Scaling

Why do we assign numbers to characteristics of objects?

What is scaling.

What is a nominal scale and what is it used for in Marketing

Nominal Scale

This is where data is simply in terms of names or descriptions. For example colours red, blue, green would be nominal data.

Ordinal Scale

This is where data can be recognised as being in some order. For example, a collection of names might be ordered alphabetically. Or a list of entrants in an exam might be ordered by their marks. The order does not mean that items can be added because the gap between the items is unspecified.

What is an ordinal scale and what is it used for in Marketing?

What is an interval scale and what is it used for in Marketing?

Interval Scale

This is where the gaps between whole numbers on the scale are equal. This permits the arithmetic operations of addition and subtraction. An example of this kind of scale is temperature. 20° C is not twice as hot as 10° C because 0° is not an absolute zero. It is simply the amount of heat beyond which water turns from solid to liquid.

What is an interval scale and what is it used for in Marketing?

Ratio Scale

A ratio scale permits full arithmetic operation. Measuring the time something takes is an example of using a ratio scale. If a train journey takes 2 hr and 35 min, then this is half as long as a journey which takes 5 hr and 10 min.

We need to be very careful about the scale which is being used, and it is not uncommon for people to do arithmetic on scales which are simply ordinal - marks for assignments at school for example!

Types of Scaling Techniques

• COMPARATIVE SCALES

Involve the respondent directly comparing stimulus

objects. eg. How does Pepsi compare with Coke on

sweetness.

• NONCOMPARATIVE SCALES

Respondent scales each stimulus object independently

of other objects eg. How would you rate the sweetness

of Pepsi on a scale of 1 to 10

What’s the difference between comparative and non-comparative scales?

Paired Comparison

Rank Order

Constant Sum

Comparative Scales

NonComparative Scales

Continuous Rating Scales

Itemised Rating Scales

StapelSemantic

DifferentialLikert

A Classification of Scaling Techniques

SCALING TECHNIQUES

Constant Sum Scale

Please divide 100 pointes among the following characteristics so the division reflects the relative importance of each characteristic to you in the selection of a bank

Hours of service ________________

Friendliness _______________

Distance from home ________________

Investment vehicles ________________

Parking facilities __________________

Continuous scale

The Likert scale

Semantic Differential Scale

• Here are a number of statements that could be used to describe

Sears. For each statement tick ( ) the box that best

describes your feelings about Sears.

Modern Store

Low prices

Unfriendly staff

Narrow product range

Sophisticated customers

Old- fashioned store

High prices

Friendly staff

Wide product range

Unsophisticated customers

•Strongly Agree  •Agree  •Undecided  •Disagree  •Strongly Disagree

•Agree Strongly  •Agree Moderately  •Agree Slightly  •Disagree Slightly  •Disagree Moderately  •Disagree Strongly

•Agree  •Disagree

•Agree  •Undecided  •Disagree

•Agree Very Strongly  •Agree Strongly  •Agree  •Disagree  •Disagree Strongly  •Disagree Very Strongly

•Yes  •No

•Completely Agree  •Mostly Agree  •Slightly Agree  •Slightly Disagree  •Mostly Disagree •Completely Disagree

•Disagree Strongly  •Disagree  •Tend to Disagree  •Tend to Agree  •Agree  •Agree Strongly

AGREEMENT

•Very Frequently •Frequently •Occasionally •Rarely  •Very Rarely •Never

•Always  •Very Frequently •Occasionally  •Rarely  •Very Rarely  •Never

•Always  •Usually  •About Half the Time  •Seldom  •Never

•Almost Always  •To a Considerable Degree  •Occasionally •Seldom

•A Great Deal  •Much  •Somewhat  •Little  •Never

•Often  •Sometimes  •Seldom  •Never

•Always  •Very Often  •Sometimes  •Rarely  •Never

FREQUENCY

•Very Important  •Important  •Moderately Important  •Of Little Importance  •Unimportant

•Very Important  •Moderately Important  •Unimportant

•Very Good  •Good  •Barely Acceptable  •Poor  •Very Poor

•Extremely Poor  •Below Average  •Average  •Above Average  •Excellent

•Good  •Fair  •Poor

IMPORTANCE

QUALITY

•Like Me  •Unlike Me

•To a Great Extent  •Somewhat  •Very Little  •Not at All

•True  •False

•Definitely  •Very Probably  •Probably  •Possibly  •Probably Not  •Very Probably Not

•Almost Always True  •Usually True  •Often True  •Occasionally True  •Sometimes But Infrequently True  •Usually Not True  •Almost Never True

•True of Myself  •Mostly True of Myself  •About Halfway True of Myself  •Slightly True Of Myself  •Not at All True of Myself

LIKELIHOOD

Department

Store Name +3 +2 +1 Wide Selection -1 -2 -3

•Select a plus number for words that you think describe the store accurately. the more accurately you think the work describes the store, the larger the plus number you should choose. Select a minus number for words you think do not describe the store accurately. The less accurately you think the word describes the store, the large the minus number you should choose, therefore, you can select any number from +3 for words that you think are very accurate all the way to -3 for words that you think are very inaccurate.

A Stapel Scale for Measuring a Store’s Image

Scale Decisions

Number of Categories generally between 5 and 9

Balance preferably a balanced scale

Odd or Even if neutral responses likely, use odd number

Forced or Nonforced if no opinion likely, use nonforced scale

Verbal Description label and close to response categories

Physical Form should be piloted.

Balanced and Unbalanced Scales

Balanced Scale Unbalanced Scale

JOVAN MUSK FOR MEN IS JOVAN MUSK FOR MEN IS

Extremely good

Very good

Good

Bad

Very bad

Extremely bad

Extremely good

Very good

Somewhat Good

Good

Bad

Very bad