TOPIC 7

Scaling Techniques
 A Classification of Scaling Techniques
Scaling Techniques

Ranking Scales Rating Scales

Paired Continuous Itemized

Rank Order/
Comparison Rating Scales Rating Scales
Forced
Choice

Constant Semantic Stapel

Likert
Sum Differential
A Comparison of Scaling Techniques
• Ranking/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 Rating/Non-comparative 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.
Relative 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.
Relative Disadvantages of Comparative Scales

Ordinal nature of the data

Inability to generalize beyond

the stimulus objects scaled.
 Ranking/Comparative Scaling Techniques
Paired Comparison Scaling

• 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.

• With n brands, [n(n - 1) /2] paired comparisons

are required
 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: Jhirmack Finesse Vidal Head & Pert
Sassoon Shoulders
Jhirmack 0 0 1 0
Finesse 1a 0 1 0
Vidal Sassoon 1 1 1 1
Head & Shoulders 0 0 0 0
Pert 1 1 0 1
Number of Times 3 2 0 4 1
Preferredb
a
A 1 in a particular box means that the brand in that column was preferred over the
brand in the corresponding row. A 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/Forced Choice 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.
 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. Crest _________
2. Colgate _________
3. Aim _________
4. Gleem _________
5. Macleans _________

6. Ultra Brite _________

7. Close Up _________
8. Pepsodent _________
9. Plus White _________
10. Stripe _________
 Rating/Non 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

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.
 Importance of Bathing Soap Attributes
Using a Constant Sum Scale

Form
Average Responses of Three Segments
Attribute Segment I
Segment II Segment8III 2 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
 Itemized Rating Scales(IRS)

Characteristics of IRS IRS contd …..

• A 5 or 7 point scale with anchors as • IRS provided the flexibility to use as
needed is provided for each item and many points in the scale considered
the respondent states the appropriate necessary (4,5,7,9 etc).
number on the side of each item or • Possible to use different anchor with IRS
circle the relevant number against each ( eg. Very unimportant to Very
item. The responses to the item are Important, Extremely Low to Extremely
then summated. This uses an interval High.
scale. • Research indicates that a 5 point scale is
• Has 2 variations: balanced and just as good and any and an increase in
unbalanced rating scale from6 to 7 or 9 points on a rating scale
• Balanced rating scale has a neutral does not improve the reliability of the
point while unbalanced rating scale rating scale (Elmore & Beggs, 1975).
does not have a neutral point. • Other commonly used itemized rating
scales are the Likert, Semantic
Differential, and Stapel scales.
 Balanced and Unbalanced Scales
Respond to each item using the scale below, and indicate your response number on the line
by each item:

Jovan Musk for Men is Jovan Musk for Men is

Extremely good Extremely good
Very good Very good
Good Good
Bad Somewhat good
Very bad Bad
Extremely bad Very bad
 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. Sears sells high quality merchandise. 1 2 3 4 5

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

3. I like to shop at Sears. 1 2 3 4 5

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

(summated) score can be calculated.

• This is an interval scale and the differences in the responses between any two points on
the scale remain the same.
 Semantic Differential Scale

The semantic differential is a seven-point rating scale with end

points associated with bipolar labels that have semantic meaning.

MYDIN 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.
 Numerical Scale
• Numerical scale is similar to Semantic differential
scale with difference that numbers on a 5 point
or 7 point are provided with bipolar adjectives at
both ends.

• This is also an interval scale.

 Example: Numerical scale

A variety of scale configurations may be employed to measure the gentleness of Cheer

detergent. Some examples include:
Cheer detergent is:
1) Very harsh --- --- --- --- --- --- --- Very gentle
2) Very harsh 1 2 3 4 5 6 7 Very gentle
3) Very harsh
.
.
. Neither harsh nor gentle
.
.
. Very gentle

4) ____ ____ ____ ____ ____ ____ ____

Very Harsh Somewhat Neither harsh Somewhat Gentle Very
harsh Harsh nor gentle gentle gentle
 Example: 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
 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.

State how you would rate Mydin’s hypermarket with respect to each of the
characteristics mentioned below, by circling the appropriate number.

+5 +5
+4 +4
+3 +3
+2 +2
+1 +1
HIGH QUALITY POOR SERVICE
-1 -1
-2 -2
-3 -3
-4 -4
-5 -5

The data obtained by using a Stapel scale can be analyzed in the

same way as semantic differential data.
 Comparison between Likert, Semantic Differential and
Staple Scale
Scale Basic Examples Advantages Disadvantages
Characteristics

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
witho ut a neutral and images telephone
point (zero)
 Summary of Rating 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 from at least some of the 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
Development of a Multi-item Scale
Develop Theory

Generate Initial Pool of Items: Theory, Secondary Data, and

Qualitative Research

Select a Reduced Set of Items Based on Qualitative Judgement

Collect Data from a Large Pretest Sample

Statistical Analysis

Develop Purified Scale

Collect More Data from a Different Sample

Evaluate Scale Reliability, Validity, and Generalizability

Final Scale
 Scale Evaluation
Scale Evaluation

Reliability Validity
 Scale Evaluation
Reliability Validity

• Reliability can be defined as the extent • The validity of a scale may be defined as
to which measures are free from the extent to which differences in
random error, XR. observed scale scores reflect true
differences among objects on the
characteristic being measured, rather than
• Internal consistency reliability systematic or random error.
determines the extent to which different
parts of a summated scale are consistent
• Content validity is a subjective but
in what they indicate about the
systematic evaluation of how well the
characteristic being measured. content of a scale represents the
measurement task at hand.
• The coefficient alpha, or Cronbach's
alpha varies from 0 to 1, and a value of
0.6 or less generally indicates
unsatisfactory internal consistency
reliability.