S C A L I N G MS.

AMBIYA KHANAM
T E C H N I Q U E S - I A S S T. P R O F. , D E P T. O F M G T. ,
ST . ALOYSIUS (AUTONOMOUS)COLLEGE,
JABALPUR
Scaling
• Scaling is the procedure of assigning numbers to various degrees of
opinion, attitude and other concepts .
• This can be done in two ways:
• i) making a judgement about some characteristic of an individual
and then placing him directly on a scale that has been defined in
terms of that characteristic.
• ii) constructing questionnaires in such a way that the score of an
individual’s responses assigns him a place on the scale.
Comparative Scales
• In comparative scaling, the respondent is asked to compare one
object with another.

• The comparative scales can further be divided into the following

four types of scaling techniques:
a) Paired Comparison Scale
b) Rank Order Scale
c) Constant sum Scale
d) Q sort Scale
 Paired Comparison Scale
• This is a comparative scaling technique in which a respondent is
presented with two objects at a time and asked to select one object
according to some criterion.
• The data obtained are ordinal in nature.
• It is the most widely used comparative technique.
• With n brands, [n(n-1)/2] paired comparisons are required.
• For ex; if we have 4 brands, then 6 paired comparisons can be done.
Paired Comparison Scale
Rank Order Scale
• In this technique, respondents are presented with several items
simultaneously and asked to rank them in the order of priority .
• This is an ordinal scale that describes the favoured and unfavoured
objects, but does not reveal the distance between the objects.
• The resultant data in rank order is ordinal data. This yields better
results when direct comparison are required between the given
objects.
• Only (n-1) scaling decisions needs to be made in this scaling.
• The major disadvantage of this scaling is that only ordinal data can
be generated.
Constant Sum Scale
• Constant sum is a technique that is used in market research surveys
where respondents are required to allocate a constant sum of points or
units on specified criteria or features.
• All these points add up to a constant total, which remains unchanged.
• Respondents can allocate a constant sum of units say 100 points to
attributes of a product to reflect their importance.
• If an attribute is not important , then zero points can be assigned to it.
• If an attribute is twice as important than other, then it receives twice points.
• But the total sum remains same.
 SCALING
TECHNIQUES -II

AMBIYA KHANAM
A S S T. P R O F . , D E P A R T M E N T O F M A N A G E M E N T
S T. A L O Y S I U S ( A U T O N O M O U S ) C O L L E G E
JABALPUR
Contents
Non comparative Scales
Itemized Rating Scale
Graphic Rating Scale
Likert Scale
Semantic Differential Scale
Non Comparative Scales
• In these scales, the respondents evaluate only single object.
• Their evaluation is independent of the other object which the
researcher is studying.

• These are further classified as :

a) Itemized Rating Scale
b) Continuous Rating Scale
Itemized Rating Scale
• Itemized rating scale is a scale having numbers or statements from
which a respondent selects one as best reflecting his evaluation.
• The categories are ordered in terms of scale position and the
respondents are required to select one of the limited number of
categories that best describes the product, brand, company or
product attribute being rated. These scales are widely used in
marketing research.
Itemized Rating Scale
 Itemized Rating Scale
Likert Scale
Semantic Differential Scale
Stapel Scale
Likert Scale
• Also known as Summated Scales.
• This scale is developed by utilizing the item analysis approach wherein a
particular item is evaluated on the basis of how well it discriminates between
those persons whose total score is high and those whose total score is low.
• Thus , summated scales consist of a number of statements which express
either a favourable or unfavourable attitude towards the given object to
which a respondent is asked to react.
• The respondent indicates his agreement or disagreement with each
statement in the instrument.
• Each response is given a numerical score, then these scores are totalled to
measure the respondents attitude.
Likert Scale
• This scale uses various degrees of agreement or
disagreement.
• For example: strongly agree, agree, undecided,
disagree, strongly disagree.
• Generally, 5 point scale is used .
• This is extremely popular for measuring attitudes
because it is simple to administer and easy to use.
 Semantic Differential Scale
• This is a seven point rating scale with end points associated with
bipolar labels (such as good and bad, complex and simple)that have
semantic meaning.
• It can be used to find whether a respondent has a positive or
negative attitude towards an object.
• It has been widely used in comparing brands, products and
company images.
• It has also been used to develop advertising and promotion
strategies and in a new product development study.
Semantic Differential Scale
Semantic V/S
Likert Scale
With the Likert scale, people state how much
they agree or disagree with a particular statement;
with the semantic differential scale, people
filling in the questionnaire decide how much of a
trait or quality the item has.

A Likert scale measures agreement or

disagreement to a particular statement. The scale
ranges from “strongly agree” to “disagree” with
neutral in the center. You can easily quantify the
results. It’s usual for the highest agreement to be
rated a 5, neutral as 3 and the lowest agreement
or no agreement as 1. This makes it easy to
compare results.

On the other hand, the Semantic scale is very

subjective on the user’s part. Plus, there’s no
“neutral” answer, which makes it difficult to
Stapel Scale • Stapel Scale is a unipolar (one adjective)
rating scale designed to measure the respondent's attitude
towards the object or event.
• The scale is comprised of 10 categories ranging from –5 to +5
without any neutral point (zero).
• The scale is usually constructed vertically with a
single adjective in the middle of the range of
values (-5 to +5).
• The respondent is asked to select the appropriate
numerical response category that best describes
the extent to which the adjective related to the
object is accurate or inaccurate.
• The higher the positive score selected by the
respondent, the more accurate the adjective
describes the object and vice versa.
Stapel Scale For example, the respondent is asked to rank the
quality of food, and crew member service of an airline
on a scale ranging from -5 to +5:
Stapel Scale
• The stapel scale is like a semantic differential scale with little
modifications.
• It is often used in the situations when two bi-polar adjectives are
difficult to find out.
• The data obtained are the interval and are analyzed in the same
manner as the semantic differential data.
• One of the advantages of the stapel scale is that it does not require
the pre-testing of adjectives to ensure their true bipolarity.
• Also, it can be easily administered over the telephone.
• But, however, some researcher finds the stapel scale to be quite complex
and confusing.
Continuous Rating
• It is Scale
a noncomparative scaling
technique wherein the respondents are
asked to rate the stimulus objects by
placing a point/mark appropriately on a
line running from one extreme of the
criterion to the other variable criterion.
Continuous Rating Scale
Thankyou