Chapter VIIIChapter VIII

Measurement and Scaling: Measurement and Scaling: Fundamentals and Fundamentals and

Comparative ScalingComparative Scaling

Chapter Outline

1) Overview

2) Measurement and Scaling

3) Primary Scales of Measurement

i. Nominal Scale

ii. Ordinal Scale

iii. Interval Scale

iv. Ratio Scale

4) A comparison of Scaling Techniques

5) Comparative Scaling Techniques5) Comparative Scaling Techniques

i. Paired Comparison i. Paired Comparison

ii. Rank Order Scalingii. Rank Order Scaling

iii. Constant Sum Scalingiii. Constant Sum Scaling

iv. Q-Sort and Other Proceduresiv. Q-Sort and Other Procedures

6) Internet and Computer Applications6) Internet and Computer Applications

7) Summary7) Summary

ScaleScaleNominalNominal Numbers Numbers

AssignedAssigned to Runnersto Runners

OrdinalOrdinal Rank OrderRank Orderof Winnersof Winners

IntervalIntervalPerformancePerformance

Rating on aRating on a

0 to 10 0 to 10 ScaleScale

RatioRatio Time to Time to Finish, in Finish, in

SecondsSeconds

Primary Scales of MeasurementPrimary Scales of MeasurementFigure 8.1Figure 8.1

7 38

ThirdThirdplaceplace

SecondSecondplaceplace

FirstFirstplaceplace

FinishFinish

FinishFinish

8.28.2 9.19.1 9.69.6

15.215.2 14.114.1 13.413.4

Scale BasicCharacteristics

CommonExamples

MarketingExamples

Permissible Statistics Descriptive Inferential

Nominal Numbers identify& classify objects

SocialSecurity nos.,numbering offootballplayers

Brand nos.,store types

Percentages,mode

Chi-square,binomial test

Ordinal Nos. indicate therelative positionsof objects but notthe magnitude ofdifferencesbetween them

Qualityrankings,rankings ofteams in atournament

Preferencerankings,marketposition,social class

Percentile,median

Rank-ordercorrelation,FriedmanANOVA

Interval Differencesbetween objectscan be compared,zero point isarbitrary

Temperature(Fahrenheit,Celsius)

Attitudes,opinions,index nos.

Range, mean,standarddeviation

Product-momentcorrelation,t tests,regression

Ratio Zero point isfixed, ratios ofscale values canbe compared

Length,weight

Age, sales,income,costs

Geometricmean,harmonicmean

Coefficientof variation

Primary Scales of MeasurementPrimary Scales of MeasurementTable 8.1Table 8.1

Nominal Nominal OrdinalOrdinal Ratio RatioScale Scale Scale Scale Scale Scale PreferencePreference $ spent last $ spent last No. Store Rankings Rankings 3 months 3 months

1. Lord & Taylor1. Lord & Taylor2. Macy’s3. Kmart4. Rich’s5. J.C. Penny 6. Neiman Marcus 7. Target 8. Saks Fifth Avenue 9. Sears 10.Wal-Mart

Illustration of Primary Scales of Illustration of Primary Scales of MeasurementMeasurement

Table 8.2Table 8.2

7 79 5 15 02 25 7 17 2008 82 7 17 03 30 6 16 1001 10 7 17 2505 53 5 15 359 95 4 14 06 61 5 15 1004 45 6 16 0

Interval

Scale Preference Ratings

1-7 11-17

Scaling TechniquesScaling Techniques

Non-comparativeNon-comparativeScalesScales

Comparative Comparative ScalesScales

Paired Paired ComparisonComparison

Rank Rank OrderOrder

Constant Constant SumSum

Q-Sort and Q-Sort and Other Other ProceduresProcedures

Continuous Continuous Rating ScalesRating Scales

Itemized Itemized Rating ScalesRating Scales

LikertLikert Semantic Semantic DifferentialDifferential

StapelStapel

A Classification of Scaling TechniquesA Classification of Scaling TechniquesFigure 8.2Figure 8.2

Obtaining Shampoo Preferences Using Obtaining Shampoo Preferences Using Paired ComparisonsPaired Comparisons

Figure 8.3Figure 8.3

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

SassoonHeads &Shoulders

Pert

Jhirmack 0 0 1 0Finesse 1a 0 1 0Vidal Sassoon 1 1 1 1Head & Shoulders 0 0 0 0Pert 1 1 0 1Number of TimesPreferredb

3 2 0 4 1

aA 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.

Paired Comparison ScalingPaired Comparison ScalingRIP 8.1RIP 8.1

The most common method of taste testing is paired comparison. The consumer is asked to sample two different products and select the one with the most appealing taste. The test is done in private and a minimum of 1,000 responses is considered an adequate sample. A blind taste test for a soft drink, where imagery, self-perception and brand reputation are very important factors in the consumer’s purchasing decision, may not be a good indicator of performance in the marketplace. The introduction of New Coke illustrates this point. New Coke was heavily favored in blind paired comparison taste tests, but its introduction was less than successful, because image plays a major role in the purchase of Coke.

A paired comparison taste test

Preference for Toothpaste Brands Preference for Toothpaste Brands Using Rank Order ScalingUsing Rank Order Scaling

Figure 8.4Figure 8.4

Instructions: Instructions: Rank the various brands of toothpaste in order of Rank the various brands of toothpaste in order of preference. Begin by picking out the one brand that you like most preference. Begin by picking out the one brand that you like most and assign it a number 1. Then find the second most preferred and assign it a number 1. Then find the second most preferred brand and assign it a number 2. Continue this procedure until you brand and assign it a number 2. Continue this procedure until you have ranked all the brands of toothpaste in order of preference. have ranked all the brands of toothpaste in order of preference. The least preferred brand should be assigned a rank of 10. The least preferred brand should be assigned a rank of 10.

No two brands should receive the same rank number.No two brands should receive the same rank number.

The criterion of preference is entirely up to you. There is no right The criterion of preference is entirely up to you. There is no right or wrong answer. Just try to be consistent.or wrong answer. Just try to be consistent.

BrandBrand Rank OrderRank Order

1. Crest1. Crest __________________

2. Colgate2. Colgate __________________

3. Aim3. Aim __________________

4. Gleem4. Gleem _________ _________

5. Macleans5. Macleans __________________

6. Ultra Brite6. Ultra Brite _________ _________

7. Close Up7. Close Up _________ _________

8. Pepsodent8. Pepsodent _________ _________

9. Plus White9. Plus White _________ _________

10. Stripe10. Stripe _________ _________

Figure 8.4 Contd.Figure 8.4 Contd.

Importance of Toilet Soap Attributes Importance of Toilet Soap Attributes Using a Constant Sum ScaleUsing a Constant Sum Scale

Figure 8.5Figure 8.5

InstructionsInstructions

On the next slide 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.

Form Average Responses of Three Segments Attribute Segment I Segment II Segment III

1. Mildness2. Lather 3. Shrinkage 4. Price 5. Fragrance 6. Packaging 7. Moisturizing 8. Cleaning Power Sum

Figure 8.5 Contd.Figure 8.5 Contd.

8 2 42 4 173 9 7

53 17 99 0 197 5 95 3 20

13 60 15100 100 100