurement There are four primary
scales of measurements: 1. Nominal 2. Ordinal 3. Interval 4. Ratio
pdfmeaslev2.pdf 11. 1. Nominal A scale whose numbers serve only as
labels or tags for identifying and classifying objects. When used
for identification, there is strict one-to-one correspondence
between the numbers and the objects. Is figurative labeling scheme
in which the numbers serve only labels or tags for identifying and
classifying objects. In marketing research , nominal scale are
used. The numbers on a nominal scale do . 12. The only permissible
operation on the numbers in a nominal scale is counting only a
limited number of statistics , all of which are based on frequency
counts, are permissible these include percentages, mode,
chi-square, and binomial tests. Figure8.1 Table 8.1 13. 2. Ordinal:
Ranking scale in which numbers are assigned to objects to indicate
the relative extent to which some characteristics is possessed.
Thus it is possible to determine whether an object has more or less
of characteristics than some other object. An ordinal scale
indicates . Common example of ordinal scale include , and . In
marketing research ordinal scale used to measure relative attitude,
opinions , and . Ordinal 14. 3. Interval A scale in which the
numbers are used to rate objects such that numerically There is a
or interval between scale values. An interval scale, the location
of the zero point is not fixed( any positive linear transformation
of the form (y=a+bx) Interval 15. 4. Ratio The , it allows the
researcher to identify or classify objects, and compare intervals
or differences. It is also to compute ratios of scale values. Is a
possesses all the properties of the nominal, ordinal, and interval
scale and , in addition an absolute zero point. It is also
meaningful to compute ratios of scale values. In the marketing, , ,
, and are available measure on ratio scale. Ratio scales allow only
proportionate transformation of the form y=bx . . These include
specialized statistics as geometric mean, harmonic mean, and
coefficient of variation. Figure8.2 16. Comparison of Scaling
Techniques The scaling techniques commonly employee in marketing
research can be classified into: 1.Comparative scales i. Paired
comparison scaling ii. Rank order scaling iii. Constant sum scaling
2. Noncomparative scales: i. Continuous rating scales ii. Itemized
rating scales likert scale semantic differential stapel scales
question types 17. 1.Comparative scales Is one of two types of
scaling techniques in which there is direct comparison of stimulus
objects with one others. Involve of stimulus objects. Comparison
scales include , , , , and . Advantages Comparative scales are and
can be applied easily. They involve . or carryover effects from one
judgment to another. Disadvantage The ordinal nature of the data
and the beyond the comparative scales. 18. 2.Noncomparative scales:
one of two types of scaling techniques in which each stimulus
object is of other objects in the stimulus set. Also referred to as
or . Each object is scaled of the others in the stimulus set. The
rating scales can be further classified as likert, semantic
differential, or stapel scales. It is the most widely used scaling
technique in marketing research. 19. Comparative Scaling Techniques
1. Paired comparison scaling 2. Rank order scaling 3. Constant sum
scaling 4. Q-Sort and Other Scaling 20. 1.Paired comparison
scaling: Is a comparative scaling technique in which a at a time
and asked to select on object in pair according to some criterion.
The data obtained are in nature. Advantage Its name , a respondent
is presented with two objects and asked to select one according to
some criterion. Paired comparison scale are the stimulus objects
are . Figure8.3 21. Paired comparison data . The researcher can
calculate the percentage of respondent who prefer one stimulus to
another by summing the matrices, for all respondents, dividing the
sum by number of respondent and multiplying by 100. Paired
comparison scaling is when the Disadvantage With number of brands
it will be . of the assumption of may occurs. to the marketplace
situation that involves selection from multiple alternatives. The
respondent may prefer one object to certain others. 22. 2.Rank
order scaling comparative scaling technique in which respondents
are presented with simultaneously and asked to order or rank them
according to some criterion. Advantage The respondent are presented
with several objects simultaneously and . Figure8.4 Rank order
scaling is commonly used to measured . Rank order data are obtained
from respondents in . 23. If there is n stimulus objects, only
(n-1) scaling decisions need be made in rank order scaling, in
paired comparison scaling {n(n-1)/2} decision would be required .
Rank order data can be , and . It is using the Thurston case V
procedure Disadvantage This technique produces only . 24.
3.Constant sum scaling: Is a comparative scaling technique in which
respondents are required to of its as points, dollars, chits,
stickers, or chips, among a set of stimulus objects with respect to
some criterion. Advantage Respondents , such as points, dollars, or
chips, among a set of stimulus objects with respect to some
criterion. Figure8.5 25. The respondents may be asked to to
attributes of a product in a way that reflect the importance they
attach to each attribute. Constant sum scale it allows for fine
among stimulus objects . Disadvantage Respondent may . Potential
problem is if too few units, use large number of units may be too
taxing on respondent cause confusion and fatigue 26. 4. Q-Sort and
Other Scaling A comparative scaling technique that uses a rank
order procedure to . Q-Sort scaling was developed to among a
relatively large number of objects. This technique in which objects
are sorted into bills based on similarity with respect some
criterion. The of objects to be sorted 27. It is estimation. They
assign a number between 0 to 100 to each statement to indicate the
of their or . Finally , mention must be made of Guttman scaling, or
scalogram analysis, which is procedure into an internally
consistent, unidimensional scale. 28. International Marketing
Research Respondent in many , due to higher education and consumer
sophistication levels, are quite used to providing response on and
. Hence, these respondents experience in expressing the required by
and . can therefore, be best measured by using . The advantage of
selecting the primary scale to match the profile of the target
respondent is well illustrated by the . It should be noted that
comparative scale, except for paired comparisons, , required
comparisons of multiple stimulus objects and therefore, . 29.
Ethics in Marketing Research Information on might best be obtained
by giving respondent (reader and nonreader) several cards, each
listing one personality characteristics. The respondents asked to
sort the cards and to rank-order the personality characteristic
listing, in order, those they believe describe their personality
best first and those that do not describe themselves last. It is of
the researcher to obtain the data that are most appropriate, given
the research question. 30. If, after collection, client wishes to
know how the reader and the nonreaders differed, the and use
Ethical considerations require that the be used in order to get the
data needed to answer the research questions and test hypotheses.
The internet, as well as several specialized computer programs, are
available to implement the different types of scale Figure8.7
