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
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