Measurement and Scaling

Measurement means assigning numbers or other

symbols to characteristics of objects according to
certain pre-specified 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.
 Primary Scales of Measurement

Scale
Nominal Numbers
Assigned Finish
to Runners 7 8 3

Ordinal Rank Order Finish

of Winners
Third Second First
place place place

Interval Performance
8.2 9.1 9.6
Rating on a
0 to 10 Scale

15.2 14.1 13.4

Ratio Time to Finish
in Seconds
Primary Scales of Measurement

Scale Basic Common Marketing Permissible Statistics

Characteristics Examples Examples Descriptive Inferential
Nominal Numbers identify Social Security Brand nos., store Percentages, Chi-square,
& classify objects nos., numbering types mode binomial test
of football players
Ordinal Nos. indicate the Quality rankings, Preference Percentile, Rank-order
relative positions rankings of teams rankings, market median correlation,
of objects but not in a tournament position, social Friedman
the magnitude of class ANOVA
differences
between them
Interval Differences Temperature Attitudes, Range, mean, Product-
between objects (Fahrenheit) opinions, index standard moment
Ratio Zero point is fixed, Length, weight Age, sales, Geometric Coefficient of
ratios of scale income, costs mean, harmonic variation
values can be mean
compared
 A Classification of Scaling Techniques

Scaling Techniques

Comparative Noncomparative
Scales Scales

Paired Rank Constant Q-Sort and Continuous Itemized

Comparison Order Sum Other Rating Scales Rating Scales
Procedures

Likert Semantic Stapel

Differential
 Scaling Techniques

• 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.

• In noncomparative scales, each object is

scaled independently of the others in the
stimulus set. The resulting data are generally
assumed to be interval or ratio scaled.
Advantages of Comparative Scales

• 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.
Obtaining Shampoo Preferences Using Paired
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:
ClinicPlus Velvette Pantene Head & Meera
Shoulders Shikai
ClinicPlus 0 0 1 0
Velvette 1a 0 1 0
Pantene 1 1 1 1
Head & Shoulders 0 0 0 0
Meera Shikakai 1 1 0 1
Number of Times 3 2 0 4 1
Preferredb
aA ‘1’ in a particular box means that the brand in that column was preferred
over the brand in the corresponding row. ‘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.
Comparative Scaling Techniques
Rank Order Scaling

• 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.
• Only (n - 1) scaling decisions need be made in
rank order scaling.
Preference for Toothpaste Brands
Using Rank Order Scaling

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.
Preference for Toothpaste Brands
Using Rank Order Scaling

Form
Brand Rank Order
1. Dabur _________
2. Colgate _________
3. Himalaya _________
4. Close-up _________
5. Sensodyne _________

6. Vicco _________
7. Patanjali _________
8. Meswak _________
9. Babool _________
10. Pepsodent _________
Comparative Scaling Techniques
Constant Sum Scaling

• 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.
 Importance of Bathing Soap Attributes
Using a Constant Sum Scale

Form
Average Responses of Three Segments
Attribute Segment I Segment II Segment III
1. Mildness 8 2 4
2. Lather 2 4 17
3. Shrinkage 3 9 7
4. Price 53 17 9
5. Fragrance 9 0 19
6. Packaging 7 5 9
7. Moisturizing 5 3 20
8. Cleaning Power 13 60 15
Sum 100 100 100
Noncomparative Scaling Techniques

• Respondents evaluate only one object at a time,

and for this reason non-comparative scales
are often referred to as monadic scales.

• Non-comparative techniques consist of

continuous and itemized rating scales.
Continuous Rating Scale

Respondents rate the objects by placing a mark at the appropriate position

on a line that runs from one extreme of the criterion variable to the
other.
The form of the continuous scale may vary considerably.

How would you rate Reliance Supermarket as a department store?

Version 1
Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - Probably the best

Version 2
Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - --Probably the best
0 10 20 30 40 50 60 70 80 90 100

Version 3
Very bad Neither good Very good
nor bad
Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - ---Probably the best
0 10 20 30 40 50 60 70 80 90 100
 Itemized Rating Scales

• The respondents are provided with a scale that has

a number or brief description associated with each
category.

