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    Order: An Example of Rank-Scale

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    Anuth Siddharth
    1. The document discusses different types of comparative rating scales used in marketing research to measure consumer preferences, including paired comparison scales, rank-order scales, and constant-sum scales. 2. A paired comparison scale asks respondents to choose which of two objects they prefer, a rank-order scale asks respondents to rank a set of objects in order of preference, and a constant-sum scale requires respondents to allocate a fixed total of points among various attributes or objects to indicate their relative importance. 3. Each type of comparative scale has advantages like being easy for respondents to understand and administer, but they also have disadvantages such as only providing ordinal data or points that may be difficult to allocate precisely.

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    Order: An Example of Rank-Scale

    Uploaded by

    Anuth Siddharth
    27 views3 pages
    1. The document discusses different types of comparative rating scales used in marketing research to measure consumer preferences, including paired comparison scales, rank-order scales, and constant-sum scales. 2. A paired comparison scale asks respondents to choose which of two objects they prefer, a rank-order scale asks respondents to rank a set of objects in order of preference, and a constant-sum scale requires respondents to allocate a fixed total of points among various attributes or objects to indicate their relative importance. 3. Each type of comparative scale has advantages like being easy for respondents to understand and administer, but they also have disadvantages such as only providing ordinal data or points that may be difficult to allocate precisely.

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    booya

    Original Title

    Booya Rating Scale3

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    1. The document discusses different types of comparative rating scales used in marketing research to measure consumer preferences, including paired comparison scales, rank-order scales, and constant-sum scales. 2. A paired comparison scale asks respondents to choose which of two objects they prefer, a rank-order scale asks respondents to rank a set of objects in order of preference, and a constant-sum scale requires respondents to allocate a fixed total of points among various attributes or objects to indicate their relative importance. 3. Each type of comparative scale has advantages like being easy for respondents to understand and administer, but they also have disadvantages such as only providing ordinal data or points that may be difficult to allocate precisely.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    27 views3 pages

    Order: An Example of Rank-Scale

    Uploaded by

    Anuth Siddharth
    1. The document discusses different types of comparative rating scales used in marketing research to measure consumer preferences, including paired comparison scales, rank-order scales, and constant-sum scales. 2. A paired comparison scale asks respondents to choose which of two objects they prefer, a rank-order scale asks respondents to rank a set of objects in order of preference, and a constant-sum scale requires respondents to allocate a fixed total of points among various attributes or objects to indicate their relative importance. 3. Each type of comparative scale has advantages like being easy for respondents to understand and administer, but they also have disadvantages such as only providing ordinal data or points that may be difficult to allocate precisely.

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    of 3

    C select one according to some criterion. It is like an ordinal scale in which two objects are ranked.

    Let us
    see pt, easy to administer and less time consuming
    OMPARATIVE RATING SCALE
    the example. We are presenting
    respondents to rank various brands/objects of the required total say 103o ing brands of fruit juices in
    order of preference

    An Example of Rank-Order Scale
    Please rank the follow First type of comparative scaling is paired comparison scale. Paired Comparison
    Scale A paired ads on the basis of awareness, it provides, liking of the respondent or intention to buy.
    Look at the following data. Scale: In constant-sum scale respondents are required to allocate a fixed
    number of rating point (usually 100) among several objects. It is widely used to measure the relative
    importance of various attributes of the object. See the following example. Please divide 100 points
    among the following characteristics of a tooth paste that reflects the relative to administer than other
    comparative scale such as

    In
    o
    The relative importance of the attributes is determined by the counting the points assigned by all
    respondents and dividing by the number of respondents. The main merit of the constant sum scale is
    that it permits fine distinction of attributes of an object without much time. However it may be difficult
    to allocate points
    is also comparative in nature. It involves asking the a technique in which respondent is presented with
    two objects at a time in
    Brand
    Preference
    order
    A 2
    B 6
    C 4
    D 1
    E 7
    F 5
    G 3
    This technique is frequently used in marketing res paired comparison. The instructions for ranking
    objects are easy to compr from 1 to 7.rate your most preferred brand as 1 and least preferred brand 7;
    all others are in between No. 2 brands will receive the same rating. There is no right or wrong answer: it
    is just matter of preference.mparative rating scale presents the ideal situation as a reference point for
    comparison with the actual situation. For be asked to rank five print
    importance of each characteristic to you in the selection of toothpaste. It an attribute is unimportant to
    you, assign zero.

    Taste _____________8_________ Fragrance ______ example, please indicate amount of space in your
    present car that compares with the amount of space you feel should be in an ideal car.
    or 97o instead of 100. corresponding brand in row and a zero in the box means that brand in row is
    preferred to the corresponding column.
    with regard to some criterion. For example a respondent may
    _______7_________ Tube _____________5_________ Cleanliness of teeth _____________35________
    Prevention of tooth decay ____________25________ Price _____________2_________ Quality
    _____________8_________ Shining of the teeth _____________10________ Total 100 _______

    ehend. It is also said that the ranking made by the respondent is closer to his/her real purchase
    situation. The major disadvantage of rank order scale is that it produces only ordinal data. It does not
    mean that first preference in the set is the most liked. It may be least disliked in the set.
    Constant-Sum
    earch. Advantages of rank-order scaling include that it is simple conce A type of scale, w to several
    categoriethe above table, we see that figure 1 in the box means that column brand is preferred to
    points that exceeds or are short
    Rank Order Scale: This scale hich requires the respondents to make their ratings as a series of relative
    judgments or comparisons with a benchmarkperhaps another similar concept such as a comparative
    brandexplicitly used as a frame of reference. In many cases the co the pair and asked ts. The main
    disadvantage of this scale is that respondents may allocate

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