SUBMITTED BY

Gundeep
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Measurement means assigning numbers or other symbols to

characteristics of objects according to certain prespecified
rules.

◦ One-to-one correspondence between the numbers and

the characteristics being measured.

◦ The rules for assigning numbers should be standardized

and applied uniformly.

◦ Rules must not change over objects or time.

 
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Scaling involves creating a continuum upon which

measured objects are located.

Consider an attitude scale from 1 to 100. Each

respondent is assigned a number from 1 to 100,
with 1 = Extremely Unfavorable, and 100 =
Extremely Favorable. Measurement is the actual
assignment of a number from 1 to 100 to each
respondent. Scaling is the process of placing the
respondents on a continuum with respect to their
attitude toward department stores.
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Scale
Nominal Numbers Finish
Assigned
7 8 3
to Runners

Ordinal Rank Order Finish

of Winners
Third Second First
place place place

Interval Performance
Rating on a 8.2 9.1 9.6

0 to 10 Scale
15.2 14.1 13.4
Ratio Time to
Finish, in
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 The numbers serve only as labels or tags for

identifying and classifying objects.
 When used for identification, there is a strict one-
to-one correspondence between the numbers and
the objects.
 The numbers do not reflect the amount of the
characteristic possessed by the objects.
 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, e.g.,
percentages, and mode.
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Nominal Ordinal Interval Ratio

Scale Scale Scale Scale
Preference Preference $ spent last
Ratings
No. Store Rankings 3 months
1-7 11-17
1. Lord & Taylor 7 5 15 0
2. Macy’s 2 7 17 200
8 4 14 0
3. Kmart
3 6 16 100
4. Rich’s 1 7 17 250
5. J.C. Penney 5 5 15 35
6. Neiman Marcus 9 4 14 0
7. Target 6 5 15 100
8. Saks Fifth Avenue 4 6 16 0
10 2 12 10
9. Sears
10.Wal-Mart
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 A ranking scale in which numbers are assigned to

objects to indicate the relative extent to which the
objects possess some characteristic.

 Can determine whether an object has more or less

of a characteristic than some other object, but not
how much more or less.

 Any series of numbers can be assigned that

preserves the ordered relationships between the
objects.
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 Numerically equal distances on the scale represent

equal values in the characteristic being measured.
 It permits comparison of the differences between
objects.

 The location of the zero point is not fixed. Both the

zero point and the units of measurement are arbitrary.

 It is meaningful to take ratios of scale values.

 Statistical techniques that may be used include all of

those that can be applied to nominal and ordinal data,
and in addition the arithmetic mean, standard deviation,
and other statistics commonly used in marketing
research.
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 Possesses all the properties of the nominal, ordinal,

and interval scales.

 It has an absolute zero point.

 It is meaningful to compute ratios of scale values.

 Only proportionate transformations of the form y =

bx, where b is a positive constant, are allowed.
 All statistical techniques can be applied to ratio
data.
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Scaling Techniques

Comparative Noncomparative
Scales Scales

Paired Rank Constant Q-Sort and Continuous Itemized

Comparison Order Sum Other Rating Scales Rating Scales
Procedures

Semantic Stapel
Likert
Differential
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 Comparative scales involve the direct comparison

of stimulus objects. Comparative scale data must
be interpreted in relative terms and have only
ordinal or rank order properties.
 
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 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.
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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 used

comparative scaling technique.

 Under the assumption of transitivity, it is possible

to convert paired comparison data to a rank order.
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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 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
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 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.
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Instructions: Rank the various brands of toothpaste in order

of preference. Begin by picking out the one brand that you like
most and assign it a number 1. Then find the second most
preferred brand and assign it a number 2. Continue this
procedure until you have ranked all the brands of toothpaste
in order of preference. The least preferred brand should be
assigned a rank of 10.
No two brands should receive the same rank number.
The criterion of preference is entirely up to you. There is no
right or wrong answer. Just try to be consistent.
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Form
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 _________
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 Respondents allocate a constant sum of units, such as

100 points to attributes of a product to reflect their
importance.

 If an attribute is unimportant, the respondent assigns

it zero points.

 If an attribute is twice as important as some other

attribute, it receives twice as many points.

 The sum of all the points is 100. Hence, the name of

the scale.
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Instructions
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.
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Form
Average Responses of Three Segments
Attribute
Segment I 8Segment II 2Segment III 4
1. Mildness 2 4 17
2. Lather 3 9 7
3. Shrinkage 53 17 9
4. Price 9 0 19
5. Fragrance 7 5 9
6. Packaging 5 3 20
7. Moisturizing 13 60 15
Sum 100 100 100
8. Cleaning Power
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 When the respondent are presented with

large no. of product .

 For e.g, 50 to 160 then we categories the

product and then rate the product rate wise.
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