• The categories are ordered in terms of scale

position, and the respondents are required to select
the specified category that best describes the
object being rated.

• The commonly used itemized rating scales are the

Likert, semantic differential, and Stapel scales.
Likert Scale

The Likert scale requires the respondents to indicate a degree of agreement or

disagreement with each of a series of statements about the stimulus objects.

Strongly Disagree Neither Agree Strongly

disagree agree nor agree
disagree

1. Honda sells high-quality cars 1 2X 3 4 5

2. Honda has poor in-store service 1 2X 3 4 5

3. I like to buy at Honda 1 2 3X 4 5

• The analysis can be conducted on an item-by-item basis (profile analysis), or a

total (summated) score can be calculated.

• When arriving at a total score, the categories assigned to the negative

statements by the respondents should be scored by reversing the scale.
Semantic Differential Scale

The semantic differential is a seven-point rating scale with

end points associated with bipolar labels that have semantic
meaning.
Honda is:
Powerful --:--:--:--:-X-:--:--: Weak
Unreliable --:--:--:--:--:-X-:--: Reliable
Modern --:--:--:--:--:--:-X-: Old-fashioned
• The negative adjective or phrase sometimes appears at the
left side of the scale and sometimes at the right.
• This controls the tendency of some respondents, particularly
those with very positive or very negative attitudes, to mark
the right- or left-hand sides without reading the labels.
• Individual items on a semantic differential scale may be
scored on either a -3 to +3 or a 1 to 7 scale.
A Semantic Differential Scale for Measuring Self-
Concepts, 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
 Stapel Scale

The Stapel scale is a unipolar rating scale with ten categories

numbered from -5 to +5, without a neutral point (zero). This
scale is usually presented vertically.
SEARS

+5 +5
+4 +4
+3 +3
+2 +2X
+1 +1
HIGH QUALITY POOR SERVICE
-1 -1
-2 -2
-3 -3
-4X -4
-5 -5
The data obtained by using a Stapel scale can be analyzed in the
same way as semantic differential data.
 Basic Noncomparative Scales

Scale Basic Examples Advantages Disadvantages

Characteristics

Continuous Place a mark on a Reaction to Easy to construct Scoring can be

Rating continuous line TV cumbersome
Scale commercials unless
computerized
Itemized Rating Scales

Likert Scale Degrees of Measurement Easy to construct, More

agreement on a 1 of attitudes administer, and time-consuming
(strongly disagree) understand
to 5 (strongly agree)
scale

Semantic Seven- point scale Brand, Versatile Controversy as

Differential with bipolar labels product, and to whether the
company data are interval
images

Stapel Unipolar ten - point Measurement Easy to construct, Confusing and

Scale scale, - 5 to +5, of attitudes administer over difficult to apply
without a neutral and images telephone
point (zero)
Summary of Itemized Scale Decisions

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 for at least some 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) Physical form A number of options should be tried and the
best selected
Balanced and Unbalanced Scales

Fogg for Men is: Fogg for Men is:

Extremely good Extremely good
Very good Very good
Good Good
Bad Somewhat good
Very bad Bad
Extremely bad Very bad
Rating Scale Configurations

Cheer detergent is:

1) Very harsh --- --- --- --- --- --- --- Very gentle

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

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

5) -3 -2 -1 0 +1 +2 +3

Very Neither harsh Very

harsh nor gentle gentle
 Some Commonly Used Scales in Marketing

CONSTRUCT SCALE DESCRIPTORS

Attitude Very Bad Bad Neither Bad Nor Good Good Very Good

Importance Not at All Important Not Important Neutral Important Very Important

Satisfaction Very Dissatisfied Dissatisfied Neither Dissat. Nor Satisfied Satisfied Very Satisfied

Purchase Intent Definitely will Not Buy Probably Will Not Buy Might or Might Not Buy Probably Will Buy Definitely Will Buy

Purchase Freq Never Rarely Sometimes Often Very Often

Some Unique Rating Scale Configurations

Thermometer Scale
Instructions: 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.
Like very 100
much 75
50
25
Dislike 0
very much
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.

1 2 3 4 